Reasons why Google rank singular and plural keywords differently:

1. Plural versions of a keyword may present search intent for multiple products or a comparison of various service providers explained by Google’s John Mueller.
2. When a user checks with a plural, for some results it means that they wish to result of look of sites or variation of products. This is why the client of the SEO inquires about the ranking with a category page for the plural search phrase. The category page quenches the search intent for a listing of multiple products that are present in the plural version of the keyword phrase. In his opinion, it’s best to let the search engine output pages explain what the search intent is and then rank right page for that search intent.
3. Generally problem is faced by SEO in that the category page is for the plural form of a search phrase and a blog article positioned for the singular. The association of singular and plural versions of a keyword phrase to various of a web page is something many are aware of but not really explained all that much.
4. Trying to elucidate a page that’s not broken could actually result in losing rankings for one of the keyword types since it’s been amended for something it’s not really changed for.
5. Mueller also speaks of the hurdles. For example, the required page can be not presented upon request, as well as another may be shown instead.
6. Kinds of web pages linked with the singular and plural types of a keyword phrase to various (general versus specific) is something many have recognized about but not really conferred all that much. Google’s John Mueller explained that plural versions of a keyword may explain search intent for various products or a comparison of different service providers.
7. You can also analyse user intent yourself. Avoid linking the page to both Google keywords, instead, give importance to what the user might mean by each of them. It is essential to do this before making any alteration to the page, if the change is not done then there is a chance of losing your rank.

Video with the answer from John Mueller

How to Select Keywords’ Forms Depending on User Intent?

The best process is to pay attention to what Google is aiming at and evolve how to lead a customer to your page depending on SERP (Search Engine Result Page). As a result, we can summarize that although particular tips and tools are important, the Google algorithm does not work precisely. The primary thing is not SEO techniques, but the motif of the user. BERT is prepared on thousands of other cases and marks it well.

It is better not to aim at grammatical types and endings because in maximum cases, it does not even consider an important factor.

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Domain Authority as the name suggests represent the authority of a domain in Moz Index. It’s a globally known metric created by Moz that determines how well a website rank on the Search engine result pages (SERPs). The domain authority value for a website ranges in between 1-100. Here 1 means the worst and 100 means the best. Generally, 40-50 domain authority is considered as good domain authority for any website.

Domain Authority is determined by linked root domains, number of backlinks, quality of content, Moz trust scores etc. For SEO personals, this score helps to determine the quality of a website quickly. There are various ways exist to check domain authority of a website, the most popular way is to check it through Moz Bar (an addon developed by Moz) or through Open Site Explorer (an SEO suite developed by Moz). Domain authority also known as DA consists more than 40 factors such as number of linking root domains, number of links pointing to a site, content updating frequency and number of different sites linking to your sites. A rule of thumb is, rather than considering domain authority as a measure to analyze your SEO efforts, consider it as a competition analysis metric, so you can compare your site’s DA score with other sites, the sites having higher score generally rank high in the Search engine results.

Page Authority

Page Authority is another important metric created by Moz. As the name suggest, page Authority (PA) is a score created by Moz that predicts how well a particular page will rank on Search Engine Results Page (SERP). Page Authority scores run from 1 to 100, with higher scores relating to a more prominent capacity to rank.

The main different between page authority and domain authority is that domain authority is a domain based metric while page authority is a page based metric. So if a site has 100 different pages, it will be having 100 different page authorities, while it will only be having a single domain authority for the entire domain.

Page Authority depends on information from the Mozscape index and incorporates link analysis, MozRank, MozTrust etc. Like Domain Authority, it utilizes a machine learning model to recognize the calculation that best associates with rankings.

Mostly, both of these metrics are updated by Moz after an interval of one month. So your current score will approximately be updated after a month from the last moz update. Here is the official link of Moz from where you can check when they updated the domain authority last time and plan your link building campaign accordingly.

When it start working?

The metric Domain Authority and Page Authority start to work from the moment the website goes live on internet. It starts with an initial score of 1 on the very first day and then it increases according to the inbound links. Like Domain Authority, Page Authority is also easier to grow from 20-30 as compared to 70-80.

Where you can analyze it?

