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The SEO Cyborg: How to Resonate with Users & Make Sense to Search Bots

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SEO is all about knowing how search bots and users respond to online experiences. As professionals in search we are required to bridge the gap between the online experience and search engine bots and users. We need to be aware of the best places to place us (or the teams we work with) in order to create the most optimal user experience as well as bots. We try to create interactions that are human-like and are logical for search engine bots.

This article is designed to answer these questions

  • How can we create steady growth in our customers?
  • What are the fundamental elements in an organic SEO strategy?

How do you define the SEO Cyborg?

A Cyborg (or cybernetic entity) is described to be “a being with both organic andbiomechatronic body parts, whose physical abilities are extended beyond normal human limitations by mechanical elements.”

With the ability to link between search bots, humans and our website experiences The SEO cyborg can be described as an SEO (or team) who can collaborate seamlessly between content and technical initiatives (whose capabilities are beyond human capabilities) to aid in driving organic search results. An SEO Cyborg can determine the best place to put organic search efforts in order to improve the performance of.

How do we go about this?

The SEO model

As with many of the classic trios (think primary colors and The Three Musketeers, Destiny’s Child [the canonical rendition, obviously]) the standard SEO model, also known as the crawl-index-rank technique, is a way to organize SEO in three steps. However the model is not able to reflect the vast amount of work SEOs are expected to perform on a daily basis. Not having an operational model is restricting. We must expand this model without rewriting the wheel.

The improved model includes to a rendering of the model, signaling, as well as a connection phase.

You may be asking what the reason for these? :

  • rendering:There is increased prevalence of JavaScript, CSS, imagery and personalization.
  • Signaling:HTML tags, status codes as well as GSC signals are extremely powerful signals that let search engines know how to process and analyze the content, as well as determine its purpose, and then determine its ranking. In the old model, it wasn’t felt like these powerful elements had any real place.
  • connecting:People can be a crucial element of search. The objective that search engines have is to find the content and then rank it according to whether or not it is resonant with users. In the prior system, “rank” felt cold or hierarchical. It was also indifferent toward the end user.

All of this leads us to the issue of how can we determine the success at each stage in this process?

NOTE If you are using this tool I would suggest skimming over and leveraging the parts of the model that are most appropriate to your company’s current search engine.

The model of SEO with an enhanced version

Crawling

Technical SEO begins with the ability of a search engine to discover the website’s pages (hopefully effectively).

Pages to search for

The first time you stumble across pages, it can be done in through a variety of ways:

  • Link (internal as well as external)
  • Redirected pages
  • Sitemaps (XML, RSS 2.0, Atom 1.0, or .txt)

Note:This information (although at first glance simple) can be very helpful. For instance, if getting strange websites popping up on site crawls or on search engines, you might want to check:

  • Reports from Backlinks
  • Links to internal links that point directly at URL
  • Redirected to URL

Finding sources

The other aspect of crawling is the ability to gather resources (which is later on essential in rendering the experience of a web page).

It is usually related to two factors:

  1. Appropriate robots.txt declarations
  2. The proper HTTP status code (namely 200 status codes for HTTP)

Crawl performance

There’s also the concept of how effectively the search engine bot will explore your website’s most crucial user.

Items for action:

  • Is the main navigation of your website easy clear, easy to follow, and helpful?
  • Are there any relevant links on the page?
  • Does internal linking appear transparent and easy to crawl (i.e., )
  • Does an HTML sitemap made available?
    • Important note: Make sure you look over for the HTML websitemap’s flow to the next webpage (or report on the flow of behavior) to determine where these users are headed. This can help inform the navigation.

Another topic of discussion in relation to JavaScript is endless scroll (and lazy load of images). Because search engines are lazy so they don’t scroll to access content.

Act items

Consider if all content be able tobe tracked? Does it offer the user with value?

  • Infinite scrollisa User experience (and occasionally , a performance-optimizing) method to load content once the user is at a certain area of the UI and, in general, the content is extensive.

Solution one (updating AJAX):

  1. Divide content into separate sections
  • Notice:The breakout of pages could be /page-1 or /page-3. However it is recommended to define meaningful divisions (e.g. or for instance, /voltron, /optimus Prime, etc.)
  1. Implement the API for History(pushState() and replaceState()) in order to change URLs when a users scrolls (i.e. you can push/update to the URL’s URL within the browser)
  2. Include the tag’s rel=”next” as well as rel=”prev” on the page that you are referring to.

Solution 2 (create a page that is view-all)
Be aware that this is not recommended for large quantities of content.

  1. If it’s feasible (i.e. that there’s any content in the endless scroll) make one page that includes all of the content
  2. The latency and load on pages of a website must be taken into consideration
  • The lazy load technique is an optimization strategy for performance optimization that allows images to load when a user scrolls (the intention is to conserve time by download images just when required)
  • Include  tags to
  • Use JSON-LD structured information
    • Schema.org “image” attributes nested in the appropriate types of items
    • Schema.org ImageObject is the type of image object item

CSS

I have just a few items that pertain with the display of CSS.

