Chapter 06: Designing Your Search

Marketing Strategy

Finally, search constantly changes. Google’s algorithm isn’t static. It’s based on
artificial intelligence, and it’s learning more every day.

As a result, the rules change too. The tactics you use today won’t be the ones
you use next month or next year. And that’s okay.

Expect to continue learning and adjusting the tactics you use. Don’t resist; just
accept it as part of the process—because the only way to win at this game is
by following the rules.

The Methods of Well-Executed Search

Search has evolved more than any other marketing discipline. Today, you must
know the rules of search. Otherwise, you can hurt rather than help your brand.

So let’s start by reviewing the methods that are working well today.

Search Marketing Today

Today, Search Is Mobile

People are conducting searches from their mobile devices. That means your
pages must be easily accessible from phones and tablets as well as computers.

It’s important to adopt a “mobile first” mindset.

Today, Search Is Structural and Technical

As mentioned above, if your site isn’t set up right, Google won’t even see you.
But once your structural issues are resolved, you’ll focus mostly on content and
basic on-page optimization.

The key to SEO is simply to build a better page than anyone else on the web.

For each search query, Google wants to put the absolute best page at the
top of the SERPs. So your page needs to be the most relevant and the closest
match for searchers’ intent.

How do you do that?

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Marketing Strategy

You research what’s already ranking for your target keyword and build
something 10x better than those pages.

That’s it.

There’s no hack and no easy button. Just a lot of hard work.

But on a positive note, if your content is 10x better than anything else on the
web, your pages will rank.

Today, Search Is White Hat

Gone are the days of keyword stuffing. You must do what Google wants—and
what they want is to provide a superior experience for their users.

Old-style gray-hat and black-hat SEO tactics were borderline illegal, and
they’re definitely unethical. So that’s NOT the approach we’re going to take.

The tactics we cover will give you a sustainable business that’s reputable and
trustworthy. And honestly, it’s the only way to grow your business long-term.

Today, Search Is Everywhere It Matters

What comes to mind when the topic of search marketing comes up?

Google, right?

They’re the premiere search engine, but be aware, they aren’t the only search
engine in town.

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