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What We Should Be Talking About When We Talk About SEOOr: How to ignore the algorithm, focus on users and get traffic that converts.
Kevin Church • [email protected] SearchPeers.com
Furthermore: how a humanistic approach to SEO can make for a better web experience for everyone.
Admit it.
You’re worried about search engines, not users.
The search engine is not the user.The user is the user.
Websites should be made for users, not search engines.
SEOs forget this as soon as they hear it.Therefore, I am going to repeat myself.
Websites should be made for users, not search engines.
Search engine algorithms are designed to connect users to a website that best answers their queries.
Search engines also want to be reliable enough that users come to rely on them.
Help them by putting the user first.
How can you do this?
By creating a humanistic site layout and content that’s made for people, not search engines.
Every business website needs to address six basic journalistic questions.
Who? What? When? Where? How? Why?
The specifics can vary from business to business.
Here’s an example.
Who are these people that are asking for my money?
We’re AudienceReach, a completely fictional marketing metrics and analysis firm created for this presentation.
What does AudienceReach do and how can it help my business grow?
We offer segmented analysis of the different ways that you are reaching your audience and help you make better spending decisions.
When did AudienceReach begin to offer their services?
AudienceReach started in 2008 after our founders left Google’s AdWords division.
Where has this product been used before?
Our scalable solutions mean that businesses of every type and size can take advantage of AudienceReach’s technology. We’ve helped Dole, AT+T, and even Bobby’s Pizza and Subs.
How is this product different from others?
We’re constantly updating our analytics tools to offer the most accurate insights possible. At the same time, we offer open source modules that allow you to customize your application.
Why should I choose AudienceReach over the competition?
In addition to our proprietary analysis tools and scaled pricing structure, we offer superior support and documentation with a step-by-step walkthrough of your first project — free!
Every page on a business website should be clearly written and purposeful.
Good content uses keywords but is not dictated by them.
By answering those six journalistic questions, you provide a strong foundation from which you build further sections and sub-pages.
People like clarity. This means that search engines like clarity.
A business website should be easy to navigate and use.
You should also create a clear, consistent experience for mobile and desktop, but you knew that, right? Right.
Remember:Clear navigation and purposeful pages.
Here’s an example.
● Pay-Per-Click○ Budgeting Tools○ Keyword Analysis And Suggestion
● SEO○ Landing Page Optimization○ Keyword Analysis And Suggestion
● Social Media○ Facebook
■ Boosting Posts■ Advertising
○ Twitter■ Getting Followers■ Converting Followers■ Sponsored Tweets
○ Instagram■ Organic Growth■ Advertising
○ Pinterest■ Organic Growth■ Sponsored Pins
Elements such as title tags, meta descriptions, headers, sitemaps, schema should all be used to further a clear vision for your site.
Be consistent. Be accessible.
Your site should also be alive, with fresh content delivered on a regular basis. People like websites that are up-to-date.
Blog posts. Customer reviews. Event photos. Staff picks. White papers. Field tests.
(There are many ways to do this.)
New content on your site should, again, be purposeful. Don’t update just to update.
(Create things that people will want to share with others and you create opportunities for people to link to your site.)
This may seem like common sense.
That’s why it works.
