As Google algorithms continue to change at a tremendous rate, it can be tempting to chase after the latest SEO (search engine optimization) tips and techniques. The Internet is full of conflicting and confusing advice, and trying to keep up can feel like a full-time job. To get out of this loop, try thinking of SEO in a whole new way. Google’s fundamental goal is to provide the best search results. While the word “best” is still a bit nebulous, Google is basically looking for rich, deep content by subject matter experts who are trustworthy and credible. To meet that description, stop chasing techniques and start focusing on relationships. Here are three relationships that can transform your SEO strategy and keep your rankings high.
1. Your Relationship With Google
Many company owners and web masters have an adversarial relationship with Google. Yet if Google succeeds in its mission, everyone benefits, from conscientious business owners to potential customers. Look at Google as your partner in the quest to deliver the best, most useful information to your buyers and prospects. The more you understand Google’s mission, the easier it will be for you to align your website and content to rank higher in the search results.
2. Your Relationship With the Searcher
Building relationships with web searchers is at the heart of both improving your conversions (turning a prospect into a buyer) and boosting your Google rankings. The concept is extremely simple. Provide an excellent user experience from the moment a searcher clicks on your website. Deliver on your promises, describe the benefits of your product or service, present an irresistible offer, and use a clear call to action.
A big part of this is also providing a great mobile experience on your website. Today’s searchers move rapidly between computer, tablet, and smart phone, and they expect your website to move with them. Make sure that every web page is mobile friendly, and that your website functions properly in all devices. Pay particular attention to page load times, playability, and providing an experience on mobile devices that is as rich and complete as your full computer-optimized site.
3. Your Relationship With Other Websites
Ongoing relationships with other websites help you earn organic links, build referral traffic, and send signals to Google that your website is trustworthy. All of these factors improve your Google rankings. Yet they are not enough on their own. Increasingly, building strong rankings requires you to develop human relationships with brand advocates, social media followers, and especially influencers.
An influencer is a person with a strong online following, generally through a popular blog. Influencers typically focus on a niche market, and have become respected experts within their niche. Whether they are actual subject matter experts or not, they heavily influence trends and can be invaluable in spreading the word about your product or service.
To connect with influencers, search for bloggers that cover your industry. Drill down to see how active the blogger is, how many followers he or she has, and how active the followers are in commenting on posts. When you have a short list of potential influencers, start following them. Tag them in your social media posts, comment on their posts, and become part of their community.
Finally, reach out via email to the bloggers you like and explain why you think it makes sense to work together. Most will likely not work out so approach this like dating. You may need to kiss a few frogs to find your prince!
Today, SEO is no longer an individual pursuit. While it is important to continue to follow the basic SEO best practices, many tactics are giving way to relationships. Building relationships is not fast or easy, but when done correctly, it is a key factor to improving your Google rankings.