{"id":8,"date":"2019-08-09T14:01:00","date_gmt":"2019-08-09T14:01:00","guid":{"rendered":"https:\/\/dev.kloclabs.com\/?p=8"},"modified":"2023-11-10T11:01:59","modified_gmt":"2023-11-10T11:01:59","slug":"core-principle-seo","status":"publish","type":"post","link":"https:\/\/kloclabs.com\/core-principle-seo\/","title":{"rendered":"Core principle of SEO"},"content":{"rendered":"\n

<\/p>\n

This is for anyone who\u2019s ever been sold a dream about, gotten fed up with or frustrated about Search Engine Optimisation (SEO).<\/p>\n

I present the core principle of SEO.<\/h2>\n

Principles provide a fundamental truth about a topic. They can be used to build a system of belief, so that when everything around you seems chaotic, uncertain or confusing the principle brings balance, calm and a clear way forward.<\/p>\n

This is my core principle of SEO:<\/p>\n

Google wants to help humans complete the job they came to do.<\/p>\n

It\u2019s a user-centric focus. Human-first.<\/p>\n

So the content you create needs to help humans complete their job.<\/p>\n

However, Google is a machine. So while its goal is human-first it has to achieve that goal by using signals that a machine can understand. This is why SEO is both simple and complicated.<\/p>\n

Jobs in SEO usually involve learning something, solving a problem or finding the answer to a question.<\/p>\n

Where is x location?
\nHow do I do y?
\nFind z near me<\/p>\n

If you want to delve deeper into the jobs humans are trying to accomplish then I recommend looking at the Jobs to be Done framework<\/a>. It was originally designed for creating better products but it can be easily adapted for creating stronger content that solves search intent.<\/p>\n

Copyhackers has a fantastic article on adapting the Jobs to be Done framework for copywriting.<\/a><\/p>\n

So, when you read about a new tactic for SEO, or someone suggests a \u201csilver bullet\u201d ask yourself this:<\/p>\n

\u201cHow does my content help users complete the job they came to do?\u201d<\/p>\n

Why does Google want to help its users complete the job they came to do?<\/h2>\n

because that means users will use them in the future. A search engine that helps you find the thing your looking for is a good experience. You will use it again.<\/p>\n

And so,<\/p>\n

The more you use Google the more chance that you will click on an advert, or even click multiple adverts.<\/p>\n

Adverts make Google money.<\/p>\n

Let’s look at a search engine example.<\/h2>\n

Every time someone types a search into Google, it tries to understand the intent of the user\u2019s search and then delivers results based upon the intent.<\/p>\n

Search intent is another way of saying \u201cthis is the job I came to do\u201d.<\/p>\n

How Google does this is beyond the scope of this article, but if you\u2019re really interested Blind Five Year Old has a couple of great articles on search intent (note, these are quite advanced articles):<\/p>\n

Why search success relies on aggregating intent<\/a>
\nMy perfectly healthy obsession with query syntax<\/a><\/p>\n

Fixing a running tap search results<\/h3>\n

I have a leaking tap and it\u2019s annoying me. So I go to Google and type:<\/p>\n

How to fix a running tap<\/p>\n

Google then returns the following articles to help me complete the job I came to do:<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

You might have noticed:<\/p>\n

All of these articles have some combination of the words fix, leaking, dripping, tap and \u201chow to\u201d in the title and meta description.<\/p>\n

So I\u2019m confident if I click on any of them I\u2019m going to learn how to fix my annoying leaky tap. The article from AXA Insurance even uses the word annoying in it\u2019s meta description.<\/p>\n

Want to know the best part?<\/p>\n

If you have an article about fixing leaky taps the only way you\u2019re going to rank for \u201cHow to fix a running tap\u201d is to include those words in your title and meta description. Because Google has determined those words help their users complete the job they came to do.<\/p>\n

The deal is, you can use the search results page to learn what words your article needs to include.<\/p>\n

Simple right?<\/p>\n

There you have it. The core principle of SEO:<\/h2>\n\n\n\n

Google wants to help humans complete the job they came to do<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

This is for anyone who\u2019s ever been sold a dream about, gotten fed up with or frustrated about Search Engine Optimisation (SEO).<\/p>\n","protected":false},"author":1,"featured_media":17,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nCore principle of SEO - Kloc Labs<\/title>\n<meta name=\"description\" content=\"This is for anyone who\u2019s ever been sold a dream about, gotten fed up with or frustrated about Search Engine Optimisation (SEO).\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vancano.com\/core-principle-seo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Core principle of SEO - Kloc Labs\" \/>\n<meta property=\"og:description\" content=\"This is for anyone who\u2019s ever been sold a dream about, gotten fed up with or frustrated about Search Engine Optimisation (SEO).\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.vancano.com\/core-principle-seo\/\" \/>\n<meta property=\"og:site_name\" content=\"Kloc Labs\" \/>\n<meta property=\"article:published_time\" content=\"2019-08-09T14:01:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-11-10T11:01:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/kloclabs.com\/wp-content\/uploads\/2022\/08\/photo-1518306896927-d58c59c07b82.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"810\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"aaron\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"aaron\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/kloclabs.com\/core-principle-seo\/\",\"url\":\"https:\/\/www.vancano.com\/core-principle-seo\/\",\"name\":\"Core principle of SEO - 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