body of man in suit with head of make-believe artificial intelligent machine

Part two in a series.

This is the second part of a 2-part post about SEO and SEM in 2015 and the things you should be aware of going into the 2nd half of this year. (See part one here.)

10.5 SEO/SEM Strategies for 2015

1: Semantic Search

  • Previously, everyone in the SEO world focused on trying to use the exact-match keywords in blogs and copy.
  • Now, there's not as much of a need to focus on trying to use the exact keywords multiple times, because Google's algorithms now recognize what's called "semantic search." That is, it takes in the content of the entire page into consideration, and can determine the focus of your subject matter, even if you don't use the exact keywords in the exact order throughout. 
  • Matter of fact, Google says "semantic search" works better than exact match keywords in determining content of a website. Imagine how sophisticated their algorithms are, that artificial intelligence can interpret human's writing.
  • The need for this, is because companies were, once again, trying to game Google and cheat on the keywords. With semantic search, you can't do that anymore.

2: How well is your site built?

  • The way the site is built and optimized is analyzed: if it's responsive, how fast it loads, how much time someone stays on your site, the navigation structure, as well as the content on page, make up many of the elements Google takes into consideration when determining how well your site is built... and if it's worthy of ranking well. Using Flash? Deduct points. Using "Alt tags"? Get points.
  • Don't think how well your site is built affects how much you pay for Google Ads and where you show up in the ads? You'd be wrong. Check out this video about "Google Quality Scores," that explains the better your site, the less you'll be paying for your Google AdWords and the better placement your ad will receive.

3. Not optimized for mobile? Your site will drop in Google results.

  • Is your site optimized for mobile? Having a mobile-friendly site is what "responsive" means. And now that 60% of people are doing most of their searching on mobile devices (tablets and phones), not doing this will actually lower your rank in Google's search results. Don't believe Google will demote your website? Read about it here. They have given a deadline of the end of April 2015 for that to kick in.

4. optimized content

  • It's important to have your contact info across your website because you might be getting more views of certain pages than your homepage. If more people are coming into your site on, say, a product or service page (instead of your homepage), having a strong call to action to get them to contact you counts.
  • Adding geo-targeted words (ie: saying "we're  a 'Columbus Ohio web design' firm" opposed to just saying "we're a 'web design firm' ") helps Google determine how well your content is optimized.
  • While search engines are smart enough to know where you're searching from (for proof, just Google "restaurants near me" and see what turns up!) using geo-targeted words in your content can help if you're a brick and mortar business.

5. blogging is still critical

  • While a blog can be quick and short, and doesn’t have to be long, it does have to be unique. It also has to be intriguing enough that someone might even want to share it. Besides, well-written blogs shows you're an expert in your industry. How does Google know you're writing good blogs? If people stay on your site and/or share it through social media. Plus, remember that artificial intelligence thing?
  • Also, although we're sure you know this, never lift copy from another site. If you DO lift copy, edit it somewhat and be sure to attribute it to the other site and/or author.

7. Use compelling images

  • We're not sure how Google knows how compelling your images are, but your audience sure does.

8. Keep up your offsite presence

  • Basically, social media. Use it to get people back to your website, and as a way to show you're an industry leader and know your stuff. While it's easy to try and cut corners on your social media, be sure to put the same quality content on your social media sites as you do on your website.
  • Claiming local listings and directories. Make sure you cover your bases by claiming all local listings and directories, such as Google+, Facebook, LinkedIn, Twitter, Yelp, Yahoo listings. Even if you aren't going to post on those sites, do it for yourself so no one else claims it on your behalf.

9. be results-oriented

  • Getting business from your website might seem like a pipe dream, but it isn't. And speaking from personal experience, it's awesome, and makes your sales efforts a bit more effortless. Which also allows you to avoid evening networking sessions so you can spend more time at home with your family, or with friends.
  • Nurture your contacts and customers through regular contact, whether it be emails, calls or an e-newsletter. Studies show (we don't know WHICH studies, but have heard) results increase up to 45% when you show you care about your clients and prospects. Maybe it's true. Maybe it isn't, but it sure sounds like it won't hurt.
  • You can send your customers case studies, testimonials, offers, discounts. Ask people how they found you... whatever it takes to continue a dialogue.

10. If you do SEM, track your leads

  • Most people think SEM is a "set it and forget it" type thing. Not true. You have to be an active participant in the process.
  • You need to monitor which leads turn into customers through the reporting system of whichever company is working with you on your SEM. Why? Because it helps the SEM companies track which ads worked better for you. And when they know that, they can direct more of your budget towards running more of those specific ads.
  • Bottom line is: SEO is meaningless if your website doesn’t convert visitors into customers.

10.5 Have patience.

Like any marketing, it takes time for things to kick in. There might be no immediate results.

It also depends on how far from zero you’re starting from. If you've never done SEO, you're at a real disadvantage. But it's also bad not to start.

We hate to say "it's never to late to start," but that works well with so many other things in life, what the hell, lets apply it to SEO, too!

Good luck on your new path to SEO/SEM enlightenment. And if we can help you get there, let us know.