Act items

  • CSS background images don’t show up by search results Don’t trust them images of importance
  • CSS animations are not understood as such, so be sure to include textual content
  • Layouts for pages are crucial (use responsive layouts for mobile devices Avoid excessive advertisements)

Personalization

While a trend within the larger digital world is to develop the concept of 1:1, person-centered marketing, Google doesn’t save cookies over sessions. Therefore, it does not consider the personalization of cookies as a result of them, which means there has to be a standard and base-user experience. Data from other channels of digital can be extremely useful in making audiences and getting a greater understanding of the user base.

Action items:

  • You must ensure that there is an unauthenticated base-user default experience

Technology

Google’s rendering engine uses Chrome 41. Canary (Chrome’s test browser) is currently running with Chrome 70. By using CanIUse.com, we can conclude that this has an impact on Google’s capabilities in relation to HTTP/2 and service workers (think PWAs) as well as specific JavaScript high-end image formats, resource hint, and even new methods of encoding. However, this isn’t a reason to not improve our websites and the experiences for users . We should just ensure that we utilize advanced development (i.e. there’s a backup plan for less sophisticated browsers (and Google as well ]).

Act items

  • Make sure there’s a fallback option for browsers that aren’t as advanced

Indexing

The process of integrating the pages in Google’s database is the primary goal of indexing. As I’ve seen it’s a simple process for most websites.

Act items

  • Verify that URLs can be crawled, rendered and rendered
  • Verify that nothing is hindering indexing (e.g. the meta tags for robots)
  • Submit a sitemap to Google Search Console
  • Fetch as Google in Google Search Console

Signaling

The site must strive to provide clear signals towards search engines. A confusing search engine can affect the site’s performance. Signaling refers to suggesting the most effective depiction and state of a page. This means that we’re making sure the elements below are sending the right signals.

Act items

  • tag: This is the relation between documents in HTML.
    • Rel=”canonical” The content is the most similar content.
      • Canonicals are a second alternative to 301-redirecting your experiences?
      • Are canonicals pointing at URLs with an end-state?
      • Are the contents substantially similar?
        • Because Google has the power to decide on an the URL of the end-state, it’s crucial that the canonical tags do not represent identical content (and/or redundant content).
      • Are all canonicals present in HTML?
        • It is likely that Google prefers to use canonical tags within the HTML. There have been studies showing that Google is able to recognize JavaScript canonical tags from my own research, it is significantly slower and is more sloppy.
      • Are there ways to protect against the use of incorrect canonical tags?
    • Rel=”next” or rel=”prev” The two are an entire collection and are not duplicate content, meaning that all URLs are indexable. In general, however, the first URL in the chain is considered to be the most trustworthy, so generally it is the first to be ranked.
    • Rel=”alternate”
      • media is typically used to create distinct mobile experiences.
      • The hreflang language is extremely impervious and easy to commit mistakes.
        • Make sure you ensure that the document is strictly adhered to.
        • Review GSC International Target reports to verify that tags are populated.
  • HTTP status codes may also be signals, notably the status codes 304,404 503 and 410 status codes.
    • A valid page that hasn’t changed in any way
    • 404 – File not found
    • 402 – file cannot be found (and it’s gone forever and forever)
    • 503 – Server maintenance
  • Google Search Console settings: Be sure that the following reports send clear signals. Sometimes Google chooses to follow these signals.
    • International Targeting
    • URL Parameters
    • Data Highlighter
    • Remove URLs
    • Sitemaps

Rank

Rank is a way in which search engines organize web experiences, stacking them up against one another to determine who comes out on top for each specific query (taking into consideration a variety of information points that surround each query).

Two crucial questions are frequently asked in a search for the best the ranking pages:

  • Does or might your site be the most effective?
  • Are you able to be a semantically-known (on the Internet and in the minds of people) for these topics? (i.e. Are you worthy of being linked to and web users to find your content?)

Optimizations on-page

These are the aspects that webmasters are in control of. Off-page is an essential element for achieving results in search. However it is a dream world, we shouldn’t need to be concerned about links and/or mentions. They should be able to come from the beginning.

Act items

  • Textual content:
    • Create content that both humans and bots understand
    • Answer questions directly
    • Write concise simple, logical, and simple sentences
    • Check that the subject matter is clear (not for inference)
    • Create content that is scannable (i.e. Make sure tags have an outline Use bullets/lists, utilize charts, tables and other visuals to outline the content and so on.)
    • Use the dictionary to define any unusual words or provide a link to the glossary
  • Multimedia (images, videos, engaging elements):
    • Utilize images, videos, and captivating content when appropriate
    • Check that image optimization best practices are adhered to
  • Meta elements ( tags, meta descriptions, OGP, Twitter cards, etc.)
  • Structured data
    • Schema.org (check for Google’s support for markup along with TechnicalSEO.com’s markup aid tool)
    • Use Accessible Rich Internet Applications (ARIA)
    • Utilize semantic HTML (especially the hierarchical structure, which is relevant). tags, and ordered and unordered lists and tags
  • Is the content available?
    • Are keyboards functional?
    • Do you have text alternatives that aren’t text-based? Example:
      • Audio transcripts and transcripts
      • Pictures with Alt Text
      • Textual descriptions of images
    • Does the color contrast meet your needs?
    • Can text be resized?

