You’ve probably heard of SEO. It's a marketing proposition that's hard to ignore, usually because everyone’s trying to sell it to you in one form or another. To be clear, SEO can be incredibly powerful, incredibly effective, and give an incredible ROI on your marketing dollars. But there’s a caveat.
The keywords you target in your SEO campaign will dramatically affect the success of your SEO and the success of your business as a whole. Google's entire mission is to constantly make search results more relevant for users. To rank well, be as specific as possible. If your goal is to pollute the search results for a broad keyword with a website that is only tangentially related, you're paddling against the current. And the current is Google, who will absolutely sweep you away.
Google's most recent algorithm update, which may affect 35% of search queries, is designed to provide the most recent, up-to-date content to users.
You may have heard that SEO is all about including the right keywords in your website meta tags and content. You may have heard that optimizing a website consists of conducting keyword research, identifying the right keywords to represent your business, and implementing those keywords all over your pages. If you've heard these things, I'm sorry. While it's true that including keywords in your title tags is important, these steps are just the beginning of good SEO.
The keywords you include in your title tag will have a dramatic effect on where your website ranks in search results. But your title tag is about much more than just Google placement. It's the ad copy that convinces searchers to visit your site. If your title tag isn't compelling, your SEO may be a waste of time.
The more Google crawls your website, the more opportunities you have to convince the search engine to move you up in the rankings. But how often does Google crawl sites? It depends on a number of factors.