Category: SEO

“Fake News” is more than a buzzword invented by Donald Trump. For all that it’s a powerful tool for research, communication, and collaboration, the Internet is also a pervasive source of misinformation. The problem is that one can publish whatever they want online, and aside from sites like Snopes, there’s really no way to hold people to any real standard of truthfulness or factuality.

For most of the Internet’s history, reasonable people have been able to ignore the lunatic fringe handily. It’s not as if they were hurting everyone. As long as their conspiracy theories and sensationalist rhetoric weren’t actively hurting everyone, they’re free to believe what they want, right?

The onset of the coronavirus last year demonstrated the problem with that line of thinking. Fearmongering, sensationalism, and lies have run rampant throughout the pandemic, from anti-mask rhetoric to the controversy surrounding the recent presidential election. In stark and disturbing detail, we saw exactly how much damage a single false story can cause. 

It should come as no surprise, then, that as reported by CNet, even Google is making an effort to curb the spread of harmful misinformation with a new feature called About This Result. Unveiled in a keynote at the company’s I/O Developer’s Conference near the end of May, About This Result is a snippet that contains the following information: 

• What a site says about itself.
• What others say about the site
• Details such as website security, when Google first indexed the site, etc. 

It’s easy to forget that in many ways, Google is the arbiter of what many of us see online. Search Engine Optimization (SEO) is simply the mechanism by which it categorizes and classifies content. About This Site is an important step in the right direction for the search engine.

But it’s not enough.

The biggest issue with Google from the perspective of curbing fake news is that SEO doesn’t care about whether or not something is true. While the argument could certainly be made that authenticity is a cornerstone of website quality, Google’s algorithms ultimately focus on providing people with what they want to see. And if that happens to be a website filled with conspiracy theories about masks, vaccines, and the election? 

Well, who’s Google to judge? The algorithms are simply doing what they were designed to do, disclaimers notwithstanding.

To address the spread of misinformation and ensure we don’t see events like the Capitol riots or anti-mask movement, Google needs to do more than throw up a few disclaimers. We need some metric by which we can measure accuracy. Perhaps more importantly, that metric needs to be treated as a ranking factor.

Because otherwise, fake news will only continue to spread, and Google will be helping.

The search engine results page (SERP) is the core focus of search engine optimization (SEO). Pages that can make it to the coveted first page are incredibly well-positioned for higher traffic and an improved conversion rate. Similarly, pages that fall further down in the results often see their numbers plummet. 

This makes sense. After all, can you even remember the last time you looked past the first page of the SERP? We certainly can’t. 

As it turns out, there’s a third fate that can befall a site, something even worse than losing PageRank — de-indexing. 

It’s okay if you felt a momentary chill run up your spine. We did too. The idea of being removed from Google altogether is honestly chilling. 

If you plummet to the bottom of the SERP, you can feasibly recover in time. But if your de-indexed, that’s it. Exit, stage left. 

But as reported by The Search Engine Journal earlier this month, it mercifully isn’t something that happens often. According to Google Search Liaison Danny Sullivan, de-indexing is something Google takes extremely seriously. It’s something that’s only applied in the most extreme circumstances.

The first of these involves illegal content. In addition to content that may be actively harmful, Google makes it a point to fulfill the legal framework of each country in which it operates. Generally, its algorithms can detect this kind of thing on their own, but users can also manually submit a removal request if they see something they think breaks the law. 

The second involves personal or sensitive information. Generally, Google evaluates this on a case-by-case basis. However, certain categories of content tend to be frequently de-indexed. 

• Financial, medical, or protected legal data. 
• Government-issued IDs or other data that may be used to commit fraud. 
• Intimate photos or videos published without consent. 
• Information that was clearly published in an attempt to frighten or intimidate someone (or inspire others to do so). 

Believe it or not, there’s a third reason your page might be removed from the SERP. However, most of the time, it’s not due to direct action on Google’s part (the 2019 deindexing bug notwithstanding). Per Moz, it’s possible to deindex your entire site accidentally. 

