- Search marketing is evolving at lightning speed alongside the consumer.
- One company’s challenge can be another’s opportunity.
- Activating search and market insights has become mission-critical for brands.
- Brands need to stay on top of what’s happening with both the consumer and the SERP.
- Creating and optimizing content that enhances a consumer’s experience is key.
- Jim Yu shares five search opportunities you’ll want to have your eye on as you strategize for the rest of 2020 and beyond.
Late in 2019 and just around the new year, the anticipated SEO trends for the coming year focused on voice search, featured snippets, BERT, experiential content, and new networks like TikTok. Who could have guessed that midway through 2020, that things would have changed so rapidly?
The marketing calendar planned out 12 months ahead is shot, and some brands have had to pivot the entire business, offering new pandemic-inspired products and services, while others are still trying to navigate how to do business in keeping with the social distancing and contact-free needs of increasingly stressed consumers. Stimulus funding, unemployment, remote work challenges, childcare/schooling and more are all wreaking havoc with consumer behavior.
Of course, as with all change in the search world, one person’s challenge is another’s opportunity. You can bet that at least some competitors are going to rely on their traditional, time-consuming decision-making methods, leaving a lane wide open for agile and innovative first-movers.
Who are having to learn their market all over again? Perhaps this is why search interest in SEO itself, which was largely stagnant from mid-2017 to early this year, has ballooned. In fact, searches for SEO are at a five-year high. Companies need to know—how can I get back in front of the customers most in need of products and services like ours?
Check out these five search opportunities you’ll want to have your eye on as you strategize for the rest of 2020 and beyond.
1. Rebuilding your understanding of key markets – consumer-first marketing
Prior to the pandemic, the percentage of CPG purchases made online versus at brick-and-mortar stores was already at 11% and on a growth trajectory. Now, markets are rapidly shifting not only to online buying and e-commerce but to hybrid models such as buy online pickup in-store (BOPIS), order in-app for contactless delivery (think UberEats, GrubHub), subscription-based (HelloFresh), and others.
If you’ve tried purchasing clothes in-store lately, it can be a stressful and not at all rewarding experience. With in-store capacity limits, mask and social distancing requirements, directional arrows to guide traffic, and no changerooms in many places, ordering online has become more attractive. The risk inherent to purchasing online is that an item may not fit—well, now you may not be able to try it on anyway. Might as well stay home and try it on when it arrives.
All of this change is costing brands a lot as more staff are needed for increased sanitization, partitions and other safety barriers are installed, hand sanitizer is provided, and more. What’s more, COVID highlighted serious shortcomings in global supply chains that provide many types of goods to Americans from overseas. Companies are having to rethink every aspect of the business through this new lens of rising costs and the on-location experience not being what it was just a few months ago.
Search insights can be helpful here as you try to navigate the new market. We’re seeing that it’s not a temporary shift; analysts and experts now speak of COVID-19 restrictions in terms of months and seasons rather than days or weeks. Having your ear to the ground, so to speak, is more important than ever.
2. Staying on top of search trends in your vertical – keeping ahead of the competition
We studied the impact of COVID on search behavior by vertical and found that businesses have been similarly affected across four broad categories.
Apparel retailers, baby and maternity sellers, beauty brands, and data centers are among the first business is rebounding from the impact of COVID. There was an initial shock in these markets as lockdown took effect and the worst of the economic uncertainty took hold. However, people continue to need these products and services and they are readily available via ecommerce, BOPIS, and more.
Some verticals actually accelerated. Digital marketing, pet adoption, and garden and patio goods are all among this category. As social events were canceled, loneliness set in and pet adoption became a logical solution. Face with spending more time at home, people began investing in improving their outdoor living spaces.
In the stabilizing category, we saw consumer electronics, gaming, grocery, and telehealth explode in popularity near the beginning of the pandemic. As people learn to live with the uncertainty of what has become quite a lengthy issue, these industries are stabilizing and those companies involved need to really build on their strengths to stand out.
Of course, some industries took a real hit and it could be months or even years before they recover. Airlines, hotels, concert venues, and the related product and service providers there—these brands need to transform and prepare to weather these conditions for some time.
