The world of search engine optimization and online marketing can be complex and mysterious. One of the main reasons for this is the rate at which it changes. Google isn’t top dog in the search engine business merely out of coincidence or luck – it has more to do with their ability to adapt and accommodate.
Early on they understood the lengths to which marketers and business owners would go in order to unlock the mysteries of ranking and alter their performance. Because of this Google developed increasingly enigmatic and elaborate algorithms through which it runs every search in an effort to provide the most relevant results. As user preferences change, social media and website design evolve and marketers find ever more resourceful ways to outwit the algorithms, Google re-adapts and redeploys them. This constant evolution and ability to provide relevant results drives the continued confidence in Google’s search products to the point that they control more than twice the market of all other search engines combined.
Because of this we should place the majority of our optimization resources into appealing to Google and because they are the leader, the other engines tend to use them as a guide when improving the relevancy of their own search results. That means that when you optimize your content for Google you are generally optimizing it for everyone.
So how do I optimize my site?
Below we will take a quick look at four basic search engine optimization components:
1) Keyword Relevancy – Simply put, this is the practice of including the same words in your content that you feel a consumer will use in a search to find your product.
Having individual pages dedicated to each of your products or services gives you the opportunity to target the keywords that best represent that product and do so in the areas that are most important to search engines. Placing these keywords in the page title, close to the beginning of paragraphs and in heading tags is a great start, but the density of those phrases (the frequency of their use vs. the amount of content) must stay within the upper limits of what Google thinks is ‘normal’ for the subject matter. Too many of the same phrases could lead to ranking penalties and not placing enough emphasis on them may leave Google wondering who, if anyone, would have an interest in that page.
The practice of using too many of the same target keywords in a page is called “keyword stuffing” and as a result Google has recently rewarded site owners that use more synonyms related to their keywords rather than tediously cramming in the same keyword repeatedly.
Google’s constant pursuit of more natural and relevant search results as well as their ability to better adapt their algorithms has allowed site owners to concentrate a bit less on the weight of their particular keywords and a bit more on the actual quality of their message.
These keyword thresholds are constantly changing and will always be watched closely by your online marketing specialist.
2) Branded Content Creation – The actual content of your site has always had an important relationship to your search engine ranking but never like it does now.
In fact, years ago Google placed so much more of an emphasis on reputation and inbound linking (other sites linking to yours) that many site owners were creating the majority of their content on other peoples sites solely for the opportunity of including a link back to their own. Strategies like this were obviously counter intuitive to Google’s search relevancy goals so their algorithms have been ‘repaired’ and we are now rewarded more for developing and housing our own informational resources. I use the term resources because this improvement in search relevancy has helped to boost consumer confidence in search results to the point that they include far more product and brand research in their purchasing decisions. In fact, Hubspot revealed in a 2013 info graphic that site owners that adopt this inbound marketing strategy (creating relevant informational content that attracts consumers) actually doubled their website conversion rates – that means that of all the leads gained through your site, providing visitors with valuable and relevant information can double their likelihood of making a purchase.
Contact Fusion today for more tips on increasing your website’s potential.