Top Ten Tips: SEO Edition #4

SEO Tip 4

Over the years, there have been a lot of fancy SEO tools emerging in the marketplace. As part of the effort to make SEO more accessible to non-developers, the first principle is disappearing in the shuffle – keyword management. The core premise of SEO involves making sure the links that appear on search engine results pages (SERPs) are closely related to the words that users type in the search bar, and for that to happen, multiple data points have to converge. As it so happens, all these data points rely on keyword associations.

Keywords are a bit complicated, as most people only understand them from a single perspective. Searchers view them as the words entered into the search bar. Advertisers see them as words that trigger ads. Lastly, developers view them as copy on a website. So which one are they? They’re all of the above, and the synchronization of all of these elements is what produces real SEO results, so I can’t overstate how important it is that you manage your keywords at all times.

Think Like a Customer

Online Purchase

The best advice I ever received from a fellow SEO expert was, “think like a customer and everything else will follow.” Much to his credit, he understood something I didn’t know about internet users, they don’t know the rules of running queries, and keeping that in mind can make all the difference. Typical users input broadly-worded terms as if they are infants learning a language through word association, entering things like, “running shoes,” or “Selma Hayek,” hoping the search engine rewards them by presenting the appropriate object in the same way a parent does when their child learns the word “bottle.”

In contrast to those actions, search engines perform best when users ask proper questions that start with who, what, when, where, and how. Imagine how much better those queries results would be with context like, “Where can I buy running shoes,” or “who do I need to eliminate to date Selma Hayek?” Details like this are essential to consider when working on SEO from the advertising or web development perspectives because we’ll never be able to control the words users enter into search bars.

To give this part of the post some context, we want you to know the top search terms of 2019 through April (https://ahrefs.com/blog/top-google-searches/). You should take note of the quantity, context, and specificity of the words on this list. Most of the world’s queries are singular, service oriented, and brand specific. If your company is on that list, you can probably skip the next section as most of your traffic flows to your website organically, but As for the rest of us, we have to take the intermediate step of paid advertising.

Be the Advertiser

Person pointing to chart

Once you get a clear idea of how people search for things on the internet, you’ll be better equipped to create keywords for your advertising campaigns. Keywords for advertisers serve as the link between what terms online users enter in the search bar, and the products and services a company offers. Precisely picking which words and associations to use is a skill set in and of itself, and we don’t have time to cover that in this post.

If you have ever set up a search advertising campaign through Google, Yahoo, or Bing, you’re probably aware the keywords associated with an ad are manually entered, and it’s entirely up to the advertisers to play the word association game all on their own. If you have the right mindset, one where you’re thinking like your potential customers, then selecting which words to use as triggers for your advertisements comes a bit more naturally than those who are still struggling to remove industry buzzwords from their vocabulary.

Even when you’ve figured out the best words to trigger your ads, you’ll still have to connect the last data point before your website’s SEO really starts to take off. Because most advertisements are designed to be visually appealing, and they don’t include much text, search engines have to gauge the effectiveness of your advertising keywords by how visitors behave when they reach your website. If your ads aren’t producing clicks, or leading visitors to pages that contain any of the keywords associated with the ad, search engines will punish you by lowering the chances your ads appear.

Keywords Count

The easiest way to make sure your ads continue to appear when users enter matching terms in a search bar, and maybe even make it to the 1st page, is by making sure the landing page contains the keywords in the web page’s text. The web page needs to include the words in repetition, and in such a way where it seems natural and doesn’t give search engines the impression you’re “keyword stuffing.” Because the focus of modern websites is often visual, much like advertising, this process sounds a lot easier than it is.

In an earlier post, we warned everybody about the overuse of pictures when designing a website, and this is the moment that advice comes full circle. In that post we noted that search engines couldn’t decipher the content of images, so to figure out what a page is about, they count the number of times words appear on a page and assign those as keywords. Even if you’ve had great success with aligning your keywords up to this point, without matching the actual words on the page to the user’s previous associations, not only will all of your hard work unravel, it will reverse course.

If a search engine observes negative behaviors when users land on a page, like hitting the back button or quickly closing the browser window, search engines determine the final destination was not useful for a particular set of keywords. The search engine responds by lowering the page’s relevance score, making it even tougher for your ads, and website, to appear in association with those keywords. Considering the brutality of the punishment for delivering irrelevant content, I’m always surprised how many businesses don’t know their keywords or haven’t taken any steps to figure them out.

An Easy Fix

We’re pretty far along in our sequence of SEO tips, and if you’re still able to execute this advice on your own, good for you. If you’re not in that boat, but your business heavily relies on internet traffic, it’s time to reach out to an expert. RTR Digital provides a variety of SEO related services, and you can have someone contact you by filling out a short form located here.

Top Ten Tips: SEO Edition #8

SEO Tip 8

It will only take me two paragraphs to explain why SEO Tip #8 is so important, the rest of this article is about what else you need to know to make sure you’re not making any mistakes related to it, and give you an idea of what kind of knowledge is required to reach the “first page” in 2019.

Link Equity

As a consensus, I think almost everyone in the SEO services sector will tell you that a site’s home page is the most important page for its ranking. It may not always contain the most specific information on products and services, but it is the page where the majority of other sites will direct visitors and those links impact SEO rankings in a particular way. Each link on the web brings equity, and every time visitors successfully follows a link to a page, the link transfers its weight to that page’s SEO ranking.

I’m not using the word, equity, in an abstract context to sound more intelligent. The term “link equity” is an industry term used to describe the way SEO authority passes from one site to another. Every time a user clicks a link with the expectation of being taken to a particular page and is redirected to an intermediate landing page, the equity of that link is also being diverted, wasting any ranking increase associated with it. Leading us to the conclusion – landing pages are bad.

Redirects

Redirect InfographicA temporary landing page is considered a form of redirect, one of many web developers have at their disposal, and there was a time when they were the latest craze, but it seems as though that time is fading fast. Companies tend to use landing pages to perform A and B testing, advertise a limited time promotion, or serve customers with a priority notice. Every time companies use a temporary landing page they are unknowingly preventing equity for their SEO ranking from being transferring the intended page.

Redirects themselves, are a necessity of the internet, but they should be avoided at all costs, as they always negatively impact a page’s SEO ranking. Regardless of how a developer deploys a redirect, pages visited as a result only capture a fraction of the equity intended for initial page. An incorrectly configured redirect transfers even less equity, so it’s important to know when, and how, to deploy them before using them on a website.

 

Building Equity

I’ve yet to see a page with perfect SEO because SEO algorithms are continually changing so there are always ways to improve. Outside of hiring a professional, here’s a short list of tactics you can use to get the most out of your existing links.

1. Link consistency – make all the links back to your site read identically. A small difference, like listing “http://” versus “https://” means a loss in equity, as moving a visitor to the secure version of a site still requires a redirect. If possible, link them directly to the final version of the page.

2. 301 Redirects Only – If you have to use a redirect, make it a permanent one, this enables the browser to save the information for future visits. Most browsers have a feature that allows them to automatically redirect themselves to the final version of a page once it encounters a permanent redirect.

3. Start Link Building – Much like the real world, the internet is all about who you know, and getting more popular sites to include links to your page will lift your page in the rankings. Think about how much credibility a direct link from Microsoft or Google would garner your page.

Get Expert Help

As someone who works in SEO services, I understand that this can all be a bit overwhelming. If you ever need additional assistance from RTR Digital, you can fill out a contact form here, and you should definitely download the full SEO tip sheet here.

Feel free to leave any comments or questions about this blog post, and we’ll answer them in a timely fashion.