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4 Ways SEO Improves Small Business

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Are you looking to boost your sales? Are you trying to move your small business forward, ready to compete with larger establishments? Then, search engine optimization, the practice of drawing better and more traffic to your online site, could be the answer. See, in the SEO world, size doesn’t matter. What does remain important is how you appeal to customers, develop your website and build your brand. When done correctly, it could deliver impressive results that bolster your operations.

1.  It Increases Traffic Quality and Quantity

When your site meets the engine’s requirements, you move up in ranking. The closer you are to the top, the more customers are likely to locate you and click on the link, scanning what you have to offer. For example, if someone wants to purchase a new car, they could go online and type in the model and make what they are considering. If your operation uses well-developed automotive SEO, viewers should see your company’s name toward the top of the listing.

This placement, thus, permits more people to peruse your stock, leading to potential sales. In addition, you could gain more customers and higher quality patrons who often return when they need your service or product.

2. It Improves Client Interaction

Part of SEO is creating a convenient, user-friendly webpage developed with valid and content-driven information. This focus elevates your validity and customer use. For instance, currently, the system looks for how quickly your site functions. Today’s shoppers don’t want to wait as the computer uploads images or data, and this frustration lowers you in the bracket. In addition, your viewers are likely to turn away to another page because they can’t get what they want.

Along with speed, consider visual quality, clear and accurate content, and how well people can locate what they want.  Your client should easily navigate without confusion or aggravation. Are your main menus working well? Do you have solid categories? Do you offer blogs, product descriptions and pages that read well? These factors matter to SEO and your client base; therefore, bettering rank also assists your consumers.

3. It Establishes Brand Name and Trust

Why does your placement matter? A high rank means more than just a click, and it indicates that the engine finds your website an authoritative source, equating your brand to something dependable and honest. It is another form of recommendation that people take seriously when making a final decision. Furthermore, as part of your online presence, your previous users may leave remarks, reviewing their experience. A strong positive response encourages others to look to you for their next purchase.

People don’t see every company when they drive along the road. SEO, though, acts as your signage, getting your image and concept out to the public. When people cruise online, researching their project or interest, they find you. How you look and where you are in that probe reflect on your company’s standards. The more you put into SEO, the better vision others may see; thus, your brand awareness advances.

4. It Levels the Marketing Field

In the past, smaller businesses faced a daunting challenge trying to keep up with the significant marketing funds of big companies. The larger brick-and-mortar or e-commerce organizations could afford to spend major dollars on their advertising campaigns, paying for professional television and radio ads. This setup is hard to compete against when you have a lower budget.

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SEO offers a reasonable system, affordable to both places, which puts smaller venues back in the same field. With so many people relying on tablets, phones and computers, your customers are more likely to find you in a search engine hunt and then browse your website. Many local places or up-and-coming establishments find better ROI by focusing on this area.

You probably already have a web page, and could it do more for you? By implementing SEO into your current system, you take an existing asset and transform it into a marketing success. Customers could get a better experience online, draw in regular sales and develop your brand all at once.

Author:
Kevin Gardner is an experienced digital marketer. He has worked with my SMB and enterprise level clients. He specialized is organic reach and loves studying SEO.

SEO

Is RankBrain A Ranking Factor In Google Search?

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Is RankBrain A Ranking Factor In Google Search?

Google’s understanding of human language is made possible by several breakthrough technologies in artificial intelligence and machine learning.

Launched in 2015, RankBrain was the first of said breakthroughs. It allowed Google to return results for queries with no previous record of searches.

RankBrain’s functionality has evolved since its initial introduction. It now allows Google’s algorithms to do something that humans do instinctively: relate words to real-world concepts.

In the days before RankBrain, Google interpreted words literally. It didn’t understand synonyms or figurative meanings.

That limited both the quality and quantity of search results Google could provide.

The ability to interpret what humans mean when they write queries in natural language marked a significant milestone for Google Search.

RankBrain does more than understand language; if you need a hint at its other function, it’s in the name: Rank.

In this article, we’ll investigate the claims around RankBrain as a ranking factor, providing clarity on what RankBrain is and how it impacts search results.

The Claim: RankBrain As A Ranking Factor

RankBrain is a technology that seems to impact how Google returns search results.

