Are you interested in learning everything about SEO? I will first explain what SEO is, and then we will examine how it works.
What Is SEO?
“SEO” is an abbreviation for search engine optimization. Search engine optimization (SEO) is the process of improving a website’s ranking on Google.
When it comes to SEO, you don’t pay to be in the top position because you get it “organically.” Paid advertising involves paying to be in the top position. Simpler still, search engine optimization means optimizing online content so search engines like Google show it at the top of search results when someone searches for it.
Consider it this way. When someone types “jerk chicken” into Google, they are probably searching for a recipe, ingredients, and instructions. You would want people to find your jerk chicken recipe if you wrote an article about it. To be found, you need to rank above other websites with jerk chicken recipes. This is SEO marketing, and it isn’t easy.
We can break it down even further: The majority of online searches start with a search engine like Google. About 75 percent of searches begin with Google.
In order to better understand how to rank your content higher in the search engines, you need to first understand how search works.
This article aims to help you better understand search so that you can optimize your content to rank higher on Google and get more eyes on your posts.
The Elements of SEO: On-Page SEO and Off-Page SEO
In on-page SEO, you build content to improve your rankings. Include keywords in your pages and content, write high-quality content regularly, and ensure your metatags and titles are keyword-rich and well-written, among other things.
An off-page SEO strategy involves the optimization that occurs away from your website, such as earning backlinks. Building relationships and creating compelling content are both parts of the equation. While it involves a lot of work, it’s integral to SEO success.
Strategies for SEO: Black Hat and White Hat
Throughout my career, I’ve always played the long-term entrepreneurial game, and I believe it’s the right move. Not everyone shares this view. Others would rather take the quick gains and move on to something else.
SEO tactics that go for quick gains are often referred to as “black hat SEO.” Those who implement black hat SEO use sneaky tactics like keyword stuffing and link scraping in order to rank rapidly. You might see some traffic to your site for a while, but eventually, Google will penalize and even blacklist your site, so you won’t be able to rank.
Alternatively, white hat SEO is the most effective way to build a sustainable online business. By doing SEO this way, you’ll focus on your human audience.
You will give them the highest quality content you can and make it easy for them to find by playing by the rules of the search engines.
Glamarioux Digital did an exceptional job in breaking it down in this image, but let me shine a little more light on these topics:
- Duplicate content: To rank for a certain keyword, someone might duplicate content on their site to repeat the keyword over and over again. This is penalized by Google.
- Using invisible text and keyword stuffing: Years ago, one black hat strategy was to include a lot of keywords at the bottom of your articles but make them the same color as the background. You’ll get blacklisted very quickly if this approach is used. Also, don’t stuff keywords into the wrong places.
- Cloaking and redirecting: When it comes to redirects, there are right and wrong ways to do them. In this case, buying a bunch of keyword-rich domains and directing all traffic to a single site is not the way to go.
- Poor linking practices: It is not a wise idea to purchase a Fiverr package promising you 5,000 links in 24 hours. You need to get links from sites with their own traffic and relevant content in your niche.
As Google penalizes sites that do these things, I only talk about white hat SEO.
Gray hat SEO does exist, however. In other words, it’s not as pure or innocent as the whitest of white hat techniques, but it’s not as egregiously manipulative as black hat techniques. Gray hating is not intended to trick anyone or make the system work to your advantage. However, you are seeking a distinct advantage.
Google’s standards aren’t as well-defined as they’d have you believe. They may even contradict themselves at times. Google, for instance, isn’t a fan of guest blogging for building links.
What about guest blogging to promote your brand? How about doing it to build awareness, generate high-quality traffic, and become a household name?
When it comes to SEO, it’s not so much about what you do as how you do it. If you are buying guest posts on sites that have no relation to your niche and then spamming a bunch of links, you will be penalized. As long as you create high-quality guest posts that provide value to readers on sites relevant to you, you’ll be fine, and the links will flow naturally to your site.
The Complete Guide to Search Engine Marketing
It’s time to learn how to do SEO marketing. Understanding SEO is one thing, but putting it into practice takes a lot of time and effort. It is not something you can change today and expect results tomorrow. SEO requires daily efforts over time to achieve long-term success.
As Bill Gates predicted in 1996, “content is king.” Today, it remains true as ever.
What’s the reason?
Whenever a Google user finds the most suitable result for his or her needs, they are delighted.
As soon as you search for “quick and easy homemade vegan mac and cheese,” Google tries to deliver to you what it believes to be the most reliable recipe on the web for homemade vegan mac and cheese (that takes little time and uses only a few ingredients).
