What is the Keyword SEO Difficulty? The Secret to SEO High-Ranking Display

What is the Keyword SEO Difficulty? The Secret to SEO High-Ranking Display

It is a well-known fact that keyword selection is the key to displaying a site at the top of SEO.

By displaying the site page with a specific keyword at the top, you can expect an increase in the number of site inflows of users who have some needs through the search query.

So, do you know how difficult SEO is with keywords? In this article, I’ll show you what it means to think about the difficulty of SEO with keywords, and what makes it a necessary factor to achieve high-ranking keywords. Whether you are thinking about SEO measures or will continue to work on SEO measures, please check this article and solidify your keyword strategy that should be aimed at higher ranking.

What is SEO Difficulty by Keyword?

What does keyword-based SEO difficulty mean in the first place?

In conclusion, it is an index showing how difficult it is to display keywords at the top of the search display as the words indicate. In other words, the high SEO difficulty of a keyword means that it is difficult to aim for higher ranking with that keyword.

For difficult keywords, even if you make efforts for SEO in various ways such as improving the power of the site itself, improving the quality of articles and contents, increasing the number of backlinks, etc., it will take time to display at the top. Is expected. Conversely, for low-difficulty keywords, you can expect certain results such as an increase in the number of accesses by achieving high-ranking display in a relatively short time without much effort.

Considering the difficulty of SEO by keywords in consideration of high profitability, it is important to formulate an SEO strategy that can be expected to be highly effective in attracting Web customers.

There is no clear indicator of keyword SEO difficulty

As mentioned above, the SEO difficulty level of the keyword by SEO is an index showing the difficulty of displaying at the top. However, it is not possible to measure by analyzing a well-defined numerical value, which is also called an index.

To conclude, there is no well-defined indicator for measuring SEO difficulty for a keyword. This is a very misunderstood point, so I will explain it from the following two perspectives.

Misunderstanding that search volume is large = difficult

The first is the misunderstanding that keywords with a large search volume have a high SEO difficulty without any questions.

The monthly search volume for keywords typically ranges from tens to millions. Of course, it can be said that the larger the search volume, the higher the demand, so it is expected that competition will become fiercer and it will be more difficult to display at the top. However, although this is not wrong in general, it is not always the correct answer. In other words, the size of your search volume and the SEO difficulty of your keywords aren’t always correlated. So what happens if that correlation doesn’t hold?

If your search volume is high, but your competition is weak or low for some reason, your keywords are less SEO difficult. For example, this happens when monetization in the keyword field is difficult or when the barriers to entry are high due to high expertise. If you aim at such keywords and publish high-quality professional articles, you can expect great success in SEO.

Misunderstanding that many search results = difficult

The second is the misconception that the more search results you have, the higher the SEO difficulty for that keyword.

Just because you have a lot of search results doesn’t mean that your keywords are SEO difficult. Only articles that really capture user needs can be competitors. Also, even in the same field, the move will change greatly depending on whether it is an individual or a company that sends it.

When considering the SEO difficulty of keywords in this way, the number and quality of content that can truly compete is more important than the number of search results.

What Determines the Keyword Difficulty?

So far, we have explained the keyword difficulty level, but in the end, many people may have wondered what the keyword difficulty level is related to and what can be judged from it.

It can be said that the keyword difficulty level can be judged comprehensively from the following three.

  • Strength of top-ranked competing pages
  • Number of competing sites
  • Whether it corresponds to a highly specialized field such as the YMYL field

I will explain these three in order.

Strength of top-ranked competing pages

The most important factor in determining keyword difficulty is the strength of this competing page.

In the first place, Google’s algorithm evaluation is based on relative evaluation, so it can be said that the strength of competing pages is directly linked to the SEO difficulty of keywords.

By measuring and analyzing the strength of competing pages, how well can your article content be ranked by that keyword, or what is required for article content to achieve high ranking? But you can see it. We will explain in detail later how to measure and analyze the strength of competing sites.

Number of competing sites

The next factor is the number of competing sites.

Inevitably, the large number of competing sites is a high barrier to new entrants. In detail, when creating article content, it is necessary to include original elements to prevent it from being regarded as copy content, but it can be difficult if there are many conflicts.

However, as mentioned above, the seemingly high number of conflicts does not mean that all of them are strong enough to replace your article. Conversely, what you can replace with your own articles may occupy most of the top.

Don’t just focus on the number of competing sites, but analyze their strength and characteristics before determining keyword difficulty.

Whether it corresponds to a highly specialized field such as the YMYL field

Finally, whether the keyword area corresponds to a highly specialized field such as the YMYL field.

The YMYL field is an abbreviation for Your Money Your Life, which literally means a field that is deeply related to our money, assets, life and life. Specifically, it corresponds to fields that are highly specialized, such as medical care and law, and have a great impact on people’s lives and assets.

Google has set strict evaluation criteria especially for site content in the YMYL field. Specifically, it means that EAT is important. EAT stands for Expertise, Authoritativweness , and Trustworthiness. For example, in the field of law, national judiciary and lawyer sites are more likely to be recognized as authoritative and reliable professionals.

Before considering the strength of competing pages, it’s important to understand that in some areas, Google may have a high level of evaluation criteria in the first place. If you are a content planner, consult with a writer and decide on the level of quality of the article content you can send before deciding to start this field.

Indicator for Judging the Strength of Competing Pages

We have already explained that understanding the strength of competing pages is paramount to determining keyword difficulty because Google algorithm evaluation is a relative evaluation. Then, what kind of index can be used to judge the strength of competition?

From here, I will explain the strength of competing pages by analyzing them and introducing the points that should be referred to in order to measure them. Let’s check how to read those data while understanding why those points are an indicator of the strength of the site. It can be said that it is indispensable for developing an SEO strategy.

The amount of domain power

First of all, I will explain the magnitude of domain power. In the first place, domain power is an index that shows the strength (authority) of the domain of the site . The evaluation up to Google’s search ranking includes not only the evaluation of the page but also the evaluation of the entire site. In other words, it is important to check the evaluation of the original site itself where the competing article page displayed at the top by keyword is posted.

The amount of domain power can be confirmed by using a tool, but for example, DA (domain authority) for MozBar and DR (domain rating) for Ahrefs are different names. It is represented by the domain. What is important here is that domain power does not have absolute criteria such as strong or weak for a certain number, and it is only a relative judgment when comparing.

Check the site domain power of the competing page of the target keyword by comparing it with that of your own site, and consider whether there is room for competing pages.

Number of backlinks

Next, I will explain the number of backlinks. Backlinks are guide links to your own site installed on other sites, and correspond to the area of ​​external measures in SEO. In order to refer to user ratings for target site pages, Google gives high ratings to pages with a large number of backlinks as pages that are supported by many users.

In other words, checking the number of backlinks and their details is important for checking the strength of competing pages. As with the domain power mentioned above, the number of backlinks on the page and its details can be confirmed as follows by using a tool such as Ahrefs.

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The quality of the content itself

The next point I would like to refer to is the quality of competing content. Content quality is directly linked to how well we are able to meet the needs of the users who visit our site through search keywords .

As for the quality of the content itself, it is not possible to judge by checking some numerical value or guideline, so there is no way to judge other than visually checking the competing content that is displayed higher by the target keyword. It can be said.

