SEO – Search Engine Optimization
SEO is no longer just the realm of technical mumbo-jumbo. Search Engine Optimization is now centered around appealing to Google’s Hummingbird algorithm – and the idea of semantic search.
What is semantic search?
It’s all about the intent of the person who’s searching online. It’s about the context behind search, rather than just the words and the order they appear in.
Semantic search is why you can type in the same, or similar, search terms, and get nearly identical results. Prior to the hummingbird algorithm update, typing in the same or similar search phrases meant you often got different results.
Now, rather than trying to stuff keywords in sneaky ways throughout your website, the necessary focus for search engines is on how completely – and thoroughly – you can answer a question.
It may not even need to be a question. Most of the time, search now revolves around the idea of a long tailed keyword.
The more thoroughly you cover the concept behind a single, specific keyword, then the easier it is to rank in search for that keyword.
The focus, above all, is about answering the reason “why” behind the search for the person on the other end of the screen. Google is focused on helping the person searching – not on helping your business.
That’s why you must prioritize creating detailed, informative content for your site.
And why Tyrannosaurus Marketing’s clients see their sites climb in rank for the keywords most relevant to their business goals. We focus on quality and consistency – which translates to more leads.
SEO Keyword Strategy Requires Strategic Consideration – Especially for B2B
Keywords, what they mean, and what matters about them are ever changing, complicated topics. Because of this, many business websites are dearly lacking in appropriate, targeted keyword strategies.
But why is that?
Your business is probably targeting the keywords you think it should. If you’re in logistics, you’re probably targeting supply chain, logistics, and third party logistics.
If you’re in TEM, you’re probably targeting telecom expense management.
If you’re in SaaS, you’re probably targeting words directly related to the software, or service, you’re providing.
If you’re spending money on Adwords for those words, you’re probably spending a pretty penny on each click. TEM related words can be as much as $20 a click, logistics nearly as high, and SaaS can be easily $5 to $10 a click for the very specific words related to your industries.
While yes, you want to rank for those very specific, very targeted words, do you really want to be spending $15 to $20 a click for visits that may not convert, may not be actual leads, or who may even be competitors who wanted to check out your landing pages?
That’s where a more strategic keyword plan comes into play.
SEO and Content Marketing – are they all that different anymore?
When I first started working in social media marketing, SEO was a technical skill that relied heavily on how a website was coded, specific methods for designating keywords, and other technical gobbledygook.
Only those who’d actually spent the time learning and becoming proficient in the technical skills needed for SEO could be relied upon to help boost your website’s search engine rankings. Or, you could game the system – stuff your website copy with keywords by adding paragraph after paragraph of keywords as metadata, or just as white text at the bottom of your website.
I got started in digital marketing just as these tactics were fading out, and instead, the methods for building a search engine optimized site were beginning to evolve. Google’s Hummingbird algorithm was coming, and while the previous versions focused on penalizing keyword stuffing (which is what I learned as I got started), hummingbird was something new.
Before that, though, search engines operated in predictable ways. The number of times a keyword or phrase appeared in a particular webpage mattered, as well as exactly where that keyword appeared. There were checklists everywhere that promised high SERP placements, as long as you had a keyword in the H1 tag, your image alt texts, and at least 3 times throughout the web page – or something along those lines.
Following those guidelines took little practical skill, although weaving them into content that was actually worthwhile was a harder task.
It was that shift from simply ticking off check boxes on the list of SEO optimization to actually producing worthwhile content that brought us to where we are now: SEO is Content Marketing.
SEO starts with keywords – and keywords can be complicated.
I get asked, a lot, about keywords, SEO, ranking, and all that fun stuff.
There’s a lot of confusion about SEO and how to rank for specific keywords, and which keywords to target, or even why bothering with keywords. Understanding long tail keywords and why those matter is another topic that commonly causes confusion.
This is a guide to help you, the average business person, understand the basics behind keywords and what it is you’re doing when you optimize a blog post or webpage for specific words or phrases.
To start, what exactly is a keyword?
The dictionary definition of a keyword is “a word or concept of great significance.”
In the context of a website, it’s a particular word or phrase that describes the content of a single webpage. Search engines use keywords as a shortcut of sorts to determine what a web page is about. When you search for a phrase, search engines use the keywords to match your search to the results they can find.
Want to rank for more keywords? Keep reading about it here.
SEO is both easier and more challenging than ever before.
It’s one thing to know that SEO is now all about how well you can answer the questions your prospects have, but how do you know what those questions are in the first place?
How do you write blogs or landing pages or information pages that answer questions for your prospects in a way that also rockets your website up to the best SERP (search engine results page) placement?
Understanding SEO and how to appeal to Google’s requirements for appearing on the SERP, particularly in one of the top 3 spots, is where we come in.
Stop worrying about what to write, how often to write it, who to write it for, or any of the rest of what needs to go in to effective content marketing that doubles as your SEO efforts.
Let Tyrannosaurus Marketing make your life easier.