History of Search Search Engine Optimization

This is just a little grouping of some of the most significant dates known to SEO.  Often we hear about what it is and what it can do but we don’t really learn about the history of where all of this search optimization came from and its roots in history.

  • 1990’s – Website owners began to optimize for the search engines for the first time.  Website owners began to recognize the value of having a website that ranked highly in the search engines and this created an opportunity for both white hat and black hat marketers.
  • 1997 –  The phrase “Search Engine Optimization” was born according to Danny Sullivan and he credits Bruce Clay as the person that made the term popular.
  • Early versions of search algo’s relied on webmasters to supply the needed information.  For instance meta data.
  • 1997 – Search Engine creators began to realize website owners were manipulating the rankings with HMTL, meta data and stuffing keywords.  This made the search engine creators to begin to change their algorithms to try and prevent manipulation of the search rankings.  The best way to achieve the best results was to make sure it was factors that were not necessarily in the website owners hands to control.
  • 1998 – Two graduate students developed what was termed “Backrub” which is  now known as PageRank.  Pagerank is an algo that measures the strength of a website determined by the number of links linking to the website.  Google began to stop updating pagerank years ago and now the technique is outdated and no longer used because website owners figured out many ways to stack the deck and create inbound links.
  • 1998 – Google is born
  • 2005 – Google began to personalize search to each individual user
  • May 2, 2007 – Jason Gambert tried to trademark the term “SEO” by convincing the trademark office that this is more of a process and not a marketing technique or service.  That didn’t really work out for him.
  • June 2007 – Saul Hansell stated Google ranks sites using more than 200 different signals.
  • 2007 – Google announces a campaign against paid link
  • 2009 – Google begins to use the Web History of searchers to populate their results
  • 2010 – Google Instant is released and provides real time results
  • February 2011 – Panda Update is announced
  • 2012 – Google Penguin is released, aims at detecting spammy links and devaluing the site or the links.
  • 2013 – Hummingbird was released

 

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Video with Image and Vertical Search Search Engine Optimization

Expand Your Website Visibility with Video, Image and Vertical Search

Video search is growing and did you know tons of people go to Youtube every day to search videos much more than we ever thought possible.  Most local businesses don’t think much about video search but if done correctly a  local business could use Video Search to help them reach more customers.  Not only is video search for Youtube and other platforms but you can also rank the video in the Google SERPS to expand your visibility.  So with video search you get a two for one kind of deal if you rank the video in the video SERPS like in Youtube but also rank that same video in Google.  Everyone wants to get to the first page but how about expanding your website visibility by not only ranking your website on the first page but also ranking your video on the first page.  Expand your online visibility with a well round Internet Marketing Strategy by utilizing video search.

 

Don’t Forget About Image Search

Image search is not for every single local business but there are some companies that will benefit from image search.  With image search you can actually optimize your images so that when a person does an image search for a particular topic your image of choice would show up and be in first place.  You won’t hear much talk about image search unless you are a photographer or a type of company that would benefit from Image search.  Every part of your website needs to be optimized so you can increase your visibility and that includes the images on your website.  You can also add EXIF data to your images so that the search bots can read where the picture was taken and the date.  You can drop in city data into your image so Google will know you are located in Austin.  Meta data is added to the images so that the search bots can read information about the images.

There are three types of Meta data:

  • Descriptive metadata describes a resource for purposes such as discovery and identification. It can include elements such as title, abstract, author, and keywords.
  • Structural metadata is metadata about containers of data and indicates how compound objects are put together, for example, how pages are ordered to form chapters. It describes the types, versions, relationships and other characteristics of digital materials.
  • Administrative metadata provides information to help manage a resource, such as when and how it was created, file type and other technical information, and who can access it.

Learn More about Vertical Search:

A vertical search engine is very different from a search engine and they are built for specific reasons and industries such as Home Services industry’s, automotive industry and much more.  An example of a vertical search engine is Yelp and Trulia to name a few.  There are many to choose from and they are sometimes called topical search engines.  Vertical Search is really important in an internet marketing campaign or SEO campaign and if you only focus on search engines you will leave a lot of money on the table, so to speak.  Around 2013 they began to combine the concept of vertical search with reviews and ratings.  The concept has continued to grow today and is an atmosphere than can actually achieve better results when combined with search engine optimization.

