NEXT GENERATION SEONavigating the new world of search engine optimization

NO LONGER THE KEYS TO THE KINGDOM

The way search engines work has changed. Overstuffing your website with keywords just won’t work anymore. Search engines like Google, Bing, and Yahoo now analyze websites

for relevance, ranking expertise, authority, and trustworthiness, as well. 1

Remember, search providers are businesses, too. They want to create brand loyalty by providing the

best user experience. Search rankings are heavily based on content and context,reflecting the actual intent of a user’s search.

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republicmedia.comadvertising@republicmedia.com | Phone: 602.444.4920

CONTENT IS KING

It’s not that keywords aren’t important—they are, but only in the context of quality content, unlocking

their true power. Audiences crave content; 70% of users would rather learn about products through content than through traditional advertising. 2 And search

has evolved to reflect this demand and priority. But don’t take our word for it:

“Organic or word-of-mouth-buzz is what helps build your site’s reputation with both users and Google, and it rarely comes without quality content.” – Google 3

“Develop great original content (including well-implemented keywords) directed toward your intended audience.” – Bing 4

Content marketing attracts consumers and draws them in through every step of the buying journey.

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THE JOURNEY STARTS—AND STAYS—ONLINE

Consumers no longer move from awareness to consideration to conversion, rather they progress through an always-on journey of exploration and contemplation, fueled largely

by self-sought investigation online. 5

Search engines serve as a critical starting point and roadmap for navigating throughout the consumer journey. Consumers discover your brand and products with

higher level search terms. They inform and validate their interests with social and review site results. And

they convert with direct links to purchase, call, or visit.CO

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CONSUMERS ARE MORE MOBILE THAN EVER

For the first time, the number of searches conducted on mobile devices is higher than those conducted on desktop computers. 6 That’s not surprising when you consider

that 68% of Americans own a smartphone 7, and 91% of users always have their smartphone by their

side. 2

Search engine algorithms work to interpret searcher needs and deliver results that are preferential, and

the monumental shift to mobile means search looks for content that will work best in mobile environments.

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PUT YOUR BUSINESS ON THE MAP

To achieve—and maintain—a high rank in organic search results, you need to do two things:

BUILD YOUR BRAND: As the founder of Amazon.com, Jeff Bezos, put it: “Your brand is what people

say about you when you leave the room.” 8 Simply put, your brand is your business’ reputation. You need to create great content that defines your brand in a context that consumers can understand.

BE FOUND: In the digital age, foot traffic comes in the form of online search, and word of mouth

comes in the form of social media shares and online comments and reviews. To ensure your business

can be found, you need a comprehensive online presence. 9

Having a strong, findable brand generates more than just search results—it positions your business

for success.

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[1] SMX West 2016, March 2016 “How Google Works: A Google Engineer’s Story,” Paul Haahr, San Jose, CA

[2] Morgan Stanley Survey 2011 “Consumers in the Micro-Moment” Google /Ipsos March 2015

[3] Editorial Staff, 2010, “Google Search Engine Optimization Starter Guide,” Google, Inc.

[4] Rajesh Srivastava, September 3, 2009, “Search Engine Optimization for Bing,” blogs.bing.com

[5] Gannett, February 2016, “Conversion Theory”

[6] Google, May 5, 2015, “Building for the next moment”

[7] Pew Research Center, April 1, 2015 “U.S. Smartphone Use in 2015”

[8] TED Blog, October 8, 2012 “10 brand stories from Tim Leberecht’s TEDTalk”

[9] Gannett, November 2015 “The Social Landscape for Local Businesses”

FIND SUCCESS WITH US.

We know SEO and so much more. From branding

to digital marketing, we’ve got the insight, strategy,

and expertise to help you take your business to the

next generation and beyond.

For more information, visit republicmedia.com or

call 602.444.4920.

Want to know more?

Don’t miss our:Next Generation SEO blog series

republicmedia.comadvertising@republicmedia.com | Phone: 602.444.4920