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seo
Keyword Research Is Instrumental for Effective Online Marketing
The earning potential is high on the internet. That is why many business owners are anxious to get their products out there in front of an online audience. It is a place where consumers congregate and where you can break into new markets that might not have been accessible in the offline world. Before you dive head-first into the web, make sure you have done your keyword due diligence.
What Does It Mean to Do My Keyword Due Diligence?
Even if you have worked in the same industry for years, you should still do your keyword due diligence. The phrase refers to verifying that the terms and words you choose are effective. You should make sure that your target audience is using those keywords to search for your product or service.
Why Does Keyword Due Diligence Matter?
Keywords are essential to online marketing. You could have a great product or service but still fail to reach your audience if your SEO isn’t working. Keywords guide users to your pages. Without them, you are far less likely to be discovered. Also keep in mind that:
- Customer Perspective Is Important – You may know some great keywords, but are you sure you’re approaching it from the customer’s perspective? Due diligence means making sure you select words that your customers will use. Customers rarely use terms that are highly technical or “insider” knowledge.
- Popular Keywords Can Change – Keyword trends change frequently and sometimes unpredictably. Monitoring your SEO will help you adapt so you can take advantage of what’s currently popular and avoid relying on aging keywords that are gathering dust.
A professional can help ensure that you do your keyword due diligence. Contact OMA Comp to learn more about using effective SEO techniques on your pages. We provide one-on-one and group consultations, workshops, or can do the work for you.
Artificial Intelligence and Search Engine Optimization
It is official: there is no way to avoid the influences of artificial intelligence in search results. Google built a machine-learning AI called RankBrain. Its use was confirmed in 2015. The AI’s reach was initially limited to just 15% of searches. Now, in 2018, RankBrain is handling all queries.
How Does Machine-Learning AI Work?
When RankBrain comes across a phrase or word that it doesn’t know, it will make a guess based on terms it knows that could have a similar meaning. The search results are filtered accordingly. This guess is recorded and adapted over time to give the user better results. It sounds like a hit-or-miss system, but it is very effective.
Google has been experimenting with artificial intelligence for years. In 2017, researchers announced the development of AutoML, an AI that could generate another AI that outperformed those made by humans.
Optimizing for Humans Is Still Recommended
There are still issues that come with the use of AI in search engine results. It may present a “good enough” solution that isn’t as refined is it could be. AI can also confuse correlation with causation which can form connections between unrelated content. Developers program the machine-learning algorithm, which means they don’t fully understand the nuances of the final algorithm. That makes it difficult to predict how search results will behave in the future.
Optimizing for humans is still recommended. The goal of AI is to make it think like a person. As the user and search engine are more closely matched, producing content for the former will also benefit a site’s standing with the latter. Find out more about search engine SEO by contacting OMA Comp.
Reviews Can Help Your Conversion Rate
Last year, Facebook changed star ratings to “recommendations” for consumer feedback to describe their experience. Facebook stated that they hoped this change will expand review content to provide better information for the reader. In the business world, this may provide relief to owners who are often stressed out when a negative review affects their 5 star rating. It is still important to note that it is best practice to ask and encourage your clientele for reviews of your products and/or services. Consumers prefer to peruse many reviews on various social media channels with consistent, positive messaging. This helps potential new customers or patients to trust the reviews and make a decision to contact you; a powerful endorsement! If your a business in need of help with online marketing, please contact OMA Comp.
Google+ Is Shutting Down
April 2, 2019 is the date that Google will start deleting content from consumer Google+ accounts. This includes your Google+ pages as well as your photos and videos in your Google+ Album Archive. Please be aware if there is any content, images or videos that you wish to keep, you will need to download and save before this date.
Posting for SEO Has Changed
Long ago, website owners could use manipulative links and articles to drive traffic to their pages. This practice refers to the use of guest posts and links that were posted for SEO purposes only and not for the benefit of the human audience. Google issued a warning about these practices back in May.
Google Wants Information Over Link Building
Google is not inherently against article distribution. However, the search engine has learned to identify content that is distributed to gain links only. Content that provides information and value is still good and can help your optimization.
For example, if you guest post an article discussing your cause or company in an informative way, then the content won’t be penalized. Publishing quality content that educates users is a great way to become an authority and build your ranking with Google.
How Does Google Know If a Post Is Manipulative?
Google looks for several red flags that indicate low quality or manipulative content. Things you should not do include:
- Stuffing articles only with keyword-rich links to your website instead of also focusing on content
- Publishing an excessively large quantity of articles
- Publishing content that does not represent your brand
- Using duplicate content
The best way to protect your page ranking is to avoid these behaviors and consult a web professional. OMA Comp is available to answer questions. We can also help you build a solid SEO strategy that is supported by search engine’s best practices.
