3 SEO Tactics Google's Begging You To Use

3 SEO TacticsThat Search Engines Are

Begging You To Use

3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited

NICOLETTE BEARD, DIGITAL MARKETING MANAGER

How did we get here?


A BRIEF HISTORY OF SEARCH

In the beginning was AOL.



AOL 1.2%

Ask 2%

Yahoo 11.8%

Microsoft 19.7%

Google 65.3%

Now there is Google.


Search engines have evolved beyond simple formulas.

They want your money.



Stop chasing the algorithm.

Search results are all different depending on…


• What keyword topic you’re searching for

• Which data center you’re getting

• What location you’re searching from

• Whether you’re signed into your Google, Bingor Yahoo! accounts

• What type of device you’re searching from

• If the term is a hot topic, triggering freshness algorithms

• Whether the search engine is testing a new feature that day

Search results are all different depending on…


3 long-haul SEO tactics


THEY’RE BEGGING YOU

Build a machine-friendly

website.


1

That means easy to crawl.


That means easy to understand.


That means ‘juuuust right.’


That means mobile ready & fast.


We’re past the tipping point.


2Get relevant links

pointing atgood content.


Effective link building is about balance.



Effective link building is about smart choices.

Target keywordsbased on what people

actually search.


3

Understand the reasons people search.


• Navigational: direct searches for a specific thing

• Informational: question-based, looking for info

• Commercial: may lead to a future purchase

• Transactional: intend to convert (buy or subscribe)


Don’t leave people confused.

Create content that answers questions

implied by your keyword choices.


Use visual cues in your content.

Use keywords in natural ways to reinforce that your website

is the right destination.

Visual cue 1: Title tags


• Prominence. Place most important keywords first.

• Proximity. Group keywords in a way that a person would search naturally.

• Density. One or two variations of your target keyword helps. Don’t make it read like spam.

• Appeal. Give visitors a reason to click.

Visual cue 2: Meta descriptions


• Compelling. A well-written description can make the difference between someone clicking your listing or not. Motivate people to click your listing.

• Unique. Every major page on your site should have a unique meta description tag. It’s better to have no meta description than duplicate meta descriptions.

Visual cue 3: File names


• Influence. While not a ranking factor, keywords placed here can influence click throughs.

• Exponential influence. Increases the chance that other sites linking to you will use those names in their anchor text.

Visual cue 4: Header Tags


• H1, H2, H3, etc. Be sure they make sense to both the search engines and your human site visitors.

• Logical. Don’t repeat keywords in abnormal ways just to increase keyword density.

• Not design elements. Use Cascading Style Sheets (CSS) to modify the size of text found within the header tags to personalize them for your site.

What can we expect?


PERSPECTIVE FOR THE LONG HAUL

These are long-haul tactics.


1Build a

machine-friendly website.

2Get relevant links pointing at good

content.

3Target keywords based on whatpeople search.

Google changes only because people change.


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3 SEO Tactics Google's Begging You To Use

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