OntoSearch

One of the factors that provides more traffic generation is the ease of being found by the suitable audience. The nodal point isn’t to appear in SERPs top ten -though it will obviously be a good thing for any site-, but to be listed with suitable keywords. This will immediately reduce bounce rates -the number of users who abort navigation in less than 30 seconds-, and will significantly increase conversion rates.

The best way to ensure our findability by a suitable audience is to provide relevant content for our keywords. Because of new semantic features present in search engines architecture, text relevance becomes crucial. For this reason, techniques such as stuffing, that is cluttering the text with keywords, and other black hat techniques like hidden text, and duplicate content have become pointless, apart from exposing the site to severe penalties by Google, including lowering to zero the Pagerank.

The question that arises is why do things wrong when they can be done right. Providing quality contents is the ideal technique to achieve best web positioning, the genuine, lasting one, which will lead to better traffic figures. One way to, somehow, “inflate” positioning in SERPs is participating in social networks. This doesn’t mean that entries in SERPs from social media are less valid, it means that they are more ephemeral. As hot trends passes, entries start being displaced, pushed to less prominent positions, and this is particularly noticeable when you and your competitors use the same keywords. So the question is how can we achieve durable search engine result entries? The answer is with quality content.

Quality content adds value to the site as it offers visitors a reason to return. It provides added value to your products, educating consumers on how to take full advantage of them, make the most of them, give them proper care and provide information about its features and functionalities. Content helps create an online reputation, and turns site into an obligied source of bibliography on the topic in question. Think about your personal experience. Surely each one of you has a series of blogs, which you have probably subscribed their RSS, and those who get there frequently believe that what is published there is valuable. That’s what we mean by quality content. It is the ideal tool for better web positioning, while offering added value to visitors.

Relevant texts are the ideal answer for the semantic web. New architecture of search engines is increasingly paying more attention to semantic relevance, and Google, for example, has developed a growing ability to recognize synonyms. Thus, if a user searches for “luxury cars” probably also he’ll see on the resulting SERPs, some sites about “luxury vehicles”. If search engines increasingly “humanize” indexing sites, design your site for humans, and this will be the greatest guarantee of success in all positioning efforts.