High search rankings. Every entrepreneur with a website knows about the Holy Grail importance of SEO.
So you might spend a few hours a week performing SEO audits, adjusting back links, and checking up on your keywords and readability score.
Nothing wrong with that. But there’s a vital component missing from that equation. To be blunt, high search rankings don’t happen with algorithms.
Not by themselves, anyway.
“Huh? Doesn’t Google Use an Algorithm to Score Website Content?”
You can have groundbreaking content.
But without online visibility, it won’t amount to much. Enter SEO—that scientific approach that involves keywords, backlinks, image URLs, meta descriptions, and responsive design.
We won’t lie. Yes, Google uses math and science to add and subtract points from your SEO scorecard.
The trouble is, you can have every box checked off, and still not see much improvement.
SEO is not a robotic practice.
Really, search optimization is emotional. While the algorithmic practices are worth your while, Google cares about how your audience responds to your content.
When we talk with business owners, we often discuss how they work tirelessly to appease King Google. They want to know how to make the search engine happy. It’s frustrating, especially since they’re following the rules and doing everything they can.
Truth be told, they’re NOT doing everything they can. And that’s because not many digital marketing experts are discussing what really goes into search ranking assessment.
Luckily, we will.
Google Measures Deep Crawl
Have you heard of deep crawl?
You’ll want to write this down, as search engines use it as a measuring stick for the quality of your content. Basically, deep crawl amounts to how far your website traffic travels inside your website.
If they never get past the home page, Google won’t give you points.
However, if they read your blog in-depth, click on your about page, and read more about your products and services, you’ll have achieved deep crawl.
Yes, search masters measure deep crawl through an algorithm. But the science is all on them. For your part, it’s emotional.
The more quality content you have—the more your community engages with the words on the page—the farther they’ll dive into the deepest corners of your website.
(Keep reading. We’re going to show you how to do that later in the article.)
Google Clocks Time Spent on Each Web Page
Yep. Google factors in the time your website traffic spends on each web page. Let’s say Website Visitor A lands on your home page. He or she sees your sliders, your opening headline, and the first sentence.
Then she or he hits the back button.
Google will take notice of that. And then penalize you for it.
Then there’s Website Visitor B. We’ll call him Carl. He finds your website on page 4 of the search results, which is lucky, as that’s nearly invisible in the Internet world.
Carl sees your opening paragraph, and he reads the whole thing. He stops to consider your mission, and he thinks it meets his needs. Curious, he scrolls down the page, digesting every syllable.
Instead of two seconds, Carl dedicates 5 minutes to your website content. In Internet time, that’s an eternity. Well, Google recognizes this feat, and will reward you with higher search rankings.
Again, the time spent on your webpages correlates with the emotional value your content harbors. Even if Goggle uses an algorithm to determine it.
Google Factors In Bounce Rates
This one is very simple, but detrimental.
Someone lands on a webpage. Someone automatically hits the back button.
It’s one-second happening. And it hurts your search ranking.
Google measures your bounce rate, as the SEO spiders believe it’s indicative of either quality or lackluster content. While it’s nearly impossible to find only qualified website traffic, the lower your bounce rate is, the better.
And putting a safeguard up against high bounce rates is a matter of creating emotionally appealing content.
“How Can I Take Advantage?”
Deep crawl. Time spent on webpages. Low bounce rates.
It’s all scientifically proven to improve search results and visibility, but these pillars are results of very specific emotion-based endeavors.
Here’s how you create a connection with your website traffic—a connection that results in higher search visibility.
Create RELEVANT content.
Sounds like a no-brainer, we know. But you’d be surprised at how much fluff any given website contains. Relevant content equals timely content. In other words, your message should address the pain of here and now.
Moreover, it must show how to solve those struggles. That’s the core essence of relevance, and if you pull it off, then your website traffic will behave the way Google wants them to.
Tell HONEST stories.
Storytelling—human beings love stories. Otherwise, no more books, no more movies, and no more television. The love of stories is our default setting.
Why should content marketing be any different?
The thing is, there’s storytelling that keeps your audience engaged. And then there is filler content. The major difference between the two? Honesty.
Write candidly about your customer avatar. Discuss their desires. Be brutal about their problems. Don’t relent. Sear it into their brains that your business holds the solution they crave.
Admit your business is NOT perfect.
We see the word “life-changing” quite a bit. There are so many product descriptions that claim the business can forever alter the fabric of the consumer’s life.
At best, this is hyperbole.
At worst, it’s simply not true.
This is not to say that your business does not offer transformational solutions. That it doesn’t alter a part of an individual’s life in a profound way.
However, no diet pill can burn off 10 pounds a day; no coaching package will guarantee an entrepreneur cracks a million-dollar glass ceiling.
Readers appreciate candor—especially as it pertains to your goals. They’ll read more when you admit your business is not perfect. Google picks up on that, too.
Explaining why your solutions NEED to exist.
Why was your business born?
When you answer this question, don’t think in terms of your yearning to live as an entrepreneur. Think of your audience. Consider why your products and services help. Get specific.
You do what you do for a reason. Prospect will latch on to that. And in doing so, website traffic dives deeper into your website, spends more time on each page, and sticks around once they find you.
And then Google will say, “OK, you can be more visible now.”