SEO is more than just keywords

Yes, it's essential to effectively target your keywords in your page titles, headlines, URLs, etc. But SEO is about more than just keywords nowadays. Its about 4 key things: people, local, social and data.

1. Think of people (not Robots) when optimizing your site

People search in Google because they have a question.

Anticipate those questions - whether about the best style of yoga pants or where to get the lowest mortgage rate. Your keywords and the content on your pages should reflect the answers to those questions.

Keyword research is tedious, but it’s arguably the most important aspect of SEO. Transition away from thinking of keywords like data, and put more of an emphasis on the person who will be typing in that keyword.

Not sure how? You need our strategic planning service.

2. Local SEO is taking over Google results pages

A large chunk of the Google searches you perform will display Google Places listings.

The results show that users heavily gravitate toward any of Places’ listings, whether they’re mixed into organic lists, concentrated in a group of seven or even listed in the middle of the results page. If your business relies on local listings, concentrate on scoring a seat at Google Places. You can do this by using:

• Citations: Ensure that your correct business information is listed in as many (reputable) sources as possible around the Internet. As always, consistency is king. If you write “Blvd.” instead of Boulevard on your Google Places page, make sure your other listings reflect the same.
• Google Places page optimization: Just like your website, make sure your Places page is properly optimized. Include categories that match exactly, and point your Places page back to a city-specific landing page if applicable.
• Reviews.

Not sure how? You need to read our article on setting up your places page.

3. You can’t have SEO without social

The separation of search and social has officially ended.

Social cues such as Twitter shares, Facebook likes, Google+ and social bookmarking heavily influence search rankings. Essentially, search results are personalized for each person. With any SEO campaign you put into motion, include a social aspect to it to facilitate information sharing.

Most companies don't have a clue why they are on Facebook, Twitter and Google+.

Facebook, Twitter and Google+ are tough nuts to crack. BUT there are some simple things you can do to make it work.

Firstly have a professionally designed Facebook landing page (talk to us). Why? Done well is effectively a mini website present within Facebook itself. This allows for you to have a part of your site with all the same functionality available to Facebook users without having them click off somewhere else. It also tells people why to follow you.

Secondly, you need a strategy of what you are posting and commenting on.

Thirdly, you need to be active. Don't just add one weekly post selling your service or product. Join in the conversation and allow your customers and brand advocates to SELL your brand, service and products FOR YOU.

Not sure how? You need our social media management service.

4. It doesn’t mean anything without data

Good writers are sorcerers.

I hate to say it but it is true. You simply MUST have great content. Nobody wants to hear a boring marketing message. They want a real solid resource created by a real human. When you were create content make it as sharable, scalable and linkbaitable as possible.

Google is not stupid - it can spot paid and spam links.

For the most effective long-term SEO strategy, move the focus back to great content, both on your website and across other sites.

I generally abide by the 80/20 rule when it comes to keyword use. 80% of the value to be had comes from 20% of the effort. Nail the title, the headline and make sure the phrase is on the page (and the page is actually on the subject of the keyword) and you've done your job.

Not sure how? You need to hire us to create a content strategy or write your content for you.

You must check Google analytics and web statistics.

You need to see results (ie check your Google Analytics). While ranking reports of keywords is still a great indicator of progress, personalized searches make it difficult to get the most accurate readings. Plus, when Google defaulted to private searches for users signed into their Google accounts, the company made it harder to track how people arrive at your site.

Start relying more on simple key performance indicators (KPIs) to show results, for instance:

• the number of landing pages you have
• the bounce rate of those pages
• the number of keywords driving traffic to each of those landing pages.