{"id":1306,"date":"2016-05-04T14:09:42","date_gmt":"2016-05-04T14:09:42","guid":{"rendered":"http:\/\/feeds.marketingland.com\/~r\/mktingland\/~3\/JC4v8MTJ9qU\/benefits-creating-purpose-driven-seo-strategy-175634"},"modified":"2016-12-27T16:21:00","modified_gmt":"2016-12-27T16:21:00","slug":"the-benefits-of-creating-a-purpose-driven-seo-strategy-2","status":"publish","type":"post","link":"https:\/\/fixmyinfo.com\/the-benefits-of-creating-a-purpose-driven-seo-strategy-2\/","title":{"rendered":"The benefits of creating a purpose-driven SEO strategy"},"content":{"rendered":"

Source: The benefits of creating a purpose-driven SEO strategy<\/a><\/p>\n

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With more than 500 Google algorithm updates made on average each year, how can a site owner build an SEO strategy that stands the test of time?<\/p>\n

Defining your site\u2019s purpose and mapping out the objectives you are trying to\u00a0achieve is the key to not just ranking, but creating an SEO\u00a0strategy that produces\u00a0actual business results.<\/p>\n

I know this sounds elementary, but SEO is way more that just ranking for keywords. Too many site owners forget this and obsess over rankings. While rankings are important, they only tell us part of the story. Without a clearly defined purpose that states\u00a0what you are trying to accomplish, how will you know if you are succeeding?<\/p>\n

If you took the time to read the Google Search Quality Guidelines<\/a> released back in November of 2015, the main task search quality evaluators are asked to perform is to figure out the site\u2019s purpose and determine if the site actually met its intended purpose.<\/p>\n

While the search quality evaluators don\u2019t have direct control over site rankings, this document can still tell us a lot about\u00a0how Google is trying to better understand websites and how they impact real users.<\/p>\n

Google itself has a very clear purpose, and its former head of web\u00a0spam,\u00a0Matt Cutts,\u00a0stated that\u00a0purpose<\/a>\u00a0as plain as can be back in 2014: \u201cWe\u2019re trying to return great search results for users.\u201d<\/p>\n

Building a purpose-driven SEO strategy<\/h2>\n

The\u00a0first step in\u00a0building a purpose-driven SEO strategy is to define the site\u2019s purpose.\u00a0Every other part of the\u00a0strategy will stem from this purpose.<\/p>\n

There are a ton of reasons a website could\u00a0exist.\u00a0Here is a list of common page purposes (note that this list is by no means comprehensive):<\/p>\n