It can be said that it is meaningful to check the content volume such as the number of characters excluding html tags and the number of h tags (number of heading tags) as a quantitative judgment material. This is because the competition is a reference for the amount of information contained in the content. However, it will still be necessary to directly confirm the expertise and usefulness of the information.

Keep in mind that the ability to include more specialized and useful content in your article content than competing pages will make a big difference in whether or not you can achieve high ranking with that keyword.

How indexed

The final point to look for in order to measure the strength of a competing page is to see how many indexed pages are in that competing site . In other words, it is synonymous with checking the size of competing sites.

If your competing site is large, it’s likely that you’ll have a lot of content about a particular area or discipline, so Google’s reputation is likely to be high. By investigating the number of articles indexed on competing sites, you can get an idea of ​​how many articles you need to publish from your site for a particular keyword area.

Keep in Mind When Aiming for Higher Display with Keywords

So far, I’ve explained what determines the SEO difficulty of keywords. We have also explained the factors necessary to determine the strength of competing pages. Now, after understanding what the SEO difficulty level of a keyword is, I will explain what you should keep in mind in order to actually achieve high-ranking display with a keyword.

Everything is indispensable for developing a strategy in content SEO, so let’s hold it firmly without omission.

Narrow down to keywords that can be judged to have room for competition and replacement

First of all, try to create content by focusing on keywords that can be judged to be replaceable with competing pages.

In order to measure the strength of the competing pages that are displayed at the top of the keywords, we preferentially select the ones that can be judged to have room for competition and replacement on our site after analyzing and investigating the necessary elements. , You should create the content.

By steadily creating content from keywords that can surely aim for high-ranking display, Google’s evaluation of the site itself will steadily improve, so even if it looks like a detour, this is the most steady and shortcut method. .. When doing content SEO, you should keep in mind the “spirit of rushing around”.

Understand the search volume and take the best tactics

The next thing to keep in mind is to understand the search volume of keywords and take the best tactics.

Of course, if you can display keywords with a large search volume at the top, you can expect a large increase in the number of accesses, so it can be said that the SEO effect is higher. However, as mentioned above, keywords with a large volume are likely to have many strong competitors due to the high demand, and it can be said that the difficulty level tends to be high.

Keywords can be classified as follows according to the size of the search volume.

Of these, long-tail keywords, which consist of a combination of three to four or more related words with a small search volume, are often less competitive and can be said to be the aim. Also, since there are many crosswords, the needs of users tend to be clear, so it can be said that it is easy to set the direction of the content. In some cases, appeals that lead to conversions are easy to make in the content and can lead to short-term results.

By selecting keywords with a small search volume and ensuring that they are displayed in the higher ranks with priority, Google’s site evaluation will gradually improve, and it will be possible to aim for higher ranks even for keywords with higher difficulty. Will go.

For profitable keywords, competitors also look at advertising

So far, we have explained that highly competitive keywords are literally strong keywords on competing pages, but even if your site is displayed in the first place, there is a possibility that ads will be placed on it. There is something.

Among user needs, for highly profitable keywords that clearly include actions such as services and product purchases, advertisements are lined up in search results because companies want to aim for high-ranking display even if they spend money. There will be many things.

Also, in the YMYL field mentioned above, it can be said that the difficulty level is high because it falls under the shopping area. Keep in mind that some keywords may include ads in the competition.

Create content that accurately captures user needs

As mentioned above, Google’s relative evaluation determines the search ranking, so it is natural that you should always think about competition in order to aim for the top display of your site. However, as a major premise, there is no doubt that content that can accurately meet the needs of users will be evaluated.

Although it is directly related to the quality of the content mentioned above, the content of the competition is just a reference comparison material. When creating content, try to pay attention to market analysis and user feedback so that you can catch up with the absolutely existing user needs. Nowadays, there are various tools that can be used not only for mass media such as TV but also for following user’s voices and trends such as SNS.

It can be said that creating content that accurately meets the needs of users is the most important and difficult thing in aiming for high-ranking display by keywords.

summary

This time, I explained the SEO difficulty of keywords. In addition, I explained that it is necessary to aim for high-ranking display by keywords when performing content SEO on it.

The important thing is that the keyword difficulty is determined by the total score of the above contents, and the search order changes. Even if one part is good, if the other part is bad, you cannot expect Google’s high evaluation. But conversely, content SEO can have that much room for growth.

As user needs change day by day, Google regularly updates and improves. In addition, each company and site is required to send out the best content while continuously changing one after another. We hope that the content of this article will be of some help to you when you publish the content.

Importance of “authority” in SEO | Explanation of EAT / YMYL

Importance of “authority” in SEO | Explanation of EAT / YMYL

There may be some website operators who say, “I don’t know how to increase authority” or “I don’t understand the relationship between EAT and YMYL and SEO.”

Authority in SEO is when a website is socially valuable in a particular genre.

It is one of the indicators called EAT shown by Google, and is regarded as important in the YMYL field related to the life and health of users.

In this article, I will explain in detail the meaning of EAT including authority and how to increase EAT.

What is Authority in SEO?

The original definition of authority is a person who possesses socially recognized knowledge and skills in a particular field.

Authority in SEO means that a website is socially valuable in a particular genre.

But SEO isn’t just about increasing authority.

By creating content that guarantees expertise and reliability as well as authority, SEO evaluation will be enhanced.

It is also important to improve the evaluation by ensuring the convenience of users according to the guidelines set by Google.

What is “EAT” indicated by Google?

Authority is one of the search quality evaluation guideline criteria defined by Google.

EAT is a combination of three evaluation items to improve page quality.

It is called EAT by taking the initials of the following three items.

  • Expertise: Expertise
  • Authoritativeness: Authority
  • Trustworthiness: Trustworthiness

As long as it is summarized as EAT, website operators should take comprehensive measures.

I will explain the meaning of each item.

Expertise: Expertise

Expertise is when a website specializes in something.

Websites that provide specialized information in a particular area will be highly rated.

Example: SEO specialized site

  • 1 Specialize the content of the article
  • Miscellaneous notes are categorized

It is the most important index among the three items of EAT.

For example, when searching for medical information, many people will want to refer to medical institution information rather than miscellaneous blogs. This is true not only in medicine but also in many fields.

When building a website, we recommend that you focus on one area when creating content.

Authoritativeness: Authority

Authoritativeness means that the source of information sent by a website is authoritative.

The index is whether you have the knowledge and skills that are the basis of the information.

This item is judged by the website operator regardless of whether it is an individual or a company.

Content sent by sites operated by unknown companies, organizations, or organizations may be judged to be insufficient for user satisfaction.

If you have a lot of good backlinks from other sites, Google will recognize it as an authoritative website and it will be easy to get a good rating.

However, be aware that even if you collect malicious links such as purchased links, you may receive a low rating.

Trustworthiness: Trustworthiness

Trustworthiness means that the user can trust the information in the content.

The focus is on who runs the website and who created the content.

For example, it’s clear that there is a difference in credibility between an SEO article written by an executive of an SEO specialist and an anonymous author.

Content that you do not know who created it is unreliable, so it is essential to include at least information about website operators and writers.

