8 Reasons to Implement a Holistic SEO Campaign (Infographic)

8 REASONS ho MPLEMENT DIGITAL MARKETING A HOLISTIC SEO CAMPAIGN Business owners contemplating on performing a more comprehensive SEO campaign should realize that in the age of semantic search focusing merely on SEO alone will not be enough to achieve success. Search engines have adopted a radical change in algorithms, leaning towards understanding the meaning and context of the words used in the search queries and how socially relevant possible matches are. Search engines are adopting to search behaviors and preference of online users who are now more attuned and attracted to sites that have good social media Tube & in In this new search landscape, business owners and digital marketers need to implement a more integrated and holistic approach to SEO if they want to gain better search engine visibility. Holistic - means optimizing not only in one aspect of SEO but in all other factors that search engines find important for ranking in search results. 1 NEW SEARCH FOCUSES ON THE INTENT AND RELEVANCE OF YOUR CONTENT The 2014 SEO Ranking Factors and Rank Correlations studų from Searchmetrics emphasizes the changing focus of search: from the traditional focus on technical aspects like keywords and link-building to the quality and relevance of content with search queries. In more practical terms, search is now focused on the intent of the search user and not the search engine. Relevont Terms 034 Proof Terms 0.21 Number of Internal Links 0.16 Keywords in Body 0.15 HTML Length 0,14 Text Choracter Lenglh 0.13 Word Count 0.13 Keyword in externel Links" 0.11 Senlence Count 0.10 Keyword in Internal Links 0.10 Number of external Links 0.08 Imege Count 0.07 Keyword in H2 0.02 -0.00 Flesch Reodability -0.01 Title Character Length -0.03 Adsense Blocks -0.03 Keyword in HI" 0.03 Adlinks -0.03 AdSense -0.03 Adlinks (without AdSensel -0.06 TF 'IDF" a15 -0.10 aas a10 815 0.20 0.25 0.30 Spearman Correlation Study of Google search results SEO will give to SEARCH ENGINES PRIORITY WEBSITES that have relevant content that can fulfill and satisfy the needs of the search query - and rank them higher in search results. Relevance is defined not only by matching keywords but also on how semanticallų comprehensive words are in a particular piece of content and how other users are engaging with this content source. NEW SEARCH FOCUSES BEYOND MERE LINK BUILDING The report from Searchmetrics indicate that link building is still a very important factor in search ranking but it should not be the sole focus of an SEO campaign. While the number of backlinks remain influential in search rankings, search engines now focus more on how these backlinks were developed naturally or organically and how high the SEO-visibilitų is of the backlink source URL. Number of Backlinks 0.31 O SEO-Visibility of backlinking URL" 0.26 % Backlinks rel-nofallow 0.23 New Backlinks 0.20 Backlinks from News Domains 0.20 % Backlinks w/ Keyword" 0.17 % Backlinks w/ Anchor-domain.Illd 0.16 % Backlinks w/ Stopword 0.16 Word Count in Anchor Text 0.11 % Backlinks from same Country 007 -0.05 O 05 0.10 0.15 0.20 0.25 0.30 0.35 0.40 Spearman Correlations - Study of Google search results WEBSITES and CONTENT PROVIDERS that exhibit these characteristics are considered topic experts by search users specifically looking for the kind of high-quality content they provide. NEW SEARCH FOCUSES BEYOND THE CLICK Traditional SEO focuses on ranking in search results and generating clicks from search users. But what happens after that? It would be of no great advantage to your botom line if you manage to qenerate tons of clicks and web visits - but zero conversions. Holistic SEO focuses beyond the click and into the subsequent actions a search user per- forms on the site after making the click - and this can all be summed up as engagement. POST-CLICK BEHAVIORSTHAT SIGNIFY GOOD ENGAGEMENTINCLUDE VARIOUS SOCIAL SIGNALS (LIKES, SHARES,COMMENTS, ETC), HOW long search users stay on a particular page, many pages the user browsed through, long the user stayed on the