Search Engine Optimization (SEO)
SEO encompasses the many techniques that stimulate search engines, primarily Google, to prioritize your business and content above your competitors. There are lengthy rules for getting SEO right and can differ greatly based on the type of content you’re pushing for.
While some changes can be quickly implemented to boost your search engine rankings, most strategies take a significant time commitment to notice lasting results. This makes it all the more punishing when businesses act on faulty assumptions about what’s most effective.
BroadVision Marketing helps boost your traffic and lead generation with SEO campaigns that address both the technical details and the content quality that search engines want to see.
Keyword research is the process of finding the primary phrases and words your customers use to discover your content. By learning which of these to prioritize, you can focus on high-converting topics that are much more searchable and likely to engage your audience.
Large corporations are so established in their spheres that they dominate the bulk of relevant keywords. One of the weapons that smaller businesses wield in this fight is to dig deeper and fight for less competitive queries.
The process starts by brainstorming as many keywords as you can. This is where quantity trumps quality. Pull together your sales, marketing, customer service, and content teams and combine their experience. They’re the ones that have the most direct and data-based interactions with your audience.
Not all of the suggestions are going to be winners. The next step is to analyze these keywords and pick the ones that best match your current needs. Decide based on quantifiable metrics like search volume, competition, and the cost-per-click (CPC) of each keyword.
Remember to think from an outside perspective when searching for the right keywords to build your content around. Consider the specifics of why your audience is seeking out your products and services. Your content should be tailored to address those cases rather than giving general information.
How to Avoid Getting Deindexed by Google
Google and other search engines have advanced to a point where SEO must be done in good faith. Today, they want to see properly structured websites that are easy to navigate and feature great content for human audiences. Our SEO campaigns focus on both short-term gains and sustainable, long-term success. We optimize your site for search engine crawlers while also making sure it provides the excellent user experience that people want and search engines reward.
Shortcuts may exist to bolster your search engine rankings in the short term, but spammy, unnatural content has long since become obsolete. Some fly-by-night SEO companies can even get you Google penalties for doing things the wrong way. It’s important to recognize when these poor practices creep their way into your content.
Stuffing belongs in turkeys and teddy bears. Not your content. Oversaturating your blogs, videos, and otherwise with too many keywords might sound like the best way to improve its relevance, but Google spotted and began to penalize this practice. Their search algorithm assumes that forcing the keyword in excess makes the content “spammy” and devalues the experience for viewers.
Choosing the right topic will allow your keywords and phrases to appear naturally in the content. Including them in backend sections like the URL, title tag, and meta descriptions avoid this problem as well.
This comes in two forms, one much more malicious than the other. Duplicate content is when significant portions of content are lifted from one source and republished on another. Many businesses reuse content across their website to fill in empty space or reiterate points.
Search engines penalize for this because it hurts visitors’ experience when they see the same information rehashed in multiple search results. It might be more of a hassle, but if you want certain content on your site to simultaneously appear for certain searches, then unique content is a must.
Cloaking might be an unfamiliar term to most people, but it’s one of the biggest SEO mistakes a site can make. Any situation where a web page displays different content to visitors than what the Google bot sees is considered cloaking. This is done by reading the information of the user prior to loading the page. If the user is recognized as a search engine spider, then the page will display something different from what the average visitor sees.
This is to trick the search algorithm into giving low-priority content a better ranking and has caused major problems for Google itself. If a shopper is searching for “cute husky puppies,” and instead find a web page devoted to “101 hunting tips,” then they’ll be understandably upset. Being caught for cloaking doesn’t stop at affecting a single web page. In serious cases, a violation will cause portions or even the entirety of your site and business to fall in priority.
It’s easy to spot low-quality content at a glance. Human readers will usually get a gut feeling that something is off when interacting with these pages. Telltale signs of poorly made content are:
- A failure to stay on topic
- Poor grammar
- Plagiarized Content
- Repetitive Language (usually from keyword stuffing)
Take the time to write or request professionally made work instead of trying to mass-produce content. This will benefit your business in the long run as low-quality content won’t help improve your search rankings at all.
We get it. Making great content takes time. Time that you don’t have. However, auto-generated content isn’t the answer you think it is.
Content spinners work by replacing keywords with synonyms throughout the text. However, most languages aren’t so simple that synonyms function as one-to-one replaces 100 percent of the time. There are inevitably going to be sentences that make little to no sense or make incorrect statements.
These are red flags in the search algorithm and will damage your overall ranking. Just like with low-quality content, you’re better off sourcing professionals from the beginning to avoid any penalties from Google.
Importance of Local SEO
For many businesses, the only clicks that really matter are those from local customers. Local SEO requires an effective campaign to ensure that your basic business information can be found by search engines so that your customers find you when searching for a keyword plus a nearby geographic term.
After all, nobody wants to see the contact information of an electrician three states away when they’re sitting in a darkened living room. To keep that from happening, Google uses a separate algorithm that recognizes your location and whether or not it needs to bring up local results based on the query.
By narrowing their scope and focusing on critical areas, smaller businesses can compete with the campaigns of national-sized competitors.
