4 Advanced SEM Tips for Your New Franchise

 

SEM Search Engine MarketingAt last count, 51% of all web traffic came from organic search — or, the non-ad results that pop up when you search for something. 

But once you’ve got the basics down, don’t stop! If you really want to make your mark, you’ve got to take advantage of these 4 advanced SEM tips:

1. Structure your content for the Google Knowledge Vault

Created in 2014 to pull facts from across the internet, the Google Knowledge Vault is home to 1.6 billion facts. More importantly, though, if Google’s artificial intelligence can see that you’re a good source, it will boost your visibility across the world’s largest search engine.

The easiest way to optimize for the Knowledge Vault is to structure your content in a Question-Answer format. That way, each one is a little chunk that can increase your authority. (http://ignitevisibility.com/googles-knowledge-vault-science-fiction-becomes-digital-reality/)

2. Put your most important information in the middle

Google and Microsoft hold patents that suggest content in the main body of the page is weighed more heavily than the content in the sidebars, footer, and other alternative positions. So, if you really want a certain portion of your content to count towards your ranking, put it in the main body (ideally, above the fold) or in the header. (http://vervedevelopments.com/Blog/google-page-layout-algorithm-page-segmentation-gets-a-new-twist.html)

3. Focus on entity salience

Instead of using a single keyword, optimize your website’s content with related terms. For example, Google is now smart enough to know that the terms “Iron Man”, “Spider Man”, and “Captain America” all have to do with Marvel Comics. As a result, using these terms (formally known as “entity salience”) will help your page rank higher than if you simply mentioned “Marvel Comics” a few times and didn’t include the other terms. (http://www.numerounoweb.com/seo/optimizing-your-content-keyword-phrase-placement/6625/)

4. Use the Schema approach

A joint team from Google, Bing, Yahoo, and Yandex created Schema.org, a site that shows webmasters how to properly structure their content. In layman’s terms, the Schema approach organizes content in triples. For example, “John Doe is a manager at XYZ Inc.” follows the Schema approach because it makes it easier for the search engines to interpret the content you’ve published — which makes it easier for them to rank you properly.