How Do You Rank?
A recent article on SearchEngineWatch discussed RankBrain and this permanent addition to the Google algorithm and strategizing content around this update. RankBrain uses artificial intelligence or Machine learning to find the most relevant search results. It is more important than ever to humanize your SEO and writing efforts (ironic, isn’t it?). Here are some quick takeaways I had. Order Stuffed Pizza (not Web Pages)
If the days of stuffing pages with key words is not over, it will be here very soon. Develop content that covers topics, instead of key words and write the best possible page on that topic. What information can you provide to improve the end user experience (and encourage them to stay on your website a bit longer?) Can you anticipate questions your site visitors may ask and provide the best answer on the subject?
Real people are out there genuinely looking for answers on the product or service you offer. Write Naturally
Don’t obsess about keyword density (i.e. incorporating the same key phrase onto a page in 8 – 10 different locations). Write for humans, use synonyms – incorporate content people would naturally want to use during the decision making process, for example: images, infographics with tips or guidelines. Encourage that potential customer to stick around – incorporate genuine testimonials from clients (with full names and their company names), when possible.
Link Around the Rosie This is my favorite point from the article. While earning authoritative backlinks to YOUR own website will probably always be a website ranking factor, don’t forget the resources you deem to be important: it appears this is now becoming more of a ranking signal – perhaps illustrating your best intention to create the best information on the subject. For instance, I am writing a blog about using video on websites (we just wrapped filming last week) – after googling around for numbers to support my main points, the articles with the best references tend to be the ones showing up on the first page of Google – THEY tend to link directly to their sources and original research (it allows me to review original research if I choose and determine authority). Jon Davis is the marketing manager at Cushing, a creative solutions provider. He is responsible for a number of promotional efforts from email marketing to website updates and blogging.