Due to its association with search, many people consider RankBrain a ranking factor.

Without knowing what “RankBrain” means, people new to SEO may assume it refers to a technology Google uses to rank search results.

That assumption isn’t far off, but not every component of Google’s search algorithm is a ranking factor in and of itself.

The following section goes over what Google designed RankBrain to do and how it assists with answering queries.

The Evidence: Is RankBrain A Ranking Factor?

RankBrain is an artificial intelligence (AI) system introduced in 2015 to help Google return results for queries without previous search data.

That changed sometime between the spring of 2015 and 2016. Google announced an update to RankBrain, which integrated AI into all queries.

Wired revealed this information in an article that notes Google isn’t clear on how RankBrain improves all queries, but it does affect rankings.

From Wired:

“Google is characteristically fuzzy on exactly how it improves search (something to do with the long tail? Better interpretation of ambiguous requests?) but [Google engineer Jeff Dean] says that RankBrain is ‘involved in every query,’ and affects the actual rankings ‘probably not in every query but in a lot of queries.’”

What differentiates RankBrain from other Google algorithms is its ability to learn how to answer more ambiguous queries.

As Google’s Gary Illyes explains, the algorithm makes educated guesses at what a user would likely click on for a never-before-seen query.

“RankBrain is a PR-sexy machine learning ranking component that uses historical search data to predict what would a user most likely click on for a previously unseen query.”

RankBrain allows Google to solve problems it used to run into with traditional algorithms.

Contrary to popular theories about how RankBrain works, it does not use data gathered from users’ interactions with a webpage.

RankBrain relies more on data gathered from users’ interactions with search results.

Illyes provides further clarity:

“It is a really cool piece of engineering that saved our butts countless times whenever traditional algos were like, e.g. “oh look a “not” in the query string! let’s ignore the hell out of it!”, but it’s generally just relying on (sometimes) months old data about what happened on the results page itself, not on the landing page.”

In short – RankBrain is a machine learning system that allows Google’s search algorithm to deliver more relevant results.

RankBrain accomplishes this through an improved understanding of ambiguous queries and long-tail keywords.

RankBrain uses data gathered from users’ interactions with search results to predict which pages will likely get clicked on for a brand new search query.

Practical Example From Google’s Vice President of Search

In addition to returning results for ambiguous and never-before-seen queries, RankBrain is capable of connecting words to concepts.

Pandu Nayak, Google’s Vice President of Search, explains how this works with an example of a query that contains the phrase “food chain.”

“Food chain” can refer to organisms in an ecosystem (literal meaning), or it can refer to a hierarchy of people (figurative meaning).

As Nayak states, RankBrain helps Google determine the intended meaning of words based on how a searcher uses them in a query:

“For example, if you search for ‘what’s the title of the consumer at the highest level of a food chain,’ our systems learn from seeing those words on various pages that the concept of a food chain may have to do with animals, and not human consumers.

By understanding and matching these words to their related concepts, RankBrain understands that you’re looking for what’s commonly referred to as an “apex predator.”

Thanks to this understanding, Nayak confirms, RankBrain can decide the best order for top search results by ranking them according to relevance.

Our Verdict: RankBrain Is A Confirmed Ranking Factor

Google has confirmed that RankBrain is used to rank search results and is involved in all queries.

In 2016, Andrey Lipattsev, a Google Search Quality Senior Strategist, said RankBrain was one of the three most important ranking signals (along with content and links).

RankBrain continues to play an essential role in search results today.

RankBrain differs from traditional ranking factors in that there’s not an obvious way to actively optimize for it.

How do you optimize for ambiguous keywords or queries that no one’s ever entered into Google?

The only option is to provide Google with as much information about a page as possible, which site owners should do anyway if they create holistic content for users.

Illyes was asked this question once and replied with a similar sentiment:

“you optimize your content for users and thus for RankBrain. that hasn’t changed”

Search Engine Journal VIP Contributor Dave Davies provides more advanced tips for communicating information to Google regarding different entities on a page in A Complete Guide To The Google RankBrain Algorithm.


Featured Image: Paulo Bobita/Search Engine Journal

Ranking Factors: Fact Or Fiction? Let’s Bust Some Myths! [Ebook]

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