マーケティング
公開日:2018.01.10

ズルや手抜きは通用しないSEOの基本

Webからの集客を成功させるために、検索結果に自社のWebサイトを上位表示させることは欠かせません。そもそも見込み客が検索している場所に自分のサイトが表示されなければ問題外ですね。表示されていたとしても2ページ目、ましてや3ページ目に表示されているサイトをクリックされる確率がほとんどないことはあなたもお判りでしょう。

Webサイトを上位表示させるには、リスティング広告を活用する方法がありますが、自然検索(オーガニック検索)で上位に表示させることは長期的にみてもお金をかけずに集客することに繋がります。

 

自然検索とリスティング広告

自然検索とは、キーワードを検索したときに出てくる検索結果の広告の下に表示される部分のことを指します。お金を出せば上位表示されるリスティング広告と違い、自然検索枠はお金をかけずに検索上位に表示することが可能です。自然検索で上位表示されているサイトは、より多くのアクセスを集めることができ、売上も期待できます。

スクリーンショット 2017-11-29 19.31.32

 

では、自然検索結果に表示される検索順位でどのくらいクリック率が違うのか見てみましょう。

スクリーンショット 2018-01-07 19.27.39

参照サイト:「Internet Marketing Ninjas社」Announcing: 2017 Google Search Click Through Rate Study

1ページ目の中でも1つ順位が変わるだけでクリック率はこれだけ変わるんですね!改めてグラフで見ると驚きます。やはり、上位表示させるための施策は欠かせないことが分かります。この上位表示させるための施策を「SEO対策」と言います。一概にSEO対策と言っても一体どうしたら良いのか、また以前は通用したことが今は通用しない、なんてことも多いのです。改めて、SEOの基本から考えてみたいと思います。

 

SEOとは

SEOとは「Search Engine Optimization」の略で、「検索エンジン最適化」とも言われます。SEO対策とは、簡単に言うと自社のWebサイトを自然検索結果で1ページ目に表示させる施策のことなのですが、間違えてはいけないことがあります。ただ単に「検索順位を上げる」ために何をしてもよいというものではありません。結果に繋がらないキーワードやターゲットユーザーのニーズがないキーワードで上位表示させても意味がありません。SEOは、Webサイトのアクセスを集めるための施策であることを忘れてはいけません。

 

Googleのルールに従うべし

SEO対策をする場合、Googleのルールに従わなければなりません。日本の検索ユーザーは、現在Google6割Yahoo!3割と言われています。しかし、なぜGoogleだけのルールと言われるのかというと、Yahoo!もGoogleの検索アルゴリズム(ルールを守っているか判別するための独自プログラム)を使用しているからです。現在、Googleのルールは600以上あると言われ、それを全て把握するのは不可能に近いと言えますが、この検索アルゴリズムが検索順位を決めるため、適切なWebサイトを作成する必要があります。そして、ルールを守らなければ「ペナルティ」として、いきなりWebサイトが検索結果の順位が落とされる、インデックスが削除されるなどの措置が取られます。一度順位を落としたWebサイトを再度上位表示させるには大変な労力と対処が必要となりますし、信頼、アクセス数ともに大打撃を受けると考えられるので要注意です。また、Googleのアルゴリズムは常にアップデートされていますので、最新情報をチェックする必要があります。

大きなアップデートとしては、下記が挙げられます。

  • ペンギンアップデート・・・被リンク対策(スパム行為)に関する変更
  • パンダアップデート・・・コピーコンテンツやサイトの質に関する変更
  • モバイルフレンドリーアップデート・・・スマホ画面サイズの最適化されていないページに関する変更

 

 

どうしたら上位表示されるのか

検索結果は全ての人が同じ順位で表示される訳ではありません。使うユーザーの検索履歴や検索場所によって、ユーザーに合った検索結果を表示してくれます。

昔は、検索回数さえ多ければ上位表示されると思っていた方も多いと思います。実際、コピーコンテンツの作成、サイトの質に関わらず被リンクさえ多ければ上位表示されるなど、テクニックだけで上位表示が可能でした。もちろん被リンクは現在も評価の一つですが、現在はテクニックだけで上位表示することはできません。ズルをしたり裏技を使えば、上位表示されないどころかペナルティを受ける可能性があり逆効果です。ペナルティに関してGoogleの対応は日に日に厳しくなっています。Googleが何を重要視しているかというと「ユーザーにとって有益なサイト」ということです。ユーザーが検索するキーワードに対して、探している情報が的確に見つけられることが重要ポイントです。

 

王道SEOは地道に積み重ねること

同じキーワードで上位表示するためには、ユーザビリティを考慮しながらコツコツと積み重ねる必要があります。具体的に下記を意識しましょう。

 

  •  検索上位に表示させたいキーワードに見合ったコンテンツの内容であること
    ユーザーが検索する目的を満たせるようなコンテンツを作成しましょう。ユーザー目線で考えることが重要です。
  • サイトの内容をGoogleに分かりやすくすること
    サイトの質を判断するのはGoogleです。例えばいくらキレイなサイトでも画像ばかりのサイトはGoogleには有益なコンテンツだと判断してもらえません。検索エンジンからも判断してもらえるコンテンツ作りをしましょう。
  • ページにリンクを集める
    「被リンク」を集めることは、Googleにとって評価の対象となります。紹介してもらえるようなサイト作りをすることで、信頼性を高め、サイトの質を高めましょう。

 

常にアップデートしているGoogleのルールを把握するのは大変ですが、重要なことは「ユーザーにとっての利便性」です。すぐに上位表示させることは難しいですし、いつ順位が上がるのかも分かりません。長期的な施策になりますが、正しい知識を身につけて地道にコンテンツの質を上げることが王道のSEO対策であることは確かです。

 

執筆者:才田 真未 (https://woman.xlab-online.com)

前職はウエディングプランナー。現在は、2人の育児をしながらリスティング広告、Facebook広告などのweb広告運用やセミナーを開催。多角的視点から考える広告運用やマーケティング情報をお届けします。

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