This feature perfectly illustrates why keyword specificity is dying. When Google scans your site for information, it no longer pulls out the keyword phrases it thinks are relevant and pairs them to user queries.
Instead, there’s an intermediary step. Google interprets the data on your website, and begins to form its own conclusions about what your site and your business really deliver. If that seems a little spooky to you, you aren’t alone — Google is becoming exceptionally sophisticated.
As an example, according to Google’s own research, deriving meaning from the synonyms of keywords accounts for up to 70 percent of searches.
That means it doesn’t matter that you used the phrase “auto repair shop” exactly several times throughout your website. You could use “auto repair shop,” “car repair specialists,” and “vehicle repair facility” on different pages, and Google could theoretically put you in the exact same category.
Therefore, it’s far more important to optimize your site for a specific meaning rather than a specific phrase, and you can likely forget about keywords altogether in an effort to post relevant content and naturally build yourself as an authority in a given space.
You invite search engines to visit your website.
When you submit your website URL to a search engine, you basically ask the search engine spiders to visit your website and to evaluate it. If the search engine spiders cannot find anything useful on your site, they won’t list your website. It doesn’t make sense to submit your website to search engines if you haven’t optimized it before.
Here’s where you can go to have your site added to:
Yahoo: siteexplorer.search.yahoo.com/ (you will need to register first)
Website User Experience
In this case, user experience focuses on design, usability and on-page optimization.
• The use of images on websites is increasing, but there are fewer videos as a direct result of Google’s decision to only play video thumbnails on the SERPs.
• The top 30 rankings contain fewer sites that include Google AdSense adverts – showing you shouldn’t distract your users with adverts that don’t enhance their user experience.
• Higher ranking pages are those that contain interactive elements that are easy to understand and that offer skimmable and scannable chunked text.
• The top ranking sites are responsive that don’t use Flash
• User signals are playing a bigger role, such as click-through behavior on SERPs, data collected through Google Analytics, personalized search, Gmail history and browser data.
This should be the first step for any SEO campaign. The free Google Keyword Planner tool, which can be used to input your website’s home page URL and review the keyword ideas Google provides. You should also do the same for two or three competitive sites.
Ranking in the search engines is not a civil right.
You don’t “deserve” to have your content found by Google. (Or Bing, or Yahoo, or anywhere else.) That’s not a service that Google has promised you.
Weirdly enough, Google won’t even promise you that they’ll accept large amounts of your money to run advertising on their AdWords platform. They can take that away any time as well. Without necessarily giving you a reason.
Too often, we think that because we put a ton of work into being found on the search engines, that we are somehow entitled to that juicy position on the results page. It doesn’t work that way.
The greater your sense of entitlement about what companies like Google owe you, the more frustration and anger you’ll feel when you get smacked. Which you will, if you’re in the game long enough.