For many internet marketers, ranking high in search results is still their top priority, churning out landing page after landing page filled with keywords and chasing results that will prove their SEO is ‘working’.
It’s time to shake off the old ranking mindset, and start thinking more like your customers. You can still incorporate keywords as part of your strategy, focus should be on really understanding your audience and delivering relevant, high-value content.
Organic search strategy works best when it addresses a specific need or topic. You can have multiple variations for keywords with any topic, so the focus should be on what the user is looking an the article should be written so that your client can find what they need.
We need to keep in mind that Google’s algorithm rule of thumb is to deliver organic search results that best helps the searcher find the answer they are looking for. So with this in mind you need to start with content that helps your clients.
SEO shouldn’t be treated as its own campaign or strategy. Your organic search efforts need to work together with all other aspects of your digital marketing in order to increase their effectiveness.
The problem with traditional SEO working within its own silo is that it doesn’t account for other channels and traffic sources. It doesn’t factor in your email marketing, content marketing or social media activity. It’s no longer about keywords and rankings, but producing content on subjects that are of real interest to your audience, and that they need in order to solve problems or overcome challenges.
Google’s new push
In the past 12 months Google has made some big changes to organic searches that will drive the future of SEO.
Googles most recent Hummingbird algorithm has the capability to understand conversational queries, driving the need to produce quality content even more.
As Google continues to tweak its systems & algorithms, & looks for ways to capture new signals, we’re naturally being pushed to adopt a more strategic approach to SEO.
This means as a business owner you need to assign a person’s time to spend more & more time continually adding recent & relevant articles on your website, blog, Google+ as well as other social & engaging platforms.