Architectural SEO™
Everyone knows how important it is to be found on the internet. But not everyone understands what it takes to be found.
In fact, even a lot of so-called SEO experts don't understand what it takes to be found on today's internet. There was a time when every SEO expert knew how to attract traffic, but the landscape of search engines rankings has changed a lot since the days when "tricking" them was easy. Back then, search engine algorithms approached their task of ranking sites with the mentality of an accountant. They simply counted things: keywords, pages, links. For that kind of algorithm, spamming keywords was the logical SEO tactic, the only SEO tactic, really.
The rewards of keyword spamming were high rankings and low conversion, "Conversion" is when a visitor becomes customer. The spam brought in traffic, but visitors were not impressed by pages that repeated the same awkward-sounding keywords over and over… and over …and over…
When an SEO firm promises only high rankings, conversion becomes somebody else's responsibility--quite a challenge with all that keyword spam to contend with!
"Meaning-Aware" Search Engine Algorithms
But just when SEO was getting easy, everything changed. Search engines began using sophisticated algorithms that did far more than just count things. They could actually recognize "meaning" and "relevance" with uncanny intelligence. It isn't really intelligence, of course, it is hot new indexing technologies such as latent semantic indexing.
You can learn more about latent semantic indexing if you're curious, but the bottom line is that LSI and other similar technologies recognize meaningful relationships between words so that search engines "know" that Tiger Woods plays golf and that a business broker is familiar with a variety of very specific valuation methods.
In a nutshell, LSI concerns itself with knowing the full authoritative vocabulary of every subject on the internet. If you can wrap your mind around that you'll see what an amazing feat it is. This is what accounts for the search engines' new focus on finding "authority" sites and their ability to assign real authority sites the highest rankings.
When latent semantic indexing and other such "meaning-aware" technologies began to change the landscape of search engine ranking, SEO practitioners whose bag of tricks was limited to spam tactics complained that the new algorithms were ruining their rankings. This represents a lamentable failure of imagination. The arrival of truly sophisticated means for detecting relevance opens up a whole new world of opportunity for serious findability engineering!
Authority Site Recognition
Because today's search engines already know the full vocabulary of "authority" going in, keyword spam looks like drivel to them. They know that a real authority site will be rich in authoritative keywords, a wide array of them.
Now the SEO landscape becomes far more textured and nuanced, and the achievable results so much richer. That makes the problem of website optimization much more interesting. The proper response is not deeper entrenchment in obsolete trickery!
It takes curiousity and courage to find brilliant solutions to new and interesting problems. ROI Web Solutions has risen to the challenge by developing proprietary tools that enable us to actually exploit the new algorithms. The name we gave to our innovative new methodology is Architectural SEO™.
What About Conversion?
Architectural SEO™ begins with conversion strategy. We do this not only because rankings and traffic are meaningless if they don't result in sales, but also because conversion strategy will identify the most potent customer "trigger" words. Trigger words are the ones customers respond to emotionally, and they are also the words customers are most likely to type into their search engines to find your product or service. To that we add the entire authoritative vocabulary of your product or service.
Architectural SEO™ uses all of those keywords to flesh out a logical hierarchy of meaning--by means of a carefully planned internal linking structure that matches the search engine algorithm's sophisticated standard of evaluation for "authority" in your industry. In short, the search engine robot thinks it has died and gone to heaven. It finds itself in a place where every page fits within an exquisitely organized whole, everything makes sense in terms of what it already knows. "Authority site" is the happy conclusion.
The result of Architectural SEO™ is not merely that your target market finds your website. Your visitors become customers because your website speaks their language, conveys authority, is intuitive to navigate, and satisfies their needs.
Everybody is happy: the search engines, the users, and you.
Talk to us today about harnessing the power of the search engines to bring you customers. We do it faster, better and cheaper because we do it right.
