Wednesday, August 20, 2014


14. August 2014 by Jaanika Kivilo to Search

SEO - Search engine optimizationSEO is probably not new for you. SEO means improving web presence on search engines. Google is the market leader globally, which is why SEO is closely tied with Google search engine. When SEO definition is clear, the content is from outer space. The thing is that SEO is hard to understand. Even SEO specialist cannot agree what SEO is all about – linking, social signals, content marketing or something else. And Google makes it even more complicated with algorithm updates that have severely affected search rankings. So there is no wonder that SEO seems like some kind of witchcraft.

How important is SEO?

More than billion searches are made on Google daily. To get estimates about your business market size, log in to Google AdWords and use Google Keyword Planner tool. You can find out how many searches are made on average in your business field using related keywords. 94% of all clicks accounts for organic search results and 90% of users never look beyond first page of Google. Now you can estimate how many visits can you acquire from Google search. PPC investments are way beyond SEO investments - it’s a goldmine for your business.


AdaptiveSEO i.e. ASEO is developed by WSI search specialists and stands for web presence optimization rather than boosting keywords on search engines. ASEO objective is to focus on long-term results using quality content creation and emphasizing consumer values. ASEO methodology is explained below.

SEO ≠ keyword positions

SEO definition says that it’s about improving website visibility on search. As you know search engines work on keyword basis which is why keyword strategy has been the core element of SEO. A company chooses bunch of keywords they want to show up on search and SEO service provider does the magic to fulfil their client’s dreams. Easy.
But what’s the monetary value of keyword strategy? Okay, the website appears on search but who guarantees that the positions will stay? These kinds of strategies are built on short-term success with minimal efficiency by using prohibited methods. Visitors can smell it. They know when they’re being tricked and they won’t forgive. Definitely no sales are being boosted this way.
Instead of focusing fully on keyword strategy, it should be approximately 15% of the whole SEO strategy. This means choosing the right keywords by analysing search volumes, competition, visits and website conversions. Keywords are the core element of content plan that should be the heart of your SEO strategy.

Content marketing role in SEO

Content marketing is the trendy mate everyone wants to hang out with in digital world.  Content marketing is heavily supported by social media networks that are going more content centric. SEO is no exception. SEO in 2014 is all about mixing keyword strategy with content marketing. Content marketing focuses on content creation and distribution. What it means for your business?
  • Regular content that you can share with followers
  • Social signals that support SEO by sharing, commenting and high engagement rate
  • Updated website that shows your business in a good light
  • Growing business authority
Content marketing is a great way to enhance website domain value that helps to boost even keywords that are not directly in business’s keyword strategy. This helps to reach consumers in different stage of buying cycle – those who are just in the beginning of solving their problems, those who search for specific products/services and those who need that last kick to make the decision.
Content marketing should take about 45% of the whole SEO strategy. This stage includes developing optimized content plan, choosing tools, formats and distribution channels. For example the client starts a blog, issues press releases, writes case studies and guides, creates infographics etc.

SEO is growing in scale

When content marketing ais the core of SEO strategy, your company has the necessary tools to create content on regular basis. The content alone does not get you any traffic. Here comes in social media. According to EMarketer predictions social media users will reach to 2.5 billion people by the year 2017. This means every 4th person owns a social media account.
In the SEO perspective, social media has the role of content distribution channel. Content is needed to widen the reach. The more your posts are being shared and liked, the bigger online footprint you create.  Google notices your efforts and values engagement rate as an important factor in the search algorithm. The more social conversation you manage to boost, make people share and like your posts, the greater engagement you will get and Google rewards you with higher search positions. Social media should be about 10% of your SEO strategy.
Don’t forget that search results alone have no value. When you’re active on your social media accounts and talk to real people and customers you get precious feedback about your business and products/services. If you’re boring and only talk about your business stuff, you need to accept that no social media glory is going to hunt you. Read more from our blog what’s new in social media. Below is the most popular Facebook post in July in US:
july most popular fb post in us
Picture: Socialbakers

Mobile potential

No one doubts anymore that mobile is growing. Hummingbird algorithm update is only the top of the iceberg of embracing the changes in consumer behaviour. Mobile is one of the most underinvested channels in the digital marketing mix. So this is your chance to beat your competitors and reach to clients that others don’t hunt jet.
Content marketing also supports the mobile SEO. Social media platforms are mobile friendly. If you don’t have a mobile solution for your business (hopefully it’s in the development already) you at least have a mobile presence on your social media accounts. This is by far not ideal and works only if you have an active fan page, but it’s the least you can do for a mobile presence without a mobile web.
Best results are of course achieved with responsive website. Google has been very clear about their preference of responsive websites and scores them higher on mobile search.

How to measure results?

As you can see, SEO has changed, a lot! Keyword strategy has developed into quality content marketing. This also means you need to change the KPI-s to get a complete understanding of how well the SEO strategy is performing.
The main (and quite often the only) KPI for SEO has been keyword positions. This is extremely narrow KPI that can only measure poor SEO strategy as it shows no value.
The new age of SEP is about quality and web presence optimization. Keyword positions are only the bonus for great effort. Content marketing is the tool to create trust, widen the reach and create a community with two-side communication. You cannot measure this by keyword positions. You need to value the engagement rate and reach to see how your fans and clients really feel about your company.


Good old days when SEO was about Google’s first page, are gone. SEO is way more complicated and meaningful nowadays. Instead of linking, the focus is on quality content production and distribution. SEO is a long-term strategy that needs commitment and resources. But the results are worth it. Contact us and let’s talk about what AdaptiveSEO has to offer for your business.

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