SEO and SEM have changed faces over the past several years. I do believe that SEO has been in its last years for a while now and it is only a matter of time before SEO goes to its final resting place!
Sorry for the morbid analogy. But it is true. Search engine optimization has been on the verge of a dirt nap ever since Google unleashed their algorithms Panda and Penguin.
The fact is that over the past 6 years Google has been trying to find a way to get into the hearts and minds of people. This is the whole premise behind searcher intent.
To find what the person who is sitting at the search engine is really seeking. This is the reason why search engine optimization is dying.Subscribe Today
Anymore when it comes to SEO and SEM, I have been referring to search engine optimization as search engine marketing, because this is what we are truly doing these days.
Every blog post that you write, every page that you create, every video that you post to YouTube, it is all to try to market your website out to the pubic.
Here we are going to over some of the reasons why search engine optimization is dead, and how to utilize search engine marketing to grow your reach in the S.E.R.P (search engine result pages).
SEO and SEM | Why SEO Is Dead?
Can we take a moment of silence for SEO…….. Great! Now that we have paid our respects we should figure out why SEO has died (in a sense)!
Okay, so SEO and SEM may be a little different, but the final outcome and desire is exactly the same. We want to build our organic traffic through search engines.
The reason why search engine optimization is dead (or dying) is because Google wants to find the best piece of content out there that can fulfill the needs, wants, and desires of that person sitting at their search engine.
Before the algorithms Panda and Penguin, people use to use underhanded tactics now called Black-Hat SEO. These tactics were very effective at tricking Google’s algorithms to giving unfair ranking to content that was sub-par at best!
Let’s take a look into some of these black hat SEO tactics:
Keyword Stuffing: This was a big underhanded tactic that people would use to trick the search engines into ranking their content higher in the S.E.R.P based on the overuse of a keyword.
Panda actually put a stop to this in 2011 and reduced keyword density to 1-3%! This forced people to write better quality content that was more comprehensible.
Keyword density took another drop here this year! Now it is down to 0.5-2.5%! I do believe that Google is trying to tell us not to write for their search engines, but to write for the user sitting at their search engine.
Duplicate Content: Here is one underhanded tactic that is still used today! I actually have had of one of my post duplicated and put on another’s website.
While I am a little upset about this I figured to let it go since it was only half of my post with a link back to me. But that person better be careful, because it is not a matter of “IF” Google will catch you, but “WHEN”!
But this use to be one of the most common ways for people to create content before Panda came out! They would go and copy someone else’s hard work and paste it onto their website as their content. HORRIBLE!
Now, Google will bust you and exclude your domain name from their S.E.R.P
IF WHEN they catch you using this underhanded tactic.
Link Farming: Here is a term that you are probably unfamiliar with. Link farms were a common practice before Penguin came on the scene. These were places where you could buy links to give your content more “Link Juice” (as I like to call it) and get your content ranked better in the S.E.R.P.
What would happen is that everyone in these link farms would link to you and you to them. It usually required a fee to become a part of these link farm groups to get your content ranked higher in the S.E.R.P.
Word of advice….NEVER, NEVER, NEVER buy links! This will get your domain shut out of Google’s S.E.R.P!
Before the creation of the algorithms Panda and Penguin, these were considered some of the best ways to get your content ranked higher in the search engines. Now, only quality content will get your post ranked higher in the search engines.
Okay, so this was just a few examples of black-hat SEO. This is why typical SEO is dying out on us (or rather) transforming into SEM (search engine marketing).
SEO and SEM | The New Face Of SEO
SEO and SEM are going through this phase of transferring faces. Of course, I have to mention the movie Faceoff here because it is one of my all-time favorite movies.
But the principle is the same. We are taking the face-off of SEO and putting a new face on it called SEM!
Seach engine marketing is the practice of creating more visibility for your website in the search engines. Now, while this is done through paid marketing campaigns, we have found other ways to market our content in the search engines.
One way that we have found to market our content in the search engines is by choosing long-tail keywords that can really hone in on our target audience. Long-tail Keywords are keyword phrases that are 2-3 words or longer.