Whatever your vertical, it is critical that you understand what people are searching for right now and that your content is optimized for those terms. In banking, for example, searches for drive-thru ATMs have become incredibly popular. For groceries, people want to know if they can buy online and pick up in-store. Searchers are looking for contactless payment and delivery from restaurants and meal providers.
Spend time on research and check out the attributes available to your business category in Google My Business, and simply spend a bit of time searching your competitors to see how they’re adapting.
3. Reconsidering consumers’ content needs – optimizing for experiences
As McKinsey puts it, we have “covered a decade in days” as far as the adoption of digital goes. COVID-19 has caused a surge in ecommerce, declines in discretionary spending, reduced shopping frequency and a shift to shopping closer to home as consumers have sought to limit the number of trips they make to brick and mortar stores. Consumer satisfaction and ongoing viral infection rates will continue to cause dramatic fluctuations in consumer behavior.
As Kelly Askew, Managing Director of Accenture Strategy for Canada, recently told Retail Insider,
“People are saying they expect that those new behaviors are going to continue into the foreseeable future. We think that those behaviors may persist as long as a decade. The crisis is causing consumers to consider the impact of their shopping choices more closely when it comes to things like health and the environment.”
When it comes to the impact on how people search, we’ve seen that consumers’ appetite for information is as voracious as ever. One of the first behavioral changes we noted due to COVID-19 was an intense focus on quality information. Consumers are becoming more and more aware of the dangers of misinformation and bias on the web. When sharing out COVID-related information, brands need to cite and link to reputable, top-quality sources. Make it clear to readers (and to Google) that your company is committed to that expertise, authority, and trust that the search engine wants to see in the results it prioritizes for searchers.
Personalization is more important than ever. Dynamic content can help you mirror consumer intent when they are searching for or exploring your site for just the right solution for their unique needs.
4. Staying on top of search engine updates – adapting to the SERP
Probably the lowest hanging fruit in the search world is simply paying attention to what it is that search engines are looking for and focussing on delivering there. Updates and new features can tell us a great deal about how to optimize content. The whole concept of entities, for example, gives us a peek behind Google’s curtain at what it wants to see.
Google needs to be able to understand how different entities are related. Through RankBrain, it decides how important each signal that factors into that relationship really is. Google is getting more sophisticated in its ranking algorithm but at the end of the day, this is nothing new or earth-shattering for brands. It has always been the search marketer’s job to help the search engine understand why any particular webpage is a better answer to any given query than another.
There are multiple ways to demonstrate to Google how your page and your company as an entity relates to your target market searcher’s query. And again, these aren’t necessarily new.
You are going to write high-quality, focussed content. You are going to:
- Link to reputable sources and share your own expertise in an effort to try to get other reputable publishers to link to you. And again, these aren’t necessarily new
- Write high-quality, focussed content.
- Link to reputable sources and try to get other reputable publishers to link to you
- Use the proper schema markup
- Going to optimize your images properly to facilitate accessibility and also hope the search engines understand the content of those graphics
Mobile continues to be increasingly important, especially as emerging markets come online with a large proportion of the population being mobile-only. Knowing this, brands need to be looking at an even more mobile-centric future in 2021 and beyond. Mobile is no longer just alternative web design for the desktop website. Mobile is an entire experience with its own customer journey, content needs, and rich search results.
We need to be looking to voice, too, as consumers become more reliant on their voice-enabled and IoT devices. Again, we are not just adapting content for being read out loud. We are seeing entirely different types of queries when people use voice search. Content for voice search results needs to take into account the zero interface nature of the searcher. How can you deliver an exceptional experience to someone without a screen?
Brands need to be developing the strategies and at least have these issues on the horizon. You may be in crisis mode at the moment, but that is not a place you can stay forever.
5. Leveraging technology – empowering the AI assist
While many firms are now using AI-enabled tools in some way, new applications and possibilities are still developing every day. Artificial intelligence enables SEOs to not only automate tasks but to derive greater insight, make smarter decisions, and deliver on consumer needs in near to real-time at scale.
Content optimization, competitive research, SERPs analysis, keyword research, and more can all be made more efficient and effective when powered by AI. Look for solutions that provide intelligent automation and enable human SEOs on the team to focus on the more creative aspects of each campaign. It’s not about replacing people, but augmenting their performance and giving them better data and more accurate insights on which to base their decisions.
