Perhaps one of the most common notions that lead to many SEO campaigns hitting the rock is what I call erronious blackhat concept: SEO is a game – Sort of a game of thrones you know!
But nothing can be more wrong. SEO IS A RACE.
Many SEO experts and marketers would tell you – Its quite easy: "do your on page optimisation, get a good number of backlinks and wait for Mr Google to catch up.
Then, like a russian space rocket, boom! there you see your posts chilling on the first page of Google". Quite a easy-peasy right ?
But then, one wonders why most SEO campaigns hit the rock...
Let's set the record straigth
- SEO is a stiff race
- There are many Hussain Bolts of SEO on the race to Google front page
- The race for the google SERP is not a one time fits in. Its a set of continous, sytemic and highly targetted measures.
The competition for Search engine front page is a bunch more stiff than the olympics. Ha ha! More than 60 percent of competing blogs are also optimised [in a way]. In other words, more that 60 percents of the blogs you are competing with are probably doing the same thing that you are doing or even more.
There is more to winning the SEO race. You need a set of advanced approach to your SEO campaigns. These are a bit on the technical edge. But, this post will in itself do a lot of justice by breaking them into easily digestible pieces.
What is your website load speed ?
Snaily Sloth or Don Cheetah ?
Here is one the most commonly ignored advanced SEO guide. Your website load speed plays a big role in determining your search page ranking.
I can't possibly remember the last time I managed to stick around and wait a couple of minutes for a snaily website to load. Huh ! That's not really cute.
The Bounce rate is one of many strict algorithms that Google uses to clamp down on slow loading web pages. The bounce rate means the rate at which the visitors to a particular blog dash out and return back to Google without sticking around to read the blog content.
As expected, Google has taken a harsh swipe at a number of sites with high bounce rates –- Really harsh! but who is the boss ? Quite a good number of snaily blogs could not manage to convince Google spider and retain their position. Many blogs were massively de-ranked.
Now, have you checked your website’s speed ?
In a study conducted by Geoff Kenyon way back in 2011, he came up with a standard for pitching your website speed performance against the rest of the internet contents.
According to Geoff:
A website that load in 5 seconds it is faster than approximately 25% of the web;
A website that load in 2.9 seconds it is faster than approximately 50% of the web;
A website that load in 1.7 seconds it is faster than approximately 75% of the web;
A website that load in 0.8 seconds it is faster than approximately 94% of the web.
In Google’s Site Performance for Webmasters video, Maile Ohye, states that “2 seconds is the threshold for e-commerce website acceptability. At Google, we aim for under a half second.”
According to Amazon for every one second delay, conversions dropped by 7%. If you sell $100k per day, that’s an annual loss of $2.5m. For Walmalt, they gains 1% revenue increase for every 100ms of improvement.
Is your website slow?
You had better taken up your screw and nailed that bug. Here are a good number of factors that could be responsible for poor load speed on your blog:
Heavy scripting could impair your blog really hard. A number of http request would slow down your blog. Gone were the days when flashy and shining websites were the kings of the internet hallways.
The content of your blog is a lot more important. Why not make your blog design simple and make your content great. -- That's winning shot. Say bye bye to heavy animation and see your blog smile.
Too much Media on blog pages
"Images speak better than words"
Its a tested cliche even in the SEO world. Nevertheless, many a SEOs when trying to optimize their blog posts tend to the very extreme by inserting too many media contents. The draw back effect tends to weighs heavily on your blog loading. The bounce rates raises its funny head and soars high, then the google spiderslams on your blog.
So what is the golden rule: You need media [ images, infographics and videos ] for your blog posts, nevertheless don't weigh down your blog posts with too much media contents.
Do you really need these many plugins ?
Ok.... Lets face the fact, quite a good number of bloggers are guilty right ? I probably fall within the sect of bloggers who end up coveting every new tool and plugin. To clear the fact that this is not just a blanket claim.
Being privileged to work with a good number of sites -- as a web and application developer. I have unearthed this fact: Majority of bloggers end up downloading wordpress plugings that are either really not needed or blatantly poisonous to their website load speed and killing their SEO campaign. Of course, after deleting a number of these plugings, its not unusual to witness a good spike in their SERP rankings crawler index.
Its time to drop that cup of coffee, put on those pair of glasses and do the analysis or get a professional to analyze your plugins and sort out the freaky ones.
The SEO Campaign and clinging effect -- The Paradox syndromeMany SEO experts are so fixated on the Google search engine and optimization as the only means of driving traffic to their blogs to the neglect of the mega influence that the social medial weigh in on-line marketing campaigns.
Nevertheless, the relationship between your SEO and SMO is knock on effect. Google and bing search engines survey data from various social medial platforms in a bid to help them determine the most shared contents for certain keywords.
According to Brian Honigman, a social media consultant
Today, links are mainly achieved through developing original content that is in turn, shared across social media.
This renders a near-perfect representation of the relevance of any content to the targeted audience. Many blogs are hit by sudden drops in SERP on the Google due to Poor social media presence.
A great content backed up by brilliant social medial campaign in itself can take your blog to the sky.
