SEO Calgary

A rise in topics instead of keywords in search engine optimization

SEO Calgary

SEO (search engine optimization) has traditionally been all about keywords. Keywords play an essential role in how information is retrieved. Therefore, it was all logical: search engines scanned, found, indexed, and classified content based on keywords. 

SEO still revolves around keywords, but to a lesser extent. A piece of content’s relevance is ranked by how often it mentions the keyword – and all other signals included – on a page.

A Relevance Analysis of Keywords

The term frequency is referred to as “TF”.  

There is a problem in that stop words like “the,” “a,” “and,” “in,” “at,” and so on are far more frequent. A different approach is needed. In other words, it evaluates how often a term is used when compared to the frequency of all other terms.

This prevents stop words from being classified as more relevant.

Known as “inverse term frequency” or “IDF,” this formula looks at the frequency of keywords as well as that of other terms across different pieces of work (such as a site’s blog). We eliminate stop words that occur more frequently than other words.

This formula, called TF*IDF, gives a keyword a certain numerical weight based on inverse document frequency (multiplied by) term frequency.

A keyword is weighed by how many times it appears on a page. As a result, the page with the most frequency will score – and be ranked higher – by weighing the keyword across all the other pages.

To find out how important a document is within a group of documents, the formula can be applied. This can be applied to the relevance of a page regarding a particular keyword in comparison with the relevance of all the other pages within a website, for instance.

As a result, for a very long time, SEO focused not only on keywords, but also recommended a primary keyword for each page. These guidelines are still followed by many of the SEO tools and plugins used by content creators.

The TF-IDF continues to be an important but problematic issue

TF-IDF is greatest benefit when compared with a large amount of data – like the whole Internet – to determine the weighting of any particular keyword. It was the basis of how search engines would rank certain pages from multiple websites. Search engines used this ranking method to determine the ranking of certain pages from multiple websites. To some degree, that remains the case. 

As I mentioned, the formula is a bit more complex than what I’m explaining here, but fundamentally speaking, whichever page ranks higher has a greater weight.

It has remained the standard method of retrieving and evaluating information since 1972. To put it simply, it gives sophisticated software a base to work from in order to build artificial intelligence (AI).

This formula, however, poses a problem by itself.

Getting high rankings started in the primitive days of the Internet, when writing pages with lots of keywords was the most straightforward and simplest way of achieving this. Even if you add an extra keyword here and there, it doesn’t matter.

The problem became worse as more website owners discovered the trick and began abusing it. It rendered search engine results unbearably messy by bringing up keyword-stuffed pages that did not make any sense, and it seriously affected user experience.

TF-IDF assesses relevance, but it fails to indicate quality – that is, whether the content in which the keyword appears is of high quality. Consequently, search engines could now determine how relevant a page is beyond keyword relevance as well as the meaning of its pages. Due to major Google algorithm updates, keyword-driven content plays a smaller role (or should we say, is less reliant on) now, making TF-IDF less relevant.

Three Things Keywords Fail to Take into Account

The relevance of keywords is weighted. However, just being relevant isn’t enough. When it comes to keywords, the TF*IDF technology has three important drawbacks:
1. It disregards the meaning of the keyword.

Only keywords are considered in the TD-IDF. It doesn’t take into account keyword variations, semantically related terms, or keyword relationships. Furthermore, it ignores synonyms and terms that are related by themes or context.

Take, for example, the keyword “soap.” Bathing soap, dishwasher soap, laundry soap, cleaning soap, shaving soap, and so on are all available. Handmade soap, perfumed soap, baby soap, medicated soap, glycerin soap, and other varieties of soap are available. 

When you include different types of soap, such as shampoo liquid, laundry detergent, shower gel, shaving cream, bubble bath, and so on, the problem becomes even worse. “Soap operas,” “Soap” TV shows, “to soap” (to flatter), and SOAP (Simple Object Access Protocol).

The options are practically limitless.

Keywords alone can be misleading if you don’t consider the context, such as keyword variations, their position in the content, keyword interrelatedness, and how keywords fit within and link to the rest of the page.

2. It disregards the significance of the keyword.

The TF-IDF tries to figure out how relevant a keyword is, but it doesn’t take into account how meaningful that relevance is. What if a keyword that is more relevant but appears less frequently is more relevant? What if a different website, with different keywords, provides higher value for the same keyword? 

