Digital Marketing Part One: SEO In Today’s Society

At Pass The Sky we love helping people; that’s why we got into this business.  We also love to spread our knowledge to help you help yourself. SEO is always changing and these are our proven methods and applications as we head into 2019.  We hope you find them useful.

SEO Tips
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  1.  Content Is King
  2.  Understanding Google’s RankBrain
  3.  What Dwell Time Means to You
  4.  Increase Click-Through Rate (CTR)
  5.  Mobile-First Mentality
  6.  Conclusion

Content Is King

Though technology is advancing and their methods are changing, Google’s main goal remains the same: to provide the user with the best result for what they are searching for.  Today, how they determine that is much different than even two years ago. Search Engines are constantly

Content is King
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refining their algorithm and using tools like BrainRank to innovate their own design.  For example, the top ranked website in 2010 with the same content today probably wouldn’t even rank on the first 5 pages. Google wants websites to be a one-stop shop for the user. Amazon ranking for pretty much everything e-commerce is proof of that.  If you become that one-stop shop, then Google rewards you by boosting your ranking. So how do you become that one-stop shop? You provide detailed and comprehensive content targeted at your audience.

You do not have to write a capstone research paper, but you better ensure that you have done your research.  The article should be 2,000 words or more and loaded with appropriate titles, subtitles, and keywords. Over-using focus keywords is a very common mistake and will actually hurt your ranking.  This used to be a very popular SEO technique that is now outdated. One of the ranking factors Google looks at is keyword density. A good rule of thumb is less than 2% of your content should be your focus keyword.

Latent Semantic Indexing (LSI) keywords are absolutely essential to ensuring you have relevant content.  They also help your keyword density remain at a desirable level. When I first learned about LSI keywords, I immediately thought back to the game, Taboo.  If you don’t remember, in Taboo you have to describe something without using a list of related words. LSI keywords are exactly the opposite. Given a focus keyword, you want to use semantically related words or phrases to raise the relevancy of your content.  There are several subscriptions services that can aid you in choosing applicable related words, but a quick and cheap starting point is Google itself. When you start typing into Google, it shows your related searches. Often, these are strong LSI keywords.

Understanding Google’s RankBrain

RankBrain is an integral portion of Google’s ranking algorithm.  Simply put, it is a program capable of learning that aids in sifting through search results.  To discover how important RankBrain is to what you’re publishing on your website, let’s take a look at what Google stated in 2017, “In the few months it has been deployed, RankBrain has become the third-most important signal contributing to the result of a search query.” As we near the fall of 2018 with sights on 2019, it is anticipated that RankBrain will become smarter and therefore more dependable which only means one thing: Google’s algorithm will be more reliant on it’s capability.  This means in order to rank you must understand and appease RankBrain.

What Dwell Time Means to You

Like the focus of all technology, RankBrain was designed to increase user-friendliness.  It is the user’s best friend. It constantly learns and remembers how users are interacting with any given website.  Common SEO phrases like Click-Through-Rate (CTR) and Bounce Rate (BR) are considered. But, RankBrain is truly focused on Dwell Time as it relates to CTR.  If you’ve never heard of Dwell Time, that’s okay, and that’s probably why you are reading this. Dwell Time is simply a component of BR that measures how long a user stays on a given website.

Dwell Time
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A Searchmetrics study published by Search Engine Land validates the importance of dwell time.  The study discovered, “The Time on Site (Dwell Time) for the top 10 URLs is 3 minutes and 10 seconds.”  This is not an accident. RankBrain sees what websites people are spending the most time on and boosts their ranking for obvious reasons.  Considering the the average adult attention span is less than ten seconds, it is an enormous feet to grab your user’s interest for greater than three minutes.  The obvious question becomes: how do I raise my website’s Dwell Time? Well, we can’t give away all of our secrets. Book a free consultation and let us show you the way up.

Increase Click-Through Rate (CTR)

CTR is one of the oldest ranking factors that search engines still use to decide who is number one.  Though a basic concept, CTR is a vicious circle. You can increase your CTR by being on the first page of results while having a high CTR will boost your ranking.  A genuine concern of website managers and business owners is how to counter the steady decline of CTR. If you have used Google in the past year the reason for this decline is fairly obvious.  The first page of results is saturated with Ads, Answer Boxes, and so much more. Therefore, this limits the conversion of organic search results.

Click Through Rate
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Now, more than ever, your SEO title and meta-description need to be spot on.  The stakes are higher now that there are less first page organic results and there is no room for error.  To know what to include in your title and description, simply type the keyword you are trying to rank for in Google. Next, look at the verbiage that is used and detect patterns and themes. Then, use these verbiage patterns and themes in your title and description. Finally, watch your organic traffic and CTR Pass The Sky. You are simply piggy-backing off of well-researched, paid ads. The best part is, IT WORKS.

Mobile-First Mentality

Google has already stated that the mobile version of your website is the primary and your desktop website is the secondary.  This makes sense.

Mobile First
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Google is user-driven. Just look at your own Google use. Do you perform more Google searches from your phone or your computer?  I’m betting (and so is Google) that the answer is your phone.

Consistency between your mobile and desktop versions of your website is vital to your SEO.  Any deviations will results in Google lowering your ranking. Since you are designing your website for users to get on and STAY ON your site, it is imperative that your mobile website is responsive.  What do we mean by that? Simply, your website has the same visually appeal and functionality independent of the accessing device. If you are having trouble with this, let us know.  We are glad to help.


Hopefully, you found this information helpful.  If you have any questions, please do not hesitate to contact us. Thanks for stopping by and we hope you have an awesome day! Good luck in your ventures.

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