How long do bright ideas last?
For an experienced SEO specialist to discover a true innovation is rare. The word innovation suggests completely new technology or techniques. What tends to happen in the field of search engine optimisation is that the new discovery tends to only be new for the person discovering it.
SEO Innovation is rare, and even then rarely shared soon after discovery… As with all secrets, the information leaks slowly, then suddenly all at once, thanks to the viral nature of the internet. Once ‘everyone’ knows about a new technique and starts to use it, the effectiveness dwindles since a higher level of competition makes it harder to get to page one…
Then there’s the next consideration, whether the SEO innovation that you are learning about is applicable for your business:
- There are tactics and techniques that are very powerful for a short period, but then result in search engine penalties and/or de-listing.
- Other techniques work well in lower competition niches, or local niches but not for a larger niche or location.
- Some tactics involve a high cost and/or level of manpower that might not give a satisfactory ROI for you. These same tactics might be golden for the Plastic Surgery, Insurance or Finance niches.
- Some tactics work really well for one industry or location, but are pointless for others. There’s no magic SEO bullet that works everywhere and for everyone.
- There are keyword density levels and back link profiles that will help you rank in one niche, but make your website tank in another.
Did anything that you’ve just read confuse you at all? Perhaps not, but as you dig deeper into the world of SEO, you’ll potentially lose countless hours and get very confused. Often reading about things that you will never take action on, or that would help your business if you did.
Some SEO Innovations can be easily done by you, on a DIY basis
This is the reason for this section of our website. We’ll publish posts about tactics and processes that are likely to be useful to you, for your business.
Why do we know this? Because you’re likely to be in the energy industry. This is our specialist area. We know what is likely to work for your website, based on years of general SEO experience, as well and almost as many working with clients just like you.
SEO Innovations for energy companies in order to maximise their online presence. These posts can give you help for your DIY SEO efforts, or you can leave it to us.
Either way, these posts will be explained in as simple terms as possible, and contain references and examples of companies like yours.
This list of innovations will grow over time
In fact, if you're reading this at the time of writing in mid July, 2017 there wont be any innovations at all. Just a seed of an idea that will grow. Over the coming years, this post will be updated with an ever growing list of hints and tips. SEO innovations that can help you in your own SEO efforts.
Most of these suggestions will not be innovations to SEO consultants. They might just be innovations for your business, and changes that can easily be made by you, or your company webmaster or IT person.
Click on a box to open it and see the tip:
Check your keywords - Relevance over buzz!
Most businesses have a tendency to include a lot of non-industry related buzzwords in order to make product or service descriptions more appealing. We want our customers to know that we're 'dynamic', 'energetic', 'professional', 'synergistic' and perhaps 'leading' or 'respected'.
The problem here, is that search engines will often struggle to identify what you do, and who you do it for if too many generic words are included. Any page, post, or bio needs to have plenty of specific (but varied) keywords in there.
The added benefit, is that a web surfer, or time constrained visitor can also see exactly what you do, and who you do it for. You might have the perfect solution, but if its drowned out by phrases such as 'step-change' 'forward thinking' or head of it's class' then the visitor might not easily differentiate what you're offering.
Get more social media exposure even in 'boring industries'
Over time, we've seen plenty of social media trends, and have enough data to realise a few things. A couple of important ones are that many industries struggle to get organic growth, and that in many cases you need to 'pay to play' via advertising in order to get traction.
Did you know that only a fraction of your followers will see your posts on FB if you don't pay to 'boost' them? Did you know that posts are lost in the 'stream' like a paper boat?
One tip to help organic growth is to realise that in addition to being social media platforms, these websites are search engines too. When you search on LinkedIn or Twitter, you don't leave the website and go to Google do you?
To leverage these search features, design or re-design your social media pages using keyword rich text. Including your solution or a searchers question in the url, description or name of the site can create auto followers.
We created 2 oil and gas recruitment/jobs pages on FB within a month. A year later, with exactly the same posts, one has 1000+ followers, and the other has less then 50. That's 20x the result by including the keyphrase 'oil and gas jobs' liberally. These followers came through search!
Capture more online real estate
Some SEO hacks don't involve doing anything to your main company website. When you search for a product or company, what does the first page of Google look like? Sometimes we see competitors ranking higher, or even worse... Complaints!
A smart business owner will want to capture as many of these top 10 spots as possible. The easiest way of doing this is to create company profiles on websites that Google loves.
Make sure that you create a profile on all of the big social media sites. You might think that your company isn't relevant for Pinterest or Instagram for example... But with a bit of creativity you can take another couple of slots on the top rankings of the search results.
Hint: you can go there right now and create a couple of profiles!
Create mini niche sites for your products or services
As far as Google and the other search engines are concerned, they might see your main website in a macro sense. For example, you might be identified as 'oilfield services' or 'solar panel sellers'. What are the chances of you getting to page 1 of search for related terms? Unless your company name is similar to Weatherford or Amazon, you'll struggle to rank.
If you drop down a few rungs on the ladder, then there are terms that you can rank for. For example, you can niche down to an area or region, or for specific product names or services. You can create new mini websites that focus on lower competition keyword. These can still supply leads, or refer visitors to your main sales pages.
Relevancy is very important in search. A small website with 10 pages just about a single product or service, will often rank better than a 1000 page website that discusses a wide variety of topics.
Copy the back link profile of your competition
We all know that dominating the search engines is down to 3 main factors:
- Publishing great content.
- Having more high quality back links than your competition.
- Being the biggest/best/most awesome in your niche.
For the purposes of this article, back links are number one. The websites that link to other websites are different in each industry. Some major news and media outlets help regardless of industry, but for your niche, there will be an ecosystem of links that your competitors have.
The only ones that matter, are the inbound links to your top 10 competitors. You can find these, put them on a spreadsheet, delete duplicates, then have a list of places that you need to build or earn links, in order to be number one.
The other 10, will have a Venn style crossover, but if you aim to get all of these domains linking to you, then how can you fail?
Even with less of a brand name, or even if your not quite awesome enough yet, having all of the same links as all your main competition is an SEO innovation that is unbeatable.
How can you find your competitors back links? The best tool on the market for this is Ahrefs who offer a free trial.