Recently I had to go back to organic search engine optimization or organic SEO learning and school/research. I always find it good to go back to your fundamentals to re-evaluate if you're missing something. I was told to rank a site for three keyword phrases. Out of the nine words (three words in each keyword phrase), only one of those words existed on the site. That word existed once out of around one million words on the site. Was I wrong in my logic? Had I become "complacent" in the daily SEO tasks that I missed this capability? Was I truly not as knowledgeable as I thought? This is the journey of my research.
To start out, I went straight to Google and typed in "Does a word have to exist on a website to rank on Google?" to see what results might come up. I figured it was better not to beat around the bush, spend countless hours down the wrong rabbit hole, and go straight to the meat and potatoes of the question. I looked at all ten results that came and cover the first three as after the first three they started repeating themselves and that would just make this a repetitive and boring lesson in SEO for myself, and those that are reading it.
My first result, from the Hoth, was in the form of a knowledge graph. A knowledge graph is a way for Google to give you the results quickly and efficiently without having to even click on anything. The Hoth result returned: "Keywords can be a single word like 'SEO' or a short phrase like 'what is search engine optimization.' Google's algorithm will crawl through all of your web pages. It will determine your ranking based on your keywords and several other factors like content quality, authoritativeness, backlinks, and more." The results came from this source: https://www.thehoth.com/search-engine-rankings/#:~:text=Keywords%20can%20be%20a%20single%20word%20like%20%E2%80%9CSEO%E2%80%9D,factors%20like%20content%20quality%2C%20authoritativeness%2C%20backlinks%2C%20and%20more.
In that same article, it says, "One of the first steps you should take when trying to improve your SEO is to find out what keywords your potential customers are using and incorporate them onto your web pages. This free tool can help you identify the right keywords for your site."
This means that the words have to exist on the site for it to show within the search results. I was feeling good but not yet 100% confident as I was told I was missing something. I wanted to know if I was being an ID10T and that I still understood the fundamentals of indexing within the Google results. I couldn't stop there. I continued down the search results to see what else I could find.
In my second attempt, the very next article in my results, was from Speccy Media (https://speccymedia.com/website-rank-google/). This article is called "Why doesn't my website rank on Google?" which fits what I was looking for. They broke it down into:
The third result came from AHREFs (https://ahrefs.com/blog/how-to-rank-higher-on-google/) and covered finding keywords and how to rank for them to garner business. Their answers were:
I concluded for the remaining seven links (total of ten returned). They all came to the same conclusion. This is:
I always state one of the most important rules when marketing in every talk I give: "You are not the customer." Stop trying to change up the words to be so unique that you put yourself in a class that creates no business. When your customers cannot understand what you're saying without hours of research and understanding you will lose every sale. Your time is valuable just as your customers time is valuable. Respect your customers time and talk to what they know.
The world is hard enough. We don't need to make it any harder than it needs to be.
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