It doesn’t look for just the quickest or easiest recipe, nor does it filter out a whole bunch of online shops for frozen dinners. It tries to match your needs. When it directs you to content, Google always strives to provide the most satisfying experience possible.
To do well with SEO, you must produce engaging content.
How disappointing, right? You still have to put in a ton of work. A winning SEO campaign requires a great deal of effort, just like any other skill. No amount of marketing can help you sell a flawed product, and advanced SEO is useless if you don’t have quality content.
Elements of Content
There are a million elements that factor into creating high-quality content; here are some of my most critical ones:
It used to be standard practice to post a piece of content with a bunch of keywords. Content that actually solved a problem made you stand out, and that made it easier to rank.
Today, content is much better, and many businesses have blogs to add value to their site and rank higher in Google.
Creating compelling content isn’t easy, but the good news is, you don’t always need to start from scratch. Take advantage of what others have created, but add more value and make the content more detailed.
Bottom line: Your content should provide a solution to whatever brought the reader to your post. When it doesn’t, they’ll quickly click away, telling Google your content won’t solve anyone’s problem.
Google pays a lot of attention to intent. When someone types something into the search bar, it wants to understand what they are looking for.
- Are they interested in knowing something?
- Are they looking for a product?
- Are they just browsing?
You need to understand this as well as the content creator. As a content creator, you can’t write about “the best ice fishing rods” and target “salmon fishing” as your primary keyword. Fishing for salmon in the cold with ice fishing rods does not make sense because people do not typically use them. Therefore, you aren’t providing the right answer to the query, and Google will know it.
Google rankings are improved by posting frequently, according to HubSpot. Creating brand-new content is just one way to signal Google freshness. You can update content you have already published in many ways.
Refreshing old data with more relevant statistics, updating your content for accuracy, and fixing any broken links are all ways to show Google your piece of content still merits a top ranking.
4 Tips for Creating Quality Content
The following tips will help you create content that readers love and Google respects:
- Understanding user intent is crucial: You have to know what the reader is looking for when they land on your page.
- Develop a customer avatar: You should also know who your readers are, what they like, what they don’t like, and why they are there.
- Make your text more readable: People have short attention spans, so writing a wall of text doesn’t work anymore. Instead, include plenty of headers and images.
- Making content actionable: It’s not fun to read a piece of content and not receive everything you need to accomplish something. As you write, consider answering the question, “What now?” Will the reader have all the information they require when they finish reading your article?
Keyword Research and Selection
Earlier, we discussed keyword research, which determines what you call your site or how you describe your brand online.
Link building is influenced by keywords as well, from the tactics you choose to the way you plan to implement them. Stopping is another common mistake.
The company may redesign its website or launch a brand-new marketing campaign. For a week or two, they update their pages, then stop. They think keyword research is a one-time task. On the contrary, it is a continuous process. Top SEOs are constantly researching keywords.
There are several reasons to conduct keyword research, but the two most significant ones are to rank on Google and to create relevant content. It’s easy to find inspiration when you know what people are searching for based on keywords.
Elements of Keyword Selection
Keyword selection is more complex than simply selecting every keyword from your keyword research tool. You need to understand the keyword’s intent as well as its competitiveness. Below are the most critical factors to consider:
Choosing the Right Keywords
Imagine you are a provider of insurance services. Customers might pay you $10,000 a year for your services. The cost is less than a thousand bucks a month, so it’s not impossible, but still quite costly.
Guess what kind of audience you’re most likely to attract if you rank #1 for “free business growth tips”?
You’ll attract people looking for free stuff! Thus, when they reach your website, they are unlikely to hand over their credit card. This keyword alone can send you thousands of visitors each month. However, it’s probably the wrong audience, so ranking for it is not worthwhile. Even if you lose 1000 visits a month, you’d be better off picking a different keyword.
Even if just one person reads it and converts, you’re already ahead. But this isn’t the only common mistake I see. Here’s one that’s even more common.
Right from the start, you chose the right keyword. This is contextually relevant to what you do, and it better aligns with what you want to sell. Now what?
A keyword tool like Moz Keyword Research Tool lets you get ideas for related keywords. Initially, you gravitate toward the ones with the highest search volume, but here’s the thing: Your ability to rank for a keyword often depends more on the level of competition.
For example, look up the keyword “content marketing.”
Putting it in makes you say, “Wow!” Look, it gets 35,000 searches a month; this is amazing! But what you don’t realize is that it will take hundreds and hundreds of backlinks and probably years to even get a place on the first page.
What’s the reason?
