Search engine optimization used to have different rules. Google and similar sites want to match the user to the best set of webpages, but the way they do that has changed.
It used to be simple to trick search engines into thinking your site was better than it was. After all, search engines use algorithms to rank sites. Knowing what information they used made it easy to game the system.
In some cases, that’s not so bad. Google punishes pages with poor spelling, so it encourages sites to write readable text. That’s a win for everyone.
But there were other metrics. One of the classic ones was the number of backlinks. The idea was if lots of pages link to yours, then yours must be good. It must be informative, entertaining or valuable, otherwise no one would bother.
And that’s true.
The problem came when people knew this and started artificially increasing their backlinks.
That’s why article directories were so popular a while ago. These were large sites with content submitted from thousands of writers. If you submitted your own articles, they’d point back to your site.
Many links from a high-traffic page meant an SEO bonanza.
But search engines want to return good results, not cooked results. Years ago, they shifted emphasis away from backlinks to other metrics. A whole SEO strategy turned from gold to lead overnight.
That’s why I’m selective about the SEO ‘strategies’ I follow. You could spend months figuring out the technical details of Google’s algorithm, only to have it change on you. There are some strategies, though, that have always been relevant.
And they only keep getting better.
The first strategy is to write content that people want. Be valuable to your clients. Entertain them, offer solutions to their problems, inform them and keep them coming back for more.
If they keep coming back to your site, that’s great. If they share your posts with other people, that’s fantastic. This leads to consistent or growing traffic, which shows that it offers what people need.
The second strategy is letting people know you have content they want. Use the terms they use when they look for answers.
For example, if you’re browsing for SEO information, it’s obvious that this article will help you. I mention it in the title, the opening paragraphs and a few other places. I don’t go overboard, though – that’s a rookie error. People want content, not their search term repeated back to them a hundred times… so that’s what search engines want, too.
The third strategy is to use multiple platforms. Get your message out there on social media. Attract audiences all over. Not all of your clients will reach your site, so figure out where they like to hang out. Go to them and offer your value.
As Google gets smarter, these so-called strategies become more effective. They want to connect people to valuable sites, so demonstrate your value and you can’t go wrong.
Of course, the devil is in the details.
How do you know what clients search for?
Where do your clients spend their time online?
And what are some of the technical tricks that you simply can’t avoid?
If you don’t know, then it’s difficult to begin. That makes your first step reaching out to someone who knows the hypnosis and marketing worlds. Am I your easiest option, or is it a smart business decision?