The Million-Dollar SEO Opportunity, That No One Is Talking About
A significant change is quietly happening that allows your marketing to double with only a little extra effort.
Google has redefined the consumer journey by redefining relevance, in this article will give you a step-by-step guide on how to turn these changes into a competitive advantage, but first...
Quick Background On The Change
In 2019, Google made a change that was quite significant. They redefined who can own content from an organization (basically a website) to a person (you or me) or an organization. Then, in the March 2023 Core update to Google's search algorithm, they added this definition to the algorithm.
This opened a can of worms and caused havoc, creating a great opportunity to leverage that very few are taking advantage of.
What Google has done, in essence, is say, "What you talk about, on any channel or platform, if it demonstrates that you are an expert and meets our new (but not new) E-E-A-T guidelines, you will earn relevancy and pull up in search."
Immediate Chaos But Long-Term Opportunity
The immediate effect was chaos in marketing; suddenly, Reddit and TikTok's content was performing better than that of mainstream websites. Traffic dropped, and Google ad product rates went up (they are tied to relevance), causing revenue to drop—for some.
Here Is The Opportunity. Connected SEO
Connecting all the platforms you are publishing on (TikTok, YouTube, LinkedIn, IG, Reddit, etc.) in one journey-wide SEO strategy and following SEO guidelines creates a relevance funnel. This funnel funnels authority to where all the links are pointing and gives you 3X the opportunities to pull up in search AND in SGE—Google's new GenAI element being released on top of the search page.
The effect is more space on the search page, more links, higher relevance, and lower ad spend on Google ads. All this adds up to one thing: more qualified traffic.
How To Do It
There are two ways: call us or follow these steps.
Create a topical SEO strategy with at least ten keywords for each topic. The key is to switch from keywords to topics.
Create a holistic content calendar focused on the topics.
They look at which keywords within the topic create value for each channel. People engage with TikTok differently than with LikedIn and differently than with a website. People have different expectations; they are asking for a different type of value.
Using the topics to unify the journey, you can use the keywords under each topic to customize the content for each channel while laddering to the same relevance.
Insure your primary destination (usually your website) is also speaking to the topics and keywords to "catch" the relevance.
Go to each channel and ensure, in this order, that you are following Google's best practices rather than the channel's best practices for SEO. Google's best practices need to come first, even if it hurts channel performance a little.
Last step: make sure this is all done following your brand guidelines.
Connected SEO is a new strategy; not many are doing it yet, making it a blue ocean to swim into.
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