There is fierce competition. There are sites at the top of the page for that keyword. Google knows that these sites provide quality information because they have been around for a while, have a strong reputation, and have a strong reputation. This is why they are ranked high. You still haven’t gained Google’s trust, and it would take a lot for you to outrank your competitors.
Google tells us time and time again how significant search intent is.
Keywords are what most people focus on. That isn’t what you should be focused on. Instead of looking at what people are typing, you should be looking at what they are searching for.
Essentially, this is what “search intent” is all about. It’s the difference between driving traffic and generating revenue.
Let’s start with a basic example to illustrate the difference. You run a job site where companies list job listings on your site for a fee. So you need to rank your job pages well so people come to your site instead of Indeed.
The more people who find jobs through you, the more money you’ll make. Search for “actuary jobs” to see what happens.
There are a lot of results! Several of them refer to analysts, while others focus on insurance or entry-level positions. Searches have completely different intentions, which is what you need to determine. What are these users trying to accomplish? How do they define actuary?
We can achieve this by matching search intent with the phrase users type into the search bar. The most important thing from your perspective is to create content and select keywords that match the search intent of the user.
The Best Keywords: 4 Tips for Choosing Them
The following tips will help you conduct the best keyword research and selection:
- Make use of tools: You can’t do the best keyword research without tools. You can get insights into your competition with tools like Semrush and Ahrefs.
- Understand semantics: This is a great way to understand the future of keyword research. Even if you put the exact keyword 15 times, Google doesn’t really care; what it wants is the intent to match. Chances are if you include one keyword, Google will find 12 others related to it. It’s not necessary to include bass fishing rods, fishing rods for bass, and every variation. When you create good content, Google will do it for you.
- Understand the intent of the keyword: You must understand the intent of the keyword. Recognize that what a buyer will type into Google is very different from what a researcher will type in. When your content answers a question, you don’t want a buyer. When your content sells something, you don’t want a researcher.
- Watch your competitors: One of the best ways to perform keyword research is to see what your competitors are doing and follow their lead. Use your keyword research tool, input their URL, and see what keywords they are using with the keyword gap if they are ranking number one for the keyword you want.
The HTML code on your site plays a crucial role in SEO. It will be difficult for Google to figure out what your content is about and why it should rank higher than the competition without proper tags, headers, and descriptions.
Some people get scared when they read that HTML is part of SEO, but there’s no need to worry. There is very little involved in the process of changing tags and descriptions, and there is no need to understand code. Most of the time, changing HTML from an SEO standpoint is as simple as copying and pasting.
Elements of HTML
Let’s take a look at some of the elements to pay attention to when it comes to HTML.
It’s not uncommon for people to confuse title tags and H1 tags. Those are two separate headings; they shouldn’t be confused. When your page appears on Google, the title tag is displayed in the tab at the top of your browser.
The title tag is the area in the black box. This search heading stands out because of its blue or purple color. This section should include your main keyword and the heading should be enticing so users will click.
In the area below that is the meta description. This is where you have the chance to describe the content to the searcher. This section should be optimized for keywords and no longer than 160 characters. The text should display correctly on both mobile and desktop devices.
In order to create Schema, several search engines came together. It’s basically just a subset of specific HTML tags that improve the way your content appears in the SERPs.
In the previous example with Bitcoin, the author created the rating displayed on the SERP by using a schema. Although it’s a relatively small factor, it is certainly good practice.
Don’t forget to test your page after adding your schema to make sure everything works smoothly.
H1 is an example of a subheading. It is displayed at the top of your article. The H1 is your most important keyword because it identifies who you are and what you offer. This is your primary header.
Google uses this heading to determine what the article or piece of content is about. This is also your opportunity to pique readers’ interest when they land on your page. Your H1 should contain your primary keyword, but it should not be stuffed with it.
Additionally, I like to think of my H1 as an invitation to join the page. The invitation shouldn’t be transactional or aggressive. Your H1 should entice the reader to continue reading.
An alt text describes an image in your article. It’s in all pieces of content, but most people don’t use it. Search engines use alt text to describe an image to people who are blind or visually impaired. Alt text should properly describe what the image is, but you can also use it for keywords.
On this image, you can see the box around the phrase “content marketing services.” This is the URL slug, which tells Google what the content is about. These are also important areas for you to insert your most important keyword.
By using “content marketing services” as a description, Google should know the page will break down the basic details of our content marketing services.
Making the Right HTML Improvements: 4 Tips
As you improve your website’s HTML, I recommend that you keep these points in mind:
- Use tools to assist you: I keep saying it, but it’s so important. There are various SEO marketing tools available that can help you identify HTML issues with your site, so they’re worth investing in. Ahrefs, for example, tells you if a website has duplicate title tags or how many articles lack meta descriptions.
