- On December 5, 2015
- Content Marketing, Digital Marketing, Google, Marketing, Media Production, SEO, Social Media
SEO isn’t dead.
Mind these Google ranking factors to improve your business’ online presence:
According to Google, there are over one trillion search queries per year through their search engine alone. More than five billion searches are entered in Canada each month, a country where more than 80% of search activity takes place on Google. Nevertheless, for many, as Google’s algorithm continues to evolve, it has become too burdensome to keep on top of all of the changes.
The Evolution of Google’s Ranking Factors: Panda, Penguin, Pigeon And Hummingbird
Perhaps it only seems difficult now, because it used to be far too easy. Just a few years ago, black hat SEO tactics ruled the day. What are black hat tactics? Put simply, its cheating to get your web content listed on the top of search engine results pages (SERPs). But over the years, each new round of changes to Google’s algorithm made it harder for sites to artificially enhance their ranking, and those who broke the rules were dealt devastating blows.
In some cases, offending websites were no longer ranked at all, and for online businesses that depended on search engine traffic, that meant game over. Beginning in 2011, Google’s panda update penalized thin content, and in 2012, Google’s penguin update targeted businesses that used linking schemes to falsely boost their site’s authority. Meanwhile, Google’s pigeon update gave a boost to local results, and hummingbird rolled out changes that improved how Google understands the context of search queries.
3 Simple Ways To Improve Your Website’s Search Engine Optimization
Optimizing your website’s content to be found by search engines doesn’t have to be time consuming, or risky. By staying on top of Google’s search engine patent changes, by performing keyword research, and by naming and tagging content appropriately, you can vastly improve the effectiveness of your pages showing up in search engine results.
1. Perform Keyword Research
There are a number free and paid tools you can use to uncover keyword opportunities. They include SEMrush, Moz and gShift, just to name a few. When performing research, remember to consider the following qualities of the keyword terms:
Relevance: It should be relevant to the content that you are promoting, and represent the types of queries your potential customers might use to find your content, so you need to know the language they use.
Traffic: It wouldn’t make any sense to attempt to rank for a keyword term that people never use in searches, so consider what is at stake.
Competition: If you are just starting out, there is no way you will rank for a popular search like “injury lawyer”. Remember, if you can’t eventually rank on the first page, then there is little point –because no one looks on the second page of results.
2. Use Keyword Terms In Text, Titles And Tags
Once you have chosen 1-2 focus keywords, and 2-3 related keyword terms, be sure to use them in your Title, H1 and H2 tags, your description and text. Keep your keyword density to less than 3%, and make sure that it doesn’t cause your content to sound awkward.
3. Use Digital Media Content
It is widely known that having digital media content, such as custom photos and videos on your website, offers enormous SEO value. Including media improves your search rankings, increases click through rates, lowers bounce rates and leads to quality back links.
When you add your media to your website, be sure to name the files appropriately, using your focus keywords. You’ll also want to fill in the Alt tags for your photos, as many believe this is a top ten Google ranking factor.