How do you capture attention in the new age of SEO and semantic search?
SEO has changed. Has your business changed with it?
You either love talking about SEO or you hate it. We know how frustrating it can be to pour money into a product that is notoriously ill-defined, constantly changing, and guarantees nothing. This is why we put so much emphasis on the SEO factors that matter most over time. As much as possible, we want to guarantee that your efforts will stand up as search technology and habits continue to evolve.
Our approach to search engine optimization focuses on quality, relevance, and semantics as the foundation that informs our strategy.
Those familiar with PPC Advertising should recognize quality score. This is the grade Google assigns to your page based on several major on-page SEO factors, like keywords, content, site popularity, and backlinks (as well as several minor factors like page speed, accessibility, and security). There are fewer and fewer tricks you can pull to affect this score. Instead, focus on producing quality content and following best practices for web development.
The best approach we’ve seen to building contextual relevance is a solid content mapping strategy.
Your relevance score is based on the same factors as your quality score, but with an organic twist. Relevance has to do with how your page measures against the search query. A good quality score can go to waste if the content you’re producing isn’t relevant to the searches your audience is making. Focus your content publishing efforts on those keywords your audience is searching, and prioritize keywords with high search volume and low competition.
Over 15% of Google searches are unique, meaning that Google has never seen that search query before. What’s more amazing is that this fact has been true for so many years. Google sees a billion searches every day that it’s never seen before, and in those cases it has to depend on context to deliver the most appropriate results. Interestingly, it’s difficult to force contextual authority for your content. The best approach we’ve seen to building contextual relevance is a solid content mapping strategy.