By Caroline March-Long, VP of Sales and Marketing at Scitent
Search engine optimization (SEO) – the practice of increasing the quantity and quality of traffic to your website from organic (non-paid) search engine results – is the single biggest factor in your reputation on the web. SEO is an integral part of market leadership, making your website easier for users and search engines to find. For many, it’s what establishes who and what you are as a business. In short, it serves to increase not just visibility, but also relevance to the audience that finds you in organic search engine results.
Search engines have two major functions: crawling sites for information and building an index to provide users with a ranked list of the websites they have determined are most relevant to a search. I like to think of search engines as a spinning tornado that is constantly taking in and pushing out information. How you build your pages – including what content, keywords, metatags and titles you use – will help ensure search engines like Google have a correct view of who your organization is and what it offers site visitors.
Google’s Penguin 4.0 search engine algorithm is a highly anticipated SEO game-changer. In the past, Google put a lot of emphasis on “domain authority” – a calculated metric for how high a given homepage is likely to rank in Google’s search results. With Penguin 4.0, Google is now refreshing data in real-time and putting emphasis on page-level SEO.
One of the key implications is that individual pages can now have a higher rank than an overall domain. This means your content can now stand on its own, and you can more quickly make an impact on your overall website rank. By improving individual page SEO, you will ultimately improve your domain SEO.
What’s the value for you and your customers?
The value is that your customers don’t have to scroll through as many search results to fulfill their informational needs – especially important for mobile users. For your organization, this is good news because it enables you to prioritize SEO at page level, rather than domain level (the latter being much more challenging to influence).
This gives small- and medium-sized organizations the chance to have their page-level content compete with bigger companies on a more level playing field and gives them an opportunity to catapult their domain into new markets. If you don’t have to put so much emphasis on the domain authority of your entire site, you can show thought leadership with valuable content that goes right to your core competencies and target audiences.
Additionally, Penguin is now more granular. It devalues spam by adjusting ranking based on link and spam indicators. This means individual pages – rather than the entire domain itself – will be impacted.
Now, more than ever, it’s important to remember that SEO is a constant game of push and pull. You must monitor and adjust your page SEO frequently. I’d liken it to trying to win an item on eBay in the last 10 minutes of the auction. You’ll stay ahead of your competition by being vigilant and making incremental changes.
Do you want to learn more about how Scitent can help build your page and overall domain authority? Contact us.