Have you ever sat at a search engine and typed in a one-word keyword search and not get the results that you were looking for? Then what do you do? You lengthen your keywords to try to refine your search.
That is why we want to use long-tail keywords when it comes to SEM.
The other way that we have found useful in marketing our websites when it comes to search engines is content production.
Google likes to see things happening on your website and through consistent content production, we can achieve just that. This is why it is so important for your website to have a blog on it.
Now if we combine your constant blogging efforts with the usage of long-tail keywords then you can really start to dominate the search engines! This is why I say that SEO and SEM have really switched places.
Utilizing long-tail keywords that are specific to your niche will get you found by your audience in the search engines and create a higher quality of traffic that can easily be converted into leads and customers.
SEO and SEM have come a long ways in their meaning. I see SEO now more as SEM. A way to target my audience and drive high-quality traffic to my website.
Using Long-Tail Keywords To Dominate Your SEM
Okay, so we know that we need to use long-tail keywords to really get found in the search engines. You are probably wondering just how to go about doing that. Well, here are some helpful tips to do just that!
Keywords are primers for search engines to index your post and pages in their S.E.R.P. To really utilize long-tail keywords you have to think about who you are marketing to and what are the common terms that are used in your niche.
Sit down and brainstorm out some great keyword ideas that are relevant to your niche. Then come up with a nice keyword phrase that you know is getting traffic.
One place to see if your keywords have traffic is at Google AdWords. There, you can get the average monthly search volume of a specific keyword or keyword phrase.
Go to Google Keyword Planner and click on “Get search volume data and trends”
Next type in your keyword or keyword phrase and see if there is traffic for that keyword. In this example, I used the keywords marketing online!
This will give you the average monthly searches, competition, and the suggested bid of that keyword or keyword phrase.
Now DON’T worry about the competition. That is more for P.P.C campaigns but instead, look at the average monthly searches and the suggested bid.
The average monthly searches tell you that the keywords that you are using gets traffic.
The suggested bid tells you how easy it is to convert that traffic into leads and customers. The higher the suggested bid, the easier it is to convert that traffic (in theory).
Then you want to find out what is really trending in the search engines with that keyword. A great free place to do this is Google Trends!
This will give you some really great information about your keywords. Some information that you will get is:
Interest over time: This tells you the interest in those keywords over a few years. The interest over time looks like this!
Next, you will get Regional Interest! This will tell you where in the world those keywords are being used the most. It looks like this.
Finally and the MOST IMPORTANT information that Google Trends gives you is Related Searches! This is where you can find keywords that are currently being used and are trending RIGHT NOW!
Now to utilize Google Trends you want to scroll down to RELATED SEARCHES and at the top of the section you are going to see a button that says rising!
Click on that button and you will get a list of keywords that is on a “Breakout!” That means that right now, this minute, this day, this is what people are typing in the search engines and looking for.
This is a great way to get keyword phrases and ideas to use for your blog post on topics that are currently trending and people are truly interested in.
We now have a really great idea on what is trending right now and what keywords to use. Finally, we want to use a great title to sort of “fill in the blanks” for our keywords and search engine marketing.
When it comes to titles you want to use phrases that are commonly used in the search engines. This will help you get found easier in the search engines.
Some great common phrases that are used in the search engines are:
- How To…
- Truth About…
- Secrets To….
- Why Your…
- How Much Does….
- The Worst…
- Top 10…
- What Are…
- Where Are…
- Tips To…..
- Facts About
- “Some Product Here” Review …. (include the current year in your title to refine search results)
Now for some really great titles for marketing online using the information above might be:
- Facts about social media marketing online
- 5 tips to improve your Facebook marketing online
- Marketing Online | How Facebook marketing works
You get the idea. When it comes to SEO and SEM, these are some really great ways to incorporate both so you can connect with your target audience and get a higher quality of traffic.
The End Of SEO
Is SEO truly dead? No! There are still lots of things that we can do to improve our on-page optimization and even somethings that we can do to improve our SEO for WordPress
But I do believe that when it comes to SEO and SEM they can both be used to really hone in on your target audience and get the traffic that you want to your website and increase your conversion rate!