There are numerous tools available on internet to analyze domain authority and page authority of a particular website. You can either check it through Moz official SEO Suite or through SEOmoz toolbar. SEOmoz toolbar is a browser based add-on which helps to check the domain and page authority in real-time. Apart from this, you can also use any third party tools such as Moonsy or SmallSEOTools Domain Authority checker to analyze it. One of the best thing about SmallSEOtools domain Authority checker is that you can check upto 50 websites in a single click. Hence it’s a really good tool for SEO professionals & Link Builders.

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In addition to SEM, there is Search Marketing which focuses on obtaining traffic and visibility for your website or business via search engines. Confused? Don’t be! Search Marketing utilizes methods which don’t require direct payment to the search engine itself. Although, you will likely pay a Search Marketing expert to perfect aspects of your website and its content in order to optimize search results, thus resulting in higher traffic and visibility for your site.

How can SEM help my website?

Savvy website owners will employ both Search Engine Marketing and Search Marketing to deliver the traffic and visibility they need to succeed in today’s dynamic online marketplace. You could attempt to “do it yourself” and try to put together Google Adwords campaigns and try to perfect your website’s Search Marketing potential. However, if you don’t really know the latest techniques and marketing strategies, your time and money will be wasted. It’s best to hire an expert in both areas to boost your traffic and crucial placement in the SERPs (Search Engine Result Pages).

If you wish to run an ad campaign to boost the traffic to your website, an SEM expert will work with you to format the best strategy and follow the campaign through. This will include consulting with you to set goals, coordinating design of a separate landing page to convert traffic to perform a desired action (if needed), analyzing keyword data, developing ad text which will be placed on the search engines and analyzing results.

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Pay-Per-Click (PPC)

When it comes to PPC advertising, it requires you to pay for the traffic using your chosen program from one of the major providers. These programs let you to display your advertisements in sponsored results shown on the SERPs. The fee you have to pay is based on the competitiveness of the chosen keywords and you’re charged whenever a visitor clicks the ads to get to your website.

SEO (Search engine optimization)

On the contrary, SEO allows you to build free traffic by ranking higher in the SERPs for your chosen keywords. Higher ranks can be achieved by following some of the proven SEO best practices that can help your web pages become more prominent in the search results.

Both the approaches work but sometimes you have to decide which one is better for your website and then pursue that. But how can you decide? Well, here are some factors to be taken into consideration.

Size Of Your Advertising Budget For The Website

When you have to choose between PPC and SEO, you first have to be clear about your advertising budget. Even though this budget can go as low as you might like, but if you can’t commit any money for advertising then you must stick to free SEO options available. In case you have ample amount that you can spare for your website’s advertising then PPC would be a good choice for sure. When you choose PPC, you get some added benefits as well such as quick testing and protection against search engine algorithm updates. You should start small, however, and consider highly targeted PPC campaigns. Use Google Analytics to judge whether it’s paying off or not.

The Average CPCs In The Industry

Besides setting a budget for your website’s advertising, you should first check out what others are spending on ads. Usually, you have the option of bidding what you’d like to pay if someone clicks your ads for a particular keyword and this fee is often called CPC or Cost-Per-Click. Sometimes, the CPC can go much higher for a single click and you may not find it a feasible option if you are just starting out as it will make things harder for you to make profit from your PPC traffic. If that’s the case, you’d be better off choosing SEO to bring traffic to your website.

Competitiveness Of SERPs In The Niche

It is also important to determine the competitiveness of the keywords you are targeting. Google’s Keyword Research tool allows you to determine estimated competitiveness. It also tells you how many advertisers are bidding on the keywords that you have chosen. In competitive industries, you’ll find authority websites on top of the SERPs and it’s almost impossible to beat them without spending a major amount of money and investing a lot of your time.

So, when the competition is high your best bet would be to rely on PPC promotions for acquiring traffic. To cut the long story short, both PPC and SEO are effective for your website under different circumstances. Nevertheless, you can always use them in combination to achieve the best results.

Conclusion PPC vs SEO

If you’re looking for instant numbers and your traffic should be on the site today, be sure to reach for PPC. However, the price per visit from PPC is many times higher in a long-term comparison. If you want to invest in the long term and boost the strength and authority of your site on month by month so that one day you will reach a stable base, reach for SEO. Keep in mind that SEO brings visits even years after the end of the investment, unlike PPCs, where the last cent also ends traffic. Neither is better, but both are suitable for different directions.