Reliability assessment also includes the accuracy of the content.

If the cited source or data is a treatise of a government agency or an expert, it can be judged that the content is highly accurate.

You should try to provide information that is trusted by both users and Google.

Reasons to be Aware of EAT for SEO Measures

EAT is just an evaluation standard, not an item that is directly related to SEO.

However, it is the information contained in the official Google materials, and it is clear that Google attaches great importance to it.

SEO knowledge that is scattered on the Internet, such as including many countermeasure keywords, is nothing more than a tricky response.

However, in order to deliver information to users as useful content, it is important to create content user-first and to comply with the EAT presented by Google.

Google does not have clear criteria such as ●% site score will increase if you take EAT measures.

It’s just for reference, and you should understand that the essence is user convenience.

EAT is deeply involved in YMYL

YMYL is an acronym for “Your Money or Your Life” and is information about happiness, health, finance, etc. in life.

In the media of the YMYL field, EAT is subject to rigorous evaluation.

Specifically, sites with monetary transactions, medical information media, legal media, etc. must be created with particular care because they are related to health and daily life.

Real estate related to the future and media for changing jobs and recruiting also fall under YMYL.

Project Owl is deeply related to the background of Google’s emphasis on EAT in the YMYL field.

Project Owl is a project aimed at anti-fake news, and Google’s search engine algorithm has been significantly changed to improve search quality.

Non-factual or misleading information can be detrimental to your interests.

Fake news was often included in the articles that were ranked high by low-quality SEO measures such as cramming keywords.

However, fake news has become a major social issue, and there was no reason why Google, which advocates “user first,” would not take measures.

Although it is not possible to check whether the information is true or not, it has been updated to an algorithm that uses an index called EAT to display higher quality content at the top.

Especially in the YMYL field, EAT is regarded as important because it is information related to the user’s life.

How to Increase EAT

Since all the elements of EAT are correlated, let’s take comprehensive measures instead of focusing on one of them.

  1. Receive supervision

Get the supervision of experts and experts in creating content.

If you are an expert or expert on the information sent by the web operator, EAT will naturally be highly evaluated.

However, web operators are not always experts or experts.

Example: A pediatrician supervises childcare media

Even if the article was written by a mom writer who has experience in raising children, it is clear that EAT is highly evaluated if it is supervised by a pediatrician.

Especially in the YMYL field, it is expected that the accuracy and reliability of information will be improved and the evaluation from users will be improved by receiving supervision.

  1. Describe the creator of the content

Be sure to list the creator of the content.

Show authors and supervisors, including names, profiles, qualifications, and more.

Even if there is no supervision, let’s clarify to the user “who is responsible for the information” by describing the company information and the author.

This is because any information source with specialized knowledge and experience can show that the article is highly specialized.

From the contents of (1) and (2), it is important that the YMTL area is supervised by an expert, and that the expert distributes and writes the content.

  1. Acquire backlinks

Get backlinks to increase your authority.

Not all sites are backlinks, and backlinks from sites operated by authoritative organizations are desirable.

If it is difficult to get backlinks, getting citations will also increase your authority.

Citation is to be introduced on SNS and the Internet, such as “The site named XX is helpful” and “The information of the company named XX is reliable”.

Example: This article on the promonista contains useful information for SEO measures.

It is important to mention the personal name, company name, site name, etc. that send information.

Also, of course, black hats are NG.

Black hat refers to acquiring backlinks by self-made performance.

Keep in mind that the authority will not increase unless the link is backlinked by another person who has nothing to do with the operating company or the individual operator.

The importance of backlinks is also shown in promonista SEO improvement cases.

External link evaluation was one of the first measures taken for SEO measures for owned media for beauty salons.

  1. Enrich the main content

Since the evaluation of EAT is not judged by only one article, let’s enrich the main content.

You can show authority by securing a certain number of high-quality content.

Creating multiple high-quality contents also has the advantage of increasing access and making it easier to evaluate.

By narrowing down the genre of content and specializing it, it will lead to improvement of specialization.

The importance of the richness of the main content is also introduced in the SEO improvement case of the promonista.

・ Rewritten the main content

By clarifying issues such as the number of characters and the content rate of keywords, we worked on rewriting, which contributed to increasing the number of accesses by 6 times.

  1. Specify the source

Specify the source, reference information, citation source, and other sources of information to ensure creditworthiness.

Reliable sources of information such as public institutions such as government offices and specialized institutions are desirable.

No matter how useful the information is, users cannot trust it without knowing that it is correct.

However, showing that it is a reliable source of information, such as government offices, newspapers, research institutes, and expert papers, makes it easier for users to trust the content.

Another way to increase EAT is

  • Specify the publication date and update date of the article
  • Make websites and article themes consistent
  • Prepare a certain number of good articles
  • Update articles regularly

And so on.

EAT is not something that can be evaluated immediately after taking measures.

Take long-term measures and aim to be evaluated as a reliable medium by users and search engines.

summary

In this article, I explained about authority and EAT.

It’s not a direct indicator of SEO rating, but it must be an element of EAT awareness for users and search engines to recognize it as good content.

Especially in the media of the YMYL field, it is necessary to be strongly aware of it.

Check if the five items explained in “How to increase EAT” can be taken, and if there are any deficiencies, take measures.

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9 Tips for Adding SEO Titles! Introducing Writing Methods and Examples that Raise the Ranking

9 Tips for Adding SEO Titles! Introducing Writing Methods and Examples that Raise the Ranking

As an internal measure of SEO, the basic but important item is the “title tag” of the Web page. Even though I am creating high-quality content while conducting competitive analysis, it is difficult to display it at the top. If you have the above problems, just editing the “Title” may be very effective.

This time, I will introduce the important items in SEO measures, the necessity of “title (title tag)”, how to put it effectively, and points to be careful.

What is a Title (Title Tag)?

The “title tag” is one of the html tags that make up a page and means the “title of a web page”.

For example, on a web page, the title tag is “9 tips for giving SEO an effective title (title tag)! Introducing tips and examples for raising the ranking”.

The title tag is displayed as text on the search result screen of a search engine such as Google, along with the description set in the “description meta tag” as shown in the figure below. The title tag and the description meta tag serve to summarize the content of the site and convey it to the user on the search result screen.

As I will explain in detail later, it goes without saying that the title tag displayed on the search result screen is important because users basically flow into the web page via the search result screen.

The details of the description meta tag (description) are introduced here, so please refer to them as well.

How to read the title tag

Before attaching the title tag, I will explain how to check the title tag first.

The title tag can be confirmed basically by the following three methods.

  1. Show page source (Show page source or Ctrl + U)
  2. Hover over a browser tab
  3. Check with chrome developer tools (CtrlF⇒title)

Why Title Tag Settings are Important for SEO

The setting of the title tag is important from the following three backgrounds.

It will be a point to be evaluated in internal measures

The reason why the title tag is important in SEO’s internal measures is that the title tag greatly affects the search ranking on the page. Last but not least, in some of our blog posts, changing the title tag alone has significantly boosted our rankings.

The reason why the title tag is important in SEO’s internal measures is that the title tag greatly affects the search ranking on the page. Last but not least, in some of our blog posts, changing the title tag alone has significantly boosted our rankings.

