Every now and then it’s important to be proven right. It’s good for the ego and it makes me feel all warm and fuzzy inside. And so you can imagine how delighted I was when Econsultancy, the digital marketing blog that all digital marketing blogs aspire to be, published a post on how internal linking and landing pages were still very important in terms of search and should not be forgotten about.
Preaching to the choir there lads, but I recognise why it must be done. The great god Google knows I’ve been banging on about this for years with only moderate take up by my brands. Being able to circulate that article with an email I hope came down on the right side the “look, see, I was right”/”told you so” smug barrier will hopefully be another step on the road to good search practice on every brand I work with.
A girl can dream, after all.
But I thought, why stop there, why not preach the search gospel according to Hari to the occasional tumbleweeds that find this blog or are unlucky enough to follow me on social media and therefore are subjected to multiple notifications everytime I get myself motivated enought to write something here?
And so here we are, an introduction to my newly minted Search Gospel. (Look it has a tag and everything!)
The first thing I always try to make clear when I start talking about search is that search is a huge topic. It comes up all the time in different marketing and publishing blogs. Search is dead, long live search! Search is back from the dead! Search is everything! Search is outdated.
The problem is, as I see it, is that search is too big. It’s like the sea or the sky – no matter how much you study it and try to get a grip on what makes it tick, there will always be more. There’ll always be that extra bit just out of sight that you think is unimportant, and then it turns to to be all important and change the meaning of everything you already knew and make your research redundant. Search is ineffable.
So you have to look at search one element at a time. As far as I can see search breaks down into a few different parts. You’ve got:
- Elements on the page you’re trying to push to search engines
- Elements on the site you’re trying to push to search engines
- The number and quality of your incoming links
- Presence on other notable sites (Wikipedia, social media ect)
- Extra html mark-up tags (Schema)
And loads of other little bits and bobs that fit into the overall plan. Google says there are 200 different factors that are considered by its algorithm. 200 is a large number. 100 more and it could face off against an incoming Persian horde. It’s impossible to factor in everything so you have to focus on what’s important.
And so these are my five areas – page elements, site elements, incoming links, wider site presence and html mark-up. I’ll deal with each one in turn so stay tuned.
Here endeth today’s lesson.