The last time, I discussed the biggest mistake people make in SEO is the single minded obsession with keywords. Selling is a game of probabilities, true. So while in driving more traffic to your site, you increase the probability of making a sale – my friends, you could also be losing sales by droves.
Content is king: A statement that may be cliché but is true in the world of Search Engine Optimization (SEO). SEO and algorithms are all the rage in the digital marketing world. And for good reason- the higher your company in the search rankings the more traffic you receive, the more opportunity to make a conversion.
The invention of the Internet let loose a Wild West world in advertising- opening up endless possibilities to attract customers while shrinking attention spans. With everyone jumping in and fighting for those coveted top rankings on search engines some less than honest practices emerged. Early website creators would fill pages with keywords, sometimes they didn’t even relate to the page, all in attempt to create traffic. This practice is called “keyword stuffing” and ultimately does not make for a user-friendly experience. Now, the practice will get a website penalized by search engines.
Today’s algorithms don’t just look at the number of keywords on a page to help determine ranking. Many other factors come into play, such as the words around the keyword: the sentence structure. Algorithms now can recognize semantics. Which is great for an agency like ours. We’re a group of storytellers. We love getting to the heart of client’s stories and creating great content to show that story.
Don’t get me wrong, keywords are still what potential customers are searching for and we haven’t abandoned using keywords. The secret is using keywords in strategic ways that flow naturally within the content. It’s a blend of art and science. Fresh content with judicious use of keywords signals algorithms that your site is worth ranking and well written content on a user friendly website will keep those who click on your site reading and converting to customers.
If your website is in need of a little SEO TLC and fresh content to highlight your story branding contact me today.
Terri Jones Cherry- Freelance writer, I love creating, traveling and being a mom. I'm incredibly inquisitive and always want to know why.