In other words, the TF-IDF fails to take into account not only how keywords fit into the context of the page, but also how they fit with the rest of the site. As a result, other pages may include the same keywords, but their content may be more relevant and suited to the issue.

To put it another way, relevance is not the same as importance.

Although a keyword may be judged significant because it is used more frequently, this does not imply that it raises the page’s worth. Regardless of the keyword’s frequency or TF-IDF score, other keywords, let alone other pages, may be more relevant.

When compared to other pages, a page featuring the term “medicated soap” has a better relevancy score. However, a less relevant page might go into further detail about antibacterial, antifungal, and antimicrobial soap, which is more topically relevant.

Other keywords and keyword variations (as well as related but different keywords) may be located on other pages that are more relevant to the user than the document TF-IDF is analysing, comparable to the preceding limitation.

3. It disregards the keyword’s intent.

Finally, there’s the most crucial factor to consider. In fact, it isn’t even considered in the TF-IDF equation. And there you have it, the user. 

TF-IDF can help you figure out what the page is about. However, it may be either vague or too specialised for the user’s needs. TF-IDF may also be comparing it to entirely other pages that serve different consumers or achieve different objectives.

All of the other pages are thrown into the mix, regardless of their intended purpose. For example, TF-IDF might compare a term in a blog post to a keyword on a shopping page, a FAQ page, or a page aimed at a completely different industry.

Making the Transition from Keywords to Entities

Fortunately, frequency is simply one of several factors considered when evaluating keywords. In addition, other ranking variables come into play when deciding how relevant a keyword is. 

Machine learning and a method known as “natural language processing” (NLP) have changed the way we think about keywords in recent years. While keywords will continue to be essential, new algorithms will examine and attempt to understand them on a deeper, more complex level.

To solve the three issues highlighted above, search engine software is now attempting to comprehend keywords by studying how they are used in normal language. It accomplishes this by taking into account the terms’ usage, context, and relationship to one another.

As a result, the software can discern the nuances and intricacies of a keyword. Technically, they’re still keywords, but in the field of NLP, they’re referred to as “entities.”

Because they transform the way we think about SEO, entities are becoming increasingly significant, especially in digital marketing. We can no longer optimise content just based on keywords because we’ve given them meaning that changes based on many aspects.

A keyword’s meaning might vary greatly depending on its context, usage, and placement in the content (i.e., its surrounding text and other on-page elements). It can also completely change the meaning of a paragraph or piece of content, giving it a completely different tone.

As the proverb goes, and it absolutely applies to today’s SEO:

Without context, content is worthless.

What Is The Concept Of Entities?

Entities are words that have a specific meaning based on the context. They can be “names,” “types,” or “attributes,” among other things. They can connect to other concepts. They help to identify a specific person, item, or event by grouping them. 

“Antibacterial soap,” for example, is one thing, whereas “hand sanitizer” is another. Although the latter is not a separate type of soap than the former, they are nonetheless related. Both are various forms of “disinfectant cleansers” depending on the situation (another entity).

To expand on this example, “antibacterial soap” has a different meaning in an article about “COVID-19” (also an object) due to the context. As a result, the term “antibacterial soap” has little meaning. It does, however, have value, importance, and purpose as a separate entity.

Rather of thinking about keywords as being linear or on a spectrum, consider them as existing in a cluster of linked concepts, similar to a hub-and-spoke wheel. (Google refers to them as “branches” and “nodes,” and groups them into a “Knowledge Graph.”)

Consider the words “head” and “shoulders.” These are two distinct keywords. A different keyword is “head and shoulders.” However, “Head & Shoulders” is a trademark. It’s a thing. Also, “dandruff,” “shampoo,” and “anti-dandruff shampoo” are all separate entities that are connected.

Entities are significantly more sophisticated than what I’m attempting to explain in this paper, and they have far more consequences and applications than I’m able to adequately discuss.

The crucial thing to remember is that, like it or not, search behaviour has changed. As a result, SEO has changed and will continue to change. As a result, it stands to reason that the practise and practitioners of SEO, as well as the beneficiaries of SEO services, are all connected.

Why is Keyword Tracking Losing Ground?

Previously, search queries were usually made up of a single or a few words linked together. However, the intricacy of human language was not taken into consideration in the search results. 