The title tag serves to tell the search engine what the content is. Google does not disclose the algorithm that determines the search ranking, but it does disclose the items to be emphasized in the guidelines. There is a statement in it to make the <title> element concrete and easy to understand.

In addition, Google has set the following three points as important matters.

  1. Help Google detect the page
  2. Help Google understand the page
  3. Help visitors make the page accessible

In 1 and 2 above, the title tag is very important in SEO because it is the role of the title tag to help Google.

In 3, it is good to design while considering the following viewpoints.

  • Does the title capture the needs of the user?
  • Throughout the site
  • Is the title designed? Is there a discrepancy between the title and the actual content?

 The actual design method and points when giving an SEO title will be described later.

CTR on search results changes significantly

In addition, the title tag is a factor that greatly changes the CTR (click rate) on search results, so it is important not only for SEO measures but also for site page inflow.

The user decides the website / web page to browse from among the many search results. In the comparison and examination, there are basically two things to judge “which site can get the information you are looking for”: “title” and “description”.

No matter how much content you create and display at the top, users won’t click unless you can convey the appeal of your content to users with titles and descriptions.

The title is textual information that is easier to see in the search results than the description. It’s important to capture your needs and give them a title that makes you want to click.

Title tags also affect the spread on SNS

The operation of SNS is often emphasized from the viewpoint of branding and awareness expansion, but the point of inflow to websites cannot be overlooked.

By spreading information on SNS and making it visible to many people, the inflow from “social” will increase, and as a result, the number of PVs for the entire website will also increase. Also, in the recent Google search algorithm, considering that the increase in the number of inflows to the website tends to affect the ranking, it can be said that the spread on SNS is also effective from the SEO point of view.

In addition, the spread on SNS encourages the acquisition of backlinks. Of course, high-quality content is a prerequisite, but the more opportunities users see, the more backlinks from third-party sites will be. if you need a link building service, you can buy backlinks online here

In cases where the purpose is to disseminate and disseminate information on SNS, it is advisable to set the title that you want to share and the title that is conscious of the actual appearance.

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The title displayed on social media is “OGP (Open Graph Protocol)” and is set separately. Settings are required for each SNS, so check in advance.

How To Set the Title Tag

Next, I will introduce how to set a general title tag. As mentioned above, the title tag is one of the html tags and is described in the <head> element.

There are several ways to set the title tag, but when designing the title tag with WordPress, which is one of the CMS, it is convenient to utilize a plugin (All In One SEO Pack, Yoast SEO, etc.).

WordPress: How to set title tag in All in one SEO Pack

With the plugin All in one SEO Pack, you can easily set both the title and description. You can also use the preview to check the actual appearance in the search results, so it is a good idea to design the title and description while checking the appearance from the user.

You can also set the title (meta og: title tag) displayed on social media, which is very convenient.

Precautions When Giving a Title

So far, we’ve looked at the importance of title tags and how to set them in terms of SEO and attracting customers. Now, from here on, I’ll raise six points to keep in mind when actually giving an SEO title.

Don’t overload keywords

If you overload the title with keywords that you are aiming for on SEO, you may get a low rating as “spam content” from Google. Keeping in mind that it captures user needs, please make the text comfortable with your eyes.

* There is no problem if there are up to two duplicate keywords.

Be careful about the number of characters

There is a character limit for the “title tag” displayed in Google search results. Considering the ease of viewing in the search results and the viewpoint of CTR, it is recommended to set it to about 15 to 35 characters. Also, the appearance of the title will change between desktops and smartphones. It is preferable to be aware of titles that are easy to see on each device.

For example, in the search results of Google Chrome on the desktop, “around 30 characters” is displayed, but in Safari on iPhone, “around 40 characters” is displayed. Also, the appearance of the title when shared on SNS is different from the above.

There is a modification by Google

Please note that in the following cases, Google may modify and display the page title of the search results independently.

  • The page title is extremely long
  • Duplicate keywords are seen
  • There is a difference between the content and the title text
  • When it can be optimized from the relevance to the search query

Don’t put meaningless words

As mentioned above, the number of characters that appear in Google search results as a title is limited. To properly deliver the information you need to your users, try to remove unnecessary words.

It’s also a good idea to avoid entering words that aren’t really related to what’s on the page.

Basically align h1 tag and title tag

Basically, make sure that the “title tag” and “h1 tag”, which play a major role in SEO, are aligned. This is because the two tags have the role of “summarizing the target page”.

However, it is not necessary to have all the words.

For example, it is appropriate to use the h1 tag to delete the site name that is included in the title tag, such as “** | site name” or “** [site name]”.

Supplement: Difference between title tag and h1 tag

  • title tag: Written inside and displayed in Google search results
  • h1 tag: Written inside and displayed as the headline of the site

9 Tips For Giving a Title

We’ve introduced some things to keep in mind when assigning SEO titles, but from now on, we’ll explain some tips and tricks for setting titles. Please refer to the following 9 points.

  1. Insert countermeasure keywords
  2. Put the countermeasure keyword near the beginning (left side) of the title to make it stand out.
  3. Design a title that includes user needs
  4. Put the wording you want to click in the title
  5. Refer to the title of the upper display page
  6. Decide the title based on the content
  7. Back-calculation thinking: Seen from how search results are created
  8. Use the question mark (?) Well
  9. Do not include “power word”

1. Insert countermeasure keywords

When creating content, I think that there are many cases where you first decide on keywords that aim for higher display from the SEO point of view and then start. Then, there is no reason not to put the countermeasure keyword in the title tag, which is an important ranking factor in SEO.

When creating an SEO title, be sure to include countermeasure keywords.

2. Put the countermeasure keyword near the beginning (left side) of the title to make it stand out.

In addition, it is preferable to put the above-mentioned “countermeasure keyword” near the beginning of the title so that the user can easily see it.

For example, in this article, “seo title” is set as a countermeasure keyword. Therefore, “seo title” and words that are closely related to user needs are moved to the left side.

“9 tips to give SEO an effective title (title tag)! Introducing tips and examples of ranking up”

3. Design a title that includes user needs

When deciding on a title tag, you need to make sure that the user who sees the title wants to see the web page.

As mentioned earlier, the main premise is that the title should be a concise description of what is written on the page. The most important thing is the content of the content, and the title is the summary of the content. However, given that titles are important as an SEO internal measure, and that users decide whether or not to read content by looking at the title, it is important to capture user needs at the same time as summarizing the page. I have to.

To find out your user needs, you can refer to Google’s suggestion function.

In addition to manually searching with the suggestion function, you can also use a free tool.

4. Insert the wording you want to click in the title

Also, with so much content on Google search, it’s very important to get users to “want to read” in order to get them to click.

For example, catchy wording, example: 〇〇 selection! Let’s design a title that is easy to understand and makes you want to click by using or [latest version].

5. Refer to the title of the upper display page

When setting an SEO title, it’s a good idea to refer to the title of the site that is displayed at the top when you search for the countermeasure keyword you are aiming for.

Of course, it is NG to copy completely.

However, after referring to the content actually evaluated by Google and analyzing “why this page is displayed at the top” and “what is the user need that this site captures”, it is unique. Try to give it a sexual title.

