In yesterday’s blog post about why user experience is everything, we quoted well-known SEO expert Neil Patel of KISSmetrics. Another article by Niel caught our eye this morning. This time, about 6 aspects of SEO the busy entrepreneur can finally stop worrying about. Here’s what jumped out at us.
Stop worrying about number one ranking.
“You want to rank number one, right? Of course you do. Everyone does.”
Niel isn’t wrong. Once upon a time, SEO was all about where you ranked in search results. In fact, ranking #1 is still one of the things our clients request the most. But, just ranking is a lot more complicated than it sounds. There are several components that go into how a site shows up in SERPs, one of which is keywords.
As Niel says, “you’re not going to rank for head terms like ‘phone’ or ‘computer.’ Instead, you’re going to rank for longtail keywords.” So, you won’t necessarily rank for “dental implant.” Instead, you’ll want to earn clout for “replacing missing teeth with dental implants in Dallas, Texas.” Because longtail keywords make up the greatest percentage of all of the different keywords users search for online, Google has smartened up and now evaluates how a website matches a user’s intent (remember the Hummingbird algorithm?) as a big part of ranking criteria.
So, the more value you can provide for your target audience through your content and overall user experience, the better. More value typically equates to higher rankings for your desired targets. On the same note, ranking for longtail keywords typically means attracting more qualified website traffic. The more specific of query your website content can match, the more likely the user is ready to contact you to schedule an appointment/make a purchase/take the next step toward doing business with you.
Take these words of wisdom to heart.
- “You don’t have to have number one ranking to have a successful business.”
- “Ranking isn’t something that you can directly manipulate.”
- “Anyone who tells you that they can get you the number one result on Google is misleading you.”
- “There are better things to focus on.”
Neil gives all of these points in his article, and we wholeheartedly agree with all of them. At MDPM, we design and execute ongoing online marketing strategies for our clients — strategies that marry content/keyword optimization with current industry and user experience standards. Our method is tried-and-true, and we’ve seen it help countless clients of ours take their web presences to the next level.