Organic Search Engine Ranking
The Science of Keywords
Ranking with search engines naturally is rarely a fluke today. You really need to know the anatomy of keywords. Yes, there are different keyword types that will definitely affect the way people interact with your website. For example, if you are using experimental keywords (ones you just decided to try) you really have no idea how people will convert until the keyword proves itself. When it does it becomes a money keyword.
The science of finding your keyword sweet spot is hidden within all the keyword types used to access your website. What channels of traffic are sending visitors to your site and how did they get there? That’s called post site visit analysis. Market analysis is not the same as post site visit analysis, they are different. In a good market analysis there is more attention placed on your business model, interesting keywords and unique selling proposition. With post site visit analysis, much attention is on key performance indicators, organic growth and goal conversion.
There are tools available that help you see on both sides of the fence. Once you tie the 2 together your content message becomes clear and easier to measure. Employing your blueprint, primary topics can be researched and composed with defined purpose.
Website Auditing & Analysis
The internet is a wealth of information. To many, it is simply too much, where do you start learning about your market? You want to start at the top with as much relevant information you can obtain about your business (market). That way you will often learn much more about your market and find money that would have otherwise been left on the table.
If your website already exists and you have lost your ranking it is not difficult to learn why. With a thorough off-page analysis you will be able to gain the insights needed to figure out why your website does not rank. We can look at history, Search engines, social networks, the market, blog presence, and directory listings.
Google Organic- Step 1
If you are not sure about SEO a good place to learn basic SEO for Google is Google themselves. There is a lot to learn but if you want to know the basics I have compiled 2 web pages that show you how to optimize your website for Google. One of the biggest gremlins is search engine devaluations or penalties from the content your have on your site.
- Are you using excessive keywords?
- Is your content heavily duplicated?
- Are you involved in link schemes?
- Do you link to bad neighborhoods.
- Multiple domain nets (same owner multiple domains)
These are just a few negative possibilities that can influence your ability to rank in a big way. For this reason I have introduced a content analysis step to SEO auditing we may perform on your site. Remember, as the internet grows at astounding rates so does Google’s quality control.
Google can understand concepts, ideas and context of content better everyday. Top ten ranking for your money keywords in the Google index has become a fine science. People that use old school ranking techniques (keyword stuffing) learn that this is not the “key” to ranking … the hard way.
Google Organic Step 2
What is the message of your content? Focusing your content message is going to help you rank better and people will understand what you are saying with clarity. One of the technologies that many think Google uses is LSI and LSA to decide whether your content will make it into the main index. Whatever you want to believe you can be sure Matt Cutts and the boys are using quality control for spam detection. If your content score is too low you will end up in Google’s Supplemental index, a place you want to avoid if possible.
Put your content at the top of the list for on-page ranking. The context of your content can be obtained from a primary and secondary keyword analysis, along with several ‘off-page factors. Other on-page factors include alt tags, content interlinking, robts.txt file, sitemap, and creating a custom 404 page.
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