Search Engine Optimization isn’t just a keyword in a blog
The concept of search engine optimization (SEO) to increase the quality and quantity of the links in a particular website is dependent on multiple factors. As Google and other search engines alter the method of assigning page ranks, SEO needs to include different approaches to increase the page rank. In the article, Joe mentions “until recently, SEO consisted of identifying a keyword, writing a blog post on that keyword, and maybe adding a few meta tags that include the keyword”. This process can no longer make a website more “attractive” to search engines, which leads to a lower page rank and clicker rate. The approach to optimizing the quality and quantity depends on the type of content that is being ranked, the desires of the customers/searchers, and a solid strategy instead of focusing on a technical SEO, which would alter the “loading speed and image alt tags”.
Rather than posting blogs with related keywords, companies should post new content based on the “customers’ search behavior”, as mentioned in the article. Focusing on content that has been altered to have the link easily accessible to the searcher will attract more traffic to the web page. Joe also mentions, “Many businesses make the mistake of only targeting people at the end of the buyer journey” rather than “focusing on the customer experience”. The company should be advertising a product/content to the searchers that is highly relatable based on the history of their experience with them. This increases the click-through rate, therefore increasing the traffic in other links of the web page that the customer didn’t know existed. Amazon takes this approach in their web page by advertising products related to the current product that the searcher is viewing, before they checkout and purchase the product. This allows the searcher to view more relevant content that are not based on keywords from their initial search.
As learned in class, increasing the page rank of the links to a web page will bring the web page on top of the list for search engines. SEO is the methodology to alter the design of the website to achieve this goal. However, simply matching keywords is not enough, a strategy has to be planned to focus on the type of content that should be posted by analyzing the behavior of the searches with questions: i.e. Is the searcher asking a question, are they comparing, or are they looking for a product? This will provide the SEO tool to create the most appropriate content for the searcher, while simultaneously increasing the quality and quantity of the links, and the web page.
https://www.destinationcrm.com/Articles/Web-Exclusives/Viewpoints/Redefining-SEO-in-the-Age-of-Digital-Transformation-134757.aspx