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Navigating the wild world of SEO

Search engine optimization just keeps getting more interesting – and more complicated.

A new report by Moz, a Seattle-based SEO tools provider, highlights this current state of affairs all too well: the report documents more than 35 different ways a web page could be displayed on page 1 of Google – not including paid advertising or market-specific features like menus, lyrics or sports scores.

These organic displays range from a simple, old-school listing, like this:

basic listing example - industrial seo specialists

To a basic listing with full site links:

listing with full links example - pilot fish b2b website design

Image results are another page 1 possibility:

image results example - pilot fish seo

And then there’s the “local knowledge graph,” which can appear in the top right corner on page 1:

local knowledge graph example - seo & website development

The results a search generates rely on a whole range of factors, starting with how the searcher actually types in the keywords … if Google thinks the person has typed in a brand name (like “Pilot Fish SEO”), it will serve up a certain type of result, such as the listing with full site links.

If Google can’t discern anything useful from the selected search term (for instance, “pilotfish” as all one word, which is not the style used by our company or our aquatic namesake), the searcher could end up with a disambiguation box as a result:

disambiguation card example

This example illustrates another super-important factor: the actual content on a web page.

Pilot Fish the industrial marketing company doesn’t use “Pilotfish” as one word anywhere on our website, so our site is much less likely to end up in a disambiguation box for that term.

A good SEO company knows the search terms that your target audience uses and knows the type of content best suited to perform well on those terms. They also know what type of results work best for your industry.

If you’re looking for a good SEO company to lead you through the search engine jungles, email us or give us a call at 877-799-9994 ext. 2104.

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