Eight Lesser-Known Subtleties Of SEO
SEO has grown rapidly to become a complex profession. It employs vast arrays of techniques, is influenced by thousands of factors, and the best SEO practices to follow change rather quickly. Google’s ranking algorithm is also frequently updated, a point that can change the landscape of the search engine results page dramatically and give online marketers ulcers.
Google stirs the pot even more by introducing new features and technologies on a regular basis which open up new opportunities to rank highly. Effective marketers need to study constantly to stay abreast of the latest developments.
Between all of these changes, the amount of outdated information floating around the web, and outright ignorance, many people are unaware of key points that affect the way a page can rise to the top of the organic search results. Below you’ll find four of the most frequently-overlooked points of modern SEO.
1) Size Does Matter For Popular Terms
Google often favors bigger sites for certain queries. This is not just about raw numbers of kilobytes; brands with major consumer clout are heavily favored in the results for broad search terms. For example, punching in a query like “jeans” is going to show you organic search results dominated by Levi, Nordstrom, Gap, and Urban Outfitters.
Does this mean the fight is already lost for the plucky underdog? Not at all. You can engage in your own branding to give your own company some consumer exposure. Once there are potential customers searching for your brand, you’ll start bubbling to the top of the results for those queries.
Targeting more specified, less competitive keywords is another major way to get ahead. If you’re selling a specific line of jeans, look at the search results when users look for the style and color that match them. You may be able to make traction there.
2) Google Doesn’t Rank Sites
Remember that the results Google delivers are individual pages, not websites. It’s true that your home page is going to end up ranking very strongly for the common terms that are used throughout your site, but individual subsections can also develop serious ranking clout. This is commonly seen on even the biggest corporate sites. Go back to those jeans rankings again; you’ll see that the top-ranking pages from the big brands are actually nestled a few sublevels deep in their sites.
You should prioritize the optimization of your site’s different parts. Ranking your “about us” page isn’t going to do you a lot of good. The diverse and ever-updated content on your blog, though, needs plenty of SEO love. Ask yourself how likely a given page is to tempt a user off the search engine and, potentially, into the ranks of your satisfied customers. Make sure you’re taking full advantage of your best-scoring pages by giving visitors the opportunity to get on your email list.
3) Strong Rankings For More Than One Term Can Deliver Big Results
Once you start learning more about SEO, you may panic due to the realization that there are dozens of great keywords for which you want strong rankings. Relax. You can go a long way by focusing your optimization efforts where they’ll do the most good.
A lot of smaller commercial sites are dedicated to rather specific niches. If your potential customers are already going to be using several keywords to get into your marketplace, you may get excellent results by concentrating your efforts on just a handful of keywords. If your revenue-generating line is limited to a few items, you don’t need to rank for everything under the sun. Broad SEO approaches only make sense if you have a broad range to offer your customers.
4) Content Is A Competitive Game
The odds are good that you’ve already seen the phrase “content is king” more than once in your research on marketing. The problem is: everyone else in your industry has as well.
If you want your inbound marketing to be effective, you need to invest enough money and time into the critical tasks. You need to do excellent keyword research. You need to set and stick to a consistent content publishing schedule. You need to get genuine creative talent to generate that content.
While you’re learning, I strongly recommend using Moz Content and BuzzSumo to get an analytical view of how site content works. These tools will organize the content being published on a site and show you the marketing results it delivers. Content marketing strategies get a lot clearer when you can see both a high-level view of what’s being published and get accurate details of how effective it is.
Start off by looking at how your competition is performing. Note their strengths so that you don’t end up in a head-to-head battle. Target their weaknesses to find the places where you can carve out your own niche. It’s very difficult to take an established site’s successful strategy and improve on it. Creating a responsive strategy that offers users in your niche a compelling alternative, though, is a much richer opportunity.