- Take inspiration from your top competitors: Stealing is bad, but using them as inspiration is acceptable. Consider what your competition uses for their title tag or meta description if you’re having trouble figuring out what to use.
- Keyword stuffing is a bad idea: It reads horribly when a meta description is stuffed with keywords. The search engine will see right through it, and if you do it enough, it may even penalize you.
- Don’t forget about H2, H3, and H4 headers: We talked about H1 headers, but don’t forget the rest. These are all places where you should put your primary keywords to let Google know that your article focuses on a particular subject.
A great website architecture results in a great user experience, which is crucial for SEO marketing. We emphasize fast loading times, a secure connection, and a mobile-friendly design.
You should map out your site architecture before even purchasing the domain name. You can reverse engineer your way to a great user experience (UX) by getting inside your users’ heads.
ConversionXL provides a great guide on how to ensure your UX is effective. In addition to this, you should optimize a few things for a great “search engine experience.” The more accessible your site is to Google, the higher it will rank.
The elements of site architecture
The following sections should help you understand site architecture if you’re having trouble understanding it.
You’ll hear the word “crawl” a lot. It means Google is examining your website to see what it is. Google identifies important keywords, diagnoses on-site issues, and uses those factors to determine your ranking.
They’ll be more likely to report a good result if they can index all the pages on your site. When there are more links between the pages of your site, the easier it is for the spiders to reach all of them, giving the search engine a broader picture of your site.
Using an online XML sitemap generator or a WordPress plugin can make this process easier for Google.
It is important to make the site as easy to crawl as possible. You’ll have a more difficult time ranking if Google can’t figure out your site because the AI won’t find all the keywords you’re using.
There are a lot of myths surrounding duplicate content and how it affects your rankings. Many people incorrectly assume that all content on your site should be original, but the fact is that search engines do not penalize websites for duplicate content.
When you republish your content on other websites or republish your guest posts on your own site, it won’t hurt your SEO unless you do it the wrong way (spammy).
As an example, if you repost the same content to a key platform like Medium, it might hurt your rankings because Google indexes your Medium article first since it’s on the more authoritative domain. This is often referred to as a “canonicalization” problem, and it may already be occurring on your site without your knowledge.
Canonical issues arise when the same or similar content appears on more than one URL on your site.
There is a lot of duplicate content on the internet. Having duplicate content on a sidebar is an issue that many site owners experience. Google may consider duplicate content if you post a blog entry and include an introduction in the sidebar.
There is also duplicate content on two different domains. This is an example of content syndication. Syndication refers to republishing original content elsewhere. As long as you have permission to do this, Google will not penalize you.
It is a known fact that Google indexes for mobile-first. We need to create a site that is mobile-friendly because that is the most important factor Google uses to determine how easy it is to crawl your website.
Google Search Console provides a lot of information about what Google thinks of your site.
Taking a look at the above image, you’ll notice this site has one issue regarding mobile usability. You should fix issues like this in your Google Search Console right away.
As part of the implementation of Core Web Vitals, Google places a great deal of emphasis on page speed and usability. You may be penalized by Google for too slow-loading sites or elements, or you may find it more challenging to outrank your competitors.
As before, you can find this information in the Google Search Console so that you don’t need to dig around for a tool to check your page speed.
HTTPS and SSL
The most important ranking factor is security and safety. Google will not give your website a first-page ranking if it deems it spammy or sketchy.
SSL certificates and HTTPS are two of the ways it filters the good from the bad. Putting these in place can give you the little lock next to your URL as well as HTTPS before the URL string. Although this isn’t a powerful SEO factor, it is a best practice that will benefit your long-term goals.
You can improve the architecture of your site with these 3 tips
When it comes to improving your site’s architecture, there are three key factors to consider. Read on.
- You must understand Core Web Vitals: Core Web Vitals are the most critical. What these are, how they affect your rankings, and how you can combat them is something you should know. Get to know it better and make sure you’re making the right decisions on your site.
- Make sure you have a sitemap: Use a plugin like the WordPress sitemap plugin if your site is extensive. A great example would be a real estate site. A site like this has thousands of pages for all its real estate listings. As houses are bought and sold, the pages are constantly changing. By having a sitemap, the real estate website would rank for each address, resulting in an increase in traffic, domain authority, and the number of keywords they rank for.
- Fix canonicalization issues: The feature that causes duplicate content is often built into the site, but there are ways to fix them. Depending on the cause, the solution may vary. The changes can be as simple as removing a few lines of code or as complex as restructuring the entire site.
