The Pen is Mightier
These are search terms that have lower volume than "fat head keywords"
What are long-tail keywords?
For example, a search for "What is the best call center software hospitals?" is a long-tail term; however, the search shows much higher intent.
This tool, developed by one of Merijn's fellow countrymen, assesses basic SEO aspects of our pages directly in WordPress.
What is Yoast?
This essentially determines whether a page is high-quality or not.
What is E-A-T?
It stands for Expertise-Authority-Trustworthiness; think of E-A-T as the reason why users would choose our site over our competitors.
E-A-T has a direct impact on how Google perceives and ultimately ranks Genesys.com
This request upsets the SEO team.
What is "can we SEO this?"
This effort will not only help showcase the full breadth of our offering, but also drive greater overall search visibility.
What is the "Product Content Expansion" project?
This type of content is considered high-quality because it answers the searchers’ questions, keeps them from exiting the page, boosts engagement, and isn’t stuffed with keywords.
What is comprehensive content?
When speaking to a customer, we must provide them with enough information to make an informed decision and we must do so in an engaging manner.
We use this tool to track the overall organic search presence of our website globally, including ranking keywords, backlinks, and search visibility.
What is SEMrush?
Becoming a go-to resource on a topic involves showing that you have this.
What is Expertise?
While less critical for humor or gossip websites, it’s vital for medical, financial, or technically complex websites.
This term refers to a search engine's ability to navigate through our website's content without hitting any dead-ends.
What is crawlability?
This project will allow us to showcase our content in a consistent manner, which improves usability and consumption. It also helps us scale personalization.
What is the "Page Template Standardization" project?
It's important to use this when creating content speaking to products/services/solutions on Genesys.com.
What is natural language or non-internal speak?
Organic traffic and engagement metrics can be found on this platform - the most prevalent analytics platform on the market.
What is Google Analytics?
We can showcase this by demonstrating our expertise, providing supporting credentials, and reviews.
What is Authority?
Increasing font size, embedding videos, and compressing images are examples of these types of solutions.
What are mobile-friendly solutions?
Transitioning Genesys.com to use these will allow us to show everything at a glance, so users can see rather than try to remember.
What are mega menus?
This is the most important consideration when creating content for Genesys.com.
What is "the user"?
As tempting as it is to write your content just to be found in search, we must prioritize our user, not a search engine.
This tool, named after a yelling amphibian, helps us scrape the Genesys.com the same way a search engine does and identify flaws which can hurt our performance in search results.
What is Screaming Frog?
It's important to use this when creating content speaking to products/services/solutions on Genesys.com.
What is natural language or non-internal jargon?
This can affect user experience, bounce rate, time on page, and other key metrics that search engines use to rank our pages.
What is site speed?
When completed, this will help us organize and incorporate new products/solutions on Genesys.com and help users by supporting our navigation.
What is the "Information Architecture Optimization" project?
These are the factors we focus on when determining keyword opportunities.
What are Search Volume, Competitors Ranking, Relevancy, and Striking Distance?
In addition to basic SEO monitoring, this free Google tool helps us identify server errors, site load issues, and security issues like hacking and malware.
What is Google Search Console?
The fastest way to build this is consistently good content - content that provides users with easy-to-understand solutions and doesn't just talk about your brand.
What is Trust?
Benefits of this include increased usability for visitors and better indexing by search engines.
What is good information architecture?
The end goal of this project is to guide prospects from awareness to decision and address relevant pain points without being sales-y.
What is the "Resource Hub" project?