Google updated its algorithm again. Does this news put you into a panic every time? Guess what, Google will continue making changes to it’s search engine processes. It’s a really good thing too. Google’s goal is to make you and all it’s search engine users happy. Google wants an easy, comfortable, rich and clean experience for everyone, which makes happy and rewarded users as well as happy and rewarded businesses. As a business owner, the more you can help Google do that, the more Google will reward you. Who doesn’t want that?
“Google, right now, is making 500 algorithm changes a year,” Laetsch says. “Every change is focused on making sure that when someone searches on Google, if they get the right result on the first few pages, they’ve got a great experience. It’s not, ‘How am I going to tweak the engine or trick Google, Bing or Yahoo?’ It’s how you make sure that your content is the best possible content on the Internet for the words that you care about.” – Martin Laetsch, Director of Online Marketing, Act-On Software, Inc.
Search Engine Optimization
To optimize means to provide the best set of circumstances. For search engines and your business, that means providing the very best both On-Page and Off-Page.
“Optimization is PROOF that you are the best choice possible.” –Sean Burrows, EnlivenGroup CEO
Your website needs to be cleanly coded with the best keywords and search phrases used strategically. The experience for all your website users needs to be a rich and quality experience. Search engines don’t register whether a website looks “pretty” or not, but the way users behave tells those search engines a lot about it’s aesthetics and how user-friendly it is. If people like your website, Google knows it and rewards you for it. I can’t say it enough: Good design is worth every penny. Beyond how it looks, the easier it functions, the better. Also, going beyond mobile-friendly, you need to have a mobile-mindset. Not just for your website, but your products too. How does your content appear on a smartphone? The easier it is for both viewers and search engines to find and identify everything, the better your SEO results.
“In the old days, it was about getting the click. Now search engines are seeing how people are interacting with your website: Are they going back and clicking on results, or are they finding the answers they’re looking for when they’re on your site? Today it’s about the post-click activity. Not only do you have to get the clicks, but you have to satisfy user intent.” – Cyrus Shepard, Director of Audience Development, Moz
Don’t know how to do this? Let us help you!
Your off-page optimization is the sum-total of your influence everywhere online. How big is your footprint? How connected is your web of references? How many people respond to your calls-to-action (CTAs)? What is your street cred? Who is talking about you, and how many of those mentions are from expert sources? The higher the quality, the more impact your footprint has, the better off-page optimization you have, the better SEO your business has.
Social Media Optimization
Are you asking any questions about your business being on social media? Are you asking which social media sites are best for you and your business? There are answers, and tailored ones for you: When was the last time you had a professional audit of your business’ SEO footprint?
“A citation is a mention of your business on the web. This does not have to include a link, and can simply be a mention of your company, or it could be a full listing of your company name, address phone number, and website. Citations are like validation for your business. It tells Google that you are a legitimate business and are part of a community. Not all citations are created equally. In other words, if you were a dentist in Toronto and your business was mentioned in a Toronto dental directory, then that would be much more beneficial than a generic, worldwide directory.” –Marc Avila, Media Web
SEO manipulation is rapidly becoming a thing of the past. Google doesn’t like being manipulated. Come to think of it, I don’t know anyone who does. That’s why Google continues making updates. When you do a search for Ruby Rose, you don’t want 20 links of some cheap rose perfume showing up because a random perfume company manipulated the system. You want honest-to-goodness info about the actress Ruby Rose Langenheim from the best authority sites. Google has penalizations for those who try to beat the system, so when building your business SEO, PLEASE don’t go with some get-big-SEO-numbers-fast sales pitch. You may rank high for a couple weeks, but when Google sees your unnatural leap (not good), they scrutinize you (not good), and demote you (not good) for a long, long time (NOT GOOD).
“The rules for effective SEO have shifted seismically over the past few years.” – Christine Birkner, Marketing News
So what are you doing with SEO that will have a lasting impact and will benefit your business towards the “forever” realm?
No More Online Assets
There are no more online business assets. There is no finish line. There is no “complete.” There is a path, however, and when you put in the right work in the right way, you get from very-challenging to greater-return-for-effort. Compare it to launching a rocket into space, there is great planning and strategy, preparation, labor, execution, guiding and then you are “there!” …But even then it is not done. Much of its greatest work has been done, yes, and it has gone father than most. It now has greater return for its energy expenditures. It’s still a journey. Getting into space with your SEO does not happen by yourself, either. It takes a qualified team of engineers. So who is on your team?
Lasting Quality SEO from the SEO Badass, Sean Burrows