In spite of the fact that Google Search Console or another tool indicates thousands of duplicate content errors, there is really just one big issue at the root.
Canonical tags can help you specify which version of a page is the original one if there are multiple versions of the page. You simply need to add a single line of code that references the original URL, such as this:
Thanks to plugins like Yoast SEO, this is easy. By setting the default page or post version as canonical, this line is always added by default. It is also possible to specify it manually under the advanced settings section of each page or post:
Utilizing Quick Page/Post Redirects is yet another time-saving WordPress tip. If you’ve had old pages turn into new ones, which leaves a trail of broken links behind, this is useful. With this plugin, you can add old URLs in bulk and then the new versions of the pages.
The Broken Link Checker plugin can help you identify broken links and redirect them.
Search engine optimization tools also crawl your site like search engines to audit these issues.
Two of the most common crawl errors are duplicate content and broken links (404 errors).
A 301 redirect must be included in your .htaccess file if your site is not on a content management system like WordPress. In this case, I strongly recommend getting some professional help on 301 redirects.
When determining what should appear in the top ten search results, Google doesn’t only use PageRank, the famous formula the founders of the company devised.
Most recent Google updates hit spammy and obscure websites, which are becoming increasingly important. Your site’s TrustRank tells Google whether or not it’s legitimate. If you appear to be a big brand, for instance, Google is likely to trust you. Backlinks from authoritative domains (such as those ending with .edu or .gov) can also be helpful.
A Trusted Site Has These Elements
It is important to build trust in three aspects: authority, bounce rate, and domain age.
According to Google, your site’s authority is determined by a mix of two types of authority:
- Domain authority, which is determined by the popularity of your domain name. For example, Coca-cola.com is extremely authoritative because everyone is familiar with it.
- Page authority reflects how authoritative the content of that page is (for example, a blog post).
Using this tool, you can gauge your authority from 1 to 100.
There are also two popular authority metric numbers provided by Moz: domain authority and page authority.
According to Moz, this score is also based on a 100-point scale, but it is weighted.
In other words, it’s relatively simple to go from 0 to 20. However, anything over 50-60 is pretty high, and 80-90 is usually the highest in a particular industry.
The bounce rate is the percentage of visitors who view just one page on your site before leaving.
Your content, loading times, usability, and attracting the right readers all contribute to a low bounce rate. A site that loads fast, looks good, and has interesting content will attract the right audience.
One of the best ways to achieve this is through video, but you must make sure your video content stands out and delivers. In addition, your content must satisfy the reader’s expectations. They must land on your page and find exactly what they need as soon as possible. By doing so, most people will stay on the site for a long time, telling Google that your site is relevant to the topic.
It is often the oldest person in the room who is respected the most, isn’t it? The same holds true for the Internet. Whenever a website is ranked higher than a new one, it is because it has been around for a long time, has produced consistent content, and is pleasing to the search engines.
Here are three tips for building trust
To build more trust on your site, here are some of my best tips:
- You have to be patient: Trust doesn’t happen overnight. It is sometimes necessary to be patient and realize that Google is not in any hurry to crawl your website. A simple way to get them to do it sooner is to make small changes to the site and request indexing in Google Search Console. Hopefully, this will push Google to take action, but there is no guarantee.
- Understand intent: One of the most important parts of SEO marketing is understanding what users want, not what you want them to want. Whenever someone searches on Google, they are trying to accomplish something. It’s important that you provide them with the entire solution; otherwise, they’ll get to your site, it won’t be good enough, and they’ll leave.
- Give them what they want: One way to prevent users from bouncing from your site is to give them what they want as soon as they land on your page. People don’t want to read a whole article, they just want an answer, and the sooner you give them that answer, the better.
Experts will place varying importance on having a solid link profile. In my opinion, links are still one of the most important ranking factors Google has for you.
Often, SEOs don’t understand how to do it properly, which is a problem. Choosing the wrong tactics will set you up for failure from the start. Building links in a long-term strategy might take a bit longer, but in the end, you’ll be thankful.
The elements of link building
As far as building links for your site is concerned, here are the most important things to consider:
In the world of links, quality is more important than quantity. The quality of the links matters much more than the quantity. It is important to reach out to the right sources to receive quality backlinks. The right way to build links is varied, so Google rewards those who do it the right way.
Most people only look at the total number of links, but that’s a huge mistake because:
- Links that are low-quality or spam-like may be ignored by search engines.
- Those from brand new sites are more valuable than those from existing sites.
