At the February meetup, we kicked off a four-part series on Future Proof SEO by providing an overview of 2 the Top’s proven methodology for SEO, which features three pillars:

1. Architecture
2. Content
3. Engagement

Hence the acronym, A.C.E.

If you missed the February meetup, good news! At the next three Nashville SEO Group meetups—in March, April, and May—we’ll devote an entire session to exploring each of these three topics, beginning with a deep dive into Architecture on March 19, 2020.

Meanwhile, following is a quick overview of the key concepts we covered on February 20.

The first thing to remember is …

Google is always changing
– Google has tested over 200,000 experiments within the past year.
– 2,400 of those changes were implemented.

That’s why you don’t want to be “chasing the algorithm,” as we say in the industry.

Instead, it’s better to plan for long-term success, keeping in mind that SEO is an ongoing process, and that getting results goes beyond simply ranking high in Google.

After all, a search engine like Google is tool that people use to search for something. Your goal should be optimization, which can be defined as: getting the most of something or making the best of something.

To optimize your results, you need to think strategically, and to consider questions like:

– Are you looking for short-term results, long-term results, or both?

Keep in mind that some tactics may have a direct impact on your results, while others may have an indirect impact.

The bottom line, though, is that if you are doing the right things, major Google algorithm changes like Panda and Penguin won’t hurt you.

What should you be doing to improve SEO?

One focus area should be creating relevant, valuable content, as that’s something that Google wants to reward.

Google considers the queries that are typed into a search box to be questions. Use your content to answer these questions and to solve problems.

Also, work on building relationships. While getting links to your Web site is mission critical, your ultimate end goal should be to build authority, which includes getting links, citations, mentions, and more!

Finally, focus on getting your content to the “right people” (your target audience), and look for opportunities to collaborate with others.

As for our three pillars …

Architecture

We have identified six important considerations related to architecture.

One of those six is indexation. That is, you need to be found in Google’s index if you want to be found online. A tool like the Index Coverage Report (located within Google Search Console), can be helpful in identifying issues related to being found in the index.

A second important consideration is Information Architecture (IA), which concerns the organization of your site. Keep in mind that the naming and labeling of your pages and links makes a big difference, as do considerations like:

– URL structure
– Navigation

Content

But when it comes to content, the most important concept is to align searcher intent.

When a user searches Google, Google tries to figure out: What does this user really want?

Make sure that your listing(s) in Google resonate with the searcher. You want to align your content with searcher intent, part of an effort called click rate optimization.

To improve click rate optimization you need to make sure your content is relevant.

That means every page on your site needs a well-crafted:
– Title
– Meta description
– Main headline (H1)
– Subheadings (H2’s)
– At least one image
– Links

All of the above helps promote better engagement, which is the third pillar of our future proof SEO philosophy.

Engagement

There are two primary aspects of engagement: on site engagement and off site engagement.

On site engagement is primarily concerned with how people consume the content on your web site. It includes elements like reviews, comments, and sharing.

Another important element of engagement is conversion—that is, whether visitors take the action(s) you are looking for them to take while on your site.

As for off-site engagement, there are five primary elements you should be looking to encourage, implement or manage:

1. Links
2. Your Google My Business page
3. Reviews
4. Social media
5. PPC advertising

Google My Business pages are becoming increasingly important, as the map results you see in Google’s search results are mainly powered by Google My Business listings, a topic we discussed in depth during our January 2020 meetup.

Need Professional Help with SEO, or Another Aspect of Digital Marketing?

If you need help with SEO, your Google My Business listing, or another aspect of digital marketing, 2 the Top Web Design and Marketing can help you achieve the marketing results you are looking for. Give us a call at (615) 874-1455.

Or RSVP here for the next architecture deep dive meetup, which will take place on Thursday March 19, 2020, at 6:30 pm at 2 the Top Web Design & Marketing (615 Main Street in Nashville) .

If you can’t attend on Thursday evening, Ross will be doing an encore presentation at noon the next day. The Lunch and Learn is $20 and will be held at 2 the Top Web Design & Marketing (615 Main Street in Nashville) the Google Partner Agency that Ross founded in 1997.

Also, it’s not too early to RSVP for the April and May meetups. The content deep dive will take place on April 16, 2020. The engagement deep dive will take place on May 21, 2020.

This series will give anyone, regardless of expertise, a good foundation for how to perform SEO that works today and will work in the future.