Did you know…92% of online consumers   now read online reviews!  You can read more about the online review stats here: https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews but by combing a vertical search engine with online reviews and ratings they have created an atmosphere that drives sells fro companies and can lead to a quicker sell than traffic from search engines.  If your current marketing plan does’t include vertical search then you are missing out.  Why not have the best of all worlds and make sure you have a well rounded comprehensive marketing plan to grow your business?

 

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Keyword Research Search Engine Optimization

What is Keyword Research?

Keyword research is what every good SEO or internet marketing strategist begins with to develop a unique plan for a local business.  We perform the research to find what search terms and search phrases your customers are using to find services and products that you offer.  Basically keyword research is looking for user intent and looking at the exact terms and words that will bring them to your website to purchase your services or similar services.  You can use a large amount of tools to really boil down the terms and look for as many keywords as you can that will benefit your campaign.  If you don’t find the right keywords your campaign won’t be successful.  Some people will use Google Keyword planner to do their keyword research but there really are much better tools on the market that will really make a much better local campaign and crunch all of the data for you.

Keyword Density

Once your keyword research is completed when you are planning your website content you will then think about keyword density.  This can refer to how often you mention your keywords in your content.  There is a lot of tips and tricks to find the perfect keyword density and really there is no magic number.  You must test and when you learn what the search engine is looking for in your city and in your industry you will begin to learn about keyword density.  In 2018 you will be better off to write more in depth content that covers your topic really well and expands into the topic rather worrying about keyword density.  You still need to pay attention to the keyword density but the focus is changing.

Keyword density can be used to tell a reader and the search engines what the subject or topic is of that particular web page.  Be careful when you are adjusting keyword density because you can actually hurt your website visibility by making keyword density so high that your website will receive a penalty.  All of the success factors can actually harm your website if you are purposely using the factors to specifically manipulate Google and this is why you must not dial in one of the success factors so high that it becomes obvious you are trying to purposely increase your website visibility and that process is often called search spam.  You don’t wan to be to high or to low when you are dialing in your keyword density.

Often you will hear people talking about the optimum level for keyword density and you will even hear people throwing out percentages like 1% or 3%. This is not a number that you can template and rely on across all industries or in every city.  This number should be different for each and every local business. When you are trying to figure out your keyword density you never count any of your HTML tags or embedded tags that do not appear in the actual text of the web page.  There are a lot of tools on the market to help you figure out the keyword density of a page very quickly.  With the click of a button you can easily figure out your density as well as your competitors.  Often a consultant will figure out the keyword density of the top ten companies ranking on the first page of Google for your related keywords and then take the average between all of them to give them a guideline for the appropriate keyword density.

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Mobile Search Search Engine Optimization

What is Mobile Search and Should a Local Business Focus on It?

Mobile search is when someone searches on the internet using a mobile device like a smartphone, tablet, iPad and more.  Mobile search actually surpassed desktop searches in 2015.  The United States has gone mobile and now more than ever everyone wants to find information lightening fast and if you are not mobile your business will get left behind.  So, to answer the above question, Is Mobile search important to local businesses the answer is ABSOLUTELY.  The first line of action is to figure out if your website has a mobile version or is responsive.  That is the very first thing you need to take care of because if you are not mobile you will have big problems online.  Google has already announced that soon we will see rankings based on mobile rankings and no longer the desktop rankings.  For the very first time we will have a mobile search algorithm that will take over the desktop alogrithm entirely.  So, if you are not mobile and it isn’t done well with your internet marketing strategy in mind you will suffer and get less online customers than when the desktop version was the leading factor.

It is easy to switch over a website to mobile but after that there are still many issues to take care of because when the website developers first throw up a mobile site they are not always SEO friendly because they knew desktop was leading the way in rankings.  But when all of that changes have you had your mobile version of your site evaluated?  Do you know if your site is responsive?  All of these questions you need to know if you own a local business.  Also, just because your site is mobile or responsive have you taken a look at it on a mobile device to make sure your phone number is in the right place or your contact information can easily be found?  Remember you have about 2 seconds for a visitor to find your phone number before they get bored and find a website that will serve up the needed information quickly and it isn’t pushed to the bottom of the page.  The online world has already shifted from desktop to mobile have you made the shift as well and are you ready for the mobile customer?

