{"rowid": 35, "title": "SEO in 2015 (and Why You Should Care)", "contents": "If your business is healthy, you can always find plenty of reasons to leave SEO on your to-do list in perpetuity. After all, SEO is technical, complicated, time-consuming and potentially dangerous. The SEO industry is full of self-proclaimed gurus whose lack of knowledge can be deadly. There\u2019s the terrifying fact that even if you dabble in SEO in the most gentle and innocent way, you might actually end up in a worse state than you were to begin with.\n\nTo make matters worse, Google keeps changing the rules. There have been a bewildering number of major updates, which despite their cuddly names have had a horrific impact on website owners worldwide.\n\nFear aside, there\u2019s also the issue of time. It\u2019s probably tricky enough to find the time to read this article. Setting up, planning and executing an SEO campaign might well seem like an insurmountable obstacle.\n\nSo why should you care enough about SEO to do it anyway?\n\nThe main reason is that you probably already see between 30% and 60% of your website traffic come from the search engines. That might make you think that you don\u2019t need to bother, because you\u2019re already doing so well. But you\u2019re almost certainly wrong.\n\nIf you have a look through the keyword data in your Google Webmaster Tools account, you\u2019ll probably see that around 30\u201350% of the keywords used to find your website are brand names \u2013 the names of your products or companies. These are searches carried out by people who already know about you. But the people who don\u2019t know who you are but are searching for what you sell aren\u2019t finding you right now. This is your opportunity.\n\nIf a person goes looking for a company or product by name, Google will steer them towards what they\u2019re looking for. Their intelligence does have limits, however, and even though they know your name they won\u2019t be completely clear about what you sell. That\u2019s where SEO would come in.\n\nStill need more convincing? How about the fact that the seeming complexities of SEO mean that your competition are almost certainly neglecting it too. They have the same reservations as you about complexity, time and danger, and hopefully they aren\u2019t reading this article and so are none the wiser of the well-kept secret: that 70% of SEO is easy.\n\nI\u2019m going to lead you through what you need to do to tap into that stream of people looking for what you sell right now.\n\nWhat is real SEO?\n\nReal SEO is all about helping Google understand the content of your website. It\u2019s about steering, guiding and assisting Google. Not manipulating it.\n\nIt\u2019s easy to assume that Google already understands the content and relevance of each and every page on your website, but the fact is that it needs a fair amount of hand-holding. Fortunately, helping Google along really isn\u2019t very difficult at all.\n\nRest assured that real SEO has nothing to do with keyword stuffing, keyword density, hacks, tricks or cunning techniques. If you hear any of these terms from your SEO advisor, run away from them as quickly as you can.\n\nUnderstanding your current situation \u2013 Google Analytics\n\nBefore you can do anything to improve your SEO status, you need to get an idea of how you\u2019re already doing. Below is a very quick and easy way of doing so.\n\n1. Open up your Google Analytics account.\n\n2. Click on the date range selector on the top-right of the interface and change the year of the first date to last year. So 12 Dec 2014 will become 12 Dec 2013. Then click on Apply.\n\n3. Click on the All Sessions rectangle towards the top-left, click once on Organic Traffic and click Apply.\n\n4. Click the little black-and-white squares icon that has now appeared under the date selector on the top-right, and drag the slider all the way over to Higher Precision.\n\n5. Change the interval buttons on the top-right of the graph to Week to make this easier to digest.\n\nAt this point your graph should look something like this:\n\n\n\nIt\u2019s worth noting the approximate proportion of your visitors that currently come from organic sources.\n\n6. Click the little downwards arrow to the right of the All Sessions rectangle and choose Remove, so that we\u2019re only looking at the organic traffic on its own.\n\n7. Click on Select a metric next to the Sessions button above the graph and select Pages / Session. You should then see something like this:\n\n\n\nIn the example above we can see that the quantity of traffic has been increasing since the middle of August, but the quality of the traffic (as measured by the number of pages per session) has fallen significantly. \n\nHow you choose to view this is down to your own graph, recent history and interpretation of events, but this should give you an indication of how things stand at the present time. Trends are often much more revealing than a snapshot of a brief moment in time.\n\nYour Google Webmaster Tools data\n\nIf you\u2019re not very familiar with your Google Webmaster Tools account, it\u2019s really worth taking ten to fifteen minutes to see what\u2019s on offer. I can\u2019t recommend this enough. From the point of view of an SEO health check, I\u2019d advise you to look into the HTML Improvements, Crawl Errors and Crawl Stats, and most importantly the Search Queries.\n\nFrom what you see here and the trends shown in your Analytics data, you should now have a good idea of your current status. If you want to explore further, I recommend Screaming Frog as a good diagnostics tool, or Botify if your website is large or unusually complex.\n\nCombining the data into something useful\n\nYour Google Analytics session will have shown you how you\u2019re doing from an SEO point of view in terms of the quantity and, to some extent, the quality of your visitors. But it\u2019s only showing you what is already working. In other words: the people who are finding you on the search engines, and clicking on your links.\n\nThe Google Webmaster Tools search query data, on the other hand, will give you a better idea of what isn\u2019t working. It will show you the keyword searches that are getting you listed in the results, but which aren\u2019t necessarily getting clicked. And it doesn\u2019t take much by the way of expertise to see why.\n\nFor example, if you see your targeted keyword, which you feel is extremely relevant, has generated over 2,000 impressions in the last month but produced only two clicks, you\u2019ll probably find a very low average position. Bear in mind that an average position of fourteen will mean being around halfway down the second page of results. Think about how rarely you go beyond the first two or three listings, never mind to the second page of results, and you\u2019ll understand why the click-through rate is so low.