Its name is Words. Keywords

For those who want to have a successful business on the internet, managing keywords is one of the most important things of SEO. Looking back to the beginnings of the internet age, Google search engines were not as complex as today. The algorithms were clearer and simpler and it was easier to know how to get to the top of the search results: use the keywords relating to your business as much as possible.

The algorithms have evolved and now the search engines, the crawlers, have become much more sophisticated. They are looking at more than just finding the same keywords a hundred times in a 600 word content on a page. Keywords are still very important but the context in which those keywords are being used has become part of the search algorithms as well. Not only that, but the way in which keywords are used is not to be disregarded by content writers. Search engines are able to identify words that are synonyms with the established keywords on the page and will rank well pages that use a wider range of well chosen words describing a service.

For the better use of keywords on the page, Google has created the AdWords tool. It helps businesses to learn which keywords  and keyword combinations are looked for the most by potential customers. Thus they know what combination of words they should use on their page to go up in the search result hierarchy.

Let’s take a practical example. Using Google Adwords, someone who is in the business of selling phone insurance can check what are the most popular searches, what are the average monthly searches on those particular keywords on a 12 month period and even the average cost per click, which helps create an advertising plans for one’s business.

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The Keyword tool by Google AdWords is showing in even more detail the habits of web users and acts as an inspiration of writers. Using the same example of the “phone insurance” keyword search, one can discover multiple combinations of words and improve on their website content. For instance, many web users are looking for “cheap phone insurance”, “mobile phone insurance” and most often than not they specify the type of phone they are looking insurance for. This gives writers ideas on how to mix up their keywords with their content for great Google search engine rankings.

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Keywords are not the only factor that one has to take into account in order to have a successful business online and rank well on Google search engines. A website creator has to consider other things such as content, design, meta descriptions, links and their anchor text. These are of course made up of carefully chosen words, which should be derived from the main keywords on the page. Links from well established websites are useful in supporting a page by directing its customers to it. Social media is a very useful and important tool used to advertise one’s job and to get as many websites to link to their page. Social media websites like Facebook, Twitter, Pinterest, Google+, LinkedIn to name a few, are helpful in creating contacts and generating these supportive links.

Google algorithms are only known by Google operators. SEO experts can only guess how information on the web page is fed to the Google search engines, but continuous research is made on the subject, just as continuous updates and improvements are made on anything that has to do with technology every day. This leads to continuously improved SEO strategies of online marketing and to strongly built websites.

 

Film Studies and SEO

What does cinema have to do with Search Engine Optimisation?

One might say the two have nothing in common and that might very well be true.

Cinema is all about creative ideas, putting one’s visions into practice and giving shape to one’s fantasies. A filmmaker has to find the perfect way to capture his abstract thoughts and structure them in a way that can be understood by the audience. There are of course exceptions to the rule, where filmmakers deliberately choose to play with the audience, giving new and original shapes to their visions, creating new types of cinema.

But if we were to look at standard traditional cinema, it is quite similar to SEO. For someone who can understand film and has no notion of SEO whatsoever the concepts are quite similar:

  •  SEO, like films, is about getting the best out of an idea and structuring it so that it can be understood, seen and liked by as many people as possible.  Well structured movies are easy to follow and enjoyed by a wide audience. The same thing applies to the process of website optimization. 
  • Like most mainstream films, SEO focuses on sending a message. If a film tells a story, then it has a message for the audience. Doing SEO for a website is about presenting that story in a compelling way for the viewer/reader. Sending the message across and having an impact is one of the most important things to do when optimizing a website.
  • Daring filmmakers are most often hailed as geniuses. They manage to get a simple idea across in a very original, cutting edge manner. Doing good SEO for a website is about doing the same thing. Getting a website to rank high on Google search engine is about being daring and creating original content that stands head and shoulders above the rest.
  • Movie stars are the best publicity a film can get. Most people check the cast before going to the cinema. They even look for a movie starring their favorite actors. In SEO world, the “movie stars” are the keywords: before accessing a website, people look for the keywords they’re interested in. Depending on the SEO ranking, they will click on the top websites out there.
  • In order to get to the top of Google ranking, websites have to have killer content: simple, but original and straight to the point, exploiting well those keywords, using their power well on the page. Similarly, to earn that much coveted Oscar, movies have to have a brilliant script: expressive, well structured and just like website content, exploiting well those movie stars and enhancing their power on the big screen.
  • Links are very important for good website optimization. When a website is being referenced by another website, and then another, people, as well as search engines, start trusting that website as somewhat of an authority in that particular domain. At the same time it helps people gain more perspective and knowledge on the subject. Similarly, in cinema, word of mouth and critical reviews are just as important for movie promotion and box office success. When a friend recommends a movie to you, and then you read a positive review in a movie magazine, your urge is to go and watch that movie.
  • Promoting a film and a website works in strikingly similar ways. Wording is very important for both domains as movie/website titles have to be catchy, memorable and to summarize well what the movie/website is about. Good metaphors work as well, as they stimulate the audience curiosity and make them want to read the article/watch the movie. Another thing that has to do with website promotion are meta descriptions. These work like movie tag lines, offering that little extra information about the website, just enough to get the reader to click on the website.

Ultimately both cinema and SEO are all about selling a product or an idea and getting to be at the top of the box office or the Google search engine results. Both processes require practical skills, creativity, originality and structure. Essentially, the film industry can benefit a lot from SEO and online marketing, thus finding yet another way to promote their product.