So basically, you might be removed for illegal content, harmful content, or as a result of user error. It’s a somewhat surprising revelation, as common knowledge for the longest time maintained that black hat techniques could potentially lead to removal. More than anything else, this drives home an essential truth about SEO, one we would all do well to remember.

Ultimately, none of us know precisely how Google’s algorithms work. Everything we know about SEO is based on a combination of breadcrumbs and guesswork. It’s usually informed guesswork, mind you — but it’s also far from gospel. 

You might think search engine optimization isn’t something you’d need to worry about as a healthcare professional.

However, you’d be wrong. Whether you’re an optometrist, family physician, dentist, or another type of medical professional, you are still a business at the end of the day. And like any business, you need a means of standing out from your competitors — of bringing in new patients. 

But how exactly do you do that? 

First thing’s first, Google My Business. Given that most of your lead-generating traffic will be local, and given that your Google My Business page is crucial to local SEO, ensuring this is filled out in its entirety should be your first step. A patient should be able to tell, at a glance: 

• What your practice does.
• Where your practice is located.
• Your practice’s website, if it has one (it should). 
• Hours and location.
• High-quality photos of your clinic/office, including the exterior/waiting room.

A side bonus of using Google My Business is that it also allows patients to leave reviews of your practice. Pay attention to these. Thank people for their positive reviews, and make an effort to reach out and rectify negative reviews. 

You should also consider establishing your practice on a site like WebMD, which allows patients to search and rate physicians of all stripes. 

Beyond that, you’ll want to ensure your website is modern, easy to navigate, and includes your name, address, and phone number (NAP) on every page. You might also consider optimizing your pages for local search by including references to certain areas of your city or location-specific landing pages. 

More importantly, make sure it works seamlessly on mobile devices. Most people now browse the web on their smartphones. There’s no excuse for a site that isn’t mobile friendly, and a doctor that can’t even be bothered with maintaining a professional website doesn’t exactly inspire confidence.

You might also consider leveraging some form of digital booking software or perhaps even a virtual care platform. With so many people sheltering in place of late, the ability to receive medical care without having to leave the house could be a substantial potential draw for patients. 

Last but certainly not least, let’s talk content marketing. As with SEO, it’s probably not something you’ve thought much about. But it’s an untapped market and one with a great deal of potential.

Again, it’s about inspiring confidence in your patients, establishing yourself as a trusted voice in your field, and providing your patients with valuable medical advice in the process. Given that there’s a very good chance you don’t have the time or energy to run a blog yourself — especially now, medical professionals are exhausted and overworked — you might consider hiring a marketing agency to take care of things for you.

After all, your time is valuable, and they can help ensure you use it efficiently, all while getting your name in front of as many new patients as possible. 

“We believe users should have the choice over the data that is being collected about them and how it’s used,” wrote Apple CEO Tim Cook in a December 2020 Twitter post. “Facebook can continue to track users across apps and websites as before, App Tracking Transparency in iOS 14 will just require that they ask for your permission first.”

For those of you who haven’t been paying attention, that tweet was one recent shot in an ongoing feud between Apple and Facebook about a new feature coming to iOS. Known as App Tracking Transparency (ATT), it explicit consent from users before an app can track details about a user’s device or their activities outside the app. Understandably, Facebook was less than enthralled by this concept.

Per CNBC, the social network late last month launched a new ad campaign titled “Good Ideas Deserve to be Found.” Although company executives claimed the initiative was aimed at supporting small businesses during COVID-19, the real motive of the campaign was immediately clear. It’s another effort by Facebook to undermine Apple’s decision — another thinly-veiled attempt to make it seem like giving people ownership of their personal information is a bad thing. 

Facebook even launched a website on the topic, positioning itself as a champion and Apple as a villain. Because as we all know, if there’s one thing Facebook cares about, it’s small businesses. That’s why it blocked all Australian publications from its platform last month to protest a law it didn’t like. 