What Testing Shows for the Mobile Search

One of my passions is to test and really know the algorithm.  If there is a big change in Google or search then I will see it first and I am able to take action to make sure my clients are on top of the search platforms.  Because we do so much testing we will often see a big change before it rolls out across the web.  Right now our testing is showing us that the Desktop search and the Mobile search are two different algorithm.  I can do certain things to boost only mobile search or boost only desktop search and the two searches are no longer working as one system but rather two complete systems.  Because you can manipulate one or the other search system my guess is that some time in early 2018 I think the mobile algo will be able to function on its own and be the main ranking algorithm.  Google has announced that soon the mobile algo will be the main and first algorithm that will be the first and only deciding factor to position your website across the web.  That means if you are not set up for mobile properly when the change occurs your website won’t do as well as it is currently.  No one knows when the switch will be made with Google search but we do know the change is coming and I am sure we will see the mobile search become the dominate algorithm in 2018 and if you and if you prepare your local business website now you will be ahead of the competition.

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Content Builds Website Authority Search Engine Optimization

Have you heard the saying that Content is King? Content when used correctly can build authority within your website and boost your rankings.  By combining content with a well rounded search engine optimization campaign you will blow your competitors away and create a solid foundation.

Elements of Winning Content for an Internet Marketing Strategy

I am not speaking about content as in what will convert traffic this information is being written for strictly internet marketing campaign success.   Of course traffic conversion is always taken into account but the purpose of this information is to guide the thinking process of a successful campaign and traffic conversion will not be discussed.

Content Quality

The quality of your content should always be something above and beyond what your competitors are currently doing.  Does your content help your customers in any way?  Your content should go way beyond a brochure or a flyer.  Quality content can be long and well thought out but that does’t mean it has to appear on the home page or the page that everyone makes a buying decision.  There are ways to add brilliant content that goes into great details about your services and will blow the competition away.  Your content must be unique and add value.  If you want to cover a wide range of your services you could try a page of Frequently asked questions.  This can be done in such a way to feature most of your keywords/services.

Keyword Research Before Creating Content

Keyword research is what holds all of your content together and will make your website unstoppable.  By finding the keywords that brings traffic and crafting those keywords into well written unique content that adds value your SEO foundation will be unstoppable.  Keyword research is important and one of the most important factors to consider before crafting your content.  Take your keywords and weave them into your content and create Google food that Google will reward you for and others will wonder how you became so brilliant.  How many times should you repeat your keywords into your content?  You should strive for a keyword density that will allow your internet marketing strategy to shine.  If someone tells you keyword density should be 2.3 percent or any other number you should run.  Keyword density is different for every single website and for every single industry and even different in each city.  So, how is it possible to get the keyword density perfect?

Freshness Alert for all Content

Search Engines love new or fresh content.  Often you will see the recommendation of creating a blog on your website in order to have fresh content.  You can find a freshness boost that will happen if all of the conditions are just right.  The actual rankings boost will actually wear off in a few days or a week and it doesn’t last.  Depending on your industry you can actually ride the freshness boost by producing content around the pulse and news of your industry.  But it isn’t possible for all industries to benefit from this approach.  I recommend fresh and new content often but for different reasons.  You can create content to keep the search engine spiders returning to your website and keep your website active.  You can also use content to boost your rankings which require a few techniques like a silo or specific website structure.  Content also builds website authority if done correctly and can boost your rankings.  By building website authority you are becoming the authority in the eyes of the search engines.  That means your website is comprehensive on the services you offer.  Often we think of the search engines as super smart and we often forget the little things when we put a website together.  For content you have to think about your customers and answer their questions so they call you.  But we also have to think about the search engines and serve up the content to feed them so your website will appear on the first page.  Remember content is just another piece of a large puzzle and should always be in combination of other practices for a well rounded internet marketing strategy that delivers results.

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