Finding interesting content

Finding and analyzing valuable content can be done in three different formats:

  • Research on keywords and the search landscape
  • Deep dives with analytic analysis on-site
  • User research

Research on the audience

When we are looking for audience it is important to focus in high percents (super very high index rate are fantastic but aren’t required). The push channels (particularly ones that have strong ability to target) are more effective with higher index rate. This is logical, as we must know that the majority of our customers have particular preferences (because we’re trying to find an average) and not that five customers over-index on a particular niche (these five niche-related lovers make excellent targeted ads).

Some seed research questions:

  • Who are their users?
  • Which are the locations?
  • What are the reasons they buy?
  • What are the best ways to buy?
  • What are they looking for?
  • Are they current or new users?
  • What do they mean by value?
  • What are their motives?
  • What is their connection withor tech?
  • What are they doing on the internet?
  • Are they engaged in other ways with brands?
    • Do you see a chance to synergize?
  • What can we learn through other channels?
    • Digital is a treasure trove of information, and 1:1, closed-loop, person-based marketing is available. Make use of any information you can gather and make use of it.

Content journey maps

All this information can be used to create maps of the user’s experience and overlaying relevant content. Below are some types of mappings that can be helpful.

Illustrative user journey map

When trying to solve complicated issues, it’s better to break the problem into smaller chunks. Illustrations of user journeys can assist solve this issue! Explore a single user’s experience and sketch it out, coordinating the most relevant experiences in content.

Content mapping for Funnel Funnel

The chart appears simple However, analyzing this graph can assist websites to better know how each step of the funnel impacts users (note that the stages may be altered). This chart can assist in identifying who writers are speaking about, their requirements and what they need to do to get them on to the next step within the funnel.

Content matrix

Mapping out content according to purpose and branding allows you to see the potential for conversion. I find these very useful to prioritize content that is most effective in converting (i.e. Start by making sure that the brand-named and transactional content provides the best user experience, and later proceed to more general, higher-funnel words).

Overviews

Whatever way the data is dissected it’s crucial to get a clear picture of the primary attributes of an audience and opportunities to improve the content, and the strategy to close the gap.

Connecting

Connecting is about connecting with people. Connecting means understanding that customers are humans (and we are subject to certain limitations). The mind is constantly analyzing and managing, multitasking, processing and coordinating, organizing and organizing information. It’s our brain’s best interest to not be able to remember the majority of the sensations and information that are around us (think of the sounds, lights tangible objects, the people that surround your, and yet, you’re being able to concentrate on the words you see in your display — amazing! ).

To become psychologically sticky we need to:

  1. Be able to bypass the mind’s default filter. The benefit of being a pull-marketing channel is that users are already searching for information, making it feasible to connect their user journey in a tiny moment.
  2. From there, we need to be remembered. The brain will be awed by what’s relevant and useful or intriguing. Fortunately, the user’s curiosity is already stimulated (even even if they’re not aware of the reason why they were searching for a specific subject).

We have the unique opportunity of being able to “be there” for people. This is the basis for a basic, abstract idea A great brand is just like a wonderful friend.

We are in similar relationship stages that we share with the lives of our friends and are able to influence happiness. It all boils down to one issue of What do your customers on the internet think about you? Do they make use of the adjectives they would choose to describe a friend? your business?

Act items

  • Does every piece of content have any value or helpful?
  • Does the content you provide answer to your users’ requests?
  • Does your brand has a personality that is consistent with the reality?
  • Are you treating users the same way you would your own friend?
  • Do your users employ similar adjectival terms to talk about your brand or website?
  • Does the brand’s actions align with the brand’s overall goals?
  • Does your experience inspire trust?
  • http://www.ssrc.com/ ://?
  • Utilizing Limited ads in the layout?
  • Does the website provide proof of the claims?
  • Does the website contain relevant review and feedback?
  • Contact information is accessible and easy to find?
  • Are relevant and useful information readily accessible to users?
  • It is it as simple to subscribe or purchase the same way as to cancel/return?
  • Does integrity shine through the whole process of conversion as well as the experience?
  • Does your site have a credible online reputation?

The ultimate goal is to create strategically captivating user experiences that are readable to bots is the goal of the SEO Cyborg is about.

  • Make sure the site is crawlable, renderable and indexable
  • Make sure all signals are clearly aligned and clear
  • Responding to related semantically relevant questions
  • Find keywords, the website’s performance and search landscape and design segments of the audience
  • Utilize segmentation of the audience to plan out content and prioritize initiatives
  • Make sure that the content is useful to the reader, helpful, or entertaining
  • Befriend users and treat them as friends and earn their trust

 

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