- The value of links from other websites is higher than the value of links from your own website (from one page to another).
What distinguishes a bad link from a good link?
Google expects that the links pointing to your site should be relevant. You won’t get the results you expect by purchasing a gig offering 10,000 links for $100 on Fiverr. Your profile links will likely be on sites like Myspace and Soundcloud, which are probably irrelevant to your niche.
A site that charges for links is another thing Google looks out for. If you search for “site: write for us”, you might get results similar to the one below.
In exchange for a link to your site, some of these sites may charge you to guest post. Google doesn’t like this because it makes gaming the system easy for those with access to large bank accounts.
Link building is intended to reward those who offer value in exchange for a link. Writing a guest post on a site with readers interested in your expertise is what you want.
You should also be sure that the site you choose to guest post for has its own traffic. Since people are actually seeing what you are contributing when the site is popular, that’s going to flow more link juice in your direction.
The anchor text appears beneath the link. In an article, the text should appear as natural as possible. In the realm of SEO, it’s important to have a variety of anchor texts because each has its own purpose.
Don’t put a bunch of text that says “click here” on your site. You can instead use anchor text that actually says “ceramic tiles” if you wrote an article about ceramic tiles and you want a link to it. This tells Google what to expect when someone clicks through from the link.
Number of Links
Finally, you must build high-quality backlinks gradually and at scale in order to maximize your number of total links.
It bears repeating that you want more than just total links. In the end, the site with the highest-quality links is the most likely to succeed. This depends largely on which pages are linked to. Natural links to your homepage are great, but most of them won’t point to your homepage unless they specifically mention your brand name.
The first mistake is that.
Second, it does not consider how and where links are generated. Heatmaps are one of Crazy Egg’s most popular features, which show people which elements are leading to conversions and which ones are deterring conversions. To get links to this page, you want them from landing pages and conversion-related sources.
This may change with other features, such as Recordings. Links related to design aren’t as appropriate here. The context isn’t as relevant. The page or post would be more appropriate, however, if it discussed usability or user interface design.
Links from high-quality sources are important, but so is the destination they are linking to.
Here are three tips to improve your link profile
The following steps will help you improve your link profile and ensure you are getting the most link juice from your efforts.
- Avoid shortcuts: Link building is not a quick process; you need to take the time and build the links in the right way. Engaging people in conversation, pitching yourself, and describing how you can add value to their website is part of this process. Find broken links on relevant sites, and pitch them via social media or email.
- Remove hazardous links: There is a tool offered by Google called the Disavow Tool, which can be used to remove links that might hurt your search engine rankings. Using this tool carefully will ensure that you don’t damage your site by disavowing a lot of links. Getting rid of links that are no longer relevant and those that may have appeared on your profile by accident can help clean up your link profile.
- Don’t forget internal linking: Internal links are an important component too; we shouldn’t only focus on external links. In addition to external links, creating a web of topics within the same niche will aid in Google’s crawling process. Google pays attention to a piece of content’s search intent and overall comprehensiveness. You will be rewarded if you can answer everyone’s questions in one place with articles that cover a topic from beginning to end.
Next, let’s take a look at personal factors as they relate to off-page SEO. These factors include demographics and location. These factors influence how people respond to your content, but your SEO efforts also behave differently from one part of the world to another.
Although most of these factors are beyond your control, you can take some steps to increase your chances. In terms of personal SEO factors, there is no one-size-fits-all solution.
Elements of Personal SEO Factors
In terms of personal SEO, these are the biggest factors:
Each searcher sees results tailored to their country. Store and restaurant hours are displayed based on the time zone of the searcher.
A search engine interprets words differently. If you search for “comforter” in the U.S., you will see blankets for your bed, while in the U.K. you might see pacifiers since that is what the term means there. By including certain countries as keywords, Google knows which countries you are targeting.
If you decide to go multinational, you need to ask yourself whether it’s worth it. Competition is different in different countries. Remember how keyword selection depends heavily on the competition already ranking? That means Google results in Canada will be different from those in Brazil. There might be a difference in difficulty among countries. By having a multilingual site, you not only expose your content to more people in their native tongue, but you may also rank better in other places.
One of the fastest ‘quick wins’ I have seen is to create multilingual content. It is, however, a difficult task. Plugins for translating web pages aren’t very good. They will promise to translate your content into almost any language, but the end result won’t be natural.
In my opinion, it would be better to pay a bit more to get the content translated by native speakers. People stay on my site longer due to its quality and accuracy, which increases my ranking and site usage data.
