Blended Search Results Affect Your Ranking

The technological advancements in search engines may be viewed as a double-edged sword.  As a web site owner, this can be either good news or bad news; depending on how your search engine optimization (SEO) experts have been guiding you.

The “good news” is Blended Search Results have once again leveled the playing field and allow the smallest of web sites to compete with larger firms and bloated budgets.

The “bad news” is that unless you understand, follow and adjust your organic search engine optimization plans for these new parameters in search technology you’ll be left out from the top results.

The traditional definition of Blended Search Results includes blogs, social media, video and news being added into the mix.  Understanding some of the elements the search engines use to determine your ranking is vital.

High ranking for “your term” was the goal of most companies and SEO firms pre-2010. Staking a claim on “Page One” results and maintaining that status meant you reaped the greatest market share for that specific term.

Envision if you will, a traditional pyramid. You have a wide base of long-tail keyword terms with three or more words per phrase making up the base of the pyramid. These, in turn, would support the more difficult to get phrases, the three or two word phrases, often general and generic in nature.  All of these phrases are carefully crafted to go after the single word or phrase that best describes your industry. An example of performing this type of SEO would be: “NH Oceanfront Real Estate” to “NH Real Estate” and then “Real Estate.”

In the past, there were at least 40,000 more people looking for the broader, generic term than the more specific term; thus capturing even a tiny percentage of the generic term was seen as more successful than a larger market share of the specific term. Now, with the advent of smarter search technology and the increased education by the general public regarding their search habits, being #1 is no longer being #1.

Beginning in 2010, Google began showing results of a term search by what term the searcher entered, the searcher’s history, and if the searcher was logged in or not. They also began tracking whether or not the user turned off viewing history (automatically on by default), the user’s geographic location (automatically set to a general IP address, unless reset) and a large assortment of other parameters they felt would deliver the best results. Add in Google Instant, where as the user begins typing, Google displays popular options that may or may not support the user’s “boxed” way of thinking regarding surfing queries, you reach the Blended Search result!

Instead of utilizing the previous model of the pyramid building architecture, Blended Search is leveling the field and offering “search neighborhoods.” This is the good news!  With Blended Search, you don’t have to compete within the larger metropolitan areas, but can expand into a specific neighborhood of your choice.

To summarize, the rewards offered by the search engines are now given to those seen in hundreds of neighborhoods instead of all trying to vie for a single location such as Park Place or 5th Avenue.  The successful model of a popular coffee chain or a donut shop should come to mind.  By employing just a small, handful of employees in hundreds or thousands of locations versus one or two mega-centers is how these large corporations built their businesses.

And you can too!

In today’s world of lightning fast changes and transitions, this new model of search results success is rather subtle.  You will still need to rank effectively for keyword terms, but you are rewarded for being more accurate, descriptive and geographically optimized versus generically optimized.  With a plan to coordinate as many avenues of the “Blend” to drive traffic to your location, like the example of the highly successful coffee and donut franchises, your site can reap the same rewards.

The development of hundreds or thousands of keyword terms is of no value if you are not able to identify which ones are actually bringing in desired results.  Blended Search results has leveled the playing field of the Internet and allowed the small and medium sized businesses the opportunity to compete with larger corporations for every keyword term.  By staking a claim in search neighborhoods to bring in the results of a user’s terms versus building a pyramid should be your organization’s new focus this year.

CrystalVision’s SEO team excels at identifying the key locations that bring results. We got out of the pyramid building business!

If your organization is still trying to move large stones into place, give CrystalVision a call.  Let’s sit down, enjoy a great cup of coffee and a donut, and talk about your relocation plans.

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