What You Need to Know About Keyword Clustering and SEO

There is a new term floating around in the world of web design and search engine optimization: keyword clustering. More than a few business owners and marketing managers are wondering what it means, and more importantly, how it fits into their search and conversion strategy.

Today, we want to shed some light on this emerging SEO practice. Here’s what you need to know about keyword clustering and how it could affect your website and blog going forward…

An Overview of Keyword Clustering

You are probably aware that search engine optimization is getting more complex and competitive. There are more websites being crawled than ever, and advanced computers (in some cases even artificially intelligent machines) are using complex algorithms to sort through them. At the same time, searchers are getting more and more precise with their queries.

All of this takes us away from a single or simple keyword focus. It’s hard to type one or two words into Google’s search box, for example, and get exactly what you’re looking for. That’s leading us to a “long tail” of search, where multiple terms and complete phrases are thrown together to either signify or decipher the intent behind a query.

One way to give yourself an edge in SEO, then, is to target longer search terms with your site. That can be helpful, if you know your customers are looking for a very exact term or phrase. However, keyword clustering goes a step further. It involves having the right kinds of words in close proximity to one another, and sprinkled repeatedly through your website, to help create both keyword exact matches and context for your site.

In other words, a website like ours might have the phrase “business web design” used plenty of times. However, we might also sprinkle in terms like ROI, digital advertising, search engine optimization, etc., in the same paragraphs so it’s easy for Google’s spiders—and real searchers—to understand what our content refers to beyond the specific target phrases. That’s the power of keyword clustering, and it’s becoming a bigger part of the SEO process.

Using Keyword Clusters is Good for Both SEO and Branding

The great thing about using keyword clusters is that you aren’t just improving your search engine visibility (although many business owners and marketers will undoubtedly use it for that purpose). It’s also a way to think about your branding and positioning.

After all, when you’re forced to think about the context of your web pages, your attention naturally turns to things like target audience, searcher intent, and conversion strategies. You need to know who is coming to your site, what they want, and what you can do for them. In that way, using keyword clusters can help you tighten up your content and be sure you aren’t just attracting search traffic, but doing all you can to convert visitors into buyers.

The first step towards creating strong keyword clusters is to engage a proven web design and search engine optimization partner. Taking that step will prevent you from moving too far from your business goals or working with a team that isn’t going to get you the right long-term results.

Like most things in SEO, business owners tend to think of keyword clustering in terms of how many hits they can bring to a website, or how many places they can jump on Google. The real value, though, is in the way it can help the right buyers find you and take the next step.

Want to stay on the cutting edge of search engine optimization and online marketing? Contact our team today to schedule a free consultation and see what we can do to help you take your business to the next level!

Two Ways to Approach Search Engine Optimization (SEO)

Along with a website that looks great, or more leads and sales, one of the top requests business owners and executives bring to us is a desire to stand out on Google and the other search engines. They aren’t concerned about search engine optimization (SEO) because they think it’s fascinating or enjoyable, but because they understand that earning a top search engine spot will help them to attract more customers.

That point is pretty self-evident, but it’s an important one to recognize. That’s because not every business owner is going to have the same ambitions, or the same level of commitment to promoting their company through search (or the internet in general). To get the most from your campaigns, creative team, and budget, you have to go into the process with the right ideas and expectations.

With that in mind, today we want to explore two different ways you might approach search engine optimization for your business website…

Philosophy #1: A Minimalist Approach to SEO

Some business owners want to benefit from search engine optimization, but aren’t willing to devote a lot of time or resources to the project. That’s understandable, and it can work so long as they hold the right expectations.

An experienced creative team can audit your website for technical problems, engage in a bit of keyword research to find out what your customers are searching for, and then do some on-site optimization. The likely result is that you’ll show up for specific search terms, particularly those related to your company name or geographic location.

If a lot of your business comes from local buyers or word-of-mouth advertising, that might be all you need. However, this sort of work isn’t likely to vote you to the top of Google’s rankings very often. To reach higher, you have to make a more consistent investment of time or money.

Philosophy #2: Aiming for the Top of Google’s Search Rankings

Just as some business owners want to do the bare minimum in terms of SEO, others want to shoot for the moon. They aspire to aim for a top three Google position for several different search terms and geographic areas.

To do so, they have to follow the same beginning steps as we outlined above. More attention will likely be paid to keyword research, but the basic initial plan is the same. The difference between the first philosophy and second, though, lies in the amount of subsequent work that needs to be done.

In order to truly dominate on Google, you can’t simply make some additions and upgrades to your website (as important as those steps are). If you really want customers coming to you again and again, you have to produce lots of relevant, high-quality content on a regular basis, develop a sales funnel, and get familiar with your web analytics. Additionally, you have to go back to those basic optimization steps again and again periodically to keep your website fresh.

You can perform a lot of these tasks yourself, but the bottom line is you’ll have to spend either time or money (and possibly a bit of both) if you want to blow the competition away on Google. Those investments pay off, but only if you follow through with them.

What Approach to SEO Works for You?

