Having managed dozens (perhaps hundreds) of search engine optimization campaigns for our clients over the years, we are often asked why having an active, continuous search engine optimization (SEO) effort is preferable to just “doing SEO” once, or perhaps here and there, and then letting it go. After all, it’s entirely possible that a properly set-up site will show-up reasonably high on search engine results pages. Not only is this becoming increasingly rare (especially as your competitors become more savvy and engage in SEO efforts of their own), but imagine the impact that could be made if you actively engaged in the process! Moving up just a few positions can make a huge difference in the amount of traffic you get, as Chitika Advertising found in a 2013 study of tens of millions of online ad impressions:
Most people know that Google is rather secretive when it comes to how their search engine works. Indeed, outside of emphasizing the use of quality content that is user-friendly, Google generally masks any other variables that characterize their ranking process and how to reach the first page for your key business terms. This is why last week’s announcement on Google’s Online Security blog came as bit of a surprise, as Google clearly states:
About a week ago, Google released a new search algorithm update which caused one of the largest changes to local search we’ve seen. Given the nickname “Pigeon” by Search Engine Land, this update is intended to provide better local information by delivering more relevant and accurate results to the person who is doing a search. Businesses seeing benefits from this update are ones who are properly set up on the necessary directories and social media channels, and who are also fully optimized to boost their local search efforts. If you are not set-up on the major local directories or social media websites, like Google+, or if you are haven’t bothered to update the account with photos, information and the rest of the required or optional information, you will likely see a drop in both traffic and organic search referrals.
It’s been said before, but content is still king when it comes to website visitor engagement and proper search engine optimization. No amount of flashy visuals, distracting animation, or trendy designs can save you from frequent page bounces if visitors to your site don’t find meaningful content. But that’s assuming you get visitors in the first place, which is largely determined by how you rank in search engines (hint: search engines are looking for good content, too).
Social media has become such a hot topic among web marketers, and for good reason! These sites easily allow users to keep in touch with friends and family, as well as share things they care about or enjoy. And there is the key to the whole thing, sharing. Sharing can take a website that is barely known, and because one share, garner extremely favorable notoriety. But advertising does the same thing right? Yes, but when your friend shares a link with you, it feels more personal, like your friend is specifically endorsing that site.
E-mail is one of the most common forms of business communication available today, but it can also be one of the most complex. With the recent explosion of mobile devices, in particular, ensuring you have a fully synchronized experience across all of your devices has become more important than ever. IMAP, POP3, SSL, ports… these technologies are all things that can make e-mail seem difficult to understand, much less manage. But one of the most common issues we find involves e-mail accounts being set up as POP3, rather than IMAP. It is very easy to confuse the two, and they are often misunderstood. Essentially, they are both ways of communicating with the mail server, but each serves a different purpose.
Gone are the days of placing an ad in the Yellow Pages or going door-to-door to ask your neighbors for business. Today, when people need a product or service, the Internet is their first stop, bar none. But it’s no longer sufficient to just be present online. These days, your potential customers expect your web presence to look great, load quickly, function intuitively, and provide them with whatever information or resources they might be seeking.
Understandably, finding a firm to help you meet these expectations can feel a bit overwhelming. Fortunately, our experience building and marketing websites for hundreds of clients in dozens of industries has given us some unique insights into what criteria are most important in a web development partner. Following are the top 10 questions you should ask when entering into a new partnership, to not only aid you in getting the ball rolling, but to also give you a better understanding of what kind of relationship you are forming.
If there is one constant in the website development business, it is that there will always be change. And as things change, your business strategy needs to adjust accordingly to maximize effectiveness and avoid being put into a competitive disadvantage. With a modicum of planning, businesses can use these technology changes and market shifts to their advantage. Conversely, companies that don’t do this end-up lagging further and further behind.
Poet and playwright Oscar Wilde may have had some fun with Victorian social conventions in “The Importance of Being Earnest,” but he likely never could have imagined the importance of being earnest about your online presence. Indeed, your online existence says everything many of your potential customers will ever know about your business or organization. That’s why it’s critical to keep both your website and your social media pages up-to-date, in both messaging and design. An appealing look and feel combined with interesting or compelling content will communicate professionalism, capability and relevancy to those searching for a business or organization like yours.
As any good search engine optimization specialist knows, there are no constants when it comes to achieving good rankings in search engine results pages (SERPs). Staying abreast of industry trends and adjusting to the ever-evolving algorithms used by Google and others is a core part of the SEO services provided by Sharp Innovations.
Themes, Topics and Concepts
One of the latest SEO trends is the migration away from “keywords” or phrases to more robust topics or themes. The traditional focus on single keywords has evolved into thinking about a more holistic message, with Google (in particular) rewarding a page with a consistent theme over a page that is simply loaded with repetitions of a single keyword.
“…we need to be focusing on what the user is looking for rather than specifically all of the ways they can phrase it.” Kate Morris – The Moz Blog
As Google continues to adjust their search algorithm, they’ve recently implemented a new query model which focuses on context versus specific words alone. This, in turn, rewards a page that is optimized with broader themes and topics in mind. This model is more focused on determining what the user is actually looking for, versus simply matching exact keyword phrases that may or may not be relevant. Which, of course, is in keeping with Google’s mission of providing the best search experience possible. With this in mind, a themed page would need to consider both the explicit and implicit facets of a search, or what the user may be searching for coupled with where they are and with what device they are searching from. For example:
Lancaster Antique shops (explicit)
Smartphone user, on street in Lancaster (implicit)
When optimizing a page, both the explicit and implicit search queries must be factored into the page theme or topic. In other words, the context in which a user is searching is often just as important as the topic for which they are searching.
We mentioned earlier that Google frequently changes its search algorithm (by some estimates, a dozen or more times per year). Indeed, Google recently rolled out an update called “Hummingbird,” which, adjusted its way of determining relevancy in a search. This adds support to the idea that themed pages focusing on topics and concepts may be viewed more favorably by engines than specific keyword targets. To read more about Google Hummingbird, check out our previous post on this update.
More fluid content and better optimization
It will come as a relief to both website content editors and their clients to know that they are no longer required to awkwardly jam web pages with keywords in order to climb the SERP ranks. Taking into account the context with which a user is searching, web content authors can develop topics and themes that are attentive to the user’s context and reason for searching. This should result in cleaner content and better rankings!
For example, in the content shown below, the phrase “time management” does not need to be stuffed into the page several times for proper optimization, as was attempted in the past. In fact, the preferred method is to write about the topic more naturally, which creates several words and phrases associated with the “time management” theme:
Sharp Innovations offers a complete suite of SEO services, from on and off-page organic optimization to comprehensive social media and blogging packages, and much more. Feel free to reach out and learn how we can help you navigate the ever-changing search engine waters.