Are you still targeting two or three keywords for a website? The following bit of new information might convince you to do otherwise. During the AMA Content Marketing Conference, Chris Baggott of Compendium showed that 70% of most searches are long-tail searches. Therefore, by targeting long-tail keywords, websites will find little competition, thus yielding higher conversion rates.
Moving to longer variations of a website’s seed keyword does more than just improve its SEO. It also promotes real engagement, and helps websites drive more organic traffic and improve its search rankings. As an SEO reseller, how will your white label service provider identify and utilize the long-tail keywords that will do wonders for your clients’ websites?
Larger brands and mega-corporations often seem to have the upper hand in SEO, making smaller and locally-owned businesses feel like they can’t compete with the big boys (and therefore, have no chance of connecting with their target audience online). It’s no surprise that many larger brands and mega-corporations’ websites appear in top ranking positions on search results, for they already have decades worth of content, millions of inbound links, and numerous online visitors.
As impossible as it may seem, marketing for small and locally-owned businesses (and pitting them against bigger brands) is no longer a daunting task. Effective SEO strategies have become more holistic and comprehensive in their scope, it’s no longer about getting the most number of inbound links or identifying that “magic keyword.” Instead, it’s about long-term goals, like building an online audience, driving traffic to websites, and gaining conversions and sales.
Countless debates have stemmed from the use of black hat optimization tactics. However, while it is true that most black hat practices are condemned by Google due to their manipulative and deceptive nature, it is also a well-known fact that some of the most successful companies today have used aspects of such tactics to rise above others in an extremely congested market.
White hat SEO is considered to be the “legal SEO” because the optimizer follows Google’s guidelines, and is more focused on optimizing for the visitors instead of for the search engines. Black hat SEO, on the other hand, has clear intentions of improving rankings on search results through tactics that are deemed inappropriate by Google. What most people don’t realize is that the most successful SEO campaigns actually mix the best characteristics of both strategy types.
The Internet is saturated with advice and tips designed to power SEO services. These include keyword research, content creation and publication, meta-data optimization, and link building, among others. While Google’s ever evolving algorithms, the introduction of new technologies and devices, as well as changes in consumer behavior, have radically altered the SEO landscape, some fundamentals remain…well, fundamental.
Don’t believe me? Take a look at these enduring SEO fundamentals:
Post high-quality content that your clients’ audience wants to read – The plain and simple requirement for content is that it must be informative and original. This was, and still is, the driving concept of content writing. You might have encountered tips on how to “creatively” insert keywords, or write attention-grabbing headlines, but at the end of the day, what matters most is the importance of what you’re saying. Focus on creating content that your target audience wants to read.
When your SEO strategies are effective, you visibly reach your goals in terms of page views, conversions, increases in revenue, and other metrics. You can measure the return on investment and present the results to your clients.
On the contrary, if you’re falling short on your objectives or target metrics, and if you can’t sustain the success of your strategies, these would be detrimental to how clients regard your services. The content you generate for your clients won’t be found, and they won’t enjoy more brand recognition and sales.
Online marketers know that SEO is constantly evolving in response to major changes to the search engine algorithms. Google has made strides to improve its organic search results by releasing the Penguin, Panda, Hummingbird, and other algorithms. These algorithms have reduced the number of spammy, irrelevant, and low-quality results in the organic portion of the SERPs.
Panda—which was released in February 2011 and has since undergone numerous iterations—works to reduce the rankings of low-quality sites that provide “thin” content. Meanwhile, Hummingbird—which was released around August 2013—can be described as a major breakthrough in conversational search. According to the article, “Four SEO tactics to Embrace in 2015”, which was published on the Hubspot blog, “With Hummingbird, Google proved that they now understand what your page is about; they know the topic of the page, how unique the content is, and how well it’s written.”
Ever since Google launched its web crawling bot (known as “Googlebot”) to crawl new and updated web pages to add to the Google index, webmasters and SEO practitioners have focused on how to improve their SEO strategies. With consumers increasingly using search engines like Google to look for new products, services, and businesses, many business owners see the advantages of dominating the organic search results on the SERPs for search queries related to their businesses, brands, products, and services.
Despite frequent claims from some circles that SEO is dead, according to Moz’s Rand Fishkin, SEO tactics—like keyword targeting and on-page optimization—are still as relevant as ever. Unfortunately, there are virtually hundreds of best practices for keyword targeting and on-page optimization. In fact, Fishkin states that there’s no “one absolute right way to optimize a page”.