Solidifying your company’s place on the first page of search results is more important now than ever before. This practice is constantly evolving as Google is regularly updating their search algorithm to limit fraud and deceptive practices. With over 2 trillion searches per year, it is surprising to note that 15% of all searches are completely new, never been searched before, words and phrases. This is an opportunity for all digital marketers, no matter how competitive the field is becoming, because there are always new keywords up for grabs. To create content for SEO purposes requires a digital marketer to follow current trends in the ranking algorithms.
To combat the manipulation of search results by illegitimate methods, Google has employed evaluators, people who perform searches online to assess the quality of the results and report their findings. This process has led to an update in search quality rater guidelines. These guidelines are a complex set of rules and ranking factors that determine who lands a coveted first-page ranking. Google’s goal is to provide the highest quality results for their users by returning the most specific results and removing sites that are ranking highly without merit. As Google improves their methodology, gimmicks that have been successful for SEO in the past need to be replaced with proven ranking factors.
Strategies for SEO Success
There is no one stop solution to achieving long-term success in SEO rankings. By spreading digital influence in a variety of ranking factors, a website will see a broader range of success. Also, by diversifying an SEO strategy the website will be less likely to suffer harsh penalties when Google inevitably adjusts the algorithm as they do periodically. In the remainder of this article, I will discuss how to use long-tailed keywords and authoritative content to improve search engine rankings.
Long-tailed keywords are very specific phrases, between three or four words, that describe exactly what the user is intending to find. These longer phrases are typically less competitive than generic terms, but can provide lucrative results for marketers who have a good understanding of their target market’s online behavior. Imagine yourself as one of your potential clients. If you were searching for your services online, what would you type in? This could be a phrase or question that seeks to solve a specific need. More distinct keywords will achieve a higher rank. Long-tailed keywords should convey situational awareness and location information when applicable. For example, ‘computer repair service’ is generic and competitive, however, ‘Miami MacBook Repair Service’ is much more particular and will attract customers that are targeted to a local business. Implement these long-tailed keywords across all channels: home page of the website, social media, blog posts, paid ads, photo captions and on the back end of your site.
According to Google employee Matt Cutts, “authority isn’t simply putting content out there – it’s offering something new, something people want to read, and, ultimately, something people want to link to and share through social media channels.” Content for SEO becomes authoritative when it is widely regarded as expert level material, or at least engaging enough to be shared and referenced often. Creating authoritative content is paramount to your website’s search engine rank. In most cases, web users are no longer satisfied with generic text on a page. A video is most engaging and allows for creativity in various forms such as webcasts, live streams or computer generated infographics. Other forms of authoritative content can be distributed as white papers, case studies or blogs. Create content for SEO with keywords in mind, always relating back to what your potential clients might be searching for on Google.
Ready to Create Content for SEO?
Becoming an expert in search engine optimization requires dedication to remaining current with best practices according to the ranking algorithms. Content is still the most effective way to spread digital influence within your areas of expertise. If your company is struggling to crack the front page, request a free SEO analysis. The Digital Resource team will review your online strategy and offer advice to improve your position. There is no overnight solution, but a diligent effort with sound strategy will be rewarded.
“Taylor Stobie is a graduate of Palm Beach Atlantic University’s Rinker School of Business where he studied Marketing with an emphasis in internet advertising. Taylor brings experience with digital advertising campaigns for large healthcare organizations. His main focus is driving our clients success by maintaining best practices online.”
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