site. NEW SEARCH FOCUSES ON MORE USER SPECIFIC KEYWORDS Keywords are one of the most important factors to consider in the integrated content marketing and search optimization process of a Holistic SEO campaign. That is why traditional SEO is concentrated on pulting as much keywords allowable in every page and content of the site - regardless of the quality or relevance of the main content. THE NEW AGE OF SEARCH KEY WORD keywords still pack a lot of importance but focus is shifted towards long-tail keywords, from single words or phrases to whole topics. HOLISTIC SEo such user-specific keywords are preferable because of the higher engagement value they provide. NEW SEARCH FOCUSES MORE ON ORIGINAL CONTENT IN THE NEW AGE OF SEARCH. focus now is on how fresh, original, and relevant your content is. High-quality oriqinal content updated on a reqular basis that users engage with would weigh heavily in semantic search. There are other factors that digital marketers should focus though on top of producing original content. Localized post is ideal if targeting local audiences and the timing of posting will matter all the same. POSTING AT LEAST ONCE is a good start for new marketers which you can increase once you generate higher and higher engagement from DAY TARGETED AUDIENCE NEW SEARCH FOCUS MORE ON VARIOUS TYPES OF ORIGINAL CONTENT While new search algorithms place higher importance to original content, odding various types and forms of original content will improve your holistic SEO campaign even more. Just adding a good picture to a particular post will increase engagement by 120 percent, a photo gallery by 180 percent and a video by 100 percent. 11 13 15 17 19 21 23 25 27 29 31 Google Pestion New search algorithms place higher importance to original content, odding various types and forms of original content will improve your holistic SEO compaign even more. Some audiences may prefer images and pictures, while others will prefer slideshows, infographics, podcasts and videos. It will all depend on the preference on the targeted audiences and networks your business is marketing to. The key here is to conduct tests or even surveys to gain insight on what medium your targeted audiences prefer to receive. NEW SEARCH FOCUSES ON CONTENT AND SOCIAL MEDIA ALIGNMENT One of the most important aspect THE ALIGNMENT OF A PARTICULAR in new search that revolutionized the way search engines formulate MEDIA. algorithms PIECE OF CONTENT WITH SOCIAL The chart below from Searchmetrics indicate a high correlation between social signals with search ranking. Social signals from Facebook are expectedly showing high correlation but surprisingly Google +ls performed quite well. It would be best to include this network, and other top social sites as well, in your Holistic SEO mix. Google +1 Fecebook Shere 0.28 Facebook Total 0.28 Facebook Comments 0.27 Pinterest 0.27 Facebook Likes 025 Tweets 0.24 -0.15 0. 10 0.05 0.05 a. 10 0.15 020 0.25 0.30 0.35 0.40 Speoman Study of Google seorch results NEW SEARCH FOCUSES ON A MORE HOLISTIC ANALYTICS APPROACH 8. Finally, with all the changes in search algorithms and behaviors, it is but natural that analytics as well should change towards a more holistic approach. Just take that cue from SEOmoz rebrand- ing itself from a more technical website analytics tool, to the more holistic Moz that focuses not only on technical analytics, but on social media, branding and client engagements as well. THE ONLINE WORLD IS CHANGING BUSINESS OWNERS WANTING TO EXCEL gain favorable results from all their digital marketing efforts should consider well and listen to what the new age of semantic search is telling. GET RID OF OLD SEO PRACTICES THAT WILL NOT PRODUCE RESULTS ANYMORE focus on the more synergistic and integrated approach of a holistic SEO campaign. SOURCES: hittp://www.searchmetrics.com/media/documents/knowledge-base/searchmetrics-ranking-factor-study.2014 pdf http://www.ragon.com/Main/Articles/10 easy.ways.to_spork.engogement_on_your_Facebook_43887.aspx http://cjqdiqitalmarketing com/blog INFOGRAPHICS PROUDLY CREATED BY: JG DIGITAL MARKETING