Published on February 16, 2014
Search is Evolving...
What are they looking for? What Search Engines Are Looking For: Search engines want to do their jobs as best as possible by referring users to websites and content that is the most relevant to what the user is looking for. • Content: Is determined by the theme that is being given, the text on the page, and the titles and descriptions that are given. • Performance: How fast is your site and does it work properly? • Authority: Does your site have good enough content to link to or do other authorative sites use your website as a reference or cite the information that's available? • User Experience: How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate?
What are they’re NOT looking for? What Search Engines Are NOT Looking For Search engine spiders only have a certain amount of data storage, so if you're performing shady tactics or trying to trick them, chances are you're going to hurt yourself in the long run. Items the search engines don't want are: • Keyword Stuffing: Overuse of keywords on your pages. • Over-Optimization: Over Optimizing your website in one the bad techniques that google will penalize. • Content Stitching: Copying and Merging the contents from different websites. • Poor User Experience: Make it easy for the user to get around. Too many ads and making it too difficult for people to find content they're looking for.
What’s Changed? • Major Algorithm Changes: – Panda (2011 - current) – Penguin (2012, 2013) – Hummingbird Update (2013) • Google Wants: – A GREAT user experience – No SPAMMY on-page stuff – Unique & Valuable Content – Natural Linking • Bad links can always hurt you.
What is SEO? Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search's "natural" or un-paid. In general, the earlier and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.
Google SERP Inbound Marketing: More than 90% of users click on Organic Results. It’s Free Traffic. ----------------------------- Interruption Marketing: Less Than 10% of users click on Ads. We call these ads interruption Marketing.
Click Through Behavior
Classic-Onpage SEO Classic SEO Techniques Some Agencies that offer SEO services sometimes jump right to more costly tactics including link building, social engagement and content creation while skipping over many of the easy steps a company can take that can produce an immediate impact.
Classic Factors • • • • • • • • • • Keyword in Title 1-2 times. Keyword usage in the content. Keyword in the URL Keyword in H1-Hx. Keyword in Headline. Keyword in alt attribute of images. Keywords in Anchor texts and internal linking. Page Title and Meta Description Error free Website & Valid Coding Standards. Accessibility
What about now? What is important in Modern era? Modern SEO
Today... Modern Search Engine Optimization Today's On-Page SEO is all about synergy*. Merging old and new. Creating a quicker, more efficient user search experience. The ever changing search engine algorithms are forcing us to enhance. *Synergy: the interaction of multiple elements in a system to produce an effect different from or greater than the sum of their individual effects.
Improve Use Experience 1. Searcher intenet / Page Content We've reached a point where classic design principles (user experience) are influencing SEO. It's not just about ranking, clicks and views anymore. We must continue to bridge the gap between the searcher intent and the page content purpose. Entering a search query, seeing search results and landing on a page should feel seamless. We want the search results to be intuitive and relevant, and the landing page to be fast and high converting.
Deliver What users wants
User Experince 2. Improve User Experience there are certain signals that Google can look at to gauge the UX of a site. Bounce rates, page depth, or even standard structural implementation such as where the navigation is located, what is the size of the font, the number of ads on the page and where those ads are located (are they above the fold), does the site have popups, does audio play automatically on page load, etc. It’s not only the content!
Enhance SERP Details 3. Enhance SERP Details The search results page provides a list of options that contain key information such as; a headline, meta description, url and even profile pictures, which are known to increase click through rates. Think of all this information as an advertisement. Stuffing keywords won't do the trick. As in traditional marketing, users are attracted to compelling content. People are even beginning to associate brands with domain names. Short, catchy domain names are becoming a part of brand name strategies..
Enhance SERP Details
Performance Optimization 4. Optimize Your Site Performance Page speed matters because it makes for a better user experience. Nobody likes to stare at their screen while a website takes its sweet time to load. Faster-loading sites convert better and encourage people to stick around. Now that we have potential customers on our site, how do we keep them there? Yes, relevant compelling content will work, but there's more. Responsive web design allows your site to adjust to the size of the device that is being used. Both page load speed and responsive web design affect your bounce rate and ultimately, your search engine ranking.
Performance Optimization 3 FREE WEB PAGE ANALYZER TOOLS TO TRY: Google Pagespeed Yslow GTMetrics
Get Social 5. Social Sharing Being 'socially active' goes without saying these days. However, pages that are socially active and often shared, are quietly becoming relevant to search engine ranking. An example of this is Google linking content to Google+ Rel Author Attribute attribute. According to their Webmaster Tools page they are; '...piloting the display of author information in search results to help users discover great content'. Ensure your pages are socially sharable and that your images/graphics fit the proportions of the social network that you are targeting.
Perform Great 6. Rank High,Perform Great As you can see, properly combining the classic with the modern tactics of on-page SEO is what its all about. It's not just about one thing, it's about many things. It's about keeping up with the ever changing algorithms (Penguin) and being able to adapt to new technologies. It's about synergy and a great user experience.
Wrap Up… So... Today's Modern SEO is all about synergy. Merging old and new. Creating a quicker, more efficient user search experience, Producing Valuable Content and Getting Social. The ever changing search engine algorithms are forcing us to enhance our optimization efforts, in a good way. Optimize for People not for Search Engines!
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This article has been contributed by Faizan Khamisani. There are many on-page SEO (Search Engine Optimisation) techniques that we can use for each of our