This is how you build a winning SEO Strategy in 2019
Updated: Jan 21, 2019
Times are changing, and the search engine optimization space is becoming more complex than ever. Crafting a winning SEO strategy is no longer a luxury. For many businesses it's a do or die matter, this Blog post if studied carefully will help your company thrive in the space.
Ranking Factors Research:
If you ask any SEO expert they will tell you how hard is it to keep up with the SEO industry because it changes so quickly and often. Google changes the rules multiple times a year and to remain a successful SEO expert you have to keep up with all the new rules. The other side of this story is many of the rules are speculative and unannounced.
However to simplify matters, the basics are still the same: Links and content are clearly the driving force behind high website rankings. While some SEO companies claim backlinks are the number one factor, others swear by content. We at SwiftlyLabs.com believe its a balancing act between both.
The search engines are clearly much smarter than they used to be and are becoming harder to game. If you think that a sound SEO strategy involves gaming the system you are bound to fail miserably. Building a successful Search Engine Optimization strategy should be smart, honest and thoughtful. Google High Ranking Secret Sauce Recipe.
Keywords Vs Search Intent:
I remember the days when we used to build one page of content for each keyword phrase our client wanted to rank well on. Those days are gone. Now the search engines have sophisticated algorithms that focus on finding out if your content answers the intent behind the search query, not the query itself. This means you can actually rank well for keyword phrases even if they are not included in your content. This is both good and bad news. It is bad news for the old school SEO and online marketing consultants who do not keep up with the changes in the industry, and good news for thought leaders who are passionate about content marketing. So how does this advancement in search engine technology affects SEO strategies in 2019?
Simply put, search engines are relying less on backlinks and web-page authority to determine where to rank the content. It also means longer content is becoming more important than ever. After all the longer the content the better chance it has of answering the intent behind the customer search query. So when writing a piece of content about a specific subject try and answer all the possible questions the customer might ask. In a nutshell, focus on topics and cover them in depth.
Rankings Vs Traffic:
I am used to having conversations with some customers who's goal is to rank #1 on a certain keyword in days and willing to pay for it no matter what. I always try to talk them out of it. Sure I like the money but usually they will be disappointed with the outcome even though I accomplished their goal. Ranking number one on a certain keyword does not guarantee sales. My strategy is to help my clients establish themselves gradually as thought leaders by creating relevant, compelling and quality content that will build trust with the audience. This is a much better approach than focusing on ranking #1.
Of course we still believe in long tail keywords because they capture the customers at the buying cycle, but there is only so many of those. What you need to do is capture all the traffic at all stages of the buying cycle and educate them about your industry via cool thoughtful content. When your content is presented at every stage of the customer journey, you will capture the sale indeed.
The SEO Secret rarely mentioned:
So we discussed briefly above that Google could rank your page for keywords that are hardly or never mentioned in your piece of content. How could that even be possible? While This blog is not an SEO optimization guide per say, we will reveal important Google SEO changes that most SEO professionals fail to mention to customers. The next section is critical for creating an SEO strategy that works. In order to improve your SEO for 2019 and years to come and to get more organic traffic for your website, grab a coffee and read carefully.
Latent Semantic Indexing (LSI) and Synonyms:
LSI or Latent Semantic Indexing is a much lesser known concept in the SEO space. Remember we discussed above that search engines like Google are becoming smarter by the day? We also said that it is very possible for Google to rank your web page for keywords that are hardly mentioned or not included in your website at all? This is because LSI keywords. So What is LSI? Latent Semantic Indexing or Analysis is a mathematical formula that improves the retrieval of accurate information.
In the past Google and the other search engines depended on Keyword density in a web page to determine it's ranking. The more dense the keyword is the higher your web page would rank for that keyword. Soon enough people started taking advantage of this metric and keyword stuffing was born. The search results started to become skewed and the quality of search results deteriorated. Google and other search engines had to do something about it to protect their businesses. That's when they started looking into LSI Keywords and synonyms.
LSI Keywords are keywords and phrases that are similar in meaning, or semantically related. So for instant the word shop has many meanings, it could mean a retail store, manufacturing facility, a carpentry class , inform on someone or altering an image. LSI job's is to determine the existence of some of these keywords in a piece of content to understand the intent of the search query and if the matched web page answers it. LSI is probabilistic and not really theory-based but it surely helps the search engines retrieve the most accurate results that answers their user's queries the best.
Now we are not advising against keyword density at all here. We are just advising that if the keyword that you are focusing on has other semantic related and synonyms keywords, use them at liberty and google will reward you for it. This will improve your search engine rankings and increase your organic traffic tremendously.
There are many online LSI Keyword software tools out there, but we choose not to suggest any at this point. Do your research and spend enough time researching LSI Keywords and remember, no one will floss your teeth for you.
In the next blog post we will discuss another fundamental winning SEO strategy that is bound to increase your rankings, traffic, leads, and sales.
Swiftly Labs Team