SEO will lead the way through COVID recovery for businesses of all kinds. Ecommerce, BOPIS, local business discovery, and evaluation—whatever the product or service, and whatever the service delivery model, consumers take to search engines to find the information needed to make their purchasing decisions. If anything, this trend has picked up as a result of COVID, and consumers’ need for content will continue to grow as the Coronavirus continues to impact our way of life.
Those in position to be agile and focused on getting in front of the most current opportunities in search will win the clicks—and the lion’s share of new business.
Jim Yu is the founder and CEO of BrightEdge, the leading enterprise SEO and content performance platform.
How to drive digital innovation necessary during the pandemic
- COVID-19 has kept consumers in their homes, which has led to significant spikes in internet use and companies scrambling to digitize in order to meet customers where they are.
- The ability to quickly develop digital capabilities will continue to be critical for meeting customer needs and ensuring organizations’ survival.
- To remain competitive, companies must enhance the digital customer experiences they offer through upgraded social media, optimized conversion, strategies, better marketing research, an effective internal website search, and fresh customer touchpoints.
Emerging digital technologies like artificial intelligence (AI) and cloud computing enticed leaders with their agility and efficiency. Many companies planned to make digitization a goal for the new decade.
In hindsight, they probably wish they hadn’t waited.
The novel coronavirus upended every aspect of our lives. As businesses and governments around the world try to combat the pandemic, millions of consumers sit inside their homes. And where do people go during a government-mandated lockdown? Online.
The unprecedented shift to remote work and online learning, combined with a dramatic increase in movie streaming, videoconferencing, and social media traffic, has led to significant spikes in internet use. In this same time frame, big tech companies — the businesses at the forefront of digital innovation — have flourished, as have brands that capitalized on the power of social media engagement.
The biggest trick to digitization right now is meeting customers where they are. For example, my company, Teknicks, is working with an online K-12 speech and occupational therapy provider. When schools began transitioning to remote learning, students’ needs changed, too. We helped the provider pivot its value proposition and messaging to accommodate school districts’ new realities. By focusing on teletherapy tools and reassuring parents, we’ve seen substantial growth and brand recognition during the pandemic.
Until we find a vaccine for the novel coronavirus, your customers will likely engage with you through online channels. The ability to develop digital capabilities quickly will continue to be critical for meeting customer needs and ensuring survival for your organization. With that in mind, here’s how you can enhance your digital customers’ experiences:
1. Upgrade your social media
It’s not hard to be good at social media marketing — it’s hard to be great. As you build your audience on websites like Facebook and Instagram, be sure to engage with followers consistently. Create a content calendar mapping out your posts and sharing strategies and stick to it. These platforms are also a great channel for customer service, allowing you to provide personalized support and become instantaneously useful (something that customer support tickets and chatbots never seem to be).
If you already have a sizable engaged audience, it’s time to work on your content strategy. Don’t build your content strategy around keywords. Instead, focus on your audiences’ needs. A truly effective content strategy will be customized for the platform you’re on and will account for the user behavior most characteristic of that platform. Naturally, you will use keywords and phrases that are optimized for discoverability while maintaining authenticity.
One key strategy is to conduct marketing research using a survey. This tactic goes well beyond traditional keyword research and generates content ideas directly from your targeted audience, not a keyword tool. Surveying your prospective customers allows them to tell you what type of content they want to consume, significantly increasing the likelihood of engagement. Often, this strategy is the key to successful marketing strategy. I’ll go into more detail below.
2. Focus on and prioritize conversion optimization
Ideally, your website looks good and loads quickly, but those qualities alone don’t make a website great. The user experience that your website offers is ultimately what determines whether customers bounce in droves or actually stick around. Attempting to boost your initial traffic will exponentially increase customer acquisition costs, so improving your conversion rates via website optimization is a more affordable (and profitable) solution.
We often see double-digit increases in conversion rates on our first test. We typically focus on the most trafficked pages to increase the likelihood of big, impactful wins. There is an entire science behind conversion optimization, but the core fundamentals have remained the same for years.
To make sure your website’s architecture is seamless and intuitive, develop a conversion rate optimization strategy that works for you. This will require you to ask visitors for feedback, experiment with different messaging options, and regularly review your analytics, among other things. The idea is to get to know your visitors well. It takes work, but it will pay off over time as the incremental conversion rate increases impact top-line revenue.
