Oh SEO the demon and devil to every single marketer out there. If we had a penny for every time, we found a different way to utilise and improve SEO we would be millionaires. We would also be here for years upon years trying to figure out the mystery.
Over the years and years of development, Google’s search engine (SERP) has converted and transformed. From being blue clickable links all them light years ago to a more UI friendly dynamic viewed gleaming with Sponsored Ads at the top of every single page YOU search.
(SERP) has developed and evolved even further by becoming more not an only user but also advertiser-friendly. Meaning even the top organic research results move further and further and further down the page. Leaving SEO and web developers to push and get their website out there even more than before.
The good news, however, as a report from Merkle’s Digital Marketing Report for Q3 2018 suggests any increasing paid search per-click (CPC) is accelerated. This is done through vast amounts of organisations up fronting the money and the organic content and reported to be a 6% increase in organic search visits in Q3 2018.
Money has become of language in recent years. From the graph above, you can see the marketing budgets that have been analysed. Most are returning to organic search by further developing their SEO. Social media and paid statistics such as adverts have not driven the number of visitors and data that was anticipated for meaning organic has technically won the war. SEO budgets vary from organisation to organisation as more high-level businesses end up spending around 45% more on SEO and then average low company or organisation.
Google’s Perspective On SEO
Google typically as you would expect. Dominates SEO, by even producing 92% of total US organic searches while only Bing and Yahoo account for 5% and 3% according to Merkle’s Digital Marketing Report. This remains and will continue to be the primary victor in market share. Dominating in the field and will continue to control SEO. Google made several moves towards promoting their user experience in 2018 by implementing to using the mobile version of web pages.
Speed has become crucial with SEO and Google. You are launching a speed update in July 2018, meaning that the search-ability of your website could depend on the rate of your site. This impacts the mobile search rankings of the internet’s slowest sites, leaving them affected. Got a lousy website connection of speed. Then you WILL suffer. Google even sent out warnings for companies and organisations with slow website speeds. Google looks to prioritise website speed, leaving companies to evaluate SEO further.
This has left organisations with several problems. Not only have they stated website performance affects SEO, but they also have not given any metric tools on how this can be improved on the performance of your site. Third-party websites have had to step in and monitor the loading times. SEO platform looked to deal with this in 2019. With a more accurate ‘important ranking factor’ in 2019. With Google lowering their ranking sites with loading times, modals and excessive ads, historically speaking, this has been the only factors that affect website or web pages and their SEO rankings. SEO has become increasingly important with every organisation to increase traffic and user experience.
Rich Results Dominate SEO In 2019
Google looks towards productive results for SEO in 2019. They are becoming more and more prevalent. Researchers are forevermore finding that they find what they are looking for without even click a link or being redirected towards a website. This is increasingly common on mobile devices. Screen space becomes limited. Users not only expect but now demand fast and accurate answers and reputation comes into play. Having your websites rich in SEO makes results in a top priority for SEO.
SEO Vendor Market
Thousands and thousands of digital marketers now use some kind of platform or tool to monitor or analyse their SEO. Some paid or some free to use, is open source, these are used to improve and have successful SERP rankings. Companies now include both SEO options built into website templates or external SEO options to be bought; however, both offer benefits, based on marketing need, budget and internal resources within an organisation.
Rather than competing with each other SEO applications and software have been trying to establish ways in which then can separate from each other. By focusing on specific aspects with SEO making them exclusive. This comes with some sacrifice; however, as companies look to expand, they could be lacking in terms of management, administration and reporting. This makes them targets for acquisition by larger companies, with more significant vendors looking to purchase them. The flow and investment into SEO seem steady for 2019.
Google the masters of the search engine. Google’s RankBrain is a learning system machine that sorts, fixes and ranks for Google and their search results for their engine. RankBrain goes of measures measurements and the activity of users within the search engine and then ranks them accordingly from the event on the search engine.
Let’s say you search in SEO vendors into Google. When you click on it…… it’s the best thing you have ever seen. You are now an SEO god among the stars, and you spend hours reciting every single word that is on the webpage. Google’s RankBrain will take note of this and the activity that has gone on. This article will receive a ranking boost because of the activity.
On the other hand, however, if you were to do the same search on SEO vendors again, used Google as a search engine and then clicked on the 1st result that came up without even looking. The content is terrible, absolutely awful, and now you have bounced from the page and look at other results and find the right one for you. If enough people keep jumping from the first result, then Google’s RankBrain will notice this.
So RankBrain focuses on two things for search results. One is how long someone will dwell on your page and the other being the percentage of people that click on your result. In other words, known as you’re ‘click-through rate’.
Dwell time refers to how long a person that uses Google spends on your page. As it turns out, RankBrain pays A LOT of time, attention and detail on this. In fact that much that it is used as a ranking signal within the search engine. This can even be found through tracking measurements like Google Analytics. This is what ranks pages so high on the RankBrain radar with the algorithm stating that if you spend that much time on a page, then you most likely like the content that has been produced.
Click Through Rate
RankBrain sometimes and a lot of the time ranks pages higher and much higher than they should be rated. If a page gets an above-average CTR rating then other pages this should be a sign that they should get a boost in even permanent rankings to boost, But this could also be bots you say? If a site receives clicked on it does mean that is popular.
Capabilities Within SEO
The SEO platform offers different capabilities for each organisation depending on what they require and need from keyword research and rank checking, to intelligence and roles, here is a competitive list below on some of the capabilities an SEO platform can give you.
