Guest author: Evans Walsh
The search engine optimization (SEO) landscape has changed seismically over the last few years.
As a marketer, you need to keep up with these changes to leverage the power of online business.
With Google algorithms undergoing rapid changes, there is need to reexamine your SEO campaign and focus on new trends that can help your business.
Here are some of the simple rules that your business must focus on in the new environment:
The Keyword Relevance is Fading.
Traditionally, the focus on SEO has largely been on keywords. While keywords are still important in indexing, search engines are now smarter in getting the semantic meaning of an article.
Most searches are now longer as users want specific information.
Your titles and content should not only focus around the keyword but rather answering specific questions.
Users are not looking for ‘best hotels in New York’ but rather ‘where to get the finest Mexican dishes in New York’.
Your content and articles should seek to provide answers.
Focus on User Experience.
The idea of tricking Google or Yahoo should not be your strategy. It is more important today to provide users with the perfect experience because most Google algorithms are about this. Original content is very important today not only for SERPs ranking but in promoting higher conversion. Your SEO expert will help in website audit to ensure both on-page and off-page optimization.
Your marketing campaigns must shift from just getting clicks to the post-click activity.
Search engines are more interested in what happens after the click in order to determine the quality of service you are giving.
Pages with high bounce rates are ranking lower and you must concentrate on conversion.
Responsive web design has come as a Godsend for web masters. You don’t have to build two websites for mobile optimization. Your website should be optimized for all internet devices as this increases your reach.
More Graphics and Video.
Internet users love video.
According to Forrester Research, over 77% of Internet traffic by the end of 2017 will be video. Your SEO consultant will help produce high-quality content to increase your visibility.
Focusing on your audience is a foolproof technique to stay ahead of the pack.