Arrow

• Certain principles have been key to both Google’s algorithm and philosophy for creating the best search results, such as quality content, a regularly updated website, and a positive user experience. How Google has changed its algorithm over the years is what makes the difference.
• At the same time, the growth of mobile search and voice search has also affected organic search results and site visitors. This is where the BERT algorithm update became important.
• The BERT (Bidirectional Encoder Representations from Transformers) update was implemented to improve search query understanding through natural language and
  context. For example, words such as rose, bass, and record have multiple meanings that
  make a crucial difference in search results. Before the BERT update, even queries with a
  context clue often delivered incorrect results.
>Google’s prior machine learning code often struggled with nuance, context, and pronoun usage in regard to search queries. BERT addressed those issues as well as improved Google’s site matching to search queries. Better natural language understanding and processing, in turn, improves voice search results.
• How did Efferent Media leverage this Google update to create its remarkable results? By blending SEO data analysis about what consumers are asking and want to know with expert writing and years of publishing experience that meets the consumers’ needs, answers popular search questions, improves time on website, and builds Arrow’s authority, reputation, and trust.
• That, in turn, played into Google’s Search Quality Rating Guidance through E-A-T. Google looks for Expertise, Authoritativeness, and Trustworthiness when it ranks websites. Efferent Media’s SEO and content marketing strategy for Arrow Exterminating incorporated all of these factors to deliver outstanding total site user numbers through organic search that drives business and made Arrow Exterminating stand out from the NY pest control crowd.

MORE SPECIFICALLY

1. Efferent Media began by shifting the strategy and tone for Arrow Exterminating’s blog to informational. The SEO and content teams brainstormed topics. Then our media-trained writers used the SEO data analysis results to create engaging content that supported and reinforced the overall marketing strategy. That began to improve total Site Users from organic search results and increased Pageviews.
2. When the BERT update was released, Efferent Media’s SEO team studied the algorithm change to determine how to ensure it worked in our clients’ favor
3. Using he BERT update information, the SEO team focused on the questions frequently asked in organic search and voice search to address topics brainstormed by the team and timed according to Arrow’s pest calendar. They also increased the use of logical internal links so users could easily find related topics. That improved blog quality, resilience, and longevity and provided Google with more context signals to improve rankings and search results.
4. As this approach improved traction and Arrow’s organic search results, the content team brainstormed blog topics utilizing their publishing experience. Examples of this are the “Handy Guide to…” series that make it easy to identify pests in a certain category like rodents, ants, stinging insects, etc. This type of content both appeals to consumers and enhances E-A-T, which further bolsters organic search results.
5. The results of these strategies and the combined efforts of the SEO and content creation teams led to phenomenal total Site Users from organic search results for Arrow.

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