As search engines continue to change up their algorithms, we see multiple articles declaring "SEO is dead" and advising you stop investing in this method of optimizing your site for search engine results.
So, if algorithms are now more about the quality of content, and everyone seems to be declaring that nobody cares about keywords anymore, is search engine optimization even still important?
Search engine optimization is still integral to businesses looking to make their way to the top of Google results, and here's why:
No One Sees Your Content Without Keywords.
Yes, it's true that Google is prioritizing quality content over sheer volume of included keywords. Recent changes mean that "keyword stuffing" — using the same keywords unnecessarily in an attempt to gain traction in Google results — is no longer effective. In fact, keyword stuffing could actually get you penalized by search engines for using "black hat" SEO practices.
The truth is, the most well-written content in the world simply won't be found without some basic SEO.
The difference is that instead of tossing keywords into content in a way that is stilted and an obvious ploy for search engine attention, it's important to build long-tail keywords into your content in a way that feels natural and conversational.
What are long-tail keywords? They're the more complex and often longer sorts of questions that prospects tend to type into a search bar when they're looking for a product or service. We'll talk more about them in just a moment.
Crafting natural long-tail keywords into website content or blog posts focuses on quality content, but still engages search engines by providing keywords that match what prospects are looking for. It's exactly what the Google algorithm is hoping to find.
How Do You Find What You're Looking For?
Let's say that you're searching for the perfect place to grab coffee in Greenville, SC. Where do you start?
If you're like most people, you hop right on Google, Bing, or another search engine and type in something along the lines of "coffee shops near me Greenville SC."
People don't brobwse the internet by clicking around at random (well, mostly). We browse by heading to our favorite search engine and putting in keywords to look for whatever it is we're interested in knowing more about.
Long-tail keywords more accurately mimic this behavior simply by being similar to the actual questions people are typing out when they have a problem and need to find a solution.
When establishing your SEO strategy for your website or company blog, you'll simply find it more effective (and Google will find it easier to locate you) if you focus on the less-common but more specialized keywords.
A good example: "plumber Greenville SC" may bring up every single plumber in town, leaving you confused as to which plumber works in your area and can handle your specific problem. Alternatively, if you type in "clogged kitchen drain repair in northern Greenville," you'll have a much more specialized series of results pop up first.
These types of keywords are more specific and less common, but they're far more focused on the actual content a prospect is likely to be looking for, and they make it possible for your business to pop up at the top of the list for the person in need.
Search Engine Optimization is Still Essential. Waypost Marketing is Here to Help.
There's a bit more to current SEO than just sprinkling in long-tail keywords here and there, but adjusting your content to include them is a good start and will go a long way for your rankings!
Does that sound like too much to handle? We get it. With the nearly constant changes to search engine algorithms, social media platforms, and other all other aspects of digital marketing, we know it's hard to keep up with your online presence while still running your business.
That's where we come in.
If you're not getting qualified leads, just can't get the sort of site traffic you need, or you're searching for a marketing agency dedicated to ensuring that you get the most out of every single site visit, Waypost Marketing is the company to call. We're a full-service Inbound Marketing agency, with in-house design, demand generation, production, ans strategy teams that work together to tell your story and bring in the leads you've been searching for.
Does that sound good to you? Great! Reach us by phone at (864) 288-6162 or contact us online at any time to get started with Inbound Marketing in Greenville, SC.