Is Your SEO Following Google Rules?
Google is a giant search engine and this means that a lot of users believe in it. For a business, this means that you will have to follow all the rules set by this search engine to get your business where your target customers are. Google has changed SEO rules many times and is always implementing measures that are aimed at ensuring that users are getting useful content. As opposed to what was happening years ago, including keywords multiple times will not get you to the top of search engine result pages, instead, it will get you penalized or banned from Google.
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In simple words, you have to stick to the rules by Google or you are doomed. This is the main reason why you need to let an expert handle your SEO because they understand all the updates made by Google and will tweak your content and website to be in line with these updates and rules. The article below contains important details of why your website SEO needs to be in line with the rules and regulations provided by Google
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“Is your SEO strategy aligned with Google’s?
Driving traffic has become the core to any business that moves online. Every marketer today has a keenly defined space for Search Engine Optimization (SEO) in their marketing strategies. Therefore, it’s important to understand the changing dynamics of SEO and keep evolving with the change.
Principally, marketers have to invest time in understanding consumer behavior when it comes to search. What it is that they are looking for or typing organically? This behavior analysis forms the tool kit for optimization. Hence, every industry and sector will have to focus on their category and tap the market accordingly.
Going forward, SEO search on mobile devices will be trending, as most people are searching for local business, i.e., doctors, homes for rent, cosmetics products, restaurants nearby, using mobile search. This applies to businesses that market on national as well as international levels, as these fundamentals are key to any business.
If we closely observe what Google is doing, we will find that in the last few years it has been forcing brands and businesses to avoid certain tactics with SEO, such as poor content, key word stuffing, bad links. In other words, asking them not to create a bad experience for users who are trying to find great content and great businesses.
Keeping our ears to the ground, we have to change when Google changes. Google is forcing brands to create great content and user experience by creating mobile-friendly websites that people find friendly and valuable. It has smart people advanced technology to find out whether your website is really valuable and people are sharing content on social media and has a host of signals it tracks to determine how it should rank your business.
Dearborn has suggested a four-step approach to adopting the best practices for SEO, going forward. He has used a healthcare vertical example to explain what he means by these best practices.
1) Discover and target additional verticals
- Let’s say, that for the local chiropractor he identifies eight verticals that not only he offers as services but having search trends like fibromyalgia. He may not have fibromyalgia as a specific piece of page on that site. Now he needs to build that vertical of fibromyalgia and all the other topics.
- The SEO strategy should be to find out how to take our local market and expand it in specific verticals that people search for but include services that you do offer.
- There are ways that people search ‘pain’. They may not type in ‘back pain’ or ‘neck pain’. They may be looking to alleviate ailments naturally and searching for different types of resources, such as massages, diets or physical therapy.
- For example, a local chiropractor may have a website where he talks about general back pain and neck pain, but there are many other verticals for pain itself, i.e., knee pain, hip pain, and even those types of pain that can bring certain types of diseases.
2) Ensure a thorough keyword research
- Now that the chiropractor has identified eight verticals, the next step is to find out keywords related to them.
- Understand how people in those eight verticals are searching. For example, ‘How do I get rid of my fibromyalgia?’ or ‘Natural remedies for fibromyalgia.’ This is where we have now broken down the key verticals. Now we want to match the verticals with the keywords that are being used specifically for those verticals.
3) Ensure high quality content around that vertical and that keyword
- Let’s understand what HQC (High Quality Content) is: It is all content that is of value to users, giving information, answering questions, providing links to information and resources.
- Research by Neil Patel of Kissmetrics found that content that has 2,300 words or more will be shared twice more often as well as rank higher on search engines because people love to get into the nitty gritty and Google loves extensive content.
- How then does the chiropractor generate HQC? Either he will have to hire a team that is really good at understanding the subject or do a Google Hangout or video, or transcribe a talk with the doctor on fibromyalgia. That becomes a blogpost with the associated video.
- Ideally, it should be both video and the blog. He can take that video and rank it for those local search terms on YouTube, which is the second largest engine. He can take the transcription and turn it into a blog, polish it up, and also have blog rank within Google search terms.
Now we have verticals, keywords, extensive helpful content with inbound links, outbound links, list resources, and answers to questions – now its decent standalone content.
4) Distribute and distribute, extensively and persistently
In Dearborn’s words, “Half the work is creating the content and the other half is distributing the content.”
- How can we distribute content? Share within different groups and subgroups with each platform i.e., LinkedIn, marketing blog, retweeting.
- Distribute in detail and plan the frequency of distribution, but do it consistently i.e., emails with a large database, YouTube, how many times to retweet etc.
- Google sees there is traffic coming to it, there is a social signal, shares, activity and eyeballs on this piece of content. Doing that creates better opportunity of having that content ranked because of views and shares.”
This video provides information that can help in reshaping SEO strategies.
Bottom line, the process of search engine optimization is best left to professionals. Are you searching for professional SEO in Chicago to boost your business? We will take care of all your search engine optimization processes and ensure your website is visible and is following all Google updates and rules.