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Why Search isn’t just about keywords and rankings

10 January 2018
Why Search isn’t just about keywords and rankings | Neon

When developing or enhancing your SEO strategy, don’t focus too much on target keywords and rankings. There’s much more to it than that…

When it comes to Search Engine Optimisation, it’s easy to get lost and struggle to see the bigger picture. So much emphasis is placed on rankings and keywords that businesses tend to fall under the false assumption that that’s all there really is to it.

However, there is much, much more to SEO than finding the right keywords and getting your site ranking highly for them. In this blog, we’ll explain why.

What is SEO really about?

Okay, so it’s not just about rankings and keywords? So what is it about, then?

Simple – it’s what those rankings and keywords are trying to achieve: relevant traffic. In other words, getting the right people to your website, interacting with your business and fulfilling whatever goals you’ve identified as the most important to you.

Rankings and keywords are just a means to an end, and it’s important not to get lost among them. It’s the end goal that counts.

How can this be done?

Search engines have multiple different functionalities available and all of them can be used in different ways to drive the right kind of traffic.

Video Search

55% of people watch videos online every single day, so it’s no surprise that search engines are pushing this kind of content alongside traditional written content.

It’s important then to not only create good videos that deliver clear and concise information but to ensure that the title, description and tags on that content are optimised so they can be found through Search.

Image Search

A picture is worth a thousand words, so goes the old saying, and that’s also true online. Images stand out, grab attention and can tap into emotions quicker than black and white copy can.

When adding imagery to your site, it’s important to make sure it’s optimised through the use of alt tags. Search engine robots can’t read images, so by including the alt tag ‘Beach Sunset’ in that beautiful seaside picture you’ve just uploaded, you’re helping Google help you get in front of potential visitors.

Local Search

Powered by the continued rise of smartphones, location-based search has been on the rise for a number of years, with Google reporting that since 2011 searches containing the phrase “near me” have increased by 3400%.

Responding to demand, search engines have been working to make it as easy as possible to find this kind of local information, and today, if you search for even a term as broad as ‘best pubs’ you’ll find results that are tailored for your location.

By optimising your site carefully and ensuring that your business and location are clearly known to search engines, you can tap into Local Search and drive even more relevant traffic.

Knowledge Graph

Search is all about delivering accurate information to the people who are searching for it as quickly as possible, and search engines are always looking for ways to quicken the pace and make things even easier.

Google’s Knowledge Graph is one such example. Input a simple search (let’s say you want to know about video game ‘Overwatch’) and you’ll find that alongside the results, Google includes a box featuring quick, bite-sized information about the search.

Optimising for Knowledge Graph can help you gain valuable real estate on the SERPs, and therefore awareness, which will ultimately help push sales.

In a nutshell

Search is always evolving. It’s no longer just about where you’re ranking and the keywords you’re using to gain those rankings, but how you can use all the tools search engines offer to not just win a prime spot, but also win relevant traffic.

Find out how Neon can help you develop or enhance your SEO strategy! Get in touch today!

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