Geo-targeting goes even further, down to the level of the city. If you search for a fast-food chain, you usually see results from your neighborhood. The use of city names as keywords is helpful, but don’t paint yourself into a corner, or you’ll end up looking like a local authority.
Having said that, if your business deals primarily with local customers, you should take advantage of this with great local SEO.
3 Tips for Improving Personal Factors
There are three simple things you can do to improve the factors affecting your SEO:
- Know who your ideal customer is: Only you know who your ideal customer is, so creating a persona of that person is the first step to personal SEO. Know what your ideal customer wants. Do you know what they are looking for? Are you providing them with what they expect? Answering these questions properly will enable you to give the customer exactly what they want. If you do that, Google will reward you since people will spend more time on your site and engage with your content.
- Create content in multiple languages: Having content in multiple languages isn’t as difficult as you might think. If you allow people who aren’t native English speakers to take advantage of all the value you offer, you’re breaking down so many barriers.
- Conduct keyword research in other countries: Most keyword research tools allow you to do research in other countries. You need to perform the right keyword research to reach people living outside your home country if you’re targeting them.
Lastly, let’s discuss the social factors that contribute to off-page SEO. Apart from the direct social signals, there are other ways that good social media results can help you rank higher.
Social media matters, whether it’s directly through more links or indirectly through a PR boost.
Elements of Social for SEO
The following two factors are most important:
The Quality of Shares
Both SEO and social media marketing are about telling Google how great you are. Why should Google care if people are spreading your content further and sharing it?
That tells them people like what you have to offer, and that you’re providing great value. For Google, this is good news.
Number of Shares
The number of shares is a secondary social metric. It is every marketer’s dream to land a viral hit, but that is overrated. Though there are a ton of tips and tricks out there, the most important thing is to create awesome content.
The meaning of that varies from person to person. I have found that long-form content usually performs better in the marketing space than short-form. But consider, for example, celebrity gossip websites. A long piece of content isn’t appealing to the majority of people looking for this type of content. In this case, it’s the opposite. This audience wants something short, but with a lot of drama. They prefer visuals with less text.
Websites like Buzzfeed and TMZ rely heavily on this type of content. They draw you in with these huge headlines that make something seem way more exciting than it really is. What percentage of people share those headlines without reading the article?
Most likely a lot.
If you want to get shares in SEO, you need to create great content that people enjoy reading on a site that people visit regularly. That’s why I mentioned earlier that guest posting on sites with an actual readership is crucial. How likely is it that your post will get shared if you’re guest posting somewhere without readers?
Here are three tips to improve your social sharing
Here are three tips to get more social media shares:
- Produce great content: Making high-quality content will get you shared, plain and simple. You can’t imagine the amount of time and money that Google invests in preventing people from gaming the system. There’s nothing complicated about it. An exchange of value is all it is. Every business transaction involves value exchange, and the same is true for SEO marketing. Provide valuable content to Google, and you’ll get rewarded.
- Be consistent: Consistency is key to SEO and social media. If you post once every three months, the social media algorithms will hate you, and no one will share the content because it has been so long since your last post. Maintaining a consistent presence on social media also necessitates sharing new content regularly. This is a full-circle process.
- Make it easy: Plugins are available to promote social sharing, so you should use something on your site. Unless you provide a simple way for readers to share your post on social media, they will likely move on.
Google’s EAT Guidelines
When evaluating your SEO practices, you can analyze how Google trains human content evaluators. Google employs Quality Raters, along with a huge number of algorithms, to improve the user experience.
According to Google’s evaluator guidelines, an effective web page should possess a high level of:
Or EAT, as it’s more commonly known.
Subjective evaluation of what makes a piece of content display EAT depends on the topic, the background of those posting, the reputation of the website, and many other factors.
Keeping EAT in mind as you create content can ensure that you’re taking your content in the right direction, regardless of whether you have control over all the factors.
Here are four tips for improving your EAT score
- Research: This may seem obvious, but the best way to convey expertise, authority, and credibility is to present accurate information. Interview experts or invite guest posts when you can. As you share information, ensure that it is accurate within the context of the topic and for the audience who will read it. Failure to do so is the fastest way to score low on these criteria.
- Make Sure Your Information Is Exhaustive: Now that your information is accurate, you should also make sure it is comprehensive. Using short or simplistic posts to answer a question can seem dismissive. Your content should leave your reader feeling satisfied and equipped in order for you to be seen as an expert.
- Stick with what you know: When writing content for your website, speak to what your brand is about. Do not get distracted by shiny objects and irrelevant content on your website. If you stick to your area of expertise, you’ll establish yourself as the source of information on that particular topic.
