SEO Marketing and Artificial Intelligence
Have you ever asked your mobile device to search for something on the internet? If so, thank you for advancing artificial intelligence and SEO marketing!
Google shook things up in October 2015 by announcing that they were using artificial intelligence called “RankBrain” to filter search engine results. Should we be scared to think that Robots can understand human language? Yes, but that’s an entirely different conversation. What RankBrain means for anyone selling a product or a service on the web, is that machines are now able to decipher and deliver content with 10 percent better accuracy than Google Engineers. RankBrain actually recognizes enough words in a sentence to guess at the meaning, enabling search engine optimizers to use long tail keywords to help make your website more specific to users searching for your product or service.
Long Tail Keywords
So what the heck are long tail keywords? Though they wouldn’t make sense in conversation, they are typically composed of three of four words, and determined using a combination of research, technology and deductive reasoning. Long tail keywords (combined with accurately written titles and meta descriptions) create a match between the provider of a product, and the person surfing the web who wants to buy it.
Given that approximately 70% of purchases are being done without human interaction, what does this mean to the individual who depends on their website to sell goods or services? It means that if you want your website to show up in search engine results, you’ll need to make sure that it’s updated from antiquated practices such as keyword stuffing and content duplication, which will result in a lower google ranking.
We heard a lot about content marketing in 2015, which was validated in January 2016 with an algorithm update focused on content. Sites with frequent content updates, and more holistic verbiage received higher rankings than sites using typical branding jargon and outdated keywords. Several major brands were left with lower rankings than smaller businesses selling similar products and services. What this means is that If you write content on your web pages that’s natural, meaningful, and strategic, people searching for you will be much more likely to find you.
Social Media and SEO
Does social media play a role in SEO? Absolutely! The number one mistake that I see businesses make is that they have a Facebook Page with a generic url, which doesn’t match their Twitter account name, which doesn’t match their Instagram account name, etc. Oftentimes, account names can’t be identical across social sites due to character constraints, so be careful to use significant keywords when abbreviating social names. Also be sure to link your accounts when possible, and add social share and follow buttons to your website. If applicable to your business, be sure to add Trip Advisor.
The latest Google change focused on ads, eliminating the side bar ads, and replacing it with what I call an “organic sandwich”; with four “paid for” rankings located at the top of the search page, followed by unpaid search results, also called “organic rankings,” followed by three more “paid for” rankings at the bottom. This gives websites a better chance of being discovered organically as users peruse the page more carefully between ads.
Spring SEO Special!
Having spent the past five months learning about the new standards in search engine marketing, I’m excited to offer you a special spring savings! Anyone who purchases SEO services between today and April 15th, 2016 (US Tax Day), will receive TWO FREE HOURS of social media coaching over the phone! Please email me at firstname.lastname@example.org with the subject line SPRING SEO SPECIAL and let’s get started!
Please Note: To maximize your experience, the two hours of free coaching will be done once your website is optimized. I will need to work closely with your web developer to ensure that changes don’t result in 404 errors, and that if necessary, 301 redirects are done to optimize SEO rankings. Thank you for following me on Twitter and Facebook!