SEO

 

If you have noticed that web pages from your site and other online assets are starting to feel the effects of gravity, it’s possible that your SEO tactics are still targeting old search engine algorithm formulas that have changed drastically over the last 18 months. If you haven’t updated your search strategies within the last year, there are 4 steps to take now that can revive your SEO campaigns.

 

        Creating your on and off-site content to answer questions – One of the biggest modifications in Google’s algorithm is the change from basing search results on keyword density to the surfacing of content that answers questions. The first step to take here is to learn how your audience searches for your products and/or services. Mobile searches now outnumber those that originate from PCs and are often posed as what, where, why and how questions. Content that answers those types of queries is now being rewarded with higher rankings.

         Generating content that earns links – The practice of building or buying links has basically flatlined as search engines now have the capability to determine whether they occur naturally or are being set up to influence ranking algorithms. Links are as important as ever, but it’s the quality and relevance of the point of origination that matters, not the amount of backlinks. Today, earning a single link from an authority or industry-related site carries more weight than thousands of backlinks with dubious origins. Keep in mind also that these types of links offer the additional benefit of driving targeted traffic to your site, whereas fake links deliver nothing.

        Pinpointing your social media efforts – Businesses originally saw social media sites as platforms to broadcast their marketing and advertising, which resulted in a dilutive “the more, the merrier” approach to developing as many diverse pages as possible. As these sites have evolved, the expectation of these communities is that businesses must engage in two-way conversations rather than just blasting out their messaging. This expectation makes it difficult to optimize a variety of different sites, so narrow your focus to the sites that fit best with your business. In most cases, the result of full engagement on a couple of sites will yield far more social actions such as “shares” than being spread too thin on too many social platforms.

$      Make your site responsive – Google has prioritized the experience of mobile users as part of its ranking formula, going as far as highlighting sites that are built with responsive design architecture with a “mobile friendly” designation when searched with a mobile device. Changing your site over to responsive design architecture will allow it to adapt the on-page information that is displayed to the size of the viewport of the mobile device. The result is text that is easier to read, simple navigation, and an interface that works efficiently on smaller screens.

 

If you haven’t updated your SEO practices in the last year your search rankings may be suffering. By incorporating these steps, your SEO campaigns can be revived while both the quality and the amount of the traffic to your sites increase.          

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  • User Experience and SEO

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    Prior to Google’s implementation of the Hummingbird algorithm in the second half of 2013, search engine optimization and delivering a positive user experience with published content were distinctly different practices. Despite Google’s mission to surface high value content, its algorithms were easily manipulated with SEO tricks that didn’t necessarily deliver the information that the search engine users were looking for. At the same time, content that delivered relevant information often earned lower rankings than poorly written articles that prioritized packing in keywords over adding value.

     

    Hand it to Google, the search engine has stayed true to its commitment to deliver improved user experiences and is now far less vulnerable to manipulative practices. Its ranking algorithm now factors a variety of signals that result from positive user experiences, including:        

            

            Links from authority sites – Content that contains valuable source material, topic-relevant information or delivers a positive user experience in general can earn links from authority sites to provide additional information or to be cited as a reference. These links carry an increasing amount of weight in the ranking algorithms due to the quasi-vetting process from originating authority sites. This is a completely different ranking methodology than the one which rewarded web pages that had thousands of spammy backlinks purchased for a few pennies each.       

            Social actions – When content is posted to social media platforms such as Twitter and Facebook, user can elect to share that material with their friends and/or followers. Sharing or liking posted content is referred to as a social action, which is an indication that the content delivers a positive user experience, whether it’s entertaining, informative or a combination of the two. Steady and/or increasing social actions with specific web pages can then boost rankings due to the implied legitimacy of independent referrals.    

             Active and positive comment threads – Quality content draws engagement in the form of active commentary threads. Content that is generating shares and likes will also elicit commentary, with the actions reinforcing each other when being weighed by search algorithms. While these reinforcing actions are great for SEO campaigns, they are equally capable of driving higher rankings for negative content, such as news stories.    

     

    In today’s SEO campaigns, manipulating the algorithms has become increasingly difficult. This is due in part to the growing sophistication in algorithm methodology that can detect spammy links and content. It is also due to the evolution in the way people communicate and share information on the web. The paradigm change now forces SEO and content distribution campaigns to focus on the same primary goal; delivering a positive user experience. 

  • One SEO Change to Implement Now

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    As the sophistication of search algorithms continues to increase, search engines are improving their understanding of what their users are looking for with their inquiries. Prior to replacing its search methodology with the Hummingbird algorithm in 2013, search results typically showed results that had a high percentage of the same keywords included in users’ inquiries. While the pages that were returned based on keyword matches generally reflected some relevance to the search, there were also results that had nothing to do with the nature of the inquiry.

     

    Two of the primary reasons for these unrelated results were black hat techniques that were used to trick the early algorithms into granting high ratings, as well as words that were spelled the same but had different meanings, known as homonyms. An example of a homonym is the word “lead”, which can either be a noun as in the metal or a verb as in “to guide”. An inquiry such as “lead dog” could list sculptures of dogs made of the metal as well as dog teams in the Iditarod race. Refining the search to “what is a lead dog Iditarod” could still return mixed results. With the implementation of the Hummingbird algorithm, searches provided results based on the context of the inquiry, rather than trying to find pages with identical keywords.

     

    The change to contextual search, in addition to providing a higher percentage of relevant results for all users, was also influenced by the more conversational nature of inquiries from mobile device users. When voice commands are used, it’s more natural to ask a question than limiting inquiries to a few key words. As the search phrases became longer, keyword-based algorithms struggled to return listings that answered the questions that were being posed, which required follow-on searches and lead to a less than optimal user experience.

     

    For businesses that have not changed the foundation of their SEO initiatives to the new search methodology, previously high rankings are likely to start falling, if they haven’t already. The key to success in context-based search is to modify content so that it answers the questions posed verbally by mobile users. As a simple example, a searcher may pose the question “Where is a pizza place in Anytown?” Content that answers that question, which would earn a higher search listing, would include something like “Jack’s Pizza is located at 123 Main Street in Anytown.”

     

    As Google and the rest of the search engines try to deliver the best user experience possible, the focus is on eliminating listings that don’t deliver the answers sought by searchers. To that end, the listings that are presented will increasingly address the full context of inquiries with the delivery of specific answers. In this environment the SEO campaigns that are modified to answer questions, rather than match keywords to searches, will deliver website and storefront visits which will drive revenues.  

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