As an everyday consumer, you might have found yourself marvelling at the concept of the internet and how Google just knows. It’s never been easier to learn everything about anything. Have you ever wondered why certain websites pop up first on Google while others, perhaps more deserving, hang out in the murky depths of Page 10? While you might not know that any pages exist further than page 2, it is true there are a massive number of seemingly irrelevant pages per search. So, what are the forces at play behind online success? Who are the puppet masters at Google, and why do some rank higher than others?
SEO: The Wizard Behind The Curtain
If you have some experience with websites and search engines, then you’ll have heard of SEO (Search Engine Optimisation) as the wizard of the web world, controlling what we see and how we see it. While SEO can be a bit of a buzzword in the marketing services space and businesses, individuals and brands struggle to grasp this concept of competing for authority in Google’s eyes.
Contrary to popular belief, it’s not just about stuffing keywords on pages like a Thanksgiving turkey. It’s more sophisticated like a gourmet chef subtly balancing flavours. SEO is the art of making content not only visible but irresistible to search engines. It’s like the difference between a neon sign and a hidden treasure map. Both lead you somewhere, but one is far more obvious and appealing. It is a quest for proving E.E.A.T. Basically showing Google that you have experience, expertise, authority and trustworthiness. When you get all of this right, you will go up in the rankings.
Digging deeper into the complicated nature of SEO, there is the concept of entity SEO. This is a more advanced approach that focuses on understanding and optimising for how search engines, particularly Google, recognise and categorise the relationships between different entities – people, places, things, and concepts. It reaches further than traditional keyword optimisation. It’s all about structuring content and using metadata to help the powers that be understand the context and relevance of the content relating to specific entities.
The Secret Sauce Of Links: Quality Over Quantity
Remember the old saying, “It’s not what you know, but who you know”? Well, replace ‘who’ with ‘which links’, and you’ve got a modern internet truth. Quality links are like gold dust in the digital realm. They’re the nods of approval from the cool kids in school, telling search engines, “Hey, this site’s got the goods.” It’s less about having a thousand acquaintances and more about having a few really influential friends. So in essence, it’s all about getting websites who have established E.E.A.T. in the eyes of Google, to back link back to your website.
Have you ever seen the blue underlined text when you’re reading your favourite Forbes article? These are anchor links, a.k.a. backlinks. This basically tells Google, that Forbes, who is a trusted player, acknowledges the credibility of the sources they link to. In turn, helping those sites linked rank better. See, it’s not who you know, but which links you know.
Social Media: The Megaphone Funnel
Social media platforms are like busy town squares, announcing your presence to the world. They don’t just share your content; they amplify it, giving it legs to run across the globe. But remember, it’s not just about shouting into the void. It’s about crafting messages that resonate and engage, turning passive scrollers into active participants. Take a page from Ruggable marketing, a case study that highlights the power of targeted, shareable campaigns. Think about it, when you’re surrounded by hundreds of people, all trying to say the same thing, how do you decide who to listen to? Should you listen to those attracting the largest crowds? Should you listen to those who say things you personally agree with? It will likely be a combination of factors. So take your time to think about how you’ll produce content your audience can agree with and share with others. This is the secret to ensuring social media success, that funnels to your overall online success.
User Experience: The Unspoken Hero
Think of user experience (UX) as the competitive advantage of the online world. It’s the difference between a welcoming, easy-to-navigate website and one that’s as confusing as a maze with no exit. A site that loads quickly, looks sleek, and feels intuitive is like a well-organised party where everyone knows where the snacks are. It keeps visitors happy and coming back for more.
Imagine yourself in a shopping mall, there are many stores offering a wide variety of products. So where will you spend your time and money? Will you be spending it in those stores where you have no idea where to find what you’re looking for? The stores where customer service is non existent? Or the ones with organised shelves, helpful staff and quick-moving queues.
Mobile Optimisation: No Longer Optional
Think about it for a moment, how many people including yourself browse the web on mobile? If your website isn’t mobile-friendly, it’s like showing up to a party with a cassette player. Mobile optimisation is no longer a ‘nice to have’; it’s a must. With more people browsing on their phones than ever before, optimising for mobile is key.
Content Is King, But Consistency Is Queen
Sure, great content is crucial, but consistency is the queen that keeps the kingdom stable. Regular updates signal to search engines that your site is alive and kicking, like a digital heartbeat. It’s not just about the occasional fireworks display of content; it’s about the steady glow of a well-maintained fire.
Solid content isn’t only about showing the search engines that you’re driving forward, but ultimately showing your audience that you’re forward thinking and delivering value.
The Power Of Analytics: Turning Data Into Decisions
Analytics is like having a crystal ball for your website. It tells you who’s visiting, from where, and what they’re doing while they’re there. This isn’t just numbers for the sake of numbers. It’s actionable intelligence, turning raw data into smart decisions about where to focus your efforts. If you aim at nothing, you’ll hit your target every time. So, if you’re not using analytics to improve your online success, then you’ll be left behind.
The Human Touch In A Digital World
In the end, the most powerful force behind online success is, surprisingly, a very human element. It’s understanding your audience, speaking to their needs and desires, and creating a genuine connection. It’s the warmth of a human smile in a digital handshake. After all, behind every click and every scroll, there’s a person, not just a user statistic. While it may be tempting to use tech tools to do all your heavy lifting, don’t make the mistake of thinking online success can autonomously be delegated to technology. There is a very real sense of psychology in the success of your online actions, be wise and use it.
The Future: Adaptability As The Key To Survival
You might have heard the saying “Change is the only constant” many times before, and that is with good reason. The digital landscape evolves at a scary rate. The key to survival isn’t just strength or size – it’s adaptability. Staying on top of trends, understanding new search engine algorithms, and being willing to evolve is like being a chameleon in a forest that’s constantly changing colours. If you don’t adapt, you’ll ultimately fall prey to the predators of change and relevance. You need to stay sharp, current and successful.
So, there you have it – the unseen forces behind online success is a blend of technical savvy, psychological insight, and a dash of digital wizardry. It’s about understanding not just the ‘how’ but the ‘why’ behind what makes people click. And while the algorithms may seem like fickle gods, with the right approach, you can certainly win their favour. Remember, in the vast digital world, it’s not just about sailing the biggest ship; it’s about navigating with skill and a touch of magic.
LL x
*This is a contributed post. As ever, all opinions are my own.
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