Taking Advantage of Smart Technology
Back in the olden days, people had to rely solely on computers to find a product or service online. This limitation restricted what they could find when going out since everything needed to be planned before leaving home. They couldn’t update themselves on the fly.
But now they can. In 2021, 63 percent of search engine visits occurred on a mobile device. When people are out and about, they’re going to search for the next thing to do on their phones. This means that Google will show them the businesses that are relatively close and match the query. Take a peek out at the street and count the people walking on the sidewalks or driving on the road. Those are all the potential customers you’re missing out on by not being optimized for local SEO.
Good Practices for Local SEO
There are basic things you can do to boost your standing in the local SEO algorithm. The easiest one is to ensure your physical map location is included somewhere on your website. This allows Google to pull it up and makes your site much more appealing to local queries. The second, and the more work-intensive thing you can do is to build out individual landing pages for each location you’re trying to rank for. This can be for different cities or counties depending on the kind of service or product you provide.
Our local SEO efforts will get your business toward the top of the results for local customers. We optimize your content for local audiences, and we make sure the search engines know when your website and contact info should be ranking for relevant, local search terms.
Search rankings are all about the user experience. To figure out whether your site should be displayed on the first page of results, Google uses both crawler bots and human eyes to determine the value and user experience of your site. We get your site and individual pages ranked by ensuring that the bots can find the information they want, and visitors have an enjoyable time on our site.
A sitemap is the digital blueprint of your website that search engine bots use to examine your content. Sitemaps are especially important for eCommerce businesses that have anywhere from hundreds to thousands of product pages. Having a sitemap ensures that Google can find all of these pages even if there are a few mistakes in the internal links.
There are a ton of unseen elements that Google checks through when deciding on your ranking. Metadata assists these checks by providing these elements in condensed and easily accessible versions. This enables search engines to determine a page’s purpose and better match it with queries.
Nothing is more “On-Site” than the content itself. The titles, subtitles, graphics, and text all play different roles in helping search engines decide a page’s ranking. By including the most relevant elements in Google’s preferred locations, we can heavily influence the perceived quality of a page and its ability to reach your audience.
An overly complex website pushes customers away and keeps them from ever interacting with your content. BroadVision Marketing aims to design a website that leaves your visitors with a positive experience and keeps them loyal to your brand.
Streamlining the visitor experience also helps you collect better data on your visitors. You can track the journeys of customers vs. visitors more accurately and find differences in how they interact with the tools and links on your site.
Pruning Poor Content
The great thing about websites is that the damage is never permanent. Pages can be removed and content can be edited at any time. Our experts shine in locating and eliminating the pain points in your site that are harming the user experience. This includes cutting off dead links, irrelevant content, excessive clickthrough’s, and many other considerations.
Perfecting Video SEO
Many of the SEO tips we find online are specifically for a page’s text elements like product descriptions, landing pages, and blog posts. This is a huge loss since some studies have found that including a video on your site can increase conversions by 80 percent!
Despite being a visual medium, there are still many ways to improve search rankings for video content.
Even if a page’s primary content is video, it still has the metadata elements we discussed earlier including the title tags and meta description. Placing optimized text in these elements is especially effective at informing Google about the page’s content since there isn’t a lot of other on-page information to pull from.
Over 70 percent of YouTube’s watch time occurs on mobile devices. The difference is even more apparent when looking at platforms like TikTok and Instagram. So, mobile optimization is a must-do when publishing video content.
Adhere to your demographic and create content that is easily consumed by them. This means paying attention to the length, volume, and even aspect ratio of your video.
Create a Video Sitemap
A video sitemap is designed to help Google access data that an ordinary sitemap doesn’t. One of its key features is finding the landing page that a video is most optimized for. As videos get moved around and added to other pages, it can reduce in quality or become harder to pull on a SERP. Including a specialized video sitemap gets around this problem and makes your link more appealing to visitors.
Transcribe the Video
We haven’t reached the point where search bots can watch video content and extract information the same way humans can, but there are still ways to present the information in ways that Google can understand.
Creating a transcript of a video provides information that might be left out in a brief summary. If your video content has more importance on the visuals than the audio, then you can even include descriptions of important scenes that impact your audience.
Encouraging viewer interaction is always helpful to SEO. It lets the search algorithm understand that your content is worth engaging with and has some level of social proof attached. While you don’t want to badger your viewers, it’s important to give some level of call-to-action within the video.
Businesses have a lot of control over implementing SEO practices on their site, but that isn’t the only place that search engines check. They gather as much information as possible about your business, and it damages your ranking if everything doesn’t match up on other sites. You’ll lose out to competitors that outrank yours because Google determines them to be more credible and trustworthy.
Oftentimes, you have to deal with these sites directly to amend your information, and the process can be long and tedious. We make sure that your info appears correctly across the web, and maintain your online presence and reputation by:
- Listing your business in directories and industry-related sites
- Correcting Name, Address, Phone Number (NAP) info and making them appear consistently
- Building desirable, valuable inbound links and citations
- Disavowing unwanted links and contacting linking sites to update URLs
More than ever, SEO is about humans as much as search engines. BroadVision Marketing understands the arts and sciences of search engine rankings, and we can put your company in the best position possible for visibility, traffic, and higher-quality leads.