“What is a surf person?”

Surf person riding wave

…said absolutely noone. Ever. However, in the interest of continuity, and long-tail keywords, we’ll take a stab at a surf person definition:

A surf person is defined as:

A surf person is anyone who regularly uses some form of surf-craft to catch waves in a body of water. Most commonly, they’re found catching waves in coastal areas like the ocean, but can also be found in seas, lakes and even man-made artificial wave pools. A ‘surf person’ is also synonimous with ‘surfer’, ‘surfie’, ‘grommet’ (young boys and girls) or even ‘coastie’.

So, why on earth even bother creating the above definition?

Well, there is a reason why this ‘article’ was written: to explain why utilising LSI keywords and SEO strategy can help drive traffic to a page or website. These terms – introduced also on surfstraat – are the sole reason why this article exists at all, and we hope to illuminate why upon further reading.

To begin, we examine the current top few listings on the google SERP for ‘what is a surf person’ (snapshot taken at 12 June 2020):

surf person SERP

Thankfully, the Cambridge dictionary steps up to the plate and gives us an inspiring definition for our new name. The featured snippet (highlighted in red) is what we’re after though, and is something of a holy grail for driving traffic from the search results page (SERP) to our site.

How then, can we usurp such an institution like the Cambridge Dictionary and get the surfstraat definition into that snippet?

There are quite a few factors in play:

Factors Affecting search visibility

  • Domain Authority
  • Google’s Algorithm preference (EAT)
  • the Quality/Helpfulness of our definition
  • Low search volume (amount of times this question asked per month)
  • Many, many more.

Domain Authority:

Right now (June 2020), surfstraat.com is a miniscule entity in the eyes of google. At the time of publication, even searching through google for this website’s URL address will not return a result pointing to surfstraat.com. It is safe to say, that our ‘Domain Authority’ is non existent, or close to zero.

Domain Authority, or DA, simply refers to how authoritative your website is across the board, regardless of keywords or topics generally used. Well-established sites like stab or beachgrit (may they continue their feud forever) have DA’s much higher than this humble domain, and therefore are more likely to be suggested as search results for queries in surf related terms.

The same goes for sites like CNN, BBC or the Cambridge Dictionary.

In order for a site like this one to increase our Domain authority, our goal is to acquire backlinks (other sites putting a hyperlink to our site/page) and readers through our content. These are the ‘marks of approval’ that the search engine algorithms look for to decide whose post or listing is displayed higher in SERPs.

Improving Domain Authority is well-documented throughout the internet, and will be discussed further on this site as it pertains to Surfers.

Onwards.

EAT Preference (Google Algorithm):

Yet another acronym, meaning Expertise, Authoritativeness, Trustworthiness (quality of the page itself).

Surfstraat aims to not only develop its own ‘expertise’ in the realm of Surfing analysis, marketing and data, but also impart some of it’s own to the reader. As this site is partly and experiment in itself, the EAT components (in the eyes of the google spider) would be determined through much of the qualities described in the section on Domain Authority.

To make a few examples, Stab could be considered an expert in the field of shamelessly promoting surf products, and Beachgrit an authority on the mind’s workings of the Carcharodon carcharias. Both are equally great sites regardless of the differences between them..

Quality & Helpfulness of the Definition:

To quote the definition used by the Cambridge dictionary (in above image) would here be counter-productive in achieving our very own featured snippet.

Once given enough time for the google spider to properly ‘crawl’ our site and determine if we are suitable for inclusion (usually takes a few weeks minimum), our definition – in theory – would be in good standing to snake our competitor and take the top spot.

This top spot is known as position zero in the SEO language, as its listed before the first entry which is held by dictionary.com.

surfer related queries

The question still remains if the surfstraat definition of what a ‘surf person’ is, improves on the one already shown. Food for thought.

Search Volume:

There are a number of free and paid tools to determine how many times per month a query is searched for, including the Moz Pro tools, SEMrush, Google Analytics and more. In the interest of being stingy to our core – we’ll use one that’s completely free.

surf person search volume

It will come as no surprise that ‘surf person’ does not show up at all in the results:

surf lsi volume

Clearly, against the above keywords of ‘surf’, ‘surfer’ and ‘surfing’, noone who actually “rides a wave on a special board” would ever refer to themselves as a “surf person”. But, we can get a picture of the amount of times the keywords are plugged into the search engine.

Interestingly also;

‘Cats’ = 550k volume per month
‘Australia = 301k Volume per month

The high relative volume of surf related keywords to ‘surf person’ further indicates that the return of investment into targeting this keyword or phrase is indeed low. But, as a fledgling website, to compete with sites such as the aforementioned magazines or publications would be – for the most part – fruitless in the short term.

This is why many smaller websites choose to spread their content publishing efforts into these ‘long tail’ LSI keywords, as the time, effort (and sometimes ad spending) needed won’t effectively generate organic traffic.

Summing up:

Featured snippets for surfers and surf businesses represent a prime oppurtunity for increasing web-traffic across all languages and regions, and should be researched thoroughly prior to any SEO campaign.

So, acquiring this real estate has been reported to increase anywhere from 10-30% in traffic and a noticeable boost in click-through rates.

Whilst this article is by no means exhaustive of the requirements or factors needed in achieving position 0 in SERPs, we hope that it de-mystifies much of the jargon related to digital marketing and growth as applicable to ‘surf persons‘ everywhere.

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