16/05/2017

Content may be king, but Google still rules

Almost every other SEO blog is about how Google is continuously changing its algorithm and keyword requirements. You have possibly heard enough about Hummingbird and Answer Box by now. So, this one is going to be a little different.

The most mind-numbing development from Google for all SEOs here is machine learning. We are somewhat familiar with the name "RankBrain," but we do not have a clear idea of its powers. RB cannot only process information fast; it can grow and adapt. Think of it as a toddler is a park, it is observing, grabbing things and finding out what each contraption does. It can link words to their meanings and understand the context of words.

This is mostly the reason for all the personalized search results you are seeing everywhere on Google. Couple that with the layout tweaks and instant answers, and we have the latest hotchpotch that is messing up our pre-conceived notions about keywords.


Make space for the new –

Traditional keyword strategies do notexist anymore. Don't get us wrong. Keywords are still important. They are not as rigid as they used to be back in 2005. Back then, no one had a toddler AI trying to understand the meanings of different words in different contexts. There was no one to suggest related search results by user's search trends. Inserting keyword A, X-times in an article is just not enough to make sure that you have a solid content strategy. In 2017, it is more about the meaning, the context and the information centered about the key phrases.

Keyword research has become more technical since there are more nuances involved. If you want your website to be search engine optimized, you just cannot rely on one content producer counting the number of times keyword X exists in a 500-word blog. It is a game on long-form articles. It is about quality and originality. It is not about volume and density at all.

The easiest way to get your content strategy in place is to approach one of the best SEO services in your locality. Although you can try Moz’s new Keyword Explorer tool, the analytics might start to hurt your head after a while. It is mostly extremely technical. It is something seasoned SEOs enjoy, and website designers fear. Most consultancies, on the other hand, have tested out keyword campaigns and strategies in place. The kind of keywords will depend on your niche, your content choices and your resources. We can design a custom campaign based on your need for fresh content.

Old wine in a new bottle: work with what you already have -

While working with SEO strategies based on keywords, we have noticed something interesting. Many companies already have their content game in place. They do not know it yet. Sometimes, we just need to tweak their most recent posts and during the other times, we just need to update their new reviews. All in all, it is no rocket science. You might just need a pair of trained eyes to analyze your most recent inclusions and the response.

What we are about to say now, should not be performed without expert guidance. You can start working with what you already have. This is especially true if you want to rank for “commercial" keywords like "education loans." Start with some opportunistic results and identify the topics that have already worked for you. Now start with the content. Do not be shy to pull up a reference from your old articles and other blogs (give due to credit). Follow the age-old PAS formula:
Ø  Problem
Ø  Agitate
Ø  Solution

Problem: find an issue your readers care about. Capitalize on the latest issues in the market. Do a little research on your competitor’s latest posts.

Agitate: elaborate on how it affects the daily lives of your readers.

Solution: provide the solution or the call for action where your readers feel compelled to check out your services.

This is quite the proven storytelling dogma that works very well for thematic blog posts even today. 
You can pull from offline and online source materials. Include speeches, seminars, webinars, case studies, personal observations, client consultancies, industry research and testimonials. The more sources you can add, the richer the content becomes.

By using the key phrases as a part of your theme, you are also making it a lot easier for Google and its bots to list your content as a relevant search result. Keyword stuffing has not worked since early 2010 and it will not function anymore. Since it is already the dawn of machine learning, we suggest you stick to themes and nuances of the key phrases and key words.

Get some link-juice –

Blackhat SEO days are more than extinct. Now all you can do after you have finished constructing a high-quality content is build links. This is a somewhat tedious process. A good search engine optimization company can help you with that as well. We can help you submit the blog to listing directories. On top of that, we will share your blogs on social media sites and find out what people think about it. Social media links are valuable backlinks that influence your website ranking.
We will also help you out with non-editorial links. These are links that most websites can get from blog comments, user profiles, and forum signatures. We will make sure that these come with authentication and Google bots see them as valuable backlinks. Our link building campaigns also include competitor link analysis. This is where we use specially designed tools to find out what backlinks your competitor is using for your key phrase(s). This will help you know what links and websites you should be targeting as well for more traffic and conversion rate.
SEO is changing, and that's because the associated factors are undergoing a massive overhaul. Entrepreneurs are finding it tough to stay on top of all these changes and adjust their websites for maximum output. If you want to know how to optimize your website content to attract more traffic, just leave us a message at Rankingbyseo.com.

Author Bio -

Lalit Sharma is a SEO consultant who runs a SEO house called Ranking By SEO. He is specialized in link building and other SEO related activities. You can also find him on TwitterGoogle+ and his personal blog.
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