In the old days of Google, search engine queries were relatively straightforward. Google combed the web for the keywords searchers typed and ranked websites highly if they contained those keywords and numerous external links. Over the years, this process has become more complex. Google continuously refines and improves its search engine algorithm in an effort to improve user experience and provide the user with the information they really want.
In order to accomplish this Google started taking user intent into account in its algorithm. Based on what other users had searched previously, Google anticipated what a searcher may be looking for in relation to specific search phrases. For example, if you search your favorite band their webpage will (hopefully) show up at the top of the search. Google will also include some images of the band along with some popular videos of that band. Google bases these results on what others have searched for and clicked on in the past (Google even tracks which links are hovered over but not clicked on!). An image of the band with many views is more likely to be suggested. The bands most popular videos, based on previous searches and clicks, will also be suggested. Google takes great strides to discover what its users are really searching for beyond the keywords typed in.
Google also takes intent into consideration for misspellings. When you misspell a search term Google will show the results for what it thinks you meant to type. Google uses past records of what other users have clicked on after misspelling words to anticipate what you will click on after misspelling a word. Google tailors the search results based on previous searchers clicking on these corrected results. For example, if you search “wik;pdia” Google recognizes you probably meant Wikipedia and produces that as the top result based on others clicking on Wikipedia after misspelling the search term. Google also starts to treat misspellings as a synonym of what is being searched in many cases.
Google has advanced its algorithm to take synonymous search phrases into account. For example, if you search “automobile dealerships” Google’s algorithm recognizes that automobile and car mean the same thing. A webpage may rank very highly in a search engine result despite not having the exact keyword phrasing that the user searched for. Provided the site has good content and the keywords are synonyms it will rank highly.
INET Web’s website developers experienced this firsthand with the Warshafsky Law Firm. As Wisconsin’s premier personal injury law firm, Warshafsky Law Firm had the iNET Web’s creative genius inspired web developers create a unique and profit generating website. The headline of the website reads “Milwaukee Personal Injury Lawyers”, but displays in the top 5 searches for “Milwaukee personal injury attorneys.” Google recognizes that attorney and lawyer are synonyms and ranks the page highly based on its content and quality.
Defining the content of your webpage using headline tags and keywords is important but to build real value you need to use niche-specific words to increase traffic to your site. As you build authority on these specific terms Google will start to recognize your business as a synonym for these terms, catapulting your website to the top of organic search engine results and driving traffic to your site.
Let iNET Web’s copywriters, web designers, and web developers help you navigate this ever evolving world of search engine optimization. Improve your business with a profit generating website from iNET Web today!
Creative is an intangible. There aren’t many great creatives in radio. In branding there are less. In strategizing there are even less. Most companies have no BRAND. The products and services are amazing, the businesses are often brilliant. There is just nothing for consumers to grab and buckle themselves into. The web sites are also no influence in creating the brand, brand strategy, ad concept or ads.
iNET creative has dozens of mind traps and hooks. Duplicitous meanings and meanings left for the listener to decipher or wonder at. While these traps can get a listener stuck in a thought midstream over two, three, twenty exposures they force acceptance of the message and action. When they discover the hidden hooks listeners feel like insiders, part of the story and part of the brand.