- Keyword research and rankings
- Page-level SEO analysis
- Content optimisation
- Social signal tracking from social media
- Site error detection
- Organic search traffic market share
- Competitive analysis
- International search results and rank tracking
- Internal cross-linking
- APIs for third-party data integration and management
Higher levels of platforms may also include and provide more intensive looks at audits and analytics and identify potential opportunities to improve page performance.
- Search intent-based analysis
- Universal search rankings
- Content marketing analysis and performance tools
- On-page content quality analysis
- Competitive intelligence and benchmarking
- Mobile/ local analytics
- Cross-device retribution
Link Analysis And Acquisition
Links continue to be one of the most critical external or ‘off-the-page’ signals that can rise a website’s reputation, and increase in the rankings of search engine more and more SEO platforms have started to provide link analysis.
Keyword Research / Rank Analysis
Keyword research is a massive biggy. Knowing what terms people use to find your website, how they rank, and this can be used to have an effective SEO system is critical. Virtually all enterprise SEO platforms provide keyword research tools that allow consumers to search for content. SEO has become an essential factor for searching keywords and driving traffic towards your website rather than competitors. Vendors that sell SEO services deal with this in different formats, as some licence vendor data as Google have added restrictions in AdWords and grow the percentage of search results. Other SEO techniques are to create a database of keyword terms that are key towards a blog article, for example.
Search Intent-Based Analysis
SEO platform vendors are developing more ‘search intent’ based tools that analyse search intent and predict or recommend the most relevant content for the searcher. Updates have been made making keyword data less accessible to search marketers.
Custom Site Crawls / Audits
The quality of content is becoming so crucial towards marketers and also organisations. Through the use of site crawls and audits these have become so crucial towards marketers, as optimisation recommendations for keywords, page structures, and the assigning of scores for page attributes such as HTML title tags, body tags, and meta tags. The frequency of a site crawl can vary as it can be done daily or weekly and increasing support and optimisation for mobile platforms.
Social Signal Tracking & Integration
Social media activity is so important, especially in this day and age. A now major factor in search engine algorithms and results. All SEO platforms or website integrations are now profiled based upon reporting, measuring and integrating social signals. This is converted into their analytics and dashboard reports. This, as a result, up-to-date content comes as a must, and robust social tracking and correlations to site traffic and conversions are what these vendors do best—all coming from organic traffic, of course.
Content Marketing Analysis
SEO and content marketing have become close buddies as not only Google has raised the quality content bar, but every organisation has had to adapt to these conditions and face value. Many vendors have upgraded the content optimisation and content capabilities of their SEO platforms. The tools have been extended further into the atmosphere with APIs to manage on-page content and errors as well as reports, traffic trends, campaign management and real-time content recommendations. Much more advanced platforms will tend to help and improve the quality and depth within each bit of your content. Even potentially comparing against others.
When Choosing An Enterprise SEO Platform
The first step to choosing the right SEO platform for you is to understand your current marketing processes and knowing how to measure your success and then identify the improvements that you are looking for as an SEO platform could be the first step for achieving them business needs and goals.
With hundreds and hundreds and tens of thousands of pages, perhaps millions on millions of sites and pages, images and ways to optimise on your website and your content. SEO has practically become a crucial aspect of the modern marketing world. However, it can become increasingly difficult and not to mention time-consuming. Getting past that block could increase not only your productivity and efficiency. So by using that time up on SEO and the toolset they provide through a platform, it could benefit you massively.
Multiple Tools Through One Platform
SEO platforms perform many many tasks and multiple tools, even though one system of the platform. Just a simple platform of the dashboard can help your organisation and then monitor and also control your SERP ratings. Your settings also, as well as trends and how to measure up to rival companies and organisations in your sector. The reporting and prioritising of tasks and be substantial and be so beneficial towards enterprise-level SEO operations.
Efficient Management Of Global Operations
Built in SEO tools have diagnostics that can be invaluable on a global scale identity site-wide issues across languages, countries or regions. These tools uncover micro and macro issues with pages, templates and infrastructure.
SEO is a key tool in keeping up with the search engines, in ways for engineers to keep up with algorithms and also their changes so they impact on SEO reporting.
Many brands and organisations end up trying to put a lot of data into databases and algorithms. So that they can also update them manually, this, unfortunately, however, does not provide a full complete view of the data and information that has been collected. A lot of data needs to be collected. So widgets are formed to make reporting even faster and easier than ever before.
In Conclusion Of SEO
Sooooo SEO then, yeah we know it’s a lot to take in. All the tools and support, the budget, and not to forget the knowledge you need to use SEO successfully. There are plenty of tools out there, but one thing is for sure, use SEO correctly, and your ratings will blast through the roof and into the atmosphere.
Just consider a few things before we leave SEO down to you.
Master Keyword Research. Always start with keyword research as it could be the big push for your content to get that rating to where you want it to be and where it also deserves to be. You’re likely to understand your industry terminology and jargon better than anyone else, and it helps to understand and gauge what your audience wants from your and what you can put in search queries to entice them in. The best keywords offer a demand score that helps determine the relative value in targeting each keyword theme.
It knows your competition. Search for the essential products and services you offer and note the most prominent websites in the search results. Those that share the same business idea. As well as also share the same industry are always going to be your competitors and the ones you come up against in the searches. What are they doing well? What contents do you lack towards them? Is their SEO better than yours? Do they have exciting features, do they have the material that you are missing?
Optimise your site in the right way. Create the pages and figure out the settings. That’s the hard part. Depending on what platform and system that you went for and the access and knowledge you have with developers and designers you may need
Want to learn even more about SEO? Have a look a Google’s Beginners report ‘here’