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Searchmetrics Study: Online Health Sites Are Long-Winded - And Searchers Couldn’t Be Happier

Submitted by RealWire on Thu, 11/16/2017 - 11:35

New Industry-Specific Google Ranking Factors Research Finds Health Industry Bucks Trend of Less is More for Increasing Visibility Online

SAN MATEO, Calif. (November 15, 2017) - Health-related websites must create highly relevant, long-form content tailored to answer searchers’ questions with more authority and clarity than other industries, according to a new Searchmetrics study that identifies key ranking factors for specific industries.

Some 77% of those seeking health-related content begin by searching online. Health publishers, online shops, insurance providers, state and not-for-profit healthcare suppliers can best meet searchers’ needs by delivering content that is longer than is typical in other online industries. The content must be well-structured, using bullets, headers and informative imagery, the Searchmetrics Ranking Factors study found. 

“The challenge for anyone in this sector is breaking through the clutter,” said Daniel Furch, Searchmetrics director of Marketing EMEA. “Finding a way to increase visibility in searches is one of the most important things you can do.”

Online health covers a range of content, from fitness tips and nutritional advice, to medical research studies and information from health insurance providers. 

“Google now better understands the type of information people are seeking on the subject of health, and it knows what elements best satisfy search queries within that individual vertical,” Furch said. “That means it’s important to have a vertical-specific approach to the way you optimize your content and web pages.”

Fast-Loading AMP Pages Dominate Google’s First Page Results for News

Submitted by RealWire on Tue, 09/26/2017 - 16:15

Seachmetrics releases Google Ranking Factors Study for the Online Media Sector highlighting the importance of a good user experience

San Mateo, September 26, 2017 - News and information publishers who enable fast-loading Accelerated Mobile Pages (AMP)[1] for Google searches now overwhelmingly top mobile search results, suggesting holdouts are increasingly likely to lose readership and advertising revenue, new Searchmetrics research finds.

Some 78% of news-related results on the first page of mobile screens are AMP-enabled, according to Searchmetrics latest study, Ranking Factors for the Media Industry. In desktop Google searches too, the data suggests high-ranking content from online media and publishers will prioritize the user experience. High-ranking content is significantly more relevant to the search query, uses more words in the text to cover topics more comprehensively, and includes more links to direct searchers to related information on other sites.

“This study is designed to provide advice and observations to web publications, company blogs, online news sites and other publishers who are all competing for traffic and revenue as sources of news and topical information,” said Marcus Tober, CTO and founder of Searchmetrics.

Online media and publishing is a highly competitive field, relying mainly on advertising for revenue. In an era of so-called fake news, relevance to the search query is becoming even more important for success.

A Guide to What Is Really Stopping You From Ranking

Submitted by Gareth Simpson on Wed, 02/01/2017 - 22:44

It’s the million dollar question all SEOs get asked: “why isn’t my website ranking?”. Sometimes the answer is simply that the site doesn’t offer much value and doesn’t deserve to rank; other times a website is being held back by its own technical environment, or let down by poorly thought-out content. Are you worried about your current website rankings? Don’t get yourself tied up in knots – detangle your site’s content and CMS to give yourself the best possible chances of ranking.

Elementary content relevance

Gone are the ‘halcyon’ SEO days when you could repeat a two word phrase over and over again on your website and magically rank for it. On-page relevancy in 2017 is all about using semantical variants, synonyms, and adopting user language that’s focused on intent and purpose. Write naturally & give generously.

  • Your content doesn’t just have to be superficially relevant, it needs to be genuinely engaging and valuable to users. Engaging users is all about finding that sweet spot between audience/keyword research, and your own brand messaging. One way to make sure your website has plenty of great user-friendly content is to create a resource library.

Searchmetrics Ranking Factors: Rethinking Search Results Based on Google’s Deep Learning and Content Relevance

Submitted by RealWire on Tue, 12/13/2016 - 12:25

Searchmetrics' annual study of top Google ranking factors undergoes radical format shift to match industry-specific needs and results

SAN MATEO, Calif., December 13, 2016 - Today's search results are shifting dramatically to match answers to the perceived intent of a search, as Google and other search engines increasingly employ deep learning techniques to understand the motivation behind a query, according to key findings in a new Searchmetrics study.

Findings from the latest Searchmetrics Ranking Factors study, "Rebooting for Relevance," suggest marketers face new challenges as Google deemphasizes traditional ranking factors such as collecting more backlinks and employing enough focus keywords in text. As technical SEO factors become table stakes in online content strategies, marketers in various industries will be forced to adopt new techniques to succeed," said Marcus Tober, Searchmetrics founder and CTO.

"Google revealed last year that it is turning to sophisticated AI and machine-learning techniques such as RankBrain to help it better understand intent behind the words searchers enter, and to make its results more relevant," Tober says. "User signals such as how often certain results are clicked and how long people spend on a page help the search engine get a sense of how well searchers' questions are answered. That allows it to continually refine and improve relevance."

What is The Future of Search Engine Optimization?

Submitted by Peter Sampson on Thu, 12/01/2016 - 06:35

Search Engine Optimization is an industry that was born out of the modern web and search engines like Google. Its entire focus is the constant and unending pursuit of understanding what makes one site rank higher than another. It’s exhausting, and just like search results these days, there’s a lot of options.

The future of SEO is dependent on the people who are using it and what they want from platforms like Google. There’s a science to everything, but the more sophisticated search algorithms become, the more they think like people. It’s time to start thinking like people as well.

The Future of SEO: Turning Metrics into a User’s Experience

SEO has never been about one thing like keywords or backlinks. It’s always been a giant jigsaw puzzle that everyone is scrambling to fit together. One thing that has risen above the noise in recent years, is the need to address the user at every level.

What do they want from their results? How can we answer their questions or meet their needs in a way that no one else can? These are the questions at the heart of Google’s ever-shifting algorithm, and it represents the ultimate goal of both SEO and search engines. We’re both searching for the perfect answers to our user’s questions.

Successful online businesses know that keeping customers happy is the key to long-term viability. If you ask a USA-based SEO services agency to help you get your site to rank higher, it involves improving that core user experience through everything they do. Even something as innocuous as keywords can contribute to the experience by giving you relevant topics of discussion around a broader subject.