First and foremost, the concept of SEO being solely about “Getting Ranked on Google” is dead.
If you ever encounter an SEO person that still thinks solely in those terms, run the opposite direction.
Sure, getting ranked on Google is one piece of the puzzle. A very small yet important piece of the puzzle, but still, only a piece.
It’s my mission to change SEO from being about solely the Search Engine Appearance to more of an experience optimization.
Changing SEO from Search Engine Optimization to Search EXPERIENCE Optimization, if you will.
How can we do this?
It’s definitely much more of a holistic approach, that’s for sure.
It’s not just about “getting on Google”, which is a battle all in itself. It’s about making your brand present in a way that grows you as an online presence, not just a “pop up shop.”
Below are three key steps to keep in mind to ensure you have the best Search EXPERIENCE Optimization possible.
- UNDERSTAND THAT CUSTOMERS WILL SEARCH FOR YOUR BRAND BEFORE THEY PURCHASE
The online buyer is more educated than ever. They are also more sensitive to scams then ever. They want to know that who they are buying from is reputable and that they’re not going to be ripped off.
So, be conscious of how your brand appears when it is searched for on Google. More than likely (unless you’re selling low cost items that your customers will happily take a gamble on) your potential customer is going to hop on Google, search your brand name, and see what comes up.
There, you have 7-10 opportunities to put a piece of content in front of your potential customer that you control.
Go ahead, take a look now. Are there reviews? Your social profiles? Is everything on page one something you own? If not, this is an opportunity to build your reputation and trust with potential customers.
- MAKE YOUR SITE STAND OUT FOR NON-BRAND TERMS
If you put in the time and your keywords find their way to Page One, you want to make sure they do so with a “Bang”.
Take the opportunity to optimize your Meta Description (different from product description) to “pre-sell” your potential customers.
You can also implement review apps that use structured data so that you get those glorious star ratings on Google. These have been shown in my research to get 30% more clicks even if nothing else changes.
- BE READY FOR VOICE SEARCHES
Now, Obviously in the world of ecommerce, Alexa is going to lean on Amazon to return results.
But, Siri and Google’s voice search tools still lean on Google for delivering results when it comes to product related searches.
There are two steps for being ready for this… First is to think about how people search when using voice. It’s usually questions or a longer sentence, which means a different style of optimization, which is point number 2. The second step is to optimize our on page content to answer these questions.
The world of search has evolved immensely over the past few years. It is still insanely powerful if you know how to adapt to it.
Hope this got some thought going!