Blogger: Brandon Hayes
Search Engine Optimization is about how to get traffic to your website through keyword searches and how to have your business show up on the first page of results, in a natural or organic way, instead of having to use a PPC (Pay Per Click) campaigns. According to the Finadabilitly Formula, a book dedicated to assist businesses in their marketing techniques, after determining the keywords, then the website must be redesigned “that requires carefully crafted customized content, specific linking strategies… to get and keep your site highly ranked in Page One results”. To a specific air conditioning business, searching an HVAC system would seem logical, but a normal consumer would not search for that, they would search for air conditioner. Using the correct keywords are crucial because they are what the consumer will search for, not what a business would search for.
According to an article in the Huffington Post, Did Edward Snowden Kill the Search Engine Optimization Industry, they state that it is becoming much harder to have optimal results through search engine optimization. Over the past decade, Google has implemented updates that allow related results, not just results that included the keyword. For instance, if someone was searching, “The Great Wall of China”, and then searched, “How Long is the Great Wall of China?” the new updates would now recognize that both articles share the same intent. So, its making the modifications to your website, social media, blogs etc., that allow your company to show up not just if they use the keyword, but also if it is related to the topic that was being searched.
In an article published on Entrepeneur.com, Google’s New Secure Search Means More Work for Online Business Owners, they indicate that with these new changes to Google, “this means that business owners who track keyword data provided by Google on search traffic are now out of luck…”. Almost 75% of websites are not tracked by keywords anymore, simply making it harder and harder for the retailer or company to tune in to what people are really searching for. Now, it does indicate that if you are running ads on Google, you can obtain the keywords consumers are searching, but of course that costs extra money and ultimately you are paying for a PPC just to find out how consumers find you. In this article they do suggest that since keywords are being phased out, a new way to obtain data is to start focusing more on conversion rate optimization. In a sense, this means that it will cause businesses to “focus more on the right things, individual landing pages, instead of individual entry keywords for each landing page”. Conversion Rate Optimization will give the company real time data updates for the changes they are making, for instance to their website. This new technique will really help while working with new updates and algorithms from search engines.
Both SEO and Conversion Rate Optimization will cost a business financially, because unlike PPC where you pay to run an ad, to keep updates on your website and analyzing data, you have to pay someone to do that for you. There is no way around the cost, however, there are other ways, other than using PPC, to have your business show up in the first page of results through a search engine, like SEO and Conversion Rate Optimization.
The Findability Formula