3. Conduct marketing research surveys
With the right insights, you can turn every engagement into a memorable and valuable experience for both you and your customers. The best way to get customer insights is to ask. Design a survey of up to 10 questions in a variety of formats along with some screening questions to make sure the feedback you get is actually useful.
When designing, consider your potential customers’ preferences and pain points. For example, if you know your audience is mostly on Instagram, asking “What do you like about social media?” won’t be as effective as “What makes Instagram posts better than Facebook posts?” Once the survey’s drafted, post it to your social channels and send it out to your mailing list. You want to understand which messages resonate with your audience before you spend a cent on marketing. Learning how to conduct marketing research is one of the most important marketing skills you can attain.
Asking individual customers how they feel about various messaging options can give you a goldmine of useful data to help inform the language and design choices you make. Not every customer will choose to participate in a survey, but some will. Show them you appreciate their input by offering a small discount or another incentive once the survey is completed. You’ll be surprised by how many responses you get and how beneficial the precursory information is.
4. Review your internal website search
As much as you’d love for every visitor to spend hours exploring every nook and cranny of your website, most will want to get on with their lives after they’ve found what they came for. To make the process faster, you should offer some sort of internal website search functionality. If you don’t already have one, add a search box to your navigation menu.
Not every website has one, and even the ones that do have very surface-level functions. However, search bars are a valuable asset that can increase internal sessions and conversion. Internal website searchers are 216% likelier to convert, according to WebLinc. Search bars assist your visitors and expand your understanding of user behavior, providing you with the information you need in order to adjust your website accordingly.
Evaluate the effectiveness of your internal search, taking notice of how it finds and organizes the content after a search. Most native search functionality is very basic and just looks for the presence of “search term,” but you may want to test out more advanced filters that help users more effectively find the information they are looking for.
I recommend looking at the search data monthly to see what users have been looking for. Be sure to review what searches yielded zero results and which searches brought up irrelevant content. Identify areas that can be approved and understand your content gaps that need additional content to support the demand.
5. Identify new customer touchpoints
Innovation is all about using new technology to improve old processes. While your typical customer journey might depend on your industry and business, chances are good that you can find ways to enhance it with emerging technologies.
Evaluating whether an emerging technology is a fit for your business and whether you should invest in testing it out, starts with (drumroll …) a survey. As we discussed earlier, surveys can answer just about anything you want to know about your target audience. Go ahead and ask your audience if they own or use the emerging tech and validate its place in the customer journey.
Take the new home buying process, for example. David Weekley Homes, the largest privately-held home builder in the U.S., wanted to better understand whether voice-enabled devices can play a role in the customer journey. The company also wanted to propose a voice app idea to the audience and understand how they felt about the emerging technology concept. By conducting a survey, we uncovered that 81% of the respondents would consider the voice app idea to be somewhat to extremely valuable and 70% would possibly to definitely use the voice app if it existed.
The increasing usage of voice search and voice-enabled devices also offers an opportunity for consumer brands to make it easier than ever for customers to find their products. Tide, for example, has capitalized on marketing on Amazon’s Alexa Skills platform to remove a step from the purchasing process. Customers can use the company’s skill to order Tide products without having to pull up the Amazon app or go to the Tide website. In that way, new tech makes an old process (purchasing detergent) more frictionless than ever.
The COVID-19 pandemic has made digital innovation a business imperative. Regardless of your industry, you should look for ways to anticipate and meet customer needs. Your customers expect a seamless digital experience. If you can’t provide it, they won’t have to leave their homes to find someone else that can.
Nick Chasinov is the founder and CEO of Teknicks, a research-based internet marketing agency certified by Google in Analytics, Tag Manager, and a Google Premier AdWords partner.
Core Web Vitals, E-A-T, or AMP?
- The biggest Google update of the year is called the Page Experience update.
- Core Web Vitals are part of that update, and they are definitely ranking factors to keep in mind, especially when optimizing images.
- AMP is no longer the only way to get a “Top Stories” feature on mobile. Starting in 2021, any news webpage can become a “Top Story”.
- Combining AMP’s privacy concerns and cost of operation might mean that AMP will disappear within a couple of years.
- E-A-T is not a ranking factor right now, and we don’t know if it will become one in the future.
