6 Key Takeaways For Ranking On Google, From Google
Updated on: 23 May 2019
Exciting news! Google has just released its very first video on YouTube in a brand-new series called “SEO Mythbusting”. Hosted by experts of the Google Webmaster Trends Analyst team, the series intends to educate and shed light on some of the most common misunderstandings and frequently asked questions (FAQs) on everything SEO.
It’s baffling to see that in 2019, there are still tons of misconceptions floating around in the SEO space – where there are brands who truly believe that tactics such as keyword stuffing, spammy content and utilizing a single link-building strategy works.
By aiming to bridge the gap between the knowledge and language used between SEO practitioners and their clients, these videos will serve as a useful source of data for actionable insights.
If you don’t have 10 minutes to watch the entire video (which we highly recommend you do), here is a quick summary on the most important takeaways that both you, and your Digital Marketing Agency in Singapore need to take note of – pronto.
Takeaway #1: Google does not just look at one signal for ranking a page.
Google’s Webmaster Trends Analyst, Martin Splitt, has confirmed that Google uses over 200 signals to assess the relevance of a page.
So, while precise titles, meta descriptions and links are still important – what’s even more imperative to understand is that none of the signals are mutually exclusive – and that Google looks at them as a whole.
Just like how it isn’t advisable to use a single platform to focus your marketing efforts on, knowing the ins and outs by enrolling in a Digital Marketing Course in Singapore can act as the supplement needed to drive conversions.
Takeaway #2: Relevant and Quality Content is King.
Content is king. Content is king. Content is king.
It’s not uncommon to see top SEO blogs emphasising this – but what is missing is the relevance and quality of the content that should take precedence over simply creating content.
With Google moving towards the era of User Intent, this means churning out relevant content that quickly serves the purpose of the user. This is where understanding your target audience and their needs and wants becomes pertinent.
Google likens this understanding to ice cream – essentially, if you are able to match and support users in achieving their cravings in an easy and direct manner, i.e., showing how exactly you help them accomplish their goals – that is your golden ticket to converting them into loyal customers.
Note that every page of your website generally serves a different purpose, so coming up with compelling, useful and appropriate content for each is critical.
Other than just offering one ice cream flavour, it will be good to come up with an active and consistent publishing schedule to complement stellar content marketing. Creating a variety of high-quality content that is relevant to a range of customers can increase the chances of visitors clicking in on a frequent basis.
Takeaway #3: Speak the language of your target audience.
While still on the topic of content, brands tend to have a tendency to obsess over keywords and their ranking – but it may be worthwhile to take things a step further by simply speaking the language that your target audience uses to search.
This means avoiding jargon that the average consumer isn’t familiar with, and hence wouldn’t be using during search. While it is good to educate your consumers, don’t make the mistake of turning the bulk of your content into a regurgitated medical textbook.
If you need help identifying the right keywords to enhance your SEO campaigns, consider signing up for a SEO course in Singapore to get yourself acquainted.
Takeaway #4: Descriptive Meta Data should be a priority.
Yes, we are talking meta descriptions and title tags.
Somewhat more technical, meta descriptions have always been mentioned as one of SEO best practices. Meta data is used to accurately describe your content so that Google is better able to understand your pages. Their importance lies in generating rich snippets in the search results that have been shown to increase click-through rates.
Similar rules for creating stellar content can be brought over to writing excellent meta data – remember that Google hates cookie-cutter content, and unique, accurate descriptions for each individual page is the way to go.
Takeaway #5: Website performance is a top SEO factor.
If Google’s John Mueller says something, you can bet that we are putting all our money on it.
Page speed is confirmed to be a ranking factor – due to its direct impact on delivering a better experience, and thus website performance for users. All other factors being the same, page load speeds can quickly become the competitive advantage you need to get you ahead of the curve.
It’s serving the ice cream to your users when they most need or want it, or as we like to call it – being there for the micro-moments.
Takeaway #6: SEO is no longer just about building links anymore.
As much as it has been at the top of the list for ages, the episode has absolutely zero mentions in regard to link building for SEO. This gives us a little more reassurance and peace of mind – that there are plenty of other ways to improve SEO rankings, all without having to depend on others to do so.
Don’t get us wrong – links are still very much essential, but there is a paradigm shift away from link building to newer functions within SEO that will force brands and their marketers to come up with better, and more creative strategies to rank on Google.
Hopefully, Google’s new “SEO Mythbusting” series will continue to cover much ground in both the technical aspects of SEO, as well as several other more controversial and discussed topics. Remember:
Don’t just optimize your website, OPTIMIZE FOR USERS.