Now that we’ve laid out to different approaches to search engine optimization, ask yourself which one might be right for you. Are you more apt to optimize your site and post a few pieces of content infrequently, or to devote more time and resources to the project in hopes of getting bigger awards?

There is a bit of middle ground here, of course, and a talented creative team can help you make the most of a limited budget. However, if you are expecting to “do” SEO once and forget about it, then you should at least know where to prioritize your efforts and what to expect in return.

3 Reasons Traditional SEO is Dying

Search engine optimization (SEO) is reaching an interesting point in its development. On the one hand, optimizing websites for search visibility through content, inbound links, and technical upgrades is more important than ever. On the other hand, it’s obvious to web design industry insiders who can see beyond the immediate horizon that traditional SEO is slowly but surely going away.

To help understand why, and what will take its place, there are three things you have to know…

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Three Lies and a Truth About Links

In the wake of some of the recent changes we’ve seen in the internet marketing world—and especially Google’s Penguin and Panda algorithm updates—we have noticed that a lot of business owners seem confused about the best way to think about links.

We often hear questions like: Should I still be trying to get links to my website, or should I be working to disavow the ones I got in the past? Do links still have search engine optimization value? And if so, does it matter where they come from?

It’s only natural to wonder about these things, given that there was so much bad information going around. To find the answers you need, let’s look at three lies and the truth about links and internet marketing in 2017…

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Are You Making These Facebook Advertising Mistakes?

Google AdWords and Facebook advertising are built on a similar premise: show your marketing messages to the right people and you can generate an instant response. However, they represent entirely different platforms that work in unique ways. It’s no surprise, then, that so many marketers try to transfer the success they’ve had using search PPC to social media advertising and come up short.

To use Facebook advertising profitably, you have to follow an approach that’s tailored to the social network itself. That means avoiding a few all-too-common mistakes that small business owners tend to make again and again.

Let’s look at a few common blunders you should watch out for in your Facebook advertising campaigns…

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Using Search, Social Media, and PPC Together

Most of the business owners and executives who come to see us for web design and Internet marketing already know they need to be using search engine optimization, social media, and pay-per-click advertising. What they don’t necessarily know is how they should prioritize them and use them together. In fact, many aren’t sure of the distinctions at all.

That’s understandable—the men and women we work with our busy building and running their companies. They don’t have the luxury of learning the ins and outs of Internet marketing the way we do. So, if you feel as they do and aren’t sure how you should use search, social, and PPC to grow your company, here are a few things we want you to keep in mind…

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5 DIY Online Marketing Video Tips

Online videos can change the results you get from your internet marketing overnight. They can add more punch and persuasion to your landing pages, help you to get more views on your social feeds, and open you up to an entirely new audience on YouTube.

The best part of this might be that the cost and complexity associated with producing online videos has gone way down in the last couple of years. Now, virtually any business owner or marketer can release fantastic clips if they are willing to put a little bit of time and effort into the project.

So, how do you make sure your clips stand out for the right reason? Here are five DIY online marketing video tips you can put to use right away…

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Adding More Personality to Your Social Media Marketing

In many ways, social media marketing is the great equalizer. That’s because it puts small businesses—and even small business owners—on par with Fortune 500 brands.

In fact, we would argue that the little guys actually have an advantage. That’s because most people don’t want to see big-budget advertising when they go on Facebook and Twitter. Instead, they want to follow their passions, find interesting and offbeat stories, and connect with other people. Each of those is at odds with the mass-media approach bigger corporations follow.

Knowing that, how can you use your social media advantage in an effective way? The short answer is to add more personality to your profiles and feed. Here are a few reminders to help you do exactly that…

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The Second Most Important Sales Page on Your Website

At any given moment, the most important selling point on your website is likely to be your home page or landing page, depending on which one is attracting the highest number of views. What a lot of small business owners fail to realize, however, is that the second most important sales page is one that’s often looked over

Years of studying web analytics have shown us that a companies “About” page gets more traffic than marketers realize. Moreover, the impression that it leaves a reader with will go a long way towards determining what will happen next. That’s particularly true if there are team member bios, or a story about the history of the business.

There are probably a couple of reasons for this. The first is that, as humans, we like to know other humans. That is, we want to know a bit more about the men and women we are doing business with. Looking into their bios and stories is a good way to understand who they are and how we might work together with them.

At the same time, the About page on your website tells potential customers what it is that makes you different from all of your competitors. It’s a chance to show off your unique skills, talent, or perspective. It’s your shot to fill them in on what sets you apart.

Knowing that, how can you make the most of your About page? Here are a few good tips to help you get started…

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4 Inexpensive Ways to Improve Your Website Today

Do you feel like your website could use a facelift, or perhaps a performance boost?

Often, we hear from business owners, managers, and executives who want to get more from their web presence, but they have been hesitant to give us a call. That’s because they are afraid that a short conversation will lead to a proposal for a brand-new website – one they might not need or be able to afford.

There certainly are times when it makes sense to build a new site from the ground up. However, if your pages were laid out in the last few years (and are mobile-compatible), you probably don’t need to start over.

Here are few steps you can take to make your website feel new without putting a major dent in your budget…

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