During the internet dark ages, the SEO “experts” treated keywords like the kitchen garbage can. You could always find ways to stuff your site with them, and once your site was full of keywords, your site would go up on internet search rankings. Those same “experts” would often claim your ranking would rise overnight. After all, search engines at the time based their rankings on algorithms which were primarily based on keywords.
It was a good plan at first. Then, things got stinky.
Words matter. Marketing collateral has to be the perfect blend of natural, but gently persuasive. Marketers need to talk to users like a best friend. However, these “SEO” experts wanted copy written for search engines and not real people. Users eventually preferred sites written for them and the search engines changed their algorithms accordingly.
So, what is new in SEO these days? Here are a few tips that would make those SEO “experts” cringe.
- Good content. I’ll say it again: Words matter. We used to stuff our HTML with keywords in the past. Now, good content makes your website thrive on a search engine ranking.Good content is easy to create. To start, think about how you describe your product to a friend. You need to write in that same naturally persuasive manner. Search engines will reward well-crafted content that drives users to your site over keyword-laced prose that serves no other purpose.
- Real phrases matter. As you write your natural content, think about words come to mind. For example, if you are dog groomer, what do you think your customer would search for in Google? Search dog groomer services in Google and look at what comes in the suggestion drop-down box? Dog groomer services menu…Dog groomer services at home…Dog groomer services prices. The search suggestion drop-down box is a list that the search engine complies from popular searches and sponsors in your geographic area. You can use these suggestions as topics to cover in your content to help your search engine rankings.
- Location matters. Good content should be easy to find. Keep your navigation headings to descriptive terms rather than the generic “products” and “blog”. This helps the search engine understand that the page is truly about the topic. Descriptive navigation also communicates to your users that they are in the right place. Also, don’t let your navigation run too deep. If content is buried a couple of navigation layers down in your site, a search engine will determine that is not important and rank the page lower.
- Text matters. I am all for graphics as visual elements of a site. I have seen many infographics that have the perfect content for SEO. However, search engines can’t read infographics. So, you are missing the opportunity for search engine to rank your site if your site is too image-heavy. Keep your infographics free of paragraphs of text. As long as the content of your infographic is explained in the HTML, you should be rewarded in the search engine rankings.
SEO doesn’t have to be complicated. Keep things natural and descriptive. Real authenticity will make your online business thrive and your search engine rankings soar. It can’t get simpler than that.