- Speak to Your Audience’s Need: On the same note, if you don’t speak to the topic that readers are coming to read, you won’t be able to build trustworthiness or authority in the mind of your readers. What do they need to know about the topic? Are there any problems you can solve? It’s one thing to know a topic in-depth, but another thing entirely to be able to teach it in a relevant and engaging fashion. Ultimately, the latter will help readers view you as a trusted authority.
The SEO Marketing Process: Putting It All Together
It’s understandable if you feel overwhelmed by the amount of information in this guide. We want to make things simple and touch on the most important points so you walk away feeling relieved and excited about your journey with SEO for marketing.
Black Hat Vs. White Hat SEO
Black hat SEO uses slimy tactics such as buying links, stuffing keywords, and duplicating content. Despite the fact that these things work in the short run, they won’t work long-term. Your traffic and revenue might increase for a month or two until Google figures out what you’re doing and blacklists your site permanently.
Using white hat SEO is the way to go. It takes longer, but it uses the right tactics that will pay off for years to come.
Keyword Research and Selection
Google determines what your site is about by looking at the keywords you have on your site. Finding keywords relevant to your topic can be easier with tools like SEMRush.
Do not force them where they do not belong, and remember that creating quality content is most important.
In SEO marketing, title tags, meta descriptions, alt texts, and headers play a key role. By using these, you’ll tell Google more about your content and what readers can expect when they land on your site.
Your site’s architecture focuses on its design and functionality. When users have difficulty navigating a site, it loads too slowly, and it has several difficult-to-reach elements, Google will also have difficulty navigating the site.
Nowadays, having SSL certificates and HTTPS is the industry standard for sites that need to be trusted. Google expects you to have these on your website in order to rank it in the search results.
In addition to the backend stuff, you need to have trust signals that indicate you’re a professional and aren’t out to scam people.
Link building is important, but time-consuming and requires considerable effort. The good news is that a lot of people are doing it the wrong way. Link building the right way becomes a lot easier for SEOs who are willing to go the extra mile.
Avoid Fiverr gigs that promise you 10,000 links. These are scams. Every link must be manually built on sites in your niche that have their own traffic.
Understand who your audience is and what they want from you. Whenever a customer lands on your site, they have an expectation, and it’s up to you to fulfill that expectation.
Don’t underestimate the social media aspect as it can provide a nice boost to your SEO efforts. A lot is involved in ranking on Google, and receiving ample social shares can show Google that you are committed to the cause and willing to do whatever it takes.
EAT (Expertise, Authority, Trustworthiness)
Based on a Google evaluator’s criteria, you can use this as a gut check to see if your content is connecting with people.
Write content that demonstrates knowledge of a topic and reflects your reputation as a leading source of information. Take into consideration whether your content enables readers to trust your knowledge on the topic and builds your reputation.
SEO and Google Algorithm Updates
Due to the term “algorithm,” many people feel that SEO is impossible to achieve. An algorithm is a series of operations a search engine uses to determine and rank websites based on when someone uses a search query.
There’s no denying that algorithms are ever-changing, and indeed, that’s true in some respects. Google updates its core algorithm multiple times a year in order to better serve its users. On the Moz website, you can explore the history of Google algorithm updates.
Even though Google may sometimes make tweaks, you should continue to focus on creating high-quality content, using relevant keywords, and building reputable backlink relationships. The algorithm updates are another reason why you shouldn’t try to “game the system” when dealing with Google’s algorithms, as weeding out people who do this is one of the major reasons for the updates. Concentrating too much on the algorithm and not enough on your content could harm your rankings.
Search engine optimization is not a fast track to success. Never has been and never will be. With SEO, you need a long-term strategy because most keywords can take between six months and a year to rank.
In the end, none of the factors are more important than the others. In my opinion, if I had to choose one aspect, you should focus on providing quality information to people. Even if you have all the SEO pieces in place, if your content isn’t good, you will not be able to attract users.
To rank well, you must regularly put in consistent effort. If you want to win, you should build links to your site, generate new content, and update previous content. If you do this consistently, you will see results.
People get lucky sometimes, but most of the time it’s because they’re doing something that others aren’t. A lot of people compete in the same space, which is where the best SEO can win. One great example of this is affiliate marketing. Sports goods are a huge niche for affiliate marketing. You need to master SEO marketing to succeed in this field.
SEO costs depend on a variety of factors. You can either hire a professional to handle it for you or do everything yourself. Doing it yourself will take a lot longer, and you will need to account for the learning curve. However, if you are willing to do everything on your own, you can do it almost for free.