Google is the Met Gala of the search engines; this is where you MUST be seen! If your company didn’t score an invite to Google’s top search results page, don’t fret. There’s still hope if your company’s website is wearing the right tags–SEO tags, that is!
SEO is the key to being seen on Google. What exactly is this acronym? What does it mean? GROW explains all the fashionable marketing terms that are important to a successful digital strategy. With a little bit of coaching, your company will choose the best tags and fit the dress code demanded by Google’s saucy algorithms.
Behind the Scenes: What is SEO?
SEO stands for search engine optimization. Everyone loves an acronym, and SEO is cooler and more stylish. Does it not sound far grander to say, “Let’s talk about your SEO?” versus “Let’s discuss your search engine optimization?”
The best-dressed SEO needs accessories: meta tags and keywords. Keywords create the tags that help clients get noticed by Google. Don’t use too many, though. Stuffing keywords is frowned upon. Don’t be an SEO fashion victim.
How to Accessorize: Choose SEO Keywords Mindfully
Wear the keywords, darling, but don’t let the keywords wear you! When deciding what keywords to dress up a webpage, ad, or blog content, choose wisely. Competitors will note any mistake–oh, sweet schadenfreude! Choose only relevant keywords, and use them organically.
Keywords should blend into the content. Never should a reader be able to understand which words are optimized! This is the equivalent of a wrinkled outfit! Or–gasp!--a VPL. Google it.
Keyword Rankings: You’re So Popular, But Not Really
Ooooh. You ranked number one for a search term. You’re delighted, of course. Popularity is fabulous. Be seen! Unless, of course, you ranked number one for a term that no one cares about. Relevance is everything.
Ranking high for keywords with a low volume is like being a big fish in a small pond. It’s easy to be seen and popular when the competition is limited.
The goal is to rank high for high-volume keywords. Aim for a volume of 1K or higher. The more voluminous the number, the better. Optimize it and be seen!
Keyword Difficulty: When Dressing Up SEO Isn’t So Easy
Look, not everyone can pull off that green Versace made famous by Jennifer Lopez. Such daring fashion statements are only feasible for the iconic JLo.
When considering the best keywords, no one wants to choose a phrase that is impossible to pull off. Always review a stat called the “keyword difficulty.”
The difficulty is measured from 0 to 100. The lower the number, the easier it is to rank for in content. Opt for a difficulty of less than 50; however, 33 is a sweet spot. When researching keywords, remember that high volume, and low difficulty are the perfect SEO fashion combo. It’s like wearing an LBD–you can’t go wrong.
SEO Fashion Fails: When Google Kicks You Off the Red Carpet
If Google doesn’t like how you’re dressing up the SEO, expect to have the red carpet pulled out from under your website. Google’s ‘penalties’ result in different actions from the search engine; a small SEO violation might lead to a falling in rank. A more egregious violation could result in the site being booted from the results completely.
Follow the dress code. Do not try to sneak into the party by using keywords repetitively or in vast succession, masking text, or violating any ToS. Google’s algorithms are wise. They see you, and they will leave you behind the velvet rope like a D-list celebrity.
What is SERP? Prepare Yourself.
SERP. The awkward and unnecessary acronym. SERP means Search Engine Results Pages. Yes, there is an acronym for the pages where results are displayed.
SERP, as an industry term, is a bit like hemming a skirt with duct tape. Sure, it’s fast, but it’s also sloppy. Just sew the hem! ‘Search results pages’ is not a long phrase. Please use the acronym sparingly and when necessary to make your point.
PPC Campaign: Pay to Be Seen, It Works!
PPC campaigns are to SEO what planned paparazzi calls are to some celebrities. Look, sometimes you need to be seen. NOW! Sometimes a good paparazzi snap is beneficial when it’s controlled.
PPC is yet another beloved marketing acronym; it stands for pay-per-click. These campaigns allow companies to bid on keywords for ranking benefits. The company will appear at the top of the SERP (ugh!) with ‘sponsored’ next to the listing.
These campaigns are beneficial for ranking high for difficult keywords. Every client’s PPC budget is different, though. When ad spending is limited, focus on the best terms related to the company’s industry and services.
For PPC campaigns, companies also must focus on CTR–click-through rate. This refers to the number of times customers click an ad and view the webpage or information. It’s not enough to buy the ad; companies need a high CTR. Those ads must make an impact and lead to sales, leads, etc.
CTA: Follow Our Advice!
Take SEO seriously. Get invited to the gala. Check your tags. Wear the keywords. Do not commit SEO fashion fails. Be seen because every company wants to go to Google’s gala.
Is your company feeling inspired to take action? SEO and marketing strategies are not impactful if they don’t include a call-to-action. Marketing pros refer to this as a CTA.
Each strategy must lead to results. SEO and marketing aim to increase a company’s web presence, boost leads, book more appointments, and make more money.
Understanding marketing terms and tactics ensures you can be the best dressed on the search engine and claim the fame of ranking at the top of the search results. What tags is your site wearing? Sort through the keyword closet and optimize the best options.