The only thing you can really count on in SEO is that it’s always going to change. As Google moved towards personalized search, the focus of SEO has necessarily changed. Rankings for a particular keyword or set of keywords don’t matter as much as the ability for your website to appear at the top of the search rankings page. As you start to switch your website content focus, there is a simple plan to help move your digital focus from keywords to search phrases.
Start with Search Type
Traditionally, organic searches fit into 3 categories; transactional, informational and navigational. Transactional searchers are searching for a website that allows them to complete a particular action, like buying or downloading something. As you can infer, informational searches constitute searches looking to learn more information. Navigational search includes searches where the user is looking for a particular site. For instance, a navigational search might occur when someone uses a search engine to look for “Freedom Honda” instead of simply “honda dealerships.” When you’re crafting the content for your website, think about which bucket it fits into.
Find Questions to Answer
Once you identify which type of search applies to you, the next step is to think about what type of questions the searcher may have. Answerthepublic.com is a tool that takes general keywords, like tires, and creates a series of questions and phrases around that keyword. After identifying those questions, create your content to answer those questions. For example, you might create an FAQ page, provide “best practice” content on your parts and service page, or create articles that address the top 10 ways to keep your car running great.
Link it Back
In order to make sure the content is found, you have to make sure the content is linked properly within your website. When I say that, don’t think “this needs to be in my navigation.” Rather, think of it as a chance to build out text links within your homepage. Take advantage of anchor text links: this is when existing words on a main website page, such as the homepage, link out to an internal website page. Those links serve as a strong signal to Google about page content, and can make the page more visible when someone searches.
While SEO algorithms are always changing, you also have the ability to change your website to match current search trends. By taking SEO by the reigns, you can ensure your website is appearing to your customers exactly when they need it to.
Want to see more tips like this? Check out my recent webinar "Converting Your Dealership Goals to a Social and SEO Strategy".