The Problem with the Keyword “How to Excel at SEO”

?How NOT to do SEO

There's no hard and fast route to getting on Google's first search result page.

Or maybe there is.

SEO is a multi-factor influenced strategy in digital marketing. So, in reality, applying strategy is more important than tactics.

The crux of this piece is on strategy and not isolated tactics. I initially wanted to write about SEO consultations with clients.

Clients often have set goals that require tactics to suit their understanding of search engine mechanics.??

Instead, I toyed around with search terms until I chose a keyword with no monthly search volume "How to Excel at SEO". It is related to what I intended to write but it generated a slew of results.

I chose to go along with this keyword for research's sake.

For the keyword, Ledgeview Partners (https://ledgeviewpartners.com/blog/5-top-tips-to-excel-at-seo/#content)ranked as the first result on the webpage. The word count of this article is less than 800 words at the top spot for a number one spot.

The only catch was that the keyword has zero search volume.

Further down the SERP, the results were topics on Excel the popular Microsoft spreadsheet application.

The next set of results shows the Search Engine Journal and Neil Patel's blog in second and third position, with listicles about Excel tricks for SEO.

The search algorithm only returns a semantically-related search result at position 6 on the result's page.

This seemingly unimportant keyword search shows how Google's current search algorithms work. The presence of structured data scripts on the website is validated by Google's rich results test.?

This confirms the website obtained the first position on the page because it was semantically relevant to the search algorithm, and it had structured data to enhance its claim to the first position on Google's results for this page.

The only doubt expressed while researching this keyword was the low number of words contained in the article and the expected impact of crawlers rejecting the article because of its below 1000-word volume.

Amazingly, the rich results test reveals a different word count when the html code is viewed. The word count stated in the HTML header is 2487, while the actual number of words is estimated at 796 words (including navigation links in the header and footer of the webpage).

This means algorithms can be misled, and this is stated without prejudice to the firm whose website was reviewed. Anyone can make mistakes.

Subsequent searches showed a different order of ranking for the results on the search engine’s first page but Ledgeview was among the results for this keyword.

My bit as a search engine optimizer is to research and make recommendations in the best interest of my client’s website.

This reinforces the call for competitive analysis of other competitors in the quest for SERP ranking.

?Search Algorithm Optimization

Another angle discovered from this was the interference of a brand keyword in the mix which distorted the results generated.

Search algorithms and quite a number of algorithms follow suspect patterns. A one-liner from one Gmail to another Gmail account goes to the inbox folder. Try a one-liner from Outlook to Gmail and it goes to the spam folder.

The Hummingbird search algorithm was released in 2013. It focused on natural language processing and keyword research. It was meant to prioritize conversation and meaning over keywords.

Google says its algorithms attempt to deliver results based on search intent and natural language processing. But it does seem the algorithm did a lousy job of interpreting the word “excel”.

Kudos to Microsoft. Excel is one of its popular known software, and it seems the natural use of the word "excel" according to the dictionary "to be good at an activity" is not necessarily important in defining search engine results page entries.

Good luck with using “apple” without context in a search. For instance, type "new apple around the corner" the fruit is a distant thought. It doesn't appear even in related searches unless you add "fruit" to your search query.

This is a minor inconvenience since search engines muddle both results from the brand keyword and the semantic original intended for the search.

SEO Consulting

Back to the issue of consulting, it is essential to realize that many tactics can be used to gain ranking, but shortcuts will offer poor results.

In the words of Steve Houraghan of Brand Academy, tactics are actions, while strategy is a plan of action. SEO should be strategically executed not just to claim a spot on Google’s first page, but to serve as an organic marketing resource that provides value.

For some websites, a redesign to fit a new brand strategy is the way to go. Some businesses might require an overhaul of existing marketing structures where former ideas and execution have failed.?

So, SEO is done right by a thorough marketing audit. Audits are indispensable. Goal setting and measurement come after the terms of reference have been determined.

How to do SEO strategically

To do optimization strategically, you can follow these steps where applicable:

1. Set Clear Goals: Define your objectives and what you want to achieve through SEO. It could be increasing organic traffic, improving search engine rankings, or generating more leads. Clear goals will guide your SEO strategy.

2. Conduct Keyword Research: Identify relevant keywords and phrases that your target audience is likely to search for. Use tools like Google Keyword Planner or SEMrush to find keywords with high search volume and moderate competition.

3. Optimize On-Page Elements: Ensure your website's on-page elements are optimized. This includes optimizing meta tags (title tags, meta descriptions), using proper heading tags (H1, H2, etc.), incorporating keywords in your content, and optimizing images with descriptive alt tags.

4. Create High-Quality Content: Produce valuable and engaging content that aligns with your target audience's interests and needs. Publish blog posts, articles, videos, infographics, and other forms of content that provide value, address user queries, and establish your expertise.

5. Build Quality Backlinks: Earn high-quality backlinks from reputable and relevant websites. Seek opportunities for guest blogging, influencer collaborations, or creating valuable content that others naturally want to link to. Backlinks from authoritative sources can improve your website's credibility and search rankings.

6. Improve Website Speed and User Experience: Optimize your website for fast loading times and ensure a smooth user experience across all devices. Improve site navigation, mobile responsiveness, and usability to keep visitors engaged and encourage longer sessions on your site.

7. Optimize for Local SEO (if applicable): If your business serves a local audience, optimize for local SEO by creating and optimizing Google My Business listing, building local citations, and encouraging online reviews from satisfied customers.

8. Monitor and Analyze: Regularly track and analyze your SEO efforts. Utilize tools like Google Analytics and Google Search Console to measure organic traffic, keyword rankings, click-through rates, and other relevant metrics. Use this data to identify areas for improvement and refine your SEO strategy.

9. Stay Updated with SEO Trends: SEO is constantly evolving, so it's important to stay updated with the latest trends, algorithm changes, and best practices. Follow reputable SEO blogs, attend webinars, and participate in industry forums to stay informed and adapt your strategy accordingly.

10. Continuously Optimize and Adapt: SEO is an ongoing process. Regularly review and refine your strategy based on data insights and industry changes. Experiment with different tactics, monitor results and adapt accordingly to achieve long-term SEO success.

Remember, SEO is a long-term strategy, and it takes time and consistent effort to see results. Be patient, persistent, and focus on delivering value to your audience while aligning with search engine guidelines.

KPIs

Here are some basic KPIs that can be used to measure the success of an SEO campaign:

• Search volume: This is the number of people who are searching for this keyword each month.
• Click-through rate (CTR): This is the percentage of people who see your website in the search results and click on it.
• Conversion rate: This is the percentage of people who click on your website and take a desired action, such as signing up for your email list or making a purchase.

By tracking these KPIs, you can see how your SEO campaign is performing and make adjustments where necessary.?

The list of indices is endless especially when you have a unique niche. Analytics and other digital strategies will become more important as AI and GDPR change the existing digital marketing landscape.