When doing the above, it is a good idea to utilize the research tool RURI-CO . In RURI-CO, if you enter a countermeasure keyword, you can see the titles from 1st to 10th in the list, and you can see where the keyword is included in the title. It is recommended as it will be a reference for setting the title tag.

6. Decide the title based on the content

As mentioned in the notes, it is not preferable from the following two points of view that there is a big difference between the content and the title.

  1. May be subject to modification by Google
  2. May increase user bounce rate

1. 1. Since I mentioned in the notes, I will omit it here. Mention about. Even if you design a title that includes the needs that the user wants and the user visits the page, if the destination page does not meet the needs, the user will leave without migrating the site. There is a high possibility that it will end up.

The first thing to consider is to create content that captures the needs of users, and the title tag should be attached according to the content.

7. Backward thinking: Seen from how search results are created

Also, when designing a title, it is a good idea to analyze “how search results are created”.

For example, when aiming for a large and abstract keyword “vacuum cleaner recommendation”, consider dividing the keyword into elements from the title tag of each page that composes the search result.

Then, you can see what kind of countermeasure keywords are used to compose the first page. Although it depends on the searcher’s environment, “vacuum cleaner recommendation” is generally composed of four keywords: “cordless”, “cheap”, “cyclone”, and “good to buy vacuum cleaner”. got it.

Therefore, when aiming for the big word “vacuum cleaner recommendation”, it is efficient to select the theme of one of these four components at the stage of selecting the countermeasure keyword as well as the wording set in the title tag. Will be.

Countermeasure This is a method of targeting the area that the company is going to pick up after conducting a keyword survey that is a component of the keyword .

8. Use the question mark (?) Well

We recommend that you use the “question mark (?)” When creating a title.

The following source survey reports that Google search results show that titles with a “?” Have a 14% higher CTR than titles without a “?”.

Survey target: 5,079,491 search queries on Google ・ CTR on page 874,929

9. Do not include “power word”

At first glance, try not to include so-called “power words” such as “secret” and “best” that are catchy and easy to use.

These words are effective in places with a lot of information such as SNS and advertisements, but they stand out badly in places where information is prepared to some extent such as Google search results, and it is a factor that lowers CTR.

By the way, according to the survey introduced above, there is a possibility that Google’s search results will have a negative impact of up to 13.9% compared to the case where “power word” is not used.

Rewrite First From the Title Tag! A Case Where the SEO Title was Changed and the Ranking Went Up

From here, we will tell you about cases where the ranking of articles has risen after changing the SEO title by utilizing ” Keywordmap ” at ” Keywordmap Academy ” .

In some cases, if the quality of the content is guaranteed, the traffic has increased 1.7 times just by optimizing the title. When rewriting an article, start by reviewing the title.

Please refer to it for those who say, “I took the time to write and post a high-quality article, but the ranking does not rise easily”!

Title change based on needs

● Before change

What are the latest effective methods and goal setting methods for email marketing?

〇 After rewriting

What is email marketing? Complete explanation of methods, examples, and goal setting

As a result of mentioning the “cases” that users want and adding words based on the question-solving user needs of “what is it?”, The ranking jumped. See the figure below.

Measured with Google Search Console

● Before change

Why was sales enablement born? The key is the division of labor in the sales organization

〇 After rewriting

What is sales enablement? The key is the division of labor in the sales organization!

Similar to the above, “What is it?” Meets question-solving needs. We refer to the first page of the search results for the countermeasure keywords.

Eliminate unnecessary words

● Before change

Specific measures for sales methods to increase backlinks What is the “link earning” method?

〇 After rewriting

Specific measures for increasing backlinks What is the “link earning” method?

I just deleted the word “sales” and did not change the content at all. It’s an example of how extra information confused users and Google.

summary

So far, I’ve introduced “how to give an effective SEO title”, but how was it?

Not to mention the contents of the content, it is important to design the title when designing to capture user needs.

We hope you find it useful in designing the title tag.

What are SEO External Measures? Explain the Difference From Internal Measures and Measures to Acquire Backlinks!

What are SEO External Measures? Explain the Difference From Internal Measures and Measures to Acquire Backlinks!

SEO’s external measures are mainly measures that work on the outside other than your own site, such as acquiring backlinks that are signals that determine the search ranking. Depending on the external measures, it will contribute to the increase in the search ranking, but even if measures are taken against the dark clouds, the results will not appear and it is a measure that tends to be inefficient.

Internal measures are popular in SEO, and external measures tend to be neglected unexpectedly. Therefore, this time, we will explain the differences between such external measures and the indicators that should be seen, and introduce tips that will enable site operators to take proper measures.

What are SEO External Measures? Explain the Difference From Internal Measures

SEO has terms such as external measures and internal measures, but first I will introduce what kind of difference it actually has. While learning why external measures are important, let’s take measures for your site after understanding the differences in the measures you are taking.

What are SEO external measures?

SEO’s external measures are measures taken against the outside other than your own site, and in short, they mean “measures taken to make your site page known to others “.

For example, it is advantageous to have backlink acquisition sales to have your site link posted on a site operated by another company , PR activities on SNS to let you know the existence of content, and posting your own site link. For example, creating high-quality content such as. This article explains such measures. if you need a link building service, you can buy backlinks online here

Google has also adopted the index of “how your site is evaluated from the outside”, which is often overlooked when performing SEO. In recent years, it will be a measure that will lead to EAT , which has become a higher standard, so the site operator wants to understand the whole picture and incorporate it into the measure.

What are SEO internal measures?

On the other hand, SEO internal measures are called technical SEO / base SEO, etc., and are measures taken within the company’s website. Measures include organizing the hierarchical structure of the site, adjusting UI / UX, modifying html tags, optimizing crawlerability, etc., with the aim of improving usability and getting Google to understand the content correctly. It will be. What is generally called SEO may be an image of internal measures.

How is it different from content SEO?

You often hear the word content SEO along with words like internal and external measures. Content SEO is SEO that aims to increase the number of customers from natural search by regularly sending high-quality content according to the user’s search intention and gaining the top search.

High-quality content is one of the measures that leads to external measures for SEO because it is easy to be evaluated from the outside.

In addition, content SEO is explained in detail in the following article, so please refer to it as well.

Background and benefits of SEO external measures being important

External measures are important because, simply put, you can get ” backlinks “. Let’s go a little further in line with SEO trends.

Backlinks were originally important, but in recent years Google’s search engine has focused on EAT. EAT is a word that appears in search quality evaluation guidelines, and represents reliability, authority, and expertise, and is an index for evaluating websites and web pages. The point is that Google gives high ratings even for web pages (sites) linked by sites with high EAT ratings, which leads to improved EAT ratings.

By proactively taking external measures, it will lead to the acquisition of backlinks from highly rated sites and improve the EAT evaluation, so it will be possible to expect an increase in the search ranking.

In addition, not only will the link increase your reputation, but you can actually expect an influx from other sites. Therefore, there is a merit that leads to the creation of results for the entire site.

What You Can Get with SEO External Measures

What should I do specifically about SEO external measures? So far, we have briefly touched on external measures such as the acquisition of backlinks, but let’s look at specific examples of external measures again.