As pointed out by Inc.com’s Jason Aten, Facebook is the only one that stands to lose anything from these changes. 

As for personalized, paid advertising, for most businesses, it’s utterly ineffective. Not because there’s something wrong with the format, mind you. Because most businesses have no idea how to target their ads.

“The effectiveness of digital ads is wildly oversold,” writes Sinan Aral, Director of the MIT Initiative on the Digital Economy. “Brands pay consultants big bucks to “target” their ads at the people most likely to buy their products. But unless the targeting is directed at customers who aren’t already prepped to buy the products, the conversion from click to cash will not generate any new revenue.” 

In other words, most advertising is targeted and personalized towards people who are already likely to purchase a brand’s products — they frequently even have prior awareness of the brand. 

Never mind the fact that, as noted by marketing expert Neil Patel, small businesses generally enjoy the most success from local search engine optimization, not from paid advertising as Facebook seems to suggest. Competing with big businesses on platforms like Adwords is generally a recipe for failure. Focusing on local SEO, creating Google My Business and Facebook Business pages, and uploading your name, address, and phone (NAP) information to relevant directories is a far superior recipe for success. 

Facebook has never cared about user privacy. It has never cared about supporting small business owners or ensuring their success. As the Cambridge Analytica scandal drove home, Facebook only cares about profiting off the backs of its users. 

All the shallow ad campaigns in the world won’t change that fact. 

If your business has never written a press release, you might be missing out. They’re a powerful tool for brand awareness and maintaining your business’s public image. More importantly, they’re arguably among the best tools for addressing controversies with the potential to break your brand. 

Don’t just dive in and start writing, though. Press releases aren’t like other content. They require a very specific approach in order to be effective. 

Here are three of the most important characteristics in that regard.  

Newsworthy Content

First and most importantly, make sure you have something important and relevant to say. 

This could be one of your executives offering expert commentary on current events. It could be a newsworthy action by your company, such as the receipt of a major award, the launch of a new product, or the addition of new infrastructure. It could be a survey your company recently commissioned or your response to a controversial incident. 

Regardless of what route you choose to take, your content needs to be current. Basically, you need to make sure that you’re actually writing content that people will be interested in reading. Content that journalists, should they discover your press release, would be interested in covering. 

The most important thing to keep in mind here is that your press release is not marketing copy. Your language needs to be professional and concise. It needs to be focused on the facts, and avoid appeals to emotion or wild assertions. 

An Attention-Grabbing Hook

As with any other content, your header, subhead, and introduction are among the most important components of an effective press release. Write them to be attention-grabbing without being too sensationalist. Ask yourself what someone who reads this press release would be most interested in reading or hearing about, and focus on that. 

Note that you should also include a date and location within the first sentence of your press release, as well as a brief summary of your company and the event that’s taking place. 

Company Boilerplate

Last but certainly not least, a press release must conclude with a boilerplate description of your company, as well as information for anyone who wants to reach out to your media contact. 

As far as boilerplate is concerned, note that it is not an elevator pitch. As with the content itself, you want to avoid using any flashy marketing language or making any inaccurate assertions. Instead, this section should be a summary of the most important and relevant details about your organization, no longer than a paragraph. 

Spread the Word

Provided you’re able to write professional copy and an effective introduction, a press release can be a powerful tool in the right hands.  A mechanism for managing both awareness of your brand and your brand’s public image. As long as you have something to say, press releases are an excellent format in which to say it. 

We finally made it. Somehow. Against all odds.

It’s no exaggeration to say that for many of us, 2020 felt more like an entire millennium than a single year. Nor would it be inaccurate to suggest that many of us are still exhausted from the ordeal, and likely will be for some months to come. Just as it had a marked impact on us, it also changed the course of multiple industries.

Search engine optimization (SEO) was no exception. There is not a single industry that was not disrupted or in some way impacted by the novel coronavirus. Like it or not, SEO felt the aftershocks of that disruption. 

