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Exact Search Phrase Match
Search engines will always try to return
the exact phrase first. Is this phrase
in your content? |
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All Words in Search Phrase
Search engines will then try to return
pages that have every word in the search
phrase next. Are your target keywords
present in your content? |
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Some words in Search Phrase
This is the Hail Mary return or filler.
sometimes folks just search for the weirdest
things. |
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Searcher's Anxiety
When a person sees millions of pages
matching their keyword search, their
anxiety immediatly spikes. This fuels
impatience and results in users hardly ever
going past page 1. |
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Where are you?
Are you on page 1 for
your keywords? If not, call one of our
Agents
to help you. |
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Search Engines (SE) Will Always Try to Return Something
Search engines can not return nothing. By virtue of their business model, they have to return valid results.
Often refered to as Search Engine Results Page (SERP). If users don't find what they are looking for they will
change their query, or in frustration go to a different search engine. What this means is Search Engines not only have
a moral imperative but a business survival impetus to provide valid results.
What is the Algorithm?
Note that SEs use the term index when discussing their ranking algorithm. Recall the index card system when you were
doing your research in the library? The same construct is used to index webpages and determine relevance. Was the book name
relevant (title tag)? Was the synopsis what you were looking for (meta description)? Were the keywords relevant (meta keywords)?
Did the chapters cover the information you were searching (h1 to h5 tags)? Did the content of the book have the
keywords?
You are the Librarian
Back then, it was the librarian's job to provide the index information and make sure it was accurate. Today SEs look at your
pages much the same way a librarian does. You are your website's librarian for the search engines. Provide the proper
information so your pages can be indexed precisely. Don't use deceptive tags, be accurate. Don't use keywords in meta tags
that don't exist in your page. Don't stuff keywords in your tags and content.
Good Content Always Wins
Today, it is your job to provide value when constructing your web pages. Valuable content will always rank well.
Don't write exclusively for the SEs, write for your viewers. By giving them value, your pages will rank well and
will weather any storm.
What can I do?
Know your company, know your market, know your competition, know your product or service and most importantly, know yourself.
Provide value to your viewers. Write content that is informative and interesting. Give your viewers a compelling reason to
drill into your site.
Don't practice black arts when optimizing your site. This will eventually come back to bite you. In this day and age where
businesses live or die based on SERPs, creating a value oriented website is the best insurance for longevity.
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