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14 Apr

Two Top Reasons SEO Is Necessary For Your Business

SEO written in chalk on blackboard
Two of the top reasons your business needs Search Engine Optimization: Algorithms and AI (Artificial Intelligence). All search engines and social media platforms make changes and updates to streamline services for their end users. These changes are applied frequently with major updates to algorithms every year. Having someone in charge of your SEO that keeps up on the bleeding edge of these changes is important to the continuity of your business. Are you being found on the web or are you being buried by the competition?
SEO stands for Search Engine Optimization. These are actions that can be taken to help your website rank higher on the SERPs, or, Search Engine Results Pages. SERPs are the pages you see that list your search results on Google, Bing, Yahoo, Duck Duck Go, and many others.
Rank is everything when you are promoting your website, business, non-profit, or The Dullest Blog in The World (shout out to Dave Walker).
The goal used to be to show up in the first page results. Then, as algorithm changes occurred, in the top three. Recently, however, the goal became the sweet “zero spot” at the very top of the first results page and contained in it's own box called a "Knowledge Card". This zero spot was created for faster load times, but it is also due to the advanced integration into search of VUI (Voice-User Interface). VUI refers to your voice-activated searches. It's when you "ask Google to do it," or one of the many other AIA (Artificial Intelligence Assistants) similar to Siri, Alexa and Cortana. The answer you receive is from the zero spot.
The drawback to this zero spot testing is that on a visual search, only one option would show, and, although an option to view more results was given via a "People Also Ask" clickable button, a website would need to have first page rank on Google to be featured. This "condensed view experiment" called "Google Project Zero" ended as of March 20, 2018 with a Tweet from Google's Danny Sullivan advising, "We have enough data and feedback . . . to conclude that the condensed view experiment should stop for now. The team will look at improving when and how it appears."

 The end to the experiment may have come due to security breaches that could allow a user to gain admin privileges on a system.  Just before it ended, two security flaws in one week occurred on Microsoft Edge. This was after two bugs appeared in November 2017. The Verge reported on this and you can read about it here.
The Knowledge Cards are still utilized for "closed information", which are facts like the weather or word definitions. The future for the zero spot is uncertain, but a great SEO person will stay on top of changes and adjust practices accordingly.
Your business may have prepared for Google's "mobile first" indexing update or #mobilegeddon. You may have created pages and ads with AMP (Accelerated Mobile Pages) to make your content display beautifully across all devices. But, are you ready for the fact that we are moving from a mobile world to an AI world?  Google CEO Sundar Pichai made this statement in 2016: "I think we will evolve in computing from a mobile first to an AI first world." In 2018 anyone with a device has access to their own AIA. You will find them on cell phones, computers, and home smart speakers such as Amazon's Echo.
What do great SEO people do for your business to meet the growth of search into VUI, AIA, and mobile indexing? Coding.
Great SEO people can talk to robots. Through the use of various codes, languages, tags, and snippets, your SEO person can tell the internet bots (also called "web crawlers" or "web spiders"), for instance Googlebot, what content on your website you want them to index. Using Google's condensed view experiment from above as an example, properly coded content, even if it was ranking on pages up through the 80s, could still be pulled to feature as a Knowledge Box if your content met the search query.
Coding is more important than ever in the face of VUI and AIA. Even though Google Project Zero is at a standstill, search engines still need to provide that one answer the voice-user is looking for. Bing is the search engine used by Amazon's Alexa and Apple's Siri so you need an SEO person that will take care of your business SERP needs on many search engines and devices. Yes, there is life outside of Google; however, let's go back to Google and VUI.
In the early days of public internet use, the late-1990s and the early-2000s, results on the SERPs were organic. Imagine, if you will, a results page without Paid Ads, Sidebars, Knowledge Boxes, Knowledge Graphs, Knowledge Cards, or Social Media results. No Top Stories, Carousels, or news articles. No Fake News, Click Bait, or PPC (Pay Per Click) ads. It was the Wild West and it was glorious.
For some time now Google has been removing most organic results in favor of other features such as VUI results.
Recently MOZ ran a test across 10,000 SERPs and found 51% had less than 10 traditional organic results. Over  1/4 of page-one SERPs featured 5-8 organic results. Those organic results were:
Full site links
Image results
Top Stories
In-depth articles (3 articles = 1 organic result)
Tweets (in a carousel)
Tweets (single)
We know that on Google the Knowledge Card will be at the top. After that would be website links, images (including photos, graphs, line drawings, etc.), top news stories of the day, in-depth articles that include optimized blog entries), multiple Twitter results, and single Tweets related to the search.
How does a great SEO person navigate this for your website and help your business show among those top results? Structured Data Markup and Blog and Social Media Maintenance.
Structured Data Markup is among those skills SEO people use to talk to the bots. It can be combined with your site's HTML to allow search engines to understand what information is on each page of your website.
Utilizing Structured Data Markup (SDM) with alt-img tags allows the crawlers to index your videos and images and meet Internet Accessibility guidelines. SDM used with Meta Tags and Meta Descriptions allow crawlers to index blog posts and articles on your site.
Social Media is a necessity for doing business. They have algorithms and changes of their own that great SEO people can help you navigate.
Search engine results are shrinking, making SEO more necessary than ever.
One Web Company has a great SEO team who can help your business with search engine rank. Contact One Web Company to discuss your personalized plan. Call +1 (619) 500-6252 or complete and submit the form below.