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Chapter 10: Removing Noise from Your Organic Search Strategy

You'll probably agree that, dating back to the beginning of marketing on the Internet, we've all had one idea drilled into our heads: Optimize for search. We have a business legacy of chasing whatever marketing methods will result in better results from search engines. This long and confusing relationship with SEO is where the noise creeps into the equation. By not understanding what gets you better results from search engines, you can waste a lot of time, effort and money on strategies that sound like they work, but don't move the needle very much.

This issue has been enflamed by the historically technical nature of website optimization. When most of us hear the word "code," we're out. Too technical. We start thinking, "Websites are made of code. I don't know code and I'm just going to have to trust an expert." Not understanding the basic premise of a strategy quickly leads to distrust. Add in some disappointment over unrealistic results and you have a phrase nearly every business owner says at least once: "I've wasted so much money on SEO over the years ..."

I know you've been there. So, let's set all that aside and eliminate the noise, because it is easier than ever to get better organic search results. Yes, it's true, but so few people are doing it thanks to ... well, see the above story.

Here is all you have to know about determining the best organic search strategy. Think of the search engine like a successful business. They are doing everything they can to accomplish one thing: "Give the people what they want!" How do they do that? They think like the consumer; in other words, your customer looking for you.

Google makes this very clear in plain and simple language. You can read it here: https://www.google.com/search/howsearchworks/algorithms/.

So, here are the qualities that Google (and the other search engines) use to determine relevance for search.

Freshness of the content

Content is text (blogs, articles, pages), video, photos, etc. Have you added new and interesting content to your website? Interesting content means originality and relevance.

The number of times your search terms appear

Search terms are keywords. Without stuffing keywords to make the content boring and repetitive, is your content relevant to the keywords in a search?

The page has a good user experience

User experience means visitors stay on the site for a while, click and engage, and behave as if they are interested or they care about your content. The opposite is a bounce: someone who hits your page, doesn't find what they need and bounces off. Yes, Google knows all this.

You now know all you need to select a strategy. You need to add new content that is relevant and that proves its value by engaging the user. To eliminate the noise in choosing an SEO strategy, just give the people what they want: interesting, relevant, engaging content.

At Dog Star Media, we build our content programs around meeting these requirements.

Freshness of the content

We publish either three or four pieces of new content to your site each month (depending on your program level). The content is written to engage the audience with new and interesting twists on topics and a fun feature style. We do not write the canned or generic content you see on so many competitors' websites. That stuff does not lead to a good user experience.

The number of times your search terms appear

When we write on a topic, we talk about that topic, using relevant terms. The right keywords are used conversationally, which is what search engines prefer. Remember, give the people what they want. That means understanding word choice, phrasing and how to answer a question. Again, this leads to a good user experience.

The page has a good user experience

Good and interesting writing engages an audience, and the search engines know this using analytics. So, how else can we assure that a growing audience has a good user experience on your new pages? We find the interested, local audience and drive them to your new content using news syndication. By hand-delivering an interested click-through audience, we make sure the search engines know that you are getting a great user experience on your relevant, fresh content.

THAT is how you build a contemporary, effective SEO program. Dog Star Media's content programs consistently drive increases in organic search. And, for SEO, that's how we give you what you want.

You don't have to get lost in the weeds trying to understand SEO anymore. Just use a simple yardstick to determine if an SEO strategy is worth your investment. Give the people what they want.

If we can help you do that to improve your organic search, please email me at donald@dogstarmedia.com. We can definitely help you.

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