The search results were disjointed. It was primarily a game of luck to get the response you wanted. (In fact, it’s probably one of the reasons why Google created the “I’m Feeling Lucky” button, which allows you to skip all of the search result pages, or SERPs.)

Users would add more keywords to their queries in an attempt to achieve better results. However, this frequently backfired: Google would examine certain keywords within the query and provide different results for each. Then, regardless of r, it would rank everything.

Keywords have become intrinsically meaningless since the emergence of entity-oriented search (a term used by former Google researcher Kriszrtian Balog). Or, to put it another way, focusing on keywords and their ranks has become pointless.

Keywords are still useful in certain situations, such as performing research. However, optimising content with specific keywords — and attempting to rank for them — is rapidly becoming obsolete.

Chasing precise keywords is meaningless today, with digital assistants, intelligent devices, and voice search allowing users to ask long, sophisticated, and nuanced questions.

Keywords have become intrinsically meaningless since the emergence of entity-oriented search (a term used by former Google researcher Kriszrtian Balog). Or, to put it another way, focusing on keywords and their ranks has become pointless.

Keywords are still useful in certain situations, such as performing research. However, optimising content with specific keywords — and attempting to rank for them — is rapidly becoming obsolete.

Chasing precise keywords is meaningless today, with digital assistants, intelligent devices, and voice search allowing users to ask long, sophisticated, and nuanced questions.

Focus on subjects rather than keywords.

The term “anti-dandruff shampoo” is more than just a keyword in the previous example. It’s a subject. It might be a subtopic of an article about different types of “shampoos,” or it could be an umbrella subject about dandruff control. In any case, context is crucial.

Focusing on topics eliminates the need to compete for individual keywords. It’s no longer necessary to perform backflips in order to cram irregular, strange, and frequently misspelt keywords into content only to rank for them because they’re popular.

Trying to put “best covid soap toronto” into a sentence as is, for example, is pointless, to say nothing of mind-numbingly tough.

While keyword research is still necessary, it’s more important to understand what themes the user wants to learn about, what topics have already been covered (or haven’t), and what topics to write about that will provide all of the information needed to increase search signals.

The procedure is broken down into the following steps:

To begin, identify a reader's problem, a question they're asking, or a topic they're interested in - one they could be investigating themselves.

Compare and contrast the findings that appear. For instance, look at the many forms of content that already exist on the subject (or how they fail to cover it adequately).

Above all, establish a content aim that is clear to both the reader and the website. Then go over the subject with the user as well as the goal in mind.

Finally, insert related keywords that will occur naturally and smoothly throughout the text, utilising the topic as a guide (rather than a specific term as a goal).

Additional actions can certainly help, but they aren’t required. Select the most frequently searched keywords that fit inside the topic’s umbrella, for example. Then use these keywords in the page’s headings and subheadings, as well as the HTML. 

Everything else, including the correct keywords, will fall into place organically if the topic content reflects what the reader is truly interested in and searching for. All that’s left to do from an SEO standpoint is make sure the material is properly formatted.

What matters is the interaction between subjects and material. Some themes are more broad and inclusive than others. Others could be subtopics or connected subjects.

In two ways, a piece of content can cover an umbrella topic. To ensure that it covers the issue thoroughly, it may first divide it down into subtopics on a single page. It could also involve many pieces of material, each of which covers different subtopics that are linked together.

The Future of SEO and Topical Clusters

Topical clusters are like wheels, with hubs and spokes, similar to the map of nodes and branches outlined above with entities and the Knowledge Graph. 

Keywords were formerly categorised and organised into categories or silos. While this may still be effective for arranging content, it is linear and does not reflect how subjects (and their relationships) work. Consider a mindmap as an example.

Whereas old-school SEO was centred on keywords and their search engine popularity, today’s SEO is based on themes and how valuable they are (to the reader).

The former required authors to develop material first for search engines and then for people. Because the search engine is now the user, it has been not only flipped but also streamlined.

In other words, machine learning algorithms are assisting search engines in becoming more intelligent by allowing them to learn and understand language in the same way that humans do. As a result, writing for search engines is no longer a viable option. It’s pointless.

It’s like attempting to translate something that will inevitably be translated back. As a result, this process is not only unnecessary, but it can also be harmful because information might be lost in translation.

In the end, writing for the user is preferable. Concentrate on making them happy. Provide them with the best possible material as well as the best possible experience while consuming it.

