by Kenneth Rudich
Search engine rankings are like currency to a business website. Or more precisely, a website gains currency when it achieves high rankings on major search engines like Google, Bing, or Yahoo. They extend its reach, expand its appeal, and generate new prospects and leads.
the marketing strategy management blog
Marketing Strategy Management has been fortunate enough to enjoy some merciful results in its relatively short search engine history.
The above graphic reveals the rankings for three randomly executed searches based on content published in this blog. Let me briefly walk you through each, followed by a short discussion of how it pertains to the SEO initiative associated with your business website.
the google rankings for marketing-strategy-management.com
The sixth ranking appeared after putting a value chain approach for marketing in the search field. It retrieved the post titled “Evaluating Business Strategy with a Value Chain Approach.” This particular ranking was obtained from among about 8,840,000 results, according to Google.
The first first ranking in the above graphic came after entering creating value for customers in the engine’s search field. This gambit returned a post titled “Top-down, Bottom-up Business Strategy Development.” It was drawn from about 171 results.
The second first ranking in the graphic showed up after putting intricacies of SEO in the Google search field. The post titled “Intricacies of SEO Run Deeper than You Might Think” popped up from about 55,300 results.
first a marketing confession, then some discussion
Let me state upfront that I’m aware it would be premature to become giddy over these particular results. If you know a little about SEO, then you’ll understand why I might say that. If you’re not sure why I might say it, then stick with me for a moment and you’ll soon understand.
the seo implications for your internet marketing effort
Okay, so what is your take away from this?
First, let’s step back a moment. In an earlier blog post, I’d provided an overview of SEO. If you’re completely unfamiliar with SEO, you might want to pause to read it before continuing here.
Additionally, there’s another earlier post that explains the importance of having a good keywords list for your website; and yet a third post in which you’re encouraged to even include potential typos or misspelled words in your keywords list. You might want to check them out, too.
Now let’s get back to the business at hand – your take away.
In two of the above queries, you’ll notice that the entries into the Google search field, and the article titles that it pulled up, contain the exact same keyword phrases (with the operative word being “phrases”).
What makes this noteworthy is that both respective topics – that is, “marketing” and “SEO”- are very competitive keywords in the search engine world. For instance, if I had typed only “marketing,” or only “SEO,” in the search engine field, it’s unlikely either of the MSM articles would have shown up on the first page of the search results for those two broader terms, let alone be sixth and first in their respective rankings.
But because the search was refined by putting in additional keywords (forming phrases), it gave the MSM posts an opportunity to earn higher rankings than they otherwise would have gotten. In fact, one of the titles ranked 6th among more than 8 million results because the words in the article title closely matched the keywords in the Google search field.
The point is this: people frequently refine their search queries for any number of reasons. Sometimes they even do it inadvertently, like via a typo or misspelling.
More likely, though, they’ll do it because they have something specific mind. For instance, let’s say I live in Baltimore, and I’m looking for a specific part for a vacuum cleaner made by a certain manufacturer. Those three attributes – Baltimore, the name of the part, and the name of the manufacturer – could each end up together in the Google search engine field. These are called long tail keywords because they are more detailed or specific in nature.
Now, if you happen to own a store in Baltimore that carries that specific part for that specific vacuum cleaner, and all that information has been cleverly incorporated into the keywords list for your business website, then your business could well show up with a ranking somewhere in the top five search engine results – maybe even first.
Conversely, if I were to leave out just one of those keywords, you might instead end up two or three pages deep in the search engine results because the search has become less refined, which makes the pool of potential competitors – that is, the other websites you’re competing with – considerably larger and more aggressively competitive.
a good keywords list, good seo
The trick with a keywords list is to capture as many serviceable long tail refinements as possible for your business, and then use them to your SEO advantage to consistently get better search engine ranking results.
Finally, about the above query in which the keywords in the Google search field did not match any of the words in the blog post title…well, I’m not real sure how that happened. But I will say this in reference to it: it doesn’t suck.
(Actually, I’m kidding. I do know why it ranked, but that’s for another post.)