2020. What a year. History is happening around us, and Google? Well, Google keeps on revamping their search algorithms. Over the years, there have been many many major algorithm updates, as Google worked to keep us on our toes. 2020 was no different: in one fell swoop, we got the news about a Page Experience update and AMP news. All the while the debate about whether or not you need E-A-T for ranking rages on. How do the Core Web Vitals stand in changing the search game in 2021?
Let’s go over each of these innovations and see which will change the way we do SEO, and which will fade into obscurity sooner rather than later.
1. Importance of core web vitals for SEO
Core Web Vitals were part of Page Experience update, and, by far, caused the biggest ruckus.
There’s a lot to learn about Core Web Vitals, but they boil down to the three biggest issues on our webpages:
- LCP — Largest Contentful Paint, which deals with the loading speed of the largest single object on the page.
- FID — First Input Delay, which means the reaction time of the page to the first user input after (whether they click, tap, or press any keys).
- CLS — Cumulative Layout Shift — this is the measure of how much the content of the page jumps while loading content, mostly visual content, after opening.
How core web vitals influences rankings
Of course, some SEO experts think that the entire Page Experience update is nothing special, and could even: “[…] distract, […] from the core mission of communication and storytelling,”.
And, sure, most of Page experience update is simply an assembly of things we’ve known for a while: use HTTPS, be mobile-friendly, control your page speed, and so on.
But Core Web Vitals are a bit different and can influence the SEO practice in unexpected ways. Key factor that’s already changing rankings is Cumulative Layout Shift.
As most SEO experts know, for a while an important part of image optimization was using the <decoding=async> attribute in the <img> tag to avoid losing page speed while rendering the page.
Using <decoding=async> could lead to some seriously janky pages if coders didn’t specify the height and width of every single image to be rendered. Some websites did it anyway, for example, Wikipedia on most of its pages has a predefined space for images created ahead of time.
But as SEO experts we didn’t have to worry about pages being jumpy all too much, as that didn’t influence the rankings. Now with CLS being formally announced as a ranking factor, things will change for a whole slew of websites and SEO experts.
We’ll need to make sure that every webpage is coded with CLS in mind, with the needed space for every image defined ahead of time, to avoid the layout shifts.
Overall, of course, it’s too early to tell, and more work by SEO’s around the web needs to be done here. However, it seems that if you aren’t used to focusing on technical SEO, Core Web Vitals becoming ranking signals might not influence your day-to-day work at all.
However, if you are conducting complicated technical SEO, then Core Web Vitals will definitely change the way you work in as-yet unexpected ways.
2. Importance of AMP for SEO
The AMP’s relevance today is kind of an open question. While it’s always been great as a quick-and-easy way to increase page speed, the privacy concerns have been voiced over and over again since the technology’s very inception.
But in 2020, significant changes are afoot, since, within the same Page Experience update, Google announced that there’s finally no requirement for us to create AMP pages to occupy the “Top Stories” SERP feature.
That’s a pretty huge step for anybody trying to accrue as many SERP features as they can, and, in particular, for news websites.
How AMP influences rankings
If we believe John Muellers’ words, then AMP is not a ranking factor. Seems plain and simple enough. But of course, things aren’t so simple, because AMP comes with pretty significant gains in page speed, and speed is an important ranking factor.
Thanks to AMP’s pre-rendering combined with some severe design limitations, AMP webpages often really do win in page speed, even if not in ranking as is.
The “Top Stories” SERP feature, however, was a huge benefit to using an AMP for any news agency with a website, and it’s easy to understand why. Just look at how much of the page is occupied by the “Top Stories” results.
Not only do “Top Stories” automatically get top 1 ranking on the SERP, but they also sport a logo of the website posting them, standing out even more from the boring old blue-link SERP.
This means that for a few years now news websites were essentially forced into using AMP to get into a “Top Stories” SERP feature on mobile since it absorbs a whole lot of clicks.
On the other hand, it takes quite a lot of resources to support AMP versions of the webpages, because you are basically maintaining a whole additional version of your website.
Added to which, a page that’s been properly optimized for speed might not need AMP for those speed gains, as well.
While it’s tough to imagine that AMP will fade away completely within the next couple of years, AMP’s privacy issues combined with the cost of maintaining it might spell the end of it being a widely used practice.