When you write for your target audience, you’re also writing for Google. If you do this, you’ll be sending all the appropriate search signals. Keywords will be used, links will be earned, mentions will be gained, authority will be built, word of mouth will be generated, you will rank well, and traffic will be driven. Naturally.

That’s SEO in the modern era.

SEO agency Calgary

How Stopping Search Engine Optimization Affects Your Business

SEO Calgary

When a business reaches the first page of Google, they assume their SEO efforts are over. But what happens then? Can you save money by halting it? There is an unfortunate misconception that SEO is a one-time expense, and that you’ll continue to rank well long after you achieve what you set out to do. This is not the case at all.
It’s important to note that stopping SEO is different from stopping any other marketing effort. Stopping SEO has implications from your revenue to your website. Here’s what happens when you stop SEO:

THE WEBSITE WILL HAVE MORE TECHNICAL ISSUES

The focus of SEO isn’t just on helping you get higher rankings in search engines. A good SEO company will also monitor your site for problems that may impact search engine ranking. Without an SEO agency monitoring and watching out for things breaking on your website, technical issues can quickly mount. If you’re unfamiliar with how websites work, then you probably don’t know that things occasionally can break without reason. Over time, the effects of these problems eventually affect the functionality of your website and can end up costing you a great deal.

If you stop SEO services, you may also lose out on developments like mobile responsiveness, page speed, and user experience – all of which have an effect on your website ranking and are treated by your SEO company.

A REDUCTION IN RANKINGS AND TRAFFIC WILL SET IN

Crawlers return to your site to re-index your content when your site publishes new content. Thus, if you have your site crawled more often, search engines will pay it more attention and you will have a better chance at ranking higher. SEO agencies make sure your website has fresh, relevant content on a regular basis. If you stop performing search engine optimization, you will lose search engine ranking as competitors continue to index their websites.Google’s ranking algorithms are continuously updated as well. SEO agencies continually adjust their strategies to stay current, and what worked last month may not work this month. In the long run, you will lose traffic and rankings by skipping SEO on your website.

You will quickly be outranked by your competitors

To be successful online, you need to stay on top of your competition. So, it stands to reason that competitor analysis is one of the most important parts of SEO. The examination of your competitors is therefore one of the most important SEO components. Regularly monitoring and analyzing their clients’ competitors can help their SEO agency keep up with and outdo them.It’s a given that your competitors will be keeping an eye on you if you rank well for competitive keywords in your industry. You are basically handing your ranking over to them on a silver platter if you stop SEO. You will lose all the traffic you’ve invested so much in if they continue investing in their SEO while your site stagnates.

It's going to cost you a lot more than you anticipated

A constant effort is required for SEO. You can compare it to going to the gym. In the beginning, seeing results will take a while, but you’ll soon start seeing improvements. However, if you take a long break from work, you will gradually revert to your old habits, perhaps even worse than before. After you’ve stopped SEO, your website’s rankings and traffic are hard to regain, just as if you stopped going to the gym for a long time. By restarting, you’ll essentially be starting from scratch. You will lose all the time, money, and effort that you spent on SEO before you stopped it. 

It may seem like no longer investing in SEO is going to reduce your monthly expenses, but you’re only wasting all that money and all the initial investment you made.

STAY UP-TO-DATE ON YOUR SEO WITH THE X360 DIGITAL

Does stopping SEO make sense? Definitely not. If you want your business to be found online, SEO is a necessity. Your business strategy should include it as a crucial element, not just an optional part. Unless you treat SEO as part of a long-term, consistent effort, you won’t reap the benefits. Our success as local Calgary businesses has helped dozens of Calgary businesses succeed online. If you’re considering quitting SEO or you’re unhappy with your current agency, we can help.

SEO Calgary

Search Engine Optimization

SEO Calgary

Search Engine Optimization

‘Search Engine Optimization’ is a practice of optimizing and improving your website to increase its visibility in relevant searches. The better website visibility enables businesses to garner attention and attract customers, unravelling about SEO can be the secret to unlocking business recognition and profits you may have been neglecting or missing out on.  

Increasing demand for SEO in Calgary, and here’s why?

Search engine such as Google uses bots to analyse pages on the web, going from site to site, collecting information about those pages and putting them in an index. Next, algorithms analyse pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query. 

There are 6 main categories on which the search results are based on an equally important for SEO in Calgary. Example, content quality and keyword are the major factor of content optimization, and website speed and mobile responsiveness are essential SEO factors. 

