As I mentioned in Birth of Organic SEO, the search engine rules centering on gaining an audience for the website have changed. Google, so as to stop dark hat SEO artists from gaming the search system, leveled the playing field and reworked its algorithms. Essentially, you should now adopt almost a brick and mortar attitude of business: relevant content trumps gimmicks. If you want us to lead people to your front window, make sure that your display actually indicates the quality of your products or services.
The good news – you no longer have to rely on paying a team of quasi-hackers a monthly stipend to push your site’s rankings. The not so good news – it’s back to basics by getting to make the time and energy to produce a solid stream of content. You don’t have to be a coding genius, however it helps so that you can define various aspects of what ‘content’ – as pertains to Google – actually involves. Let’s break it down to into 5 easy steps:
1. Create relevant content.
Yes, your company has an amazing service or you’re an expert at something. Great. Unfortunately, this fact won’t talk about your pursuit rankings unless you use the right words to tell your story. Do you know the right words? Well, the easiest first step is to think like one of your prospects. How could somebody that is not within your business describe your company? Each sector has its own ‘keywords’ and jargon and Google is aware that. More than likely, these are generally words that people put in its online search engine. Utilize them on your home page; but remember, utilize them with discretion. Don’t stuff keywords into every sentences of each and every article. Think elevator pitch: concise statements of the items you do and some great benefits of your product or service. Good rule of thumb: 3%-5% density ratio of keywords to content. Google can sense when you find yourself stuffing the ballot, and punish you with lower rankings just as easily as rewarding you. Google loves fresh, unique and conscious content.
2. Appropriate titles and labeling.
Properly labeling your internet content is among the easiest ways to rank well to your targeted terms. Let’s say you’re a plastic surgeon and one of your keyword phrases is “rhinoplasty.” When you write your blog, press release or article on one of the advantages of having a procedure for rhinoplasty – or on the topic that is certainly directly related to similar procedures, work “rhinoplasty” into the title, headline and first paragraph. Uncomplicated, yes – I get it. But, sometimes the tendency would be to write cute titles which you think might get people’s attention. You’re not hoping to get their attention, you’re looking to get Google to listen when you shout your message.
3. Develop a robust social media presence.
Social media will be the vehicle, SEO is definitely the driver. Today more than ever, Google’s search algorithms prioritize tweets and other social media marketing updates over other types of recent information. Why? Since there are over 1 BILLION people on Facebook, half a BILLION people on Twitter, 300 MILLION people on LinkedIn, and the list continues. Plus they share worthwhile content 100s of 1000s of times every day. That’s why. Again, you’re attempting to shout information out, Google wants to make sure that the biggest number of people is listening – and if you are using accepted platforms, you may be rewarded.
4. Build your thought-leadership position.
On earth of academia it comes with an saying: Publish or Perish. If you’re going to teach a topic, institutions want to actually reflect thinking-leadership role of your employer, when you are one yourself. The online concepts of reputation are following suit.
Conversations – answering questions in a ‘comment’s’ thread is a great chance to showcase your expertise. Most blogs, magazines, news and social sites welcome, practically invite, actually, participation using their users. Offer to contribute an article or blog post explaining something linked to the service you offer; or product you sell. Major caveat: be sure that your commentary, answers, opinions are authentic and informative. So, sit down and locate sites that you think your prospects might be employing. Think secondary, even tertiary interests and likes. Exactly what are their hobbies, parts of interest outside your product or service? Locate a site that handles that and obtain busy.
5. Create outside links for your site.
Not just can adding to other sites help generate awareness regarding your personal and company brands; it’s also an effective way to get top quality links back in your site. This is called “inbound linking.” If you do it right and folks like everything you write, this can establish you as being an industry expert and your social following will grow accordingly. Good content will breed outside links. Other examples that breed links: Free resources, white paper downloads, informative videos act. Men and women will appreciate what you are actually doing/saying and link back for your site simply because you are contributing value. Google appreciates value and your rankings will slowly improve.
So there you may have it, a simple primer for creating organic SEO. It takes a bit of work, brain power and continuity. The final results of your organic SEO efforts may take time and you have to be patient. And, once people be able to your site, they still need to do what you wanted these to do: buy, subscribe, register, etc. This is the reason your site design and organic SEO building go fgsnof in hand. They are certainly not autonomous functions; but require expertise and awareness of intent from your information architecture phase forward. Ensure that throughout your research phase, you receive a clear understanding from the future agency which they understand the big picture, not just odds and ends. Your business’ success depends upon it.