Acquisition of backlinks (external links)

Backlinks are also called external links and mean that you can put a link to your own site on an external site or page. It is an important SEO indicator that it is also included in the “PageRank” algorithm that determines the search ranking, which is mentioned in ” 10 facts of Google “.

Compared to the heyday of black hat SEO, various other ranking signals have appeared, and although the effect of backlinks has decreased, it is still an important evaluation index.

Acquiring citations

It is believed that this citation and other indicators influence the optimization of the Googke map, called MEO. The reason why well-known restaurants are ranked high in search queries including regions is that they have acquired a lot of citations.

What Indicators Should I Look at for Backlinks (external links)?

You can get backlinks by effectively promoting external measures, but it is important to note that backlinks are required to have “quantity and quality”. Until the early 2010s, the emphasis was on quantity, and even Black Hat SEO, which simply puts a link on an external site, was highly evaluated. But now, with Google’s algorithm update called Penguins Update, the quality of backlinks is also being evaluated by Google’s search engine. Now, let me introduce what kind of index you need to look at.

About the number of backlinks

What SEO wants is the number of good links. The more good links (so-called natural links) from healthy sites that purely rate a web page, the more highly rated it is by Google’s search engine. It doesn’t make sense just to have a large number. For example, if it is of poor quality, it will cause the reverse web page to be downgraded. I will introduce what is good quality in the next section.

About the quality of backlinks

I will introduce what kind of standard the quality of backlinks is viewed. Don’t be fooled by the word quality in the dark clouds, let’s understand it correctly and use it as a countermeasure.

Link page expertise and authority

Academic citations such as research papers are made so that the citation source can be used as a reference for the paper. In other words, it means that the citation source is specialized for the subject of the treatise. This is the same for web pages. The more specialized the linking site, the more valuable the link from that site.

The authority of the linking site is also important for the quality of the backlinks. It’s no wonder that websites that link to articles about a disease have different authorities between medical institutions and individuals.

In this way, the expertise and authority of the link source is very important for the quality of the backlink.

Relevance

You need to consider the relevance to the linking site. What is convenient for users is that the related themes are linked to each other. There is no reason to recommend a web page with an unrelated topic to users who are interested in a topic. You need to see if it is natural to link from the linking page to the page of your site.

Eliminate unnatural links

Links posted by irrelevant, auto-generated spam sites such as those mentioned above will rather adversely affect your rating. It is required to eliminate such links as much as possible. This is thought to be related to the overall quality of the links that the website is getting.

Anchor text optimization

Google states in the SEO Starter Guide that the anchor text is descriptive and needs to indicate the content of the linked page .

In addition, the anchor text should have a range of natural words that refer to the target page and should be diverse.

About the dispersibility of backlinks

What is often neglected is the dispersibility of backlinks.

Backlink dispersity means receiving backlinks from multiple site domains, not from one site domain. Content that is highly decentralized is considered to be well received by more evaluators, so it is highly appreciated by Google.

Practical Example of Backlink (external link) Measures

I explained the backlinks that are the basis of SEO’s external measures. Now that we know what kind of backlinks we should get, let’s take a concrete look at measures to actually improve the quantity and quality of backlinks.

Creating quality content

Good quality and informative content encourages backlink acquisition.

So what is good and useful content? The answer is simple content that meets your “user needs.” Google rates content that is useful to users. It’s a story about chicken or the egg, but both are true, such as being displayed at the top, which makes it easier to be quoted on other sites, and being quoted on other sites, making it easier to be displayed at the top. It will be like.

In any case, since Google also evaluates the match with the needs of users, it can be evaluated by search engines and it is easy to acquire backlinks, so creating high-quality content is the most important measure as an external measure. It is thought that.

EAT measures

It is also important to specify who is writing the article.

Pages written by professional and reliable people such as qualification holders tend to be quoted all because quoting can be expected to have the effect of increasing the persuasiveness of the topic. On the flip side, it’s easier to get backlinks by stating that the content creator is an expert and that you’re a trusted person.

promotion

Backlinks will not occur unless the page for which you want to acquire backlinks is recognized. Promotions that spread awareness, such as using SNS to deliver the content of your site to a large number of people, also play an important role in external measures.

Link earning

Link earning refers to sales for acquiring backlinks. It is a work to sell to the operator of the website that seems to be interested in the target web page so that the site can be linked.

There is a possibility that you can put a link to the site you want as a link source, so there is an advantage that you can control the quality.

Effective Tool for Backlink Countermeasures

We have introduced the measures to be taken so far. In this chapter, we will introduce tools that will be a stepping stone to what kind of strategy to actually implement and operate external measures.

Google search console

You can use Google’s official tool, Search Console, to understand the current status of backlinks on your site. It’s a free tool and can be used by anyone who owns a website.

For example, you can check the sites with many links to your own site and the pages with higher links in the “Link Report”. You can use the link report to investigate the tendency of pages that receive a lot of backlinks, and use it for content creation and rewriting of existing pages.

Equally important is the discovery of malicious links. In the link report of the Google search console, if you find a link that has an adverse effect on your site, you can also apply for denial to Google so that your site will not be affected. Check the backlinks, and if there is a problem with the linked site or page, let’s actively utilize it.

ahrefs (backlink survey)

ahrefs is a typical tool that can analyze backlinks of other sites. You can check how the backlink status of other sites is changing day by day and month by month, and you can compare the links of your own site with the competitors and plan a strategy for acquiring links.

You can also analyze what kind of anchor text the link is from, so you can check the relevance of the backlink without having to go to the URL each time.

Keywordmap (for creating content that makes it easy to acquire links)

Keywordmap , an SEO / content marketing research / analysis tool, supports the creation of content that meets user needs and is evaluated by Google.

By visualizing Google’s search intent, you can create high-quality content that understands the information that users who have searched for a specific search query are looking for.

In addition, by extracting words from co-occurrence words contained in the upper page, it is possible to understand what kind of topics are in the content already evaluated by Google.

Since the quality of the content itself is subject to Google’s evaluation, publishers who are experiencing hurdles to acquiring links may want to focus on improving the quality of the content first.

summary

This time I explained about external measures of SEO.

Let’s summarize it briefly.

SEO’s external measures are measures that work outside the company’s site, and the purpose is to acquire the following two points.

  • Backlink
  • Citation

What we do to win these is the promotion of our site page. In order to promote, the target to be advertised must be informative and of high quality. Including that point, SEO’s external measures will mainly focus on the following four.

  • Creating quality content
  • EAT measures
  • Promotion to the outside such as SNS
  • Backlink sales (link earning)

Please refer to the text and articles that explain in more detail for specific methodologies.

External measures are difficult measures because there are some areas that cannot be controlled by the company, but they are factors that directly affect the evaluation of Google’s search ranking. It can be said that proper external measures are essential for SEO and, by extension, web marketing.

What is Personalized Search? Precautions and Remedies For SEO Measures

What is Personalized Search? Precautions and Remedies For SEO Measures

I think there are many Web personnel who have had this kind of experience. The difference in search ranking depending on the viewing device may be due to personalized search.

Personalized search is a system that displays the best search results for each search user. Although it is a convenient system for users, if you search your site or content page with the function enabled, the accurate search ranking will not be displayed, and you may perform incorrect site analysis and effectiveness verification.

So let’s learn how personalized search works and how to search without being affected by it.