We’re now a few weeks into 2021. As is the tradition in January, let’s take a look forward. Here are a few of the major trends that will define the SEO space this year. 

• COVID-19 is still here.  It’s not as if someone flipped a switch on New Year’s Eve and eradicated the coronavirus pandemic. Although a vaccine has been developed, the virus is still very much present. That means all the shifts and disruptions it created in 2020 still exist, and your marketing and SEO need to take that into account. 
• The importance of intent. We’ve known for a while that Google is very interested in helping its algorithms understand user intent. We’ll see that trend continue in the New Year, meaning you’ll need to pay attention to it as well. You need to not only know who your audience is, but what they want, why they want it, and how to give that to them. 
• User experience takes center stage. As of November 2020, user experience metrics are officially ranking factors in Google’s algorithms. Load time and general performance were already metrics you’d needed to consider, but add interactivity and visual stability to the pot. Expect to see ranking penalties applied to websites that can’t quite get it right. 
• The power of artificial intelligence. Google has made great strides by applying AI to its algorithms. It stands to reason, then, that SEO professionals can do the same thing. Through machine learning and automation, you can glean insights that allow you to create more compelling content and fully optimize your customer relationship management.  
• Voice search and conversational queries. As with previous years, 2020 saw voice search continue its steady climb to prominence. Focusing on conversational queries with your research. 
• Schema supreme. With Google’s intense focus on context, understanding, and user intent, it stands to reason that 2021 will see structured data become immensely more valuable from an SEO standpoint. Best familiarize yourself with it now, so you can prepare for that trend.   

The above represents only what we believe is likely to happen. If the last year taught us anything, it’s that we live in an era where it’s next to impossible to predict the future with any degree of accuracy. We’d still advise readying yourself with the above in mind, but above all, the best advice we can give you is to expect the unexpected. 

It’s a tactic that’s arguably as old as search engine optimization (SEO) itself.

SEO spam, often referred to as spamdexing, basically has the same core goal as any other black hat tactic. Rather than working to gradually build up one’s web presence and generate revenue organically, it attempts to take a fast-tracked shortcut to make money — using someone else’s website to promote content that wouldn’t appear on the search engine results page otherwise. 

As you might expect, this has the potential to destroy both your website and your brand. 

Don’t make the mistake of thinking that you’re safe from SEO spam injection if you’re a smaller business, either.  If anything, the fact that you’re a smaller entity makes you a more attractive target, as smaller organizations are likely to have a careless attitude or lack a proper security budget. To make matters worse, since attacks of this nature are difficult to detect, they can remain hidden in plain sight for a long time, causing exponentially more damage as time goes on.

First, by knowing the signs of spamdexing: 

• A sudden, unexpected decrease or increase in user traffic with no clear source
• Unexpected ads or unusual anchor text showing up on your website
• New, spammy content appearing on your website
• Spam being sent via your email server
• Unexpected warnings or penalties in the Google Search Console
• Crawl errors on your website

Note that in addition to looking for the above signs manually, you can use a tool such as Ahrefs to check your backlink profile, or a third-party scanner designed to detect the presence of SEO spam. Either way, once you’ve determined you’re the victim of spamdexing, the next step is to figure out how it happened. How did hackers gain access to your site? 

Generally speaking, it’s because of poor security. Failing to keep things updated, using weak passwords or credentials, and so on. The good news is that this means protecting yourself from SEO spam isn’t actually that difficult.

• Audit your passwords. Ensure every user with administrative privileges uses strong login credentials. You might also consider adding brute force protection. 
• Use a firewall. This is just basic cybersecurity. You should also use antimalware and antispam software on your website. 
• Keep everything up to date. We cannot stress this enough. Do not slack on installing patches and updates. Failing to keep your website updated effectively means you’re leaving the door open to hackers.
• Assign user permissions with care. No user should have permissions they don’t absolutely need. Otherwise, there’s the potential for a hacker to gain unfettered access to your site, at which point they can essentially go wild.

