Getting Google To Like Your Site
SEO once a specific range of SEO-specific actions. This is no longer the case. Today, SEO is part of the perspective required to create a strong digital marketing campaign. You no longer order SEO like it is an independent service. Search engine positions and relevant traffic increases arise from a well-rounded, holistic digital marketing campaigns that take SEO factors into account at every step of the process.
The SEO industry estimates that Google uses at least 200 “Ranking Factors” in their algorithm to determine search positions. And, according to Google’s reporting, they change their algorithm 500-600 times per year, which is well over one change per day. Most changes aren’t noticed by users or marketers, although they occasionally have a major update that is noticed by all. (You may have heard of some of Google’s famous algorithm updates called Penguin and Panda).
Client Expander’s SEO team doesn’t measure success based on just your website position. Rather, we look to get your site included in as many first page results as possible. This is how we came to Houzz optimization- once Houzz began to dominate search results for interior designers we had a choice of either trying to overpower them (fat chance!) or working with them and learning to optimize within their platform. This led to us all getting certified as Houzz consultants- yes, they have a marketing certification program- and to us establishing a designated Houzz optimization team.
Our SEO team studies your Google neighborhood- the results of your main keywords- and ensure that you get positioned within as many of them as possible. Read more about this in a way that helps you understand your online presence better here: Seeing The Future: Case Study of Your Business.
We work on developing both your obvious keywords, such as “your town + interior designer” as well as what are called long-tail keywords. Long-tails are longer keywords, such as “your town + luxury + interior designer” and they are a huge opportunity for getting traffic from clients that are further along in the sales process and know what they want. When someone finds your site because they searched for a long-tail keyword, such as: “your town + best designer for kitchen remodeling”, for example, they are much more likely to convert into being a client than the broad traffic from “your town + interior designer.” The long-tail keywords tend to be searched by hot leads as opposed to those searching broad keywords which are often those earlier in the buying process with undefined goals.
Part of ranking for many long-tail keywords is having a content strategy- often blogging. We offer blogging a la carte if you prefer that we take this off of your plate too.
SEO for your website is more complex than we explained here- optimization takes incredible focus, dedication, and long-term commitment. With an estimated 200 ranking factors, our team is constantly busy working to strengthen the signals that lead to your success.
Curious about what goes into how Google decides on search result positions? These SEO articles attempt to decipher the Ranking Factors based upon studies of correlation, patents filed by Google, and by Google announcements and leaks:
2017’s Four Most Important Ranking Factors, According to SEO Industry Studies
2017 Local Search Ranking Factors
We Analyzed 1 Million Google Search Results. Here’s What We Learned About SEO
General Ranking Factors
Rest assured that we stay on top of all such industry reports so that we can be the best stewards of your marketing budget.
Hopefully this expands your understanding of SEO. SEO is not just having your website listed high in Google search results. It is also about being visible on as many top ranking sites as possible.
Read the next article in this series about Houzz Optimization.