Knowing Bad SEO From Good SEO: An Update
It is 2019, but sadly, some digital marketers are still engaged in Search Engine Optimization (SEO) practices that are either outdated or have never worked even before.
This is a perennial problem that just won’t go away, and we can do little to convince digital marketers who don’t want to change because they’re stubborn about changing their old beliefs.
But if you believe that you’re not like these people who don’t like the idea of change because it challenges people’s equilibrium, then we definitely have some guidance for you. It’s time to know the bad SEO from the good SEO – today.
How are you performing keyword research?
In an ideal world, people won’t have to deal with the difficulties of bucketing and actually using keywords, because people would be able to find what they need immediately. Take the keyword SEO Company New York as an example, what would it take to rank this particular keyword?
The Internet is far less than ideal, and we have to make do with the limits of the technology that we have right now.
And one of the limits is the fact that machine learning doesn’t really ‘understand’ human language, it can only approximate meaning by building contextual links between ideas. Google’s strength comes from its machine learning software and AI, but the AI itself is still in its infancy.
That’s why it’s imperative that we take a look at how you are performing keyword targeting with your content. The old strategy had everything to do with collecting the most viable keywords by checking out how many monthly searches they have, and how competitive these keywords are so you can estimate how much you will be spending when you run paid search listings for these keywords.
If you come from the old school of keyword research, you probably have no issues with using just one high search volume and competitive keyword for your content.
And this is precisely what the problem is: you are using just one keyword. Your content, as far as we are concerned, can contain a handful of important and relevant keywords, as these will help Google index and identify your content as being relevant to particular searches.
Repeating one keyword again and again just for the sake of repeating it may not be the best approach. However, if you combine your main keyword with other keywords that are just as relevant to what you are trying to convey, we can assure you that you will be getting much better results overall.
What is semantic search?
We must a variety of relevant keywords because search engines include a semantic search each time they run a search for a keyword phrase. Semantic search is aimed at identifying the general topic of a piece of content, and this shuffles the top pages according to the keyword that was actually used by the user.
How do you find related keywords? Well, you can use an SEO tool or if you’d like to see the top keywords for a search term that you have been itching to utilize to promote your website, go to Google and do a search using the base keyword and simply scroll down to see the suggested searches below.
Suggested searches have been pre-indexed and these keyword variations are there to speed up people’s search for information. Neat right? It’s great because you know exactly how people are phrasing and re-phrasing their queries to arrive at increasingly more specific results.
The trend in search has always been broad to specific, because this is simply how people look for information.
In the beginning they have a general query in mind, they type that in Google, and when they realize that they need something more specific, they engage in another search, and so on, until they hit the information that truly answers their questions.
How does your content interact with customers?
Take a look at websites that dominate the field of providing information to customers. All that content actually interacts with people long before they even email or call the companies to ask if they are available to handle any projects.
What many digital marketers forget that content isn’t just there to provide information – it is part of the branding. It’s like an extension of the business owner, or the sales staff of a company. When people love the content on a website, all that happiness and trust flows to the originator or creator of the content – you.
This is why it is never enough to ‘just’ give people ‘some content.’ The content has to be able to carry the brand and interact with potential customers in such a way that they see EAT – expertise, authority, and trust.
The EAT principle is huge on the Internet, where there are simply too many websites, and it can be confusing to pick which website or business to trust. You can take care of that mind fog by making it clear to your customers that you are indeed the best, and here’s our topnotch content to prove our point.
Have you checked your website’s UX?
UX or user experience refers to the ease at which users can actually access and utilize a website for whatever purpose they see fit. So there are two domains here: what the users want to do on your website, and what your website actually delivers. There is a gray area that is often missed when trying to connect these two domains, and that is UX.
It’s hard to believe that Google has radically shifted so much that it is taking UX into consideration when ranking results. We know why: because Google wants people to have the best possible experience when using search engines, and slow, and unresponsive sites have no place in the top results.
Another issue on the web development side is the use of material design, which allows websites to automatically resize and adapt to the screen size of the user’s device. With more than 50% of queries coming in from mobile devices, it is easy to understand why Google has finally adopted a mobile first policy, where the mobile versions of websites are always displayed first in SERPs.