Now, with the “Top Stories” becoming available to non-AMP pages, there’s virtually no reason to jeopardize the users’ security for speed gains you could get by proper optimization.
3. Importance of E-A-T for SEO
Expertise. Authority. Trust. All perfectly positive words and something we should all strive for in our professional lives. But what about search optimization?
Coming straight from Google’s Quality Rater Guidelines, E-A-T has been the talk of the town for a good moment now. Let’s dive in and see how they might change the way we optimize for search.
How E-A-T influences rankings
For most of us, they don’t really.
Sure, Quality Rater Guidelines provide valuable insights into Google’s ranking process. However, E-A-T is one of the lesser-important factors we should be focusing on, partly because these are nebulous, abstract concepts, and partly because Google doesn’t exactly want us to.
As Google’s official representatives informed us, E-A-T is not in itself a ranking factor.
Receiving follow-up questions, Google’s John Mueller then reiterated that point, and Ben Gomes, Google’s VP of search engineering confirmed that quality raters don’t influence any page’s rankings directly.
However, in practice, we often see that the so-called YMYL websites already can’t rank without having some expertise and authority established. A very popular example is that it’s virtually impossible to rank a website providing medical advice without an actual doctor writing the articles.
The problem here is that expertise, authority, and trustworthiness are not easily interpreted by the search algorithms, which only understand code.
And, at the moment, there seems to be no surefire way for Google to transform these signals into rankings, except to read the feedback of their quality raters before each algorithm update.
While using E-A-T to rank websites might sound like an inarguable benefit for the searcher, there is a couple of concerns that aren’t easily solved, namely:
- Who exactly will be determining the E-A-T signals, and according to which standard?
- The introduction of such factors creates a system where the smaller and newer websites are punished in rankings for not having the trustworthiness that they couldn’t realistically acquire.
Responding to both of these concerns requires time and effort on the search engine’s side.
As things stand right now, E-A-T is not something to keep in mind while doing day-to-day SEO operations.
Let’s imagine a fantastical scenario where a webmaster/SEO expert has some free time. Then they might want to work on E-A-T, to try and stay ahead of the curve.
On the other hand, there simply isn’t any proof that Google will actually use E-A-T. Or that, even if used, these signals will become major ranking factors. For this reason, E-A-T shouldn’t be your priority ahead of traditional SEO tasks like link building and technical optimization.
Additionally, consider this. The entire Quality Rater Guidelines is 168 pages long. However, a comprehensive explanation of what E-A-T is and why it might be calculated a certain way will take many more pages than that.
As of the time of this writing, the Core Web Vitals seems to be the most important ranking news to come out in 2020 in practical terms. However, search is an extremely volatile field: what worked two weeks ago may not work today, and what works today might not work for most of us.
The matters are further complicated because we’re fighting an uneven battle: it’s simply not in search engines’ best interest to give us a full and detailed picture of how ranking works, lest we abuse it.
This is why it’s crucial to keep our hand on the pulse of optimization news and changes occurring every single day. With constant efforts from our SEO community to work out the best way to top rankings, it’s possible for us to close that gap and know for sure which trends are paramount, and which we can allow ourselves to overlook.
Aleh Barysevich is Founder and CMO at SEO PowerSuite and Awario.
How to optimize and use effectively
- Partial match domains refer to when your domain name has partially included the main keyword that you are trying to rank for.
- There are many aspects that make it different from how the exact match domain works.
- Tudor Lodge Consultants share a quick guide to help you succeed at partial match domains, understand the caveats, and optimize effectively.
Partial match domains refer to when your domain name has partially included the main keyword that you are trying to rank for.
Commonly used by SEO professionals to gain an advantage when it comes to ranking in the search engines or from business owners who have a company name that is closely linked to the services they offer or area they work in.
Examples of partial matches include having vital keywords like “insurance”, “loans”, or “casino” in the domain name or adding words like “hub”, “network”, or “quick” to the beginning or end of the domain, such as casinohub.com, everydayinsurance.com or quickmoney.com
This is different from an exact match domain (EMD) which stipulates the exact keywords you are trying to rank for in your domain name e.g carinsurance.com, plumbing.com, bestcasinos.com
Content created in partnership with Tudor Lodge Consultants.
Why can partial match domains be an issue?
