When we are hired to do organic Search Engine Optimization (SEO), we make sure we let people know that we specialize and focus on one very important aspect of optimizing a website, helping the human visitors learn and understand. That really is what has helped us become identified as SEO experts. While many think about the search algorithms, and admittedly, we do too, we find that most other experts rarely consider the reason you have a website in the first place. You didn’t start your site with the thinking that if what you writing follows a formula, you’ll rank high…I’m sure of that. When you start a website, you want to educate people…you want to teach people about your product, service or idea. You want others to learn about you and your company. If you are looking for a SEO Secret Sauce, my suggestion to you is to bring yourself right back to that genesis of thought.
You see, the algorithms that rank pages in search engines online are becoming more and more “human-like” in their decisions about where to place you in their list….first page or tenth…the algorithms analyze your content and make decisions. Much like the humans that read your content and make decisions about you and your company. If you’ve done a good job educating the people who consume your content, not only will you be perceived as an authority by the humans, but the algorithms will follow suit and, over time, you will rank higher. That means you need to pay attention to grammar, reading level, sentence length and spelling…as well as keyword density. You also need to think about the social signals that are driving people to your content as well. And guess what? All of this takes time.
Here’s an example from one of our clients. We design their website and handle their digital marketing, including SEO and Pay Per Click campaigns. Earlier this year, we met to explore our key-phrase strategy. We found a list of 12 key-phrases that they were not ranking for…like at all…no placement in Google. As part of the research, we conjectured that optimizing these phrases and driving conversion for only 10% of the traffic generated from these phrases had the potential to add close to $500,000 a year in gross revenue for the client. It made sense to start organic optimization immediately. The results of six-weeks worth of work are shown in this ranking chart. At this point we’ve managed to optimize half of the key-phrases to page one, with two of the phrases in first position.
Please note that my client is in a highly competitive global industry and I have to blur out sensitive information.
How were we able to accomplish this? How did we take them from no presence to first page, even first position placement in six weeks? I wish I could tell you there was some magic button that we pushed, but there’s not. We used solid content creation techniques, we wrote to help educate and we implemented a people-centric content domain. It wasn’t easy but the results speak for themselves.
SEO is a delicate blend of art and science. And while experimenting and analyzing results can help you get your head around the scientific aspect of high rankings, it’s the art aspect that tends to elude many. What I want you to think about is this: is your content educating the humans? Is it helping people understand exactly what you do? If it is, you are well on your way to solidly ranking your pages in search engines. If not, it’s time to take a step back and re-tool your written content to make sure you are hitting the original intent of launching a website.