As I mentioned in Birth of Organic SEO, the search engine rules centering on gaining an audience for your website have changed. Google, in an attempt to stop dark hat SEO artists from gaming the search system, leveled the playing field and reworked its algorithms. Essentially, you have to now adopt almost a brick and mortar attitude of business: relevant content trumps gimmicks. If you want us to lead individuals to your front window, make sure that your display actually indicates the quality of your services or products.
The good thing – you no longer must rely on paying a team of quasi-hackers a monthly stipend to push your site’s rankings. The bad news – it’s back to basics with to put in the time and effort to produce a solid stream of content. You don’t need to be a coding genius, but it helps to be able to define various aspects of what ‘content’ – as relates to Google – actually involves. Let’s break it down to into 5 simple steps:
1. Create relevant content.
Yes, your company offers an amazing service or you’re a specialist at something. Great. Unfortunately, this fact won’t talk about your search rankings unless you employ the right words to inform your story. Do you know the right words? Well, the best initial step is always to think like your prospects. How would somebody that is not in your business describe your company? Each sector has its ‘keywords’ and jargon and Google knows that. More than likely, they are words that folks put into its internet search engine. Use them on your own home page; but bear in mind, make use of them with discretion. Don’t stuff keywords into every sentences of each article. Think elevator pitch: concise statements of the things you do and the benefits of your products or services. Good principle: 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 online content is among the easiest ways to rank well to your targeted terms. Let’s say you’re a plastic surgeon and your keyword phrases is “rhinoplasty.” Once you write your blog, press release or article on one of the benefits of undergoing a procedure for rhinoplasty – or on a topic which is directly associated with similar procedures, work “rhinoplasty” into the title, headline and first paragraph. Quite simple, yes – I become it. But, sometimes the tendency is to write cute titles which you think might get people’s attention. You’re not looking to get their attention, you’re looking to get Google to listen as you shout your message.
3. Develop a robust social media marketing presence.
Social media marketing will be the vehicle, SEO is the driver. Today more than ever, Google’s search algorithms prioritize tweets along with other social media updates over other types of recent information. Why? Because there are over 1 BILLION people on Facebook, half a BILLION people on Twitter, 300 MILLION people on LinkedIn, as well as the list goes on and on. And they also 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 use accepted platforms, you may be rewarded.
4. Develop your thought-leadership position.
In the world of academia there is an saying: Publish or Perish. If you’re likely to teach a topic, institutions want to actually reflect the idea-leadership role of your employer, when you are one yourself. The web concepts of reputation are following suit.
Conversations – answering questions in a ‘comment’s’ thread is a perfect chance to showcase your expertise. Most blogs, magazines, news and social sites welcome, practically invite, actually, participation off their users. Offer to contribute a write-up or post explaining something linked to the service you are offering; or product you sell. Major caveat: make sure that your commentary, answers, opinions are authentic and informative. So, sit down and locate sites that you simply think your prospects might be using. Think secondary, even tertiary interests and likes. What exactly are their hobbies, areas of interest outside of your products or services? Find a site that handles that and get busy.
5. Create outside links for your site.
Not just can leading to other sites help generate awareness regarding your personal and company brands; it’s also an ideal way to obtain high quality links back to your site. This is called “inbound linking.” Should you it right and people like whatever you write, this can establish you as an industry expert as well as 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. People will appreciate what you are doing/saying and link back in your site because you are contributing value. Google appreciates value and your rankings will slowly improve.
So there you have it, a basic primer for creating organic SEO. It takes a bit of work, brain power and continuity. The results of the organic SEO efforts may take time and you have to be patient. And, once people get to your website, they still need to do everything you wanted those to do: buy, subscribe, register, etc. This is the reason your web site design and organic SEO building go fgsnof in hand. They are not autonomous functions; but require expertise and understanding of intent from your information architecture phase forward. Make sure that on your research phase, you have a clear understanding out of your future agency they be aware of the big picture, not just pieces. Your business’ success depends on it.