Historically, having an exact match or partial match domain was a sure-fire way to rank top for your target keywords – only for Google to weigh this down considerably in recent years as a way to make SEO positions more ‘earned’ rather than ‘gained.’
Partial match and exact match domain have been shown to have a higher click-through-rate (CTR) in search results – largely because they mention the exact words that the customer is looking for. Unsurprisingly, these domains can be worth thousands and are put on sale through the likes of GoDaddy and 123 Reg.
Whilst having a partial match domain can be an advantage for SEO, there is always the risk of exposing your business to a Google penalty, especially as Google’s guidelines become more strict and give preference to brands that demonstrate good use of the content, link-building, varied traffic sources, and user experience.
Although you may demonstrate very good SEO results initially, you may find yourself compromised during the next algorithm update, which could have a massive impact on your website and its rankings – and make it very challenging to recover from the penalty. Not to mention, the financial implications to you and your client.
Therefore, being conscious of partial matches and how they work for SEO is of vital importance.
When partial match domains are high risk
Partial matches are high risk when optimizing in an industry that is very highly competitive and prone to algorithm updates – such as casino or gamblings, loans and credit, finance and insurance, web hosting, FX, and more.
Reason 1: There is a risk that you may use too many keywords in your URL, meta-data, and content and this is deemed as keyword stuffing by Google and is therefore penalized in the next update.
Reason 2: You may be generating links back to the site, but getting your brand name linked back to the site might be considered overkill if it mentions high-risk words like “casino”, “loans”, or “insurance” too often.
When partial match domains are low risk
Partial match domains are low risk when targeting local SEO searches (that is, a location) or the keywords are not competitive.
After all, if you have the domain name malibu-hairdressers.com, there are only going to be a handful of hairdressers in the Malibu area to compete against and this is a viable name for a company in that area. Also, local SEO searches are not often included in algorithm updates, which makes them a safer bet and you can always gain good and free exposure through the three results that feature on Google Local Listings.
If your keywords are not competitive and you are more or less the only person in your industry, you should be low risk, since you may not need many optimizations to get to position one of Google and the role of keyword stuffing does not come into play as much.
In addition, if your website is an information resource, you are trying to capture lots of search phrases and not heavily relying on just a few that might be struck by an algorithm. A website that is full of guides or news, should generate content and links more naturally, even though it has a partial match domain. Successful examples of sites like this include searchenginewatch.com, moneyadviceservice.co.uk, and smcrcompliance.com.
How to optimize partial match domains
1. Be as natural as possible
If you have a partial match domain and are already optimizing it, try to make the SEO as natural as possible. Create good quality content guides or blog posts and when getting links, drive them towards these pages, not your money pages.
If you are linking back money pages, use anchor like ‘read more’ or ‘find out more’ to hyperlink back to them. Try to stay clear or exact match or partial match anchor text as this could be seen as too spammy. It’s not too late to message all the links you have generated so far and get them redirected to safer pages or blog posts on your website. This approach may take longer but will be much more safer and effective long-term.
2. Manage your keyword stuffing
Try and avoid using the main keyword like “casino” or “insurance” too often. One of the simplest ways is to mention it one only in the meta-title, meta-description, and URL too.
Rather than: quickcarinsurance.com/car-insurance
3. Try to avoid using one from the start
If you can avoid using a partial match domain from the start, this would be ideal. As SEOs, we never know what is round the corner with Google’s guidelines, but we can certainly see the trend of brands taking center stage on page one. So with this in mind, try using a brand name if you can.
Be clever with your domain name: You do not necessarily have to include the money word to get the value of a high-click-rate. You can be smart with your domain choices, such as the company Fetch.com which is a pick-up delivery app, or Paw.com for dog accessories, or GetIndemnity.co.uk, the large business insurance broker. Think of good synonyms or words connected to the brand, without compromising your Google ranking.
4. Manage the expectations of your client
The majority of SEO clients want quick results, even though we really need six to 12 months (or longer) to show the full impact of our work. When pitching to a client with a partial match or exact match domain, you need to manage expectations that there might be a fall in rankings during the course of a year due to an algorithm change – and you may need to make changes for this to recover. Someone with a long-term view on their SEO will appreciate this, but someone who wants quick results will not and will likely demand their money back before you know it.
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