Lucy
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Posts by Lucy
Corporate SEO: How it differs from SME Web Marketing
Jan 8th
In business, the difference between a large company and a small company is not simply a matter of employee numbers and profit. The same holds true for SEO for large businesses as opposed to small ones; they are as different as night and day! Today we are looking at how SEO differs for the Goliaths of the business world, as opposed to the Davids.
Does size matter? The obvious differences
There are several obvious differences between big business sites and small business sites. These contrasts can be seen in all sorts of business activities, and are also prominent in SEO:
- Bigger companies often have bigger marketing budgets (meaning that paid search can be a good place to start building a visitor base).
- The value of the pre-existing branding in a digital world is immense. Even if no search engine optimization has been done on the site, it likely has plenty of trust with Google already.
- Big business usually means big everything; the website itself can be quite large and difficult to manage.
The Technical Differences in SEO for Big Sites
- The advent of Google personalized search means that if a person has visited a site before, it is pushed up the rankings for its keyphrases. This is a natural advantage for large corporations.
- On-page SEO for large corporate sites generally accounts for about 80% of the search engine ranking. For smaller sites, it can be as little as 20%.
- Changes to existing pages on a large corporate site can have a major impact on your exposure on search engines, and your traffic. Make changes slowly, and have your SEO company check on the impact on the changes.
- On-site content is a large part of the equation, but changing it may incur lower SERPs.
- Site structure changes can incur similar penalties
What can small businesses learn about SEO from the large ones?
There are a couple of guidelines you can use for getting the benefit of big company web marketing (although perhaps, without the budget!), even for smaller businesses.
- Establish your website domain name as soon as possible, to gain more Google trust.
- Spread content onto a larger number of pages (within the bounds of reason!), and do plenty of internal linking.
- Make minor changes to your site and then test the effects, rather than changing everything at once.
Remember, even the largest business giant was once a tiny baby … just the zygote of an idea in its founder’s brain! Internet marketing is a vital step in that road from idea to giant, for modern businesses.
How to Turn Robots Into Humans! Web Marketing and the Impact of Latent Semantic Indexing
Jan 7th
Scientists have been working for decades on artificial intelligence … but perhaps the problem has always been that there was previously no way to make money off the research in progress! Well, it seems that the Google-bot is getting closer and closer to human status, with the ongoing development of latent semantic indexing technology to analyse the content of websites. Today we are looking at Latent Semantic Indexing, how it works and what it means for your SEO efforts.
What is Latent Semantic Indexing?
Basically, Latent Semantic Indexing (LSI from hereon) is a mathematical way for Google to determine the relationships between words and phrases, based on their proximity, the number of times they occur together, etc. It’s knowledge base for creating an understanding of these relationships is the entire web. The easiest way to understand it is by example: If your company site sells car parts, you would expect to find the terms ‘radiator’, ‘engine’, ‘car’, ‘suspension’, etc, scattered throughout your site. Google analyses the number of times a word occurs with another word in order to determine which pages are more relevant to a search query … even though there may be only one instance of the search term. LSI isn’t new, it has been in full effect for a few years now; however some people still aren’t aware it exists.
How should that affect my search engine optimisation efforts?
The advent of latent semantic indexing means the end of keyword stuffing. Now you can write as naturally as possible, in language that speaks only to your consumers, and the search engines will still hear you, index you, and push you up the rankings.
You can now build a much broader profile of keyphrases (preferably long tail ones) that are related to your business, without the fear that you are diluting your keyword strategy and missing out on clicks, because your SEO strategy wasn’t focused enough on a particular keyphrase.
In fact, if you write for humans (which the Google-bot is increasingly becoming, remember!), you’ll get higher traffic figures, and more unsolicited links, which will be of big benefit to your web marketing campaign anyway. Enjoy your content freedom – and if it’s all a bit much, the specialists at Web Marketing Experts can help you out.