August 16, 2016
SEO (Search Engine Optimization) is a challenging concept to me. As a Web Developer, my goal is to get the site running and reach the target audience. In order to do that, the site needs to rank well on search engines. For me, understanding the inner workings of SEO has been a long process.
Since SEO is an ever-changing beast, you must understand how the online market is transforming. This process mirrors that of a pricing analyst searching for the best market price for their customers. Traditional pricing strategies utilized a “Black Box,” where the inner workings of the price were hidden from the customer and competition. While this method worked for some, the market has changed and there is currently a need for transparency.
Modern pricing analyses have abandoned the “Black Box” and now use market trends, competitive intelligence, and historical transaction data as a support system to optimize pricing and make it more transparent. By using the same process to better understand SEO changes, search algorithms become intuitive.
Recently I was able to attend a Meetup where I heard a presentation by Joost de Valk, the founder of Yoast and developer of the WordPress SEO plugin. He shared that Google’s mission is to “organize the world’s information and make it universally accessible and useful.” The search engine giant released a new algorithm called Hummingbird to align Search to their mission. Now, Google SEO algorithms will rank content much higher if it reads more naturally. In order to rank, you must write better content to be searchable, lower your bounce rate, and ultimately increase web traffic.
Here are some of the tips that I learned:
- Creating good readable content helps visitors understand your message, and builds trust as a reliable source of information.
- Focus the structure of your text by having one core idea.
- Use transition words to make content readable.
- Try to keep your sentences no longer than 20 words.
Pricing analysts have dealt with these challenges for a while. They have to find the right price that is easily understood by the customer and makes sense when acting as an indicator of their product’s value. If the buyer doesn’t naturally understand the price, the likelihood of continuing business decreases.
The challenging part for me—and many pricing analysts—is to think about what’s next. Will audio in Youtube videos be searchable? Will interactive infographics using the latest web technology be ranked higher? How will pricers and content producers keep pace with increasingly knowledgeable buyer and readers? One thing is for certain: Web Developers and Pricing Analysts will be rewarded when making good strategic changes based on insights supported by the data.
The Deck from the meetup is available on slideshare.