Site optimization is an essential factor for smooth functioning which provides users with an efficient search experience. Optimizing the site and content with necessary factors in mind can help your page to rank higher in the relevant search results. 

There are multiple ways to get a website to appear at the top of the list of search results. Some of these methods are legitimate and some of them are deceptive, dishonest or unethical. The legitimate ways are called “White hat methods”, which has been successfully followed by x360 Digital in Calgary. 

White hat methods take a little longer, but they follow the rules set by search engines for what can and can’t be done to improve a site’s ranking, specifically in Calgary. That is, white hat methods work on building your site’s reputation legitimately and improving its merit in the eyes of the crawlers reporting back to their search engine boss. 

What do you think is a crawler?

Clearing up the concept of a crawler. A crawler is a piece of code that the search engine sends out through the network of connections and servers that makes up the internet. This little piece of code is designed to ask questions about the websites it finds and send the answers back to the search engine. 

What those answers are, determines where the search engine decides to put your website when it receives a related search query. What matters to the search engine is much the same as what matters to you or me when asking a question. Is the website relevant to the query? Is it authentic? Is it credible? Is it useful? If any of those answers are no, the website has little chance of ranking. 

The SEO techniques that go into making a website relevant, authentic, credible and useful in the eyes of the search engine are multitudinous, but the key is content. A website that has content that is relevant and valuable to the reader is a website that will generally rank better than a website that is stuffed full of keywords and backlinks but makes little sense. 

Search engines and their crawlers are remarkably intelligent and always evolving. SEO that respects that is SEO that works. 

How can x360 Digital help?

One of the main advantages of x360 Digital is that it helps you create a well-ranked website by expertise in Calgary SEO. Our analysis and service provide you with a highly SEO ranked website in Calgary which enables to boost company recognition and digital conversions. We help you optimize your content, research related keywords and boost your site structure with our internal linking suggestions.  

The ultimate objective is to benefit businesses with SEO in Calgary, through augmented traffic by optimizing relevant dimensions for search results. 

Hire the best in Calgary!

The practice of SEO is essential to reach a high position in Google and other search engine’s results. To ensure SEO success please contact x360 Digital, a journey of digital presence and your company online viability. 

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Boosting traffic to your website through futuristic local SEO services in Calgary

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Would you believe?

The bottom line is that your website needs to be thoroughly optimized for a search engine, especially for local SEO in Edmonton, Calgary, be it Google or Bing, to reap gains and benefits in the real-time.

Essence of SEO

SEO or Search Engine Optimization is about making your website or online portal as attractive, impressive and engaging, as possible, for the crawler or the search engine to detect it amongst millions of sites in the virtual world. 

SEO is not only important, local SEO in Calgary is actually a necessity today for more traffic and faster conversions. 

The question is: Can SEO be done by you? The answer is: If you sincerely aim to be on the top of your local industry search online, you need us – Calgary SEO Specialists. Why?

Still not convinced? Here are few more factual data for you:

The point that we want to drive across is:

Most of your customers are buying online.

Hence, you need to be there visible for them to choose you.

Without optimized website or ecommerce store, this is not going to happen and if it does, it is going to take ages.

Hence, you need SEO experts like us for helping your business with enhanced visibility, boosting online traffic and sales.

Who are we?

X360 Digital is a top Calgary SEO company with years of SEO hands-on experience. Our talent pool is thoroughly skilled. As part of SEO services in Edmonton, we work to give your site a winning edge over the competition.

SEO is not a one-day event and definitely not a one-time activity. It needs to be done on a continual and consistent basis. As Calgary SEO consultants, we understand that the purpose of optimizing your site locally is not to get visitors just for once, but have them coming over to your store, on a repetitive basis. 

Our methodology of work

Towards this end, X360 Digital works to chalk out concise and clear Calgary SEO solutions by working in a dedicated phased manner. The different phases involve –

First understanding your audiences, your industry, competitors, products – every minute detail that is worth knowing

In the next step, we assess, audit and fill up the gaps in your existing website or create an optimized site from the scratch.

We keep monitoring the results and the rankings so that the SEO strategies can be further optimized and made effective.

We keep you updated at each step because it takes a lot of handholding to reach the top page of Google search.

The objective is clear – we work to ensure that your site has augmented traffic by optimizing the site for local searches.