In 2010 interview with Searchenginewatch's Danny Sullivan, the Bing Search engine affirmed that social media presence is definitely one of its SERP determinants.
We take into consideration how often a link has been tweeted or retweeted, as well as the authority of the Twitter users that shared the link.
Latent Semantic Index – Harnessing the dynamic powers of typed wordsThe ---- update saw the introduction of latent semantic index as one of Google's ranking algorithm. This algorithm helps the Google crawler decipher the theme of your content.
The latent semantic deals with a set of word which can be interchanged with or used in connection with a given word. Google as a huge data company has a system of gigantic database for each word.
Whenever your content is being indexed. The spider finds the keywords and the context then compare the data with Google's semantic database. This helps the the search crawler to determine the subject matter of your blog content and render that content for the most related searches.
Suppose I am to write a blog post on "a small orange". That could possibly mean an orange fruit that is small or a well known hosting company.
The search crawler could only determine what the content is all about by indexing the context.
If the theme of the content : a small orange is plainly on orange as a fruit, then words like fruit, juice, citrus, vitamins, minerals are also expected to be used in that same context.
On the other hand, if the content : a small orange is about the popular hosting company -asmallorange, then the search engine bot expects the same content to feature related words like web hosting, domain name, domain extension, wordpress,etc within the context.
A number of SEOs write their contents without painstakingly sitting down to analyse the content and insert the related semantic words. It would be really difficult for the google robot to guess the theme of your content and render such content to the right audience. <
Now, how cool is this ?
Your content on a small orange hosting plan was delivered to some one who was probably searching for the health benefits of small orange. Huh ! Not really cool right ? Its a miss target.
But it does happen when you fail to implement the powers of semantics – Latent semantic index. The Google robot does not really understand your language. It only searches for related word patterns.
Mobile Responsiveness and Search rankingThe dynamism of this planet has rubbed off on the tech culture. Pretty much everything has hopped on the mobile train. Every one is gone mobile
Can you remember the last time your surfed the internet with your desktop? Probably the same year when Danny Glover was still donning his baggy jeans -- really!
Now, when last did you log in to your E-mail account via your laptop ? Probably a month ago. Huh!
According to statistics : Mobile search queries have witnessed a huge spike in the last two years. The trend is not in the least expected to topple. Currently, more than 80 percent of on line purchases are conducted via mobile devices while mobile shoppers are expected to spend $25 billion dollars by the second quarter of the year 2015.
The number of smartphone users worldwide will surpass 2 billion in 2016, and will come close to hitting that mark this year. In 2015, the firm said there will be over 1.91 billion smartphone users across the globe. And by 2018, over one-third of consumers worldwide will use smartphones.
Searchengineland's Greg Sterling wrote:
With this revelation that mobile search has now overtaken desktop search we get a bit more color and context for the recent mobile-friendly algorithm update. I’ve been arguing for well over a year that mobile is now the “primary screen” for marketers.
Before the release of Google's Mobocalipse update. It was estimated that nearly 40 percent of fortune 500 company websites were not mobile-optimized and might experience strict clamped downs.
Search robots love trendy bloggers
Even Mr Google panda don't love pandas
One of the most fascinating tools that most bloggers fail to use is Google trends. Pokeman Go had the highest queries on Google and many other search engines for the year 2016.
After "Pokemon Go," the top 10 trending searches globally were iPhone7, Trump, Prince, Powerball, David Bowie, Deadpool, Olympics, Slither.io, and Suicide Squad.
This is the irony, many on-line marketers and content publishers hardly hardly package their contents with the current trends. The other hands. the big brands recognize the efficacy of this marketing technique.
The world largest beverage company – Coca cola, Nissan and a brazilian bank spent a whooping $194 million packaging their campaigns for the olympics – the top global trend of 2016.
According to statistics, Nissan recorded a one percent to 3.5 percent point increase withing the two weeks and 2.4 billion twitter impressions.
"Our achievement in raising awareness for Nissan in Brazil and driving sales of Kicks validates our decision to sponsor the Rio Games, and will provide a lasting effect on the marketplace," -- François Dossa, president of Nissan Brazil
There lies a secret for every great on-line content marketer and SEOs ? To start with, you need to answer this question. When last did you bother to find out the current news, events or personalities that can tigger your audience' interest and package your content along with it ?
If you have not been doing that, then you are really leaving money on the table. Harsh Argarywal of Shoutmeloud would tell you that. Its time to act.
What Next ?
Like I stated at the beginning of this blog post. A every SEO campaign is a continous process. Google tends rolls out minor algorithm changes every new day. Major algorithm changes occur at least twice in a year. Like the saying, every tick of a clock formulates history. Every major algorithm update by search engine has a huge impact on your SEO campaign.
For your contents to be found at all. They need to stand out from the from the copious dump. It might be a little tricky implementing these sets of advanced techniques – But, when you do, you are sure to experience a huge spike getting your contents across to the targeted audience.
Now, Have you implemented any of these techniques ? What has been your results ?
Share your thoughts in the comments section.