Search engines rank and return web pages with the most relevant content, period. This concept of page and site relevancy is often overlooked. Instead there is a belief that SEO simply involves throwing a few keywords onto a web page, into meta tags and a web page will magically rank. When it comes to On-Page SEO, Google ranks web pages with the most informative content, longer content and better content than their competitors. But this well-written content needs to be formatted into a structure that shows Google which aspects are the most important. SEO is a critical part of an overall marketing strategy for building a solid web presence by allowing Google to more easily read and understand web site content. This involves organizing content into a page structure the puts greater value on key portions of the content to highlight higher ranking ideas and key word phrases.
On-Page and Off-Page SEO are both important aspect of an internet marketing campaign where both play a factor in search engine ranking. On-Page has little significance if Off-Page is ignored and Off-Page has little to no value if On-Page SEO is not completed. Starting with On-Page to create a foundation for a web marketing campaign we begin with a site analysis or SEO audit. This research looks at keywords, relevance of content, site code, site structure, and a host of key attributes that relate to site quality and the ability to rank high on search engines.
Keyword research is an important aspect of On-page SEO but key word phrase analysis has changed quite a bit in the past few years. With the advent of the Google Hummingbird algorithm update, the use of artificial intelligence in returning search results and latent semantic indexing Google is understanding the true meaning behind a search query. Matching a keyword in a search to a keyword on a web site is not relevant anymore. Rather, understanding the true meaning behind a search query and writing content that fully answers that query is the new way to rank. The goal is to provide the best solution or answer to the search term rather than jamming extraneous keywords into content in hopes that Google will see it as a more relevant result than a competitor’s page.
Like other SEO agencies, we research data on top searched phrases. But it is what we do with this data that makes us unique. We take this data and determine what web searches are really looking for behind these key words and how our clients can provide a solution to their search query. The highest conversions come to the web site that can offer the best solution to the consumer. Semantic SEO, returns highly relevant content even though the web page is not stuffed with keywords. Secondary words carry a greater weight in ranking than they ever have before and secondary keywords support or add power to a main keyword, phrase or overall idea.