Maintaining your reputation and trust is more important than ever before. Spamdexing, although it’s not as dangerous a tactic as it was five years ago, can still damage both. It’s therefore critical that you’re proactive with your website’s security — because that is, and always will be the best way to keep yourself safe from SEO spam. 

Intent. Quality. Value. Authority. These are the characteristics that Google’s search algorithm now prioritizes. 

Notice anything missing from that list? 

Keywords. Back in the earliest days of search engine optimization (SEO), keywords were the be-all and end-all of search. They were how search engines understood your content and how people found your brand.

They’ve become less important over the years, to the extent that some publications have somewhat hyperbolically claimed the keyword to be dead. Such cries are nothing new. They’ve been commonplace since the mid-2000s. 

Yet somehow, keywords have clung to life. We’ll grant that they’re not the titan of search engine marketing that they once were. As Google’s algorithms have become progressively more intelligent, their focus has shifted from exact match keywords to analyzing the content itself. 

In broad strokes, Google appears to be interested in the following information: 

• How usable is the website? Is navigation intuitive, and site content easy to find? Does the page load quickly, even on mobile? 
• How well-written is the content? Natural language is key, as is proper spelling and grammar. 
• Does the content match user intent? Did people find what they were looking for? Did the content provide value to them? 
• Is the website safe? Are you engaging in any black hat SEO tactics? Have you been infected with malicious software? 

At a glance, it seems that keywords don’t really fit into the above list. They do, though — just not how you might expect. See, in order to create quality, valuable, compelling content, you first need a solid topic as a foundation.

In order to create that foundation, you need to understand what people are searching for, and why. You need to perform keyword research, then tailor your content to your audience’s search terms. That said, it is worth mentioning that today’s keywords look very different from their distant ancestors.

First, especially as voice-activated assistants grow in popularity, searches are becoming less mechanical and more natural and conversational. People are starting to search the way they talk, phrasing their searches as questions rather than individual terms. 

Second, Google has made no secret of the fact that it’s focused entirely on the end-user, entirely on providing the most valuable and relevant results possible. Google’s recent artificial intelligence-fueled enhancements to its algorithm are an indication of this, allowing the search engine’s algorithms to suss out spelling mistakes, understand subtopics, and target specific passages in written content. It also officially made user experience a ranking factor, a change that speaks for itself. 

Driven by these trends, keywords aren’t dying. They’re evolving. As Google continues to make its algorithms more sophisticated, the keyword will persist, if only as a mechanism for brainstorming and topic research. 

In short, reports of the keyword’s death have been greatly exaggerated. Shorter keywords will eventually become irrelevant. Long-tail, conversational keywords, however, are going to be with us for years to come. 

Making a good first impression is vital for nearly everything. Marketing and search are no different. You need to make sure that any content you create is attention-grabbing and valuable while also avoiding the urge to stuff it with unnecessary keywords. 

Because while content may be king, it’s no longer enough to simply produce it. You need to get focused. You need to plan, optimize, and study.

Search engine optimization (SEO) is only part of the equation here. Proper keyword targeting, audience research, and content optimization are all critical, certainly. But there’s a bit more to it, as well. 

Content Structure

The more structured a piece is, the better. Both search engines and users alike enjoy structure. They like articles where it’s easy to scan for relevant information. 

Plan your content accordingly. Organize it into bite-sized, easily digestible segments, and ensure that it flows readily between your introduction, main points, and conclusion. Where relevant, break your content up with header tags and images and avoid long-winded tangents or unrelated anecdotes.

If someone is looking up a recipe or guide, for instance, they don’t want to hear about the history behind it. They don’t want a paragraphs-long story about your grandmother or brother. They want the information, period. 

Content Length

A generally-held belief is that short-form content is better for readability. However, that’s not exactly how it works. Your content should, in general, be exactly as long as it needs to be based on the topic and the depth to which you’re examining it.