What is Personalized Search?

Personalized search is a system that optimizes search results for individual users and is adopted by the search engine Google.

The basis of the system is data such as search history, browsing history, and current location information of each user. From such data, the attributes and hobbies and tastes of each user are judged, and the search results are displayed according to the interests.

Purpose of personalized search

The purpose of personalized search is to improve user satisfaction with search engines. If we can understand each user’s search intention and return the optimum search result, it will improve the convenience of the user and lead to the improvement of satisfaction.

Google introduced a personalized search system in 2004, when it released a beta version on “Google eLabs”. After that, the regular version was released in 2005, and it was fully implemented through the “Personalized Search Update” implemented in December 2009.

The purpose of personalized search remains the same, but the system is updated daily. Recently, the differences in PC and smartphone terminals and the usage status of SNS have also been incorporated into the personalized search system.

Difference from local search

A local search system is a system that displays search results based on the user’s current location information. Like personalized search, the search results are customized for each user, but they are completely different systems.

As you can see, personalized search has a wider range of information and target users than local search.

For example, if the search keyword contains a place such as “Roppongi Lunch” or “Cafe Osaka Station Date”, the local search will be reflected. On the other hand, personalized search is unique in that it applies to all searches, whether or not the keyword contains a location.

How Personalized Search Works

Personalized search is a mechanism that recognizes each user’s attributes based on behavior history, current location information, etc., and displays different search results individually . Specifically, we will optimize the search results based on the following six information.

  • User’s Google account information
  • Search history on Google
  • Website browsing history
  • User’s current location information
  • User’s terminal
  • Posting history to SNS and follower information

As a result, different users will see the following differences in search results.

  • Search results change depending on the content searched / browsed in the past (search results change depending on what you are interested in)
  • Search results change depending on where you are
  • Search results vary depending on the device you are currently using

Problems / Notes on Personalized Search

Although personalized search was originally started to improve user convenience, there are some points to be aware of for owned media companies and web personnel. If you understand the points to be noted, you will be able to understand the exact search ranking of your site, which will lead to the improvement of appropriate content.

There is a possibility of mistaking the ranking of the company’s content

The first caveat with personalized search is that you can mislead your site and content pages.

For example, a search for the keyword “ASO” will bring up two types of information: Arteriosclerosis Obliterans and App Store Optimization. Next, if you search for the same keyword on different devices, the following differences may occur in the search results.

The search results differ for each device because the device on the right side of the image reflects the search / browsing history of “I searched for information about app store optimization in the past and accessed related sites.”

If you run an app store optimization company, you’ll visit your site and related content pages many times. Google then decides, “This person is particularly interested in app store optimization in ASO.” As a result, your device will display the sites and content pages you run at the top.

However, in the default state where the personalized search is not reflected, the arteriosclerosis obliterans page is displayed at the top like the terminal on the left side of the image. This means that your site for app store optimization is actually displayed at the bottom.

If you misunderstand the original search ranking of your company’s site in this way, it may lead to a misjudgment, saying, “There is no room for improvement because we have won the first place in the search results.” I’ll explain how to know the exact search ranking later, but be careful when checking the effect of SEO.

Even if you take measures, it will be affected by local search

In the next chapter, we will introduce “How to display search results without being affected by personalized search”, but even if you use that method, the influence of local search will always be reflected. In other words , even if you take measures, the search results will always include the data of your current location information .

It should be noted that the above points should be noted by business owners who are developing physical store businesses such as cafes and restaurants. In the case of a physical store, it is easy to search including regional information such as “Cafe Shibuya” and “Recommended stores nearby”, so it can be said that measures for local search are indispensable in addition to personalized search.

How To View Search Results Without Being Affected By Personalized Search

To find out the exact search ranking for your site, understand how to display search results without being affected by personalized search. I tried to arrange the methods in order of effortlessness.

  • Search in secret mode (easiest)
  • Write “& pws = 0” at the end of the URL
  • Disable in Google search settings
  • Check the search order using the tool (the most troublesome)

In addition to the above, there is also a method of “log out from Google and search” because personalized search also reflects Google account information. However, it is safer to use the hassle-free secret mode, as some personalized search features are reflected even when you are logged out .

The above four methods are explained in detail below.

Search in secret mode

If you use the secret mode installed in each browser, the personalized function will not be reflected. No matter who sees it from any device, the same search results will always be displayed (excluding local information).

When using the Google Chrome browser, select “New Secret Window” from the settings button at the top right of the screen to activate secret mode.

In addition to the method of starting from the setting button, you can also start the secret mode by using the shortcut key. For Google Chrome, with the browser displayed, press “Ctrl + Shift + N”.

It’s the easiest way to know the exact search ranking for your site, so it’s worth remembering.

Write “& pws = 0” at the end of the URL

After entering the keyword to search your company’s site and displaying the search results, add the characters “& pws = 0” to the end of the URL displayed at the top . Then, the search results will be displayed without the personalized function being reflected.

Please note that the addition is at the end of the “URL”, not at the end of the “search keyword”.

Disable in Google search settings

You can also disable the personalized feature from Google’s search settings. Turning off account-based information or setting it to leave no search history will help you understand the correct search ranking for your site.

However, it’s a bit cumbersome to set up, and it’s safer to use secret mode because you can’t disable all the features of personalized search.

If you want to set it, display the search results with an appropriate keyword. After that, select “Search settings” from the settings button on the right side of the screen to move to the Google search settings screen.

Once you’ve accessed the search settings screen, turn off the personalized feature as needed, as described below.

Turn off account-based information

On the “Search Settings” screen, scroll down to “Account Based Information” and click the “Manage” button in it.

You will be taken to the “View Account Based Information” screen, click the slide in the upper right corner.

Click the slide to switch whether the account information is reflected in the search results. If the slide is gray, it is invalid.

Set not to leave search history

This time, scroll the screen to the “Search history” item and click “Manage” in it.

When the screen moves, select “Save to web and app activity”.

If web and app activity is turned on, click Turn Off to disable it.

The search history is no longer reflected in the search results. To restore the settings, click “Turn on” from the same location.

Check the search ranking using the tool

You can use the search ranking measurement tool to check the pure search ranking that does not reflect the personalized function. Typical tools are “SEO Cheki” and “SEO TOOLS” that can be used for free.

Search ranking measurement tool is convenient when taking comprehensive SEO measures

However, when using the tool, you have to enter the URL of the content page one by one, which is more time-consuming than other methods. Also, be aware that the search ranking may differ depending on the tool because it is affected by local search.

Let’s Grasp the Exact Search Order and Verify the Correct Effect

Owned media operators and webmasters should disable personalized search to get an accurate search ranking for their site. Understanding the correct ranking will help you improve your content by calmly deciding what information is currently missing.

For that purpose, it is effective to devise a URL at the time of search or use a search ranking measurement tool, but it is easiest to use the secret mode. It’s a good idea to make it a habit to search from secret mode when checking the ranking of your site or content page.

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What Can You Do to Improve “Engagement” that Should be Emphasized in Future SEO?

What Can You Do to Improve “Engagement” that Should be Emphasized in Future SEO?

Many companies are looking to get higher rankings in search engines, but this is like aiming for a moving target, and it’s not an easy task.

