Is your new technology solution getting found by your prospects?
According to Google, the search starts with the web. It's made up of over 60trillion individual pages, and it's constantly growing. Google navigates the web by crawling. That means Google follows links from page to page and sorts the pages by their content and other factors. And Google keeps track of it all in an index.
It’s a fact that 89% of B2B researchers use the internet during the B2B research process. Google research has shown that, on average, business buyers do not contact suppliers directly until 57 percent of the purchase process is complete. That means for nearly two-thirds of the buying process, your prospects are out in the ether: Forming opinions, learning technical specifications, building requirements lists, and narrowing down their options, all on their own, with minimal influence from you.
And when they’re searching online . . .
-85% never scroll past the first page of search results!
-70% ignore paid ads!
-62% of click-throughs come from the first three search positions!
It means that if consumers don’t find your technology related keywords on the first page of search results, even your most beautiful web pages will be invisible, and the money you invested in creating them will be wasted.
Search Engine Optimization (SEO) is a form of internet marketing that involves the promotion of websites by increasing visibility in search engine result pages (Ex. Google, Yahoo, Bing) by maximizing the connection of our content with key word searches consumers.
According to the Amercian Marketing Association, The rules for effective SEO have shifted seismically over the past few years
Now search engines are seeing how people are interacting with your website: Are they going back and clicking on results, or are they finding the answers they’re looking for when they’re on your site? Today it’s about the post-click activity. Not only do you have to get the clicks, but you have to satisfy user intent.”
As the search engines get smarter, they start to think about other words that it expects to be in that article and what will signal that this is an authoritative article on the topic. If you were writing an article about the Apple Watch, you might have the words ‘Apple,’ ‘iPhone,’ ‘Watch,’ ‘apps’ and ‘time.’ If those are in the body copy, it sends signals to the search engines that this is a pretty good article.”
Seventy-five percent of search queries are between three and five words long, so you should write headlines accordingly. “The search engines are figuring out that if people search for the word ‘marketing,’ or any one- or two-word query, they don’t get the results they want. To get quality results that are most likely to answer their question, they have to go to three-, four- or five-word queries. As content creators, when you’re thinking about optimization, you have to think about that.”
"Google, right now, is making algorithm changes a year, Every change is focused on making sure that when someone searches on Google, if they get the right result on the first few pages, they’ve got a great experience. It’s not, ‘How am I going to tweak the engine or trick Google, Bing or Yahoo?’ It’s how you make sure that your content is the best possible content on the Internet for the words that you care about.”
Longer articles, between 1,200 to 1,500 words, perform better in search, on average. Longer articles are getting more traffic, and they’re ranking higher in SEO, especially for competitive terms. The changes that Google is making, and the reason they’re making these changes, is to make sure they’re sending traffic to pages that delight humans
Backlinks remain an extremely important Google ranking factor. We found the number of domains linking to a page correlated with rankings more than any other factor.
More people are reading news on their smartphones, so it’s important to ensure that your content is optimized for mobile.
While images aren’t as big of a referral source in Google as they used to be, having unique images on your site is valuable
Content rated as “topically relevant” significantly outperformed content that didn’t cover a topic in-depth. Therefore, publishing focused content that covers a single topic may help with rankings.
Based on SERP (search engine results page) data from SEMRush, we found that longer content tends to rank higher in Google’s search results. The average Google first page result contains 1,890 words.
Content with at least one image significantly outperformed content without any images.
The bottom line is Google today is leveraging what they call The Knowledge Graph that builds upon known relationships between entities to help show trust, authority, and relevance. To get your website and product solutions found takes real content published to outside world made up of your target market searching on relevant topics that contain your solutions and key words.