Search Engine…Optimization

Newsletter sent 2016-09-20.

Search Engine…Optimization

Definition of optimization: an act, process, or methodology of making something (as a design, system, or decision) as fully perfect, functional, or effective as possible; specifically : the mathematical procedures (as finding the maximum of a function) involved in this. []

I posted a new article Optimize Search Engine Rankings to show a technique you can use to optimize your website content for improved search engine performance. The premise is simple: where possible, tweak your content to match the words that people actually use in search. Repeated studies show that search engines are still influenced by exact phrase matches; even this article published in Moz just yesterday reveals that different words with similar meaning produce different search results.  In my article and companion Excel workbook, I put that theory to the test and show how a small change in wording did have a noticeable impact.


This is not about getting order-of-magnitude changes, or suggesting that initial SEO research is not required; it is about maintaining or improving search engine position and performance in a changing environment. SEO is never ‘done’. Things change, including the search terms that people use, and if you can make sure your content uses the same words that people are searching for this month, your overall search performance should improve.

The Value of Automation

Easily said, but not so easy to do. The best terms to look for: the long tail keyword phrases that you already rank for, but don’t perform as well as they could. In your Google Search Analytics results, these multi-word phrases can appear on multiple lines with all kinds of variations. Like ‘avg time spent on a page’, ‘average time spent on a page’ and ‘time spent on a page’. Using the macro capabilities of the Analytics Edge Core Add-in, extracting the common phrases and summarizing the results can be automated, making it possible to identify the opportunities in your own web content.

Having the right tool makes the work easier.