\n\nSo now you have an idea of what you\u2019re being found for at the present time. But what about the other terms?\n\nWhat would you like to be found for?\n\nThis is one of the more common SEO mistakes, on a number of different levels. \n\nMany businesses assume that they don\u2019t need to worry about keyword research. They think they know what terms people use to find what they sell, and they also assume that Google understands the content on their website. This is incorrect on all counts.\n\nA better starting point is to brainstorm a small number of your most obvious keywords, then run them through Google\u2019s Keyword Planner. Ignore the information in the Ad group ideas tab, and instead go straight to the Keyword ideas tab. Rather than wade through the very unfriendly interface, I recommend downloading the data as a spreadsheet, in which not only is more detail included, but you can also slice, dice, sort and report the data as required.\n\nFrom there you can delete all the irrelevant columns, and start working your way through the list, deleting any irrelevant keywords as you go along.\n\nIt\u2019s around this stage that you may hit a problem in terms of where to focus your efforts. The number of reported searches for a given keyword is of course important, but so is the level of competition. Ideally, you\u2019d like keywords with plenty of searches but not too much competition.\n\nI personally like to factor both together by adding a column that simply divides the number of searches squared by the level of competition:\n\n(number of searches \u00d7 number of searches) \u00f7 competition\n\nThere are plenty of alternatives to this basic formula, but I like it for ease of use and simplicity. Once I\u2019ve added this column, I then sort the data by this value (largest to smallest) and I then only usually need ten to fifteen keywords at most to give me plenty of ideas to work with.\n\nThis is a slightly involved but effective methodology for keyword research, as what you\u2019re left with is a list of keywords that both Google and you consider to be relevant to the content of your website. And relevance is an important concept in SEO.\n\nReal SEO keyword research is about making sure that your customers, website and Google are all in agreement and alignment over the content of your website. Other sources of inspiration and ideas include having a look at what terms your competition are targeting, Google Trends and, of course, Google Suggest. If you\u2019re not sure where to find these things, you can probably work out where to search for them!\n\nIf you want to dive further into understanding your current search engine status, search for some of the better keywords that you just discovered and see where you rank compared to your competition. Note that it\u2019s vital to avoid Google serving up personalised results, so either use the privacy, incognito or anonymous mode of your browser for the searches, or use a browser that you don\u2019t normally use. I hope this is Internet Explorer. If what you find isn\u2019t great, don\u2019t despair: everything in SEO is fixable (terms and conditions may apply).\n\nPutting it all together\n\nYou should now have a good idea of where things stand with your current search engine traffic, and a solid list of keywords that you\u2019re not getting visitors for but very much want.\n\nAll that\u2019s left now is to work out how to use these keywords. But before we do, let\u2019s take a quick step back.\n\nIf you have in any way kept up with what\u2019s been happening in SEO over the last couple of years, you\u2019ll have probably heard about Google updates with names like Panda, Hummingbird, Phantom, Pirate and more.\n\nI won\u2019t go into the technical details of what Google is doing, but it is important to understand why they\u2019re trying to do it. At the most basic level, Google understands that there\u2019s a very real problem with people who are trying manipulate its index. In response to this, Google is trying to clean up its results. They don\u2019t want people getting fed up with bad results and considering other options \u2013 have you even tried Bing?\n\nThis is extremely important. Remember earlier when I said that 70% of SEO was easy? That rule still applies. So, for example, if you have a list of keywords that you know are relevant to what you sell, then all you need to do is create great content for them. Incredibly, that\u2019s all there is to it (terms and conditions apply again, unfortunately \u2013 see below).\n\nThere is, however, one simple rule to be consistently followed without exception: that the content you create should not only be good quality and completely original, but it should also be written primarily for the human visitor and not the search engine spider.\n\nIn other words, if you create some fantastic content for a keyword like \u201cchoosing a small business HR service\u201d, then the article should not only make perfect sense if read out loud (as opposed to the same phrase being repeated fifteen times), but also provide real value to the person reading it.\n\nSo the process is simple:\n\n\n\tChoose your keywords\n\tCreate spectacular content\n\n\nWait. Is it really that simple?\n\nUnfortunately there\u2019s a lot more to the other 30% of SEO than just creating great content and waiting for the visitors. There are issues like helping Google understand the content on your pages and website, incoming links, page authority, domain authority, usage patterns, spam factors, canonical issues and much more.\n\nBut there\u2019s the often overlooked fact about Google: it actually does a reasonable job of working out what\u2019s on your website and (to some extent) understanding the gist of it. If you\u2019ve never done any SEO on your website but still get some traffic from Google, this is why.\n\nEven without dabbling in the other 30% of SEO, by creating the right content for the right visitors using the precise language and terminology that your potential customers are using, you\u2019re significantly better off than your competition. And you can only gain from this.\n\nWhen you\u2019ve checked this off your to-do list and made it an ingrained part of your content creation process, then you\u2019re ready to delve into the other 30% of SEO. The not-so-easy side.\n\nUntil then, work on understanding your current situation, exploring the opportunities, creating a list of good keywords, creating the right content for them, and starting 2015 with a little bit of smart, safe and real SEO.", "year": "2014", "author": "Dave Collins", "author_slug": "davecollins", "published": "2014-12-15T00:00:00+00:00", "url": "https://24ways.org/2014/seo-in-2015-and-why-you-should-care/", "topic": "business"}