The Importance of Co-occurrence and SEO for Your Start-up

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What is Co-occurrence

Indexing algorithms constantly change the game for web content creators and site managers who are focused on getting the gold prize of first-page ranking on Google. While keywords and anchor links previously were leading indicators of the ranking of sites, co-occurrence is a more sophisticated method that is being utilized by Google. Co-occurrence and SEO is best described as social engagement between two websites, in which one site mentions another in its content in addition to using a related keyword.

Co-occurrence: An Example

To illustrate co-occurrence, consider the keyword “cell phone ratings.” One of the highest ranking sites associated with this keyword,, did not use the keyword in the text or in the title. Rather than focusing on anchor text to rank higher in searches, Google looks at other sites that refer to Consumer Reports and cell phone ratings. By determining that several sites reference Consumer Reports as a reputable source for information related to cell phone ratings, is boosted in search engine rankings.

3 Tips for Positive Co-occurrence and SEO

One of the main ways to implement co-occurrence and SEO is by being relevant to your customers. For instance, if you are selling shoes, you shouldn’t post content related to egg sandwiches for the sake of brand association. As a side note, this may become a problem of co-occurrence if web content that is untrue or unjustified is published on web pages, as Google would link unrelated pages and create negative associations for such sites.

Secondly, focus on posting strong content on a variety of websites as way to market your own site. Spread your voice by guest posting on blogs, as well as with posts on Facebook, Twitter, and Google+ as these forms of social media are working themselves into search engine results. Finally, keep in mind that SEO still has a place in the ever-evolving world of social media. You can never predict what posts, videos, and sites will go viral due to human nature. However, SEO gives you some advantage on determining what to write about in terms of what is most often searched for on the Internet.

Why is Co-occurrence and SEO Perfect for Your Start-up

Considering that almost every start-up has a limited branding campaign budget, you will need to depend on SEO for building your brand. Also, a website that started up yesterday has developed zero trust with Google, as compared to long-standing sites that maintain a solid reputation. While SEO spamming is a big no-no, you can incorporate SEO in your web content in order to establish your site and build trust with the online community. Walk that fine line of publishing solid, value-added content rather than content written for SEO’s sake in order to avoid being a spammy site. Also, focus on interesting content and keep it evergreen in order to drive traffic to your site. If your technical skills are lacking, hire a programmer to set up and maintain the logistics of your website.

SEO is changing and evolving as Google gets smarter and web users become more socially connected. As a result, co-occurrence through brand association means as a start-up, you will need to focus on public relations so other reputable sites will mention you on their site. Social engagement is the forward-thought of search engine rankings, and you need to focus more on this rather than basic SEO. However, you shouldn’t forgo keywords, title tags and backlinks just yet. Learn to incorporate them with brand association through co-occurrence.

What are your thoughts on Co-occurrence and it’s impact on SEO?

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About Chad Luckie

Chad Luckie is the owner and founder of The College of Marketing. He is currently the Managing Partner of Digital at Linkmedia 360, a nationally recognized marketing company in Cleveland! Chad is very active in the start-up and tech industry often sharing his knowledge by speaking at local start-up business incubators. He sold his first blog when he was only 16 years old to a holding company in London.

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