Gone are the days of traditional link building; it’s time to focus on generating fantastic, relevant content
As Google gets smarter with its search engine prowess, SEO specialists and businesses have waited with bated breath, wondering what each algorithm update would bring, with the potential to turn everything we know on its head.
Arriving late 2013, Google introduced Hummingbird with consumer usability in mind. With a focus on “understanding intent”, this update changed the SEO geared content and link building game, seamlessly integrating the concepts of synonyms and context to determine the relevancy of a page – effectively humanising the interaction between Google users and websites.
This leads us to the beauty of co-occurrence SEO, the somewhat newcomer that challenges the current ranking tactics used including keywords, anchor text and links.
What is co-occurrence SEO?
“Co-occurrence is the presence, frequency, and proximity of similar keywords across various websites. Co-occurrence logically includes keywords that are topically relevant, but not exactly the same.” KISSmetrics
There are now websites ranking highly for competitive keywords, without having to mention the exact term anywhere on their page.
Search term: “leather handbag Melbourne”
Page Title: Handbags, Leather Women’s Handbags & Tote Bags, Ladies Leather Handbags | Elk Accessories
Meta-description:Looking for Ladies Leather Handbags? Choose from Elk’s selected range of quality leather handbags including overnight bags, pocket bags, pleat bags & tote bags.
Page analysis: No content, only products displayed
What does this mean for SEO?
Elk Accessories didn’t have to use any keyword phrases to signal its relevancy and value to Google, Google is outsmarting old-school online marketing methods, identifying the connection without any link work. There’s no hard and fast way with co-occurrence SEO but the gist is to not be dependent on links and feel free to use semantic terms.
- Generate great, original and authoritative content that is useful and relevant for the user
- Keep mentions of keywords and key phrases sounding natural, refrain from keyword stuffing
- Reduce the emphasis on optimising anchor text
- Focus on growing the visibility and strength of your brand, as well as taking advantage of positive brand association when applicable
If you would like some expert advice and assistance on creating high quality content for you website, please get in touch with the team at ROI today.
- Google’s Hummingbird Algorithm Update – What It Means
- Link Building for Small Business SEO
- Link Building To Improve Search Engine Rankings