And if you need professional help, we can help you with both campaigns. We offer SEO promotion as well as PPC campaign management.

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1. Optimizing Your Website For Google RankBrain

Google RankBrain is the machine learning algo from Google that was announced not so long ago. The algorithm turned out to be a real game changer as it works by measuring how users interact with results displayed on first page of Google. It ranks web pages higher if they give users a satisfying experience and brings down others that don’t. RankBrain is rapidly taking over from conventional techniques and optimizing your website for RankBrain is going to work this year and beyond for sure.

2. Make Existing Web Pages Longer

According to one recent study, longer contents have higher prospects of ranking higher in the SERPs. However, you may not be able to write more than 2000 words for every single blog post that goes on your website because it’s intensive and time-consuming. Rather, it’s a lot easier to extend those 1000-1200 words pages to around 2000 words and beyond. It will also help you take advantage of the authority and established readership of your existing content. So, just grab posts which are performing well in Google and extend them with extra content and most updated information.

3. Improve Your Website Speed

It was in 2010 when Google first announced that it’d be taking website speed as one of its ranking factors. Ever since, it has consistently emphasized on site speed importance for a seamless user experience. Tools like PageSpeed tool and Accelerated Mobile Pages Project are part of Google’s efforts towards ensuring optimum site speeds. Recently, Google has launched Think with Google tool for gauging the responsiveness of sites where speed is also a key parameter. Improving your website’s speed and improve page load time for your web pages won’t just help you reach the top spot in SERPs but will also help boost conversions. So, it’s a great technique to focus this year and beyond.

4. YouTube SEO Is Important

The YouTube videos are mostly in top 10 search results in Google and it happens more frequently than other different video types. Forbes has also declared YouTube to be second most famous search engine around. So, YouTube SEO can certainly help push your site on first page in Google and you’ll also get more traffic from YouTube as well.

5. Keep Topics In Focus Rather Than Keywords

Google and its algorithm is continuously evolving. Now it intends to understand users’ intentions like what they expect, what they’re searching for, and which search results will give them what they need. So, you can’t seal a spot on first page in SERPs by only focusing on keywords. Rather, we should look at context built around those keywords. Simply put, think of topics your users might be in search of and figure out different ways users may phrase their search queries for those topics. It will certainly help you deliver a satisfying experience.

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1. Voice Search & Digital Assistants

Voice search has really changed the way people used to communicate and digital assistants have changed the way how searches are performed. Google already admits that one of every five searches are made through voice queries.

In 2018, we expect a greater shift towards voice searches. As for putting together your SEO strategy, you should now focus on long-tail keywords more than ever. Try to target natural language terms that match the conversational tone of the users. As we see digital assistants getting more accurate, increasing numbers of people will be expected to use voice search in the bid to get more relevant and quick answers.

2. Link Building

We don’t see link building going away pretty soon. However, there will be more emphasis on setting up a proper strategy for getting more quality links. You shouldn’t be looking forward to getting new links that do not offer any value. Obviously, your aim is to build authority in the niche you’re targeting and if the links are not helping you with that there’s no point in wasting your time and efforts in getting such links.

A successful strategy this year would be to focus more on relationship building and helping brands to develop solid links and contacts that will benefit them in the long run. Another important thing that you need to figure out is how you can involve guest blogs into your link building strategy. Earlier in the year, Google warned that it will now look more closely at guest blogs to control questionable and spammy links. So, you need to diversify things and aim for a thorough backlink profile instead of single links that offer successful results.

3. User Experience

As we move forward, Google is focusing more on user experience than anything else and it’s going to get more important this year and beyond. It’s been already made clear by Google that the focus should be on users and more websites should endeavor to offer a smooth user experience to the visitors. When websites offer better user experience, it increases users’ chances of engaging more with the web pages visited by them. Search engines also find it helpful in determining the web pages that offer greater value to the users so that they can be moved up the SERPs.

Some factors that help determine overall user experience include website’s speed, readability and navigation structure. Looking closely at browsing habits of the visitors can give you some helpful insights into how these metrics can be improved. These are only the top three trends to follow in 2018 to get your SEO right. There can be other things like AI & machine learning, featured snippets and quick answers that will be the big SEO trends this year and should be paid attention to. So, follow the trends and get things right to see your websites thrive.

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