There is not, for example, any reason to write a 2,800 word expose on harvesting a homemade vegetable garden. Similarly, a 400-word piece on the complexities of astrophysics will be just as far off the mark. You need to strike a balance. 

Closing Thoughts

Let’s tie things off with a few final pieces of advice.

• Use bullet points where appropriate. This can greatly improve readability and overall engagement. Again, bite-sized chunks.
• Preview your search listing. Consider using a tool such as https://www.portent.com/serp-preview-tool/ to see how your site looks on the search engine results page. If you don’t like what you see there, Google has published details on how you can tweak your snippet in its developer guidelines knowledge base. 
• Pay attention to your tone and wording. Consider your audience. Will they respond better to content that sounds knowledgeable and serious, or laid-back and humorous. The wrong tone at the wrong time can cause more harm than good.
• Look at your metrics. Pay attention to how each piece of content is performing via the Google Search Console. There are also plenty of tools, both free and premium, to help you better optimize your website. 
• Sprinkle keywords into your headers. Keep them relevant to the content. 

When people communicate, they do so with far more than words. There are myriad non-verbal cues, from facial expressions to vocal variants to tonality. Because it comes so naturally to us, we don’t really appreciate how difficult communication is without these contextual indicators. 

That’s where semantic search comes in. On a larger scale, semantic analysis is a process intended to make a topic or search result easier for artificial intelligence to process and understand certain concepts or ideas. In search, its applications are very similar.

Modern search engines are all about intent. They seek to understand not just the words a user has typed, but why they’ve typed them. But how exactly is this connected to semantics, and how can you apply that to your website.

Semantic search represents these efforts, generating results by understanding intent, context, and connections. It can be broken down into two primary concepts — semantic mapping and semantic coding. We’ll provide an overview of each. 

Semantic Mapping

Semantic mapping involves visualization of the connections between words, phrases, concepts, and entities. This is best exemplified by Schema, a semantic markup system created via a collaboration between Google. Microsoft, Yahoo, and Yandex.  By analyzing the context of a search and how it may apply to different entities — something most of us largely do subconsciously — semantic mapping helps create richer, more relevant search results, especially where voice search is concerned.

Imagine, for instance, you’re searching for a mall. As a user, you’re likely looking for directions to the mall, or the hours/location of a particular mall within your city. A search engine will account for this, and deliver results based on your perceived intent. 

The search engine understands a few things in this regard. 

• A mall is a place. 
• You as a user are probably looking for a mall within your location. 
• How your recent search history plays into what you’re currently looking for.
• How certain qualifiers (near me, hours, size, etc.) influence intent. 

These are all contextual elements that we take for granted because we don’t really need to stop and think about them. Search engines do. AI isn’t as formidable as the media might have you believe and requires constant guidance, learning, and information in order to grow and improve. 

Semantic Coding

If semantic mapping is the foundation of semantic search, semantic coding is the application to a website. It explains to a search engine what entities, concepts, and information can be found on a particular page. This allows more efficient, effective indexing of the website, and helps a search engine better-determine if a website matches a user’s intent. 

With semantic coding, a search engine understands not only what a particular web page says, but also the meaning behind those words. 

Typically, semantic coding is applied via HTML. Don’t worry if you aren’t particularly experienced in that regard. Most content management systems like WordPress offer plugins that take care of the heavy lifting involved with Schema markup, and there are also professional solutions such as Schema App. 

Google also provides a structured data markup helper that basically provides you with a step-by-step process for adding semantic coding to your site, and a structured data testing tool to make sure you’ve added everything properly. 

The Power of Semantic Search

Can you still drive traffic to your website without using Schema? Certainly. But why would you? The easier you make your content for search engines to understand, the better that content will perform. 

And at the time of writing, remarkably few brands are leveraging semantic coding. This means that using it will likely give you a considerable advantage over your competitors. And the value of such an advantage cannot be understated.