Search engines look to match up a user’s search queries with the keyword phrases, their synonyms, and related concepts on your web pages. If some combination of all of these does not appear on the page, chances are good that your page will never achieve significant ranking for those search phrases. The search phrases users may choose to use when looking for something are infinite in variety, but certain phrases will be used much more frequently than others. Using the more popular phrases you wish to target on a web page in the content for that page is essential to SEO success for that page.

Make sure that the writers understand the concepts of co-occurrence and entity salience, discussed earlier in this chapter, so they don’t create content that uses the main keyword excessively. They need to focus on creating semantically rich content that stays on the topic of the main target keyword phrase for the page, while still writing naturally. The title tag is the most important element on the page. Next is the first header (usually h1), and then the main body of the content.

There are tools that allow you to research and deter- mine what the most interesting phrases are. If you can get these points across, you are well on your way to empowering your content creators to perform solid SEO. The next key element is training them on how to pick the right keywords to use. This can involve teaching them how to use keyword research tools, or having the website’s SEO person do the research and provide the terms to the writer. The most important factor to reiterate to content creators is that content quality and user experience still come first. Then, by intelligently making sure the right keywords and phrases are properly used throughout the content, they can help bring search engine traffic to your site. Reverse these priorities, and you can end up with keyword stuffing or other spam issues.

Finding scalable ways to chase long-tail keywords is a complex topic. It is also one where many publishers get into a lot of trouble, as they think they need to create a new page for each potential search phrase that a user might type in related to their business, and this is not the case. You can address much of the long tail of search by using the right content optimization practices on your site.

Having the right formatting or display won’t boost your rankings directly, but through it, you’re more likely to earn links, get clicks, and eventually benefit in search rankings. If you regularly practice the techniques in this section, you’ll earn better consideration from the engines and from the human activities on the Web that influence their algorithms. Because SEO has become such a holistic part of website development and improvement, it is no surprise that content formatting—the presentation, style, and layout choices you select for your content—is a part of the process.

In order to grow a business and keep things afloat, you need to be moving quickly at all times. Unfortunately, organisations who rely on in-house marketing and sales departments often notice a disconnect between these departments. Whether theres a lack of alignment within the company or limited resources to achieve goals, these restrictions prevent business success. SEO has always had a more long-term focus, but today that timeline seems to stretch even farther. Regardless of the specific messages you want to communicate, does the quality of your Search Marketing look and feel world-class or simply classy or done on the cheap? Search Engine Marketing is your opportunity to eschew expensive marketing tactics that your customers hate and no longer work. Search Engine Optimisation is your opportunity to adopt a new marketing philosophy that will propel you and your company to new heights of success. Hiring an experienced and effective SEO company can help you get that coveted spot on Googles first page.

Search Engine Marketing experts are no longer asking only “How can we influence our customers?” but also “How can our customers influence us?” and even “How can our customers influence each other?” Through strategically crafted messages and Search Engine Marketing, marketers are able to deliver an extremely personalized experience. The primary goal of any content marketing effort should be enhancing the reputation of your business. Any campaign that starts with getting links as the objective, without placing primary and ongoing focus on the quality and value of the content being linked to, will eventually run into problems. Changes do not always come as sudden spikes or drop-offs. If you see the traffic beginning a gradual climb (or descent), you will want to be able to assess the likely reasons. There are many different things a freelance SEO consultant can do for you.

When you do begin to implement optimisation strategies, you also need the right team in place to do it. There is so much effort that goes into developing great content and taking the time to make sure that all of that wonderful content is crawled and indexed will ensure that you are really making it worth it to put the effort in. Stop obsessing over individual keyword rankings as you will probably be over optimising your focus keywords and pretty much keyword stuffing without knowing. If someone is searching 'Search Engine Optimisation' as a keyword on Google, that means the user wants to know about SEO. When it comes to SEO, its always a good idea to look into what competitors are doing, so you know which areas are already saturated by the competition and which opportunities you can capitalize on with greater ease. An independent SEO services has to be comfortable with the given setup of internal and external teams and consider its impact on the overall SEO strategy.

Search Engine Marketing is a high-value business activity that makes a lot of sense to outsource. Whether or not you decide to use SEO as your main form of marketing will depend entirely on the age of your business, the niche of your business, and your marketing budget, but you cannot make an educated decision until you have all the facts. The goal of SEO is to engage customers and manage profitable customer relationships. Keywords play a lead role in how consumers are able to find your business online, and thus, how you are able to lead in search results. Why not give your Search Engine Optimisation a fresh eye as to the most effective strategies and techniques for your brand? If you are looking for a SEO consultancy to help you with your Google rankings, then a simple Google search should suffice.

You're working to optimize your site by understanding what your customers care about which can only help inform your other marketing efforts. A customised link building programs can help you no matter how many links you need to build, or how many keywords you need to target with them. You can have the greatest product in the world, but, if no person or search engine knows about it, it doesn't really matter. SEO consultants work with companies to see direct, measurable results that lead to higher conversion rates, and ultimately, increased profitability. While results are the goal, it's our commitment to building relationships and delivering value-added service that helps our clients succeed and sleep better at night. Make sure that your freelance SEO knows what search engine recommendations are.

You can't just create a bunch of useless pages and expect to become first on a Google search. Semantic search at its simplest is a quest to enable Google’s search algorithm to evaluate the world more closely to the way people do. Search engines actively reward fast-loading sites as they understand how important speed is to users. SEO is highly targeted, down to minor details. Keyword usage includes creating titles, headlines, and content designed to appeal to searchers in the results (and entice clicks), as well as building relevance for search engines to improve your rankings. Unless you want to become a SEO Consultant yourself, there is no point in spending your time trying to keep up with Googles changes.

Search Engine Optimisation is the smartest marketing investment you can make. Although site architecture accounts for a small part of the algorithms, search engines do make use of relationships between subjects and give value to content that has been organized sensibly. When your business implements a Search Marketing strategy into your business plan, you want the best ROI. Using keywords for SEO and hashtags to lift page rank is important, but it only works when it’s done right. Use the best keywords and hashtags, use the right amount, and use them at the right times and on the right platforms. SEO consultants can ensure effective links and references are being placed within social media and ensure users are encouraged to share content/links to maximise social media references. The best SEO specialist is someone who has a thorough knowledge of such SEO techniques that bring your content to the forefront of the search results page.

The only person who should decide when you change your Search Marketing is your accountant! What third-party platforms (social media, content curators, etc.) can be utilized to expand reach and increase engagement? Whether potential customers are looking for information or for products to buy, there's a good chance they will find it on your site because of your advanced SEO efforts. SEO enables you to target your local market as well as go global so that you can truly expand your business internationally. The more your SEO ranking rises, the more valuable your business becomes. With a tech-savvy SEO expert who has marketing experience and knows the technical side, you can easily meet your marketing goals and get a better return on investment.

If you're in the lucky position of having little online competition, you may find that your rankings improve greatly in a week or two, but this is not the norm. If the market you target is big enough, niche Search Engine Optimisation may not be a bad idea. But, like any service you may offer, there needs to be a market of worthwhile size for your ideas.