SEO: Understanding the Unseen Aspects of Ranking
Search Engine Optimization (SEO) is a complex discipline with many components and constantly evolving best practices. Google frequently updates its algorithm, causing digital marketers to scramble to maintain their rankings. Moreover, Google’s introduction of new technologies often necessitates a learning curve for SEOs to serve their clients better.
Though jokingly stated, if the trend continues, becoming a doctor may indeed be simpler than mastering SEO.
There’s a great deal of misinformation about ranking in organic search results. Here are nine misunderstood aspects of SEO:
1. Bigger Is Often Better for Large Keywords
In certain niches, larger websites are favored by Google. For example, if launching an e-commerce site that sells men’s jeans, you’ll likely struggle to rank at the top of search engine results pages (SERPs) for "men’s jeans."
Conduct a Google search for "men’s jeans" and note the big names like Macy’s, Nordstrom, American Eagle, Levi, and Kohl’s dominating the top ranks. Competing against such established brands can be challenging, but not impossible. Optimizing for your own brand name and running paid ads can help. Additionally, targeting alternative keywords can open new opportunities.
2. Websites Are Broken up into Segments
SEO’s focus should be on ranking pages within a site, not just the site as a whole. Most sites consist of various segments, such as a home page, a contact form, a blog, and category pages. Each segment has its value, and it’s important to concentrate on those that can attract potential customers from the SERPs.
3. You Might Just Need to Rank for a Few Terms
Contrary to popular belief, you don’t need to rank for dozens of search terms. If you’re in a micro-niche, ranking for one or two key terms can suffice. Focusing on a few core terms can lead to significant revenue.
4. Content Marketing Is Very Competitive
"Content is king" but so is your competition. Invest in keyword research, hire skilled writers, and consistently update your blog with high-quality content. Tools like BuzzSumo and Moz Content can help analyze competitors and track content performance.
5. Early Adoption Pays Off
Embracing new technologies early can offer a significant advantage. Technologies like accelerated mobile pages (AMP) and HTTPS can help improve your rankings. Ensure your site is mobile-friendly, as Google prioritizes mobile-friendly websites in mobile search results.
6. SEO Can Target Global Markets
You can optimize your site to rank in different countries by using country-specific domains and translating content into relevant languages. Registering your business in foreign countries and hosting your site in those regions can also contribute to higher rankings.
7. Multiple Ways to Be Visible in Google Results
Apart from traditional SEO, other strategies can enhance visibility in Google results. Getting into Google’s Knowledge Graph, using structured data markup for rich snippets, and aiming for local 3-pack listings can all boost your SERP presence.
8. There Are Many Different Specialties in SEO
SEO encompasses various specialties, including technical SEO, link building, content marketing, and local SEO, each requiring unique skills. Identifying your focus and selecting the right strategy is essential.
9. Other Search Engines Besides Google
While Google is dominant, other search engines like Bing, YouTube, and Amazon also hold significant traffic. Depending on your goals, optimizing content for these platforms can be worthwhile.
There Is a Lot to Know
Staying informed about the latest SEO best practices is crucial. The field is dynamic, and doing so ensures your optimization efforts remain effective.