5. The earlier you adopt, the more you benefits in the long run.
Google releases new updates occasionally. These updates help your rankings in the search engines. That is why it is important that you adopt as soon as possible. For example, Accelerated Mobile Pages (AMP), which is project that is open sourced and supported by Google. This technology helps a web page to load quickly on different mobile device or platform. AMP pages may show up high in the mobile search results in a format similar to a carousel.
Also, make sure your website is mobile-friendly. In fact, mobile friendliness of a site is included in the ranking algorithm of Google. If you want higher search engine rankings, you need to cater to mobile customers too.
Last but not least, you need to shift to HTTPS for your site instead of using HTTP. In fact, Google already announced in 2014 the news that it would give sites that are secure a boost in their rankings. If you are looking for an edge against your competitors, you need to make this shift right now.
6. You can use SEO for targeting various global markets.
Your site has the ability to be optimized to rank in other countries. If you sell a service or product that appeal to consumers outside the U.S., you need to optimize your website for international visitors. Offering what’s called a country-specific domain is one way to do this. For instance, if you plan to target visitors in France, you are able to use a “ccTLD” or Country Code Top Level Domain of .Fr. Also, you may host content separately for each country on a subdomain.
Make sure your content is translated into the relevant language when marketing to a foreign audience. If the people in those countries cannot read your content, your efforts will not be successful after all. Registering your business in these countries can be beneficial too. List the site on directories which list sites in the countries you’re targeting. You may even get your website hosted in these regions.
7. Know that there are numerous ways to get found in Google’s results.
Most webmasters think the only way you can rank in Google is to build backlinks and perform on-page SEO. But there are many other methods to improve your visibility and attract traffic from the search engines. In fact, you can use Google’s Knowledge Graph to get a top spot in Google to the upper right of the organic listings. Although it needs a certain work to get into Knowledge Graph, once you are there, your brand receives a large boost.
Use structured data markup to show rich snippets. These visually enhance the SERP listings. You can add the markup to your website code so that Google gets more info about your content. If you type into Google “the best waffles recipe,” you may find results with aggregate ratings with stars. These are the rich snippets. They make the listing stand out in the SERPs.
You will also find an answer at the top of the SERPs. This is another method of enhancing your online visibility. You establish your website as being an authority for your industry. This is done by producing quick answers to a user query. Also, if you operate a brick and mortar business, there is a possibility of ranking in what is called the Local 3-Pack. Just Google your city and the word “solar company”, and you will find a map listing underneath the paid advertisement near the top of Google. Webmasters may also rank higher by showing up at the top of mobile SERPS by implementing accelerated mobile pages (AMP) as discussed above.
Given below are some types of results that show up in Google’s various search engine results pages:
- Organic listings
- Local 3-pack
- Knowledge Graph cards
- Featured snippets or instant answers
- Google videos
- Google News
- AMP page carousel
- Google Images
SEMrush and also most of the different other SEO ranking tools will actually recommend things on these various search results types today. The ultimate point to remember is there are other ways to rank on Google.
8. Know that there are different specialists in SEO.
SEO or search engine optimization can be a marketing subject with lots of meanings, which includes a variety of niche-specific strategies. In fact, there are many SEO specialists on the market who specialize only in link building, technical SEO, local SEO, content marketing, international search engine optimization, and much more. Each of these disciplines requires a separate skill set. This is why it’s important that you are cautious when selecting the right SEO professional for your business. First, you will have to determine how you need to rank your site in the search engines. Then, you should select the correct campaign to rank your site. This is why it is important that you have a basic idea about the different search engine optimization techniques out there. In fact, the things you do not know can hurt you a lot when it comes to search engine optimization or SEO. There is a lot to learn in SEO. You also need to be aware of the constant changes in search engine optimization trends. This is the best way to improve the rankings of yoyr website. If not, you may lose a lot in the long run. In fact, your future search engine optimization efforts can fall flat under such circumstances.
In conclusion, there are many things that you may not be aware of when talking about search engine optimization or SEO. The aforementioned article provides a comprehensive overview of some of the important facets of SEO that most people do not have a knowlesge about.