By Michelle Drewek, firstname.lastname@example.org
Digital Media Manager, Lessiter Media
Traditionally we were taught to think of search as algorithms fueled by keywords and keyword phrases. While they are still relevant, search engines have become smarter in how they determine content rankings. Gone are the days of keyword stuffing content to boost rankings. Content creators need to shift their focus to producing quality content that matches searcher intent. Novel concept, right? Google isn't looking at your content through a Boolean lens. Instead, it utilizes what is known as semantic search.
Semantic search takes both meaning and context into consideration to elevate information-rich content above less relevant content, regardless of the amount of keywording stuffed into it. Content creators should see this as a win because it allows us to do what we do best — create content — instead of getting bogged down in trying to craft information to fit an algorithm.
But with this comes some forethought in the production process. We need to think like our intended audience and make sure everything we are putting out answers their queries in a meaningful and digestible way. Additionally, we need to consider how we can improve our chance at discovery by including things like multimedia and internal linking to tie related content together and extend our visibility beyond basic search results.
While SEO is a loaded topic and there are a number of ways to tackle it, below I've created an infographic for you with 5 quick tips to elevate your SEO today and set you up for better visibility in search engine rankings. Pass this along to your team's content creators (editors, marketers, copywriters, publishers, etc.) and shoot me a message if you would like to discuss your SEO strategy more.