For example, Google has updated its algorithms 3,234 times in the year 2018 alone, in the name of responding to user needs (emphasizing that it’s an SEO “optimization” ) .

It’s also fresh to remember that Google’s introduction of highlighted snippets has revolutionized the search page ranking system. Snippets quote simple answers (which users want to know) from one of the web contents, not just the website with the first search result, but also the website with the second or fourth place. ..

With search result page highlighting snippets now answering questions , 34% of desktop users no longer even click on other web pages. At first glance, it may seem like a heartbreaking measure to prevent unnecessarily high traffic, but it is not. Google enhances user satisfaction by prioritizing the user experience when searching over the order of web pages .

For many companies, search engine optimization is no longer the number one priority. Given the constant changes in Google’s algorithms over the last decade, it’s easy to see that the market focus has shifted to “meeting user expectations.” This time, we’ll take a closer look and explain why improving your website’s user experience can lead to higher rankings and higher traffic.

How do search engines measure engagement?

From here, we’ll delve into what metrics correlate with ranking gains in the age of user experience, but before that, we’ll look at the fact that search engine information doesn’t really come out. I would like to emphasize. Google generally notifies you when core algorithms are updated , but is known for its secrecy when it comes to its proprietary information.

With this in mind, here are some user engagement metrics that engines such as Google may prioritize

Mobile Optimization

In 2015, Google announced that mobile optimization will be a key factor in improving SEO rankings . Half of the searches are done on mobile devices.

Google recommends responsive web design for desktop PCs, mobile phones and tablets, and mobile-optimized websites are ranked high on the Search Engine Results Page (SERP).

Along with this, there is also the advantage of being listed in Google’s proud “local pack”. A local pack is a list of three companies that appear in Google search results. Previously there were 7 companies (English) , but we have reduced the number of displays in consideration of mobile.

Semantic Search

As I mentioned earlier, Google’s algorithms have changed significantly since the time when keyword stuffing was recommended. The first change is that Google now determines how the keyword is used, not just the keyword itself. At this stage, keywords and phrases were required to be displayed naturally, and if the readability of the page was impaired, the ranking on Google would be lowered.

Following the 2013 Hummingbird update , search engine algorithms have taken into account the overall meaning. In other words, we can now recognize that a page is not just a collection of keywords. For example, if you search for “fastest animal”, before Hummingbird you wouldn’t be able to tell the topic to Google crawlers unless the keyword “fastest animal” was embedded in multiple places on the page. did. Since Google introduced Semantic Search, it has been possible to provide a great search experience by comparing the intent of the search with the content of the page.

More recently, BERT has been introduced to improve the user’s search experience . BERT is a technology designed in response to an increasing number of users entering and searching questions. By analyzing how a word relates to the surrounding words, you can correctly interpret your search intent. Since most voice-recognition searches are question-based, Google will benefit greatly from this advanced technology in the future (Comscore will account for half of search engine queries by 2020 . I expect it to be.)

Staying Time

This metric is the amount of time a user stays on the page before returning to the search engine. Search engines use this metric to determine the relevance of a page to a user’s query. If a user stays on a page for a long time and then returns to SERP, that page is considered more valuable than the other pages.

As of August 2020 , various browsers track the time spent on each page of visitors, including Google Chrome, which is used by 81% of W3School’s 50 million monthly visitors . Web page designers need to design a website that will allow visitors to stay as long as possible, as time spent is an important indicator of relevance and quality.

Unfortunately, there are many metrics that only search engines can access, including time spent. However, there are still ways to use other data to measure website user engagement. Tracking metrics such as page dwell time, bounce rate, and landing page conversions can give you important insights into what experiences and values ​​your users are getting from your website.

4 Ways to Improve User Engagement

Now that you understand how a good user interface leads to higher search rankings, it’s a different story. Let’s take a concrete look at what SEO (Search Engine Optimization) best practices are for improving the user experience.

  1. Make full use of AR (Augmented Reality)

In 2017, Sephora, a brand specializing in personal care and beauty goods, released an updated version of the Visual Artist app. It is an application that allows you to virtually try cosmetics such as lipstick and eyeshadow while you are at home. With minor changes focused on the user experience, parent company LVMH recorded organic growth with a 14% increase in revenue .

AR is becoming familiar to SMEs as well. For example, on the eyeglass mail order site, we are building a system that allows you to try on products using the AR function to increase user engagement.

There are also examples of using this technology to help consumers enjoy launching new products online. The sneaker brand “Jordan Brand” provided a purchase experience using the AR function when the sneaker “Air Jordan III Tinker” was released . Scan the Snapchat code, buy from Shopify, and the shoes will be delivered from your local distribution center the same day.

  1. Add an interactive element

Improving user engagement is simply finding a way to get the attention of your website visitors. Interactive tools and activities that can occupy (but also provide value) your time are essential for a top-notch search experience.

Simple things are enough, such as displaying a mortgage calculation tool on the rental housing website, setting up a highly responsive chatbot, and preparing a user questionnaire that asks the landing page to answer on the spot. You can expect a great effect. As an example, the eyeglass brand Warby Parker enhances the online purchasing experience for prescription eyeglasses by offering online quizzes to find the right frame for you. Answering simple questions will inspire your visitors to buy, as they will give you advice on the style that suits you best.

In fact, if you use a tool such as SEMrush to explore the high- traffic pages of popular websites, you’ll find a lot of interactive elements. Those elements grab the user and keep it. Once you’ve set up event measurements, you can use Google Analytics to analyze how much you’re contributing to your engagement.

  1. Add video content

Many marketers are worried that video content will slow down pages and dramatically increase bounce rates. It’s a reasonable concern, but it may be worth the risk. It has also been shown that video information is easy for the human brain to process and that web pages spend 2.6 times longer . Proper placement of videos will increase your staying time and improve your ranking.

Toyota has incorporated interactive video content into its Choose Your Wild campaign for the North American SUV “4Runner .” With this video content that gives you a virtual experience of off-road driving, you can attract prospects and collect customer preferences and information while having fun rather than disturbing them.

  1. Be aware of “lead magnets”

Surprisingly, it’s not all innovative when it comes to effective ways to achieve a great user experience. Lead magnets, or “magnets that attract prospects,” refer to content with CTA (Call to Action). Again, this isn’t a new approach in the digital marketing industry, but by understanding your needs and creating the right content, you’ll be able to win the hearts and minds of your users.

If you take a closer look at Google’s commitment to user-friendly web pages, you’ll find that the top-ranked pages are valuable content resources. Improving the user experience also leads to prioritizing conversion optimization.

“Bid sketch” takes this approach. The company, which provides request for proposal software, provides sample proposals for free instead of having you register your email address . Content-rich websites such as Oatmeal and BuzzFeed get their email addresses by offering quizzes (which also helps improve user engagement and length of stay). Take advantage of free content such as spreadsheets, tutorials, generators, and math tools as lead magnets.

Increasing user engagement with meaningful and valuable content will increase visitor satisfaction (and in some cases brand support), as well as increase your ranking on Google’s search results pages. increase.

It doesn’t matter which approach you take, whether it’s AR, interactive elements, video content, or lead magnets. Engagement can have a huge impact on user experience and SEO.

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