The Importance of Content for SEO Growth
Search Engine Optimization (SEO) is the sum total of efforts to improve a website’s constantly changing rank on all major search engines. SEO ranking is based on what these search engines consider most relevant to users. It is important to consistently stay up-to-date on ever-evolving algorithms in search queries. On average, Google changes its search algorithm around 500-600 times a year. While many of these changes are minor, SEO is how searchers get results, and how your website is found.
Today, people are spending a lot more time searching on mobile devices, presenting a whole new set of guidelines to follow. The value of mobile in conversion opportunities has been greatly underutilized by most companies. Remaining informed about these changes and trends can impact your position as a brand in the emerging mobile market, giving you the edge on building greater relationships for long term benefit.
Below are important tips to keep in mind as search engines place a stronger emphasis on website content and optimizing for the increase of mobile devices.
Content marketing and SEO have infiltrated every industry. SEO efforts must take into account that people come before search engines and their algorithms. Consumers have more power than ever when it comes to SEO. It is important to structure your content around what people care about. By building your brand’s content strategy around what people are searching for relevant to your industry, you increase your results of appearing in search results and generating.
The questions, guides and how-tos that your customers and prospects are searching for are important to identify. Blogs, social media and rich website text and images all lend themselves to answering search queries entered in the form of a question or statement. The current algorithms have the ability of handling detailed search queries. Google may not have yet reached the ability of being completely inside our brains, but they are getting close. If your website has quality content while including relevant and strategic keywords, you should generally be able to rank well.
This doesn’t mean you need to press the restart button and remove existing content on your website. It is important to periodically go through old content and re-evaluate blog and social media posts. Strategizing new ways to keep them fresh and relevant to customers will increase user engagement. This can be as simple as updating text or graphics to reflect current news or trends in your industry. This, in addition to new content creation, will maximize the effectiveness of your SEO strategy.
The days of using cheap tricks to improve your placement in search results are long gone. Search engines are getting better and better at understanding the intent behind the keywords users search for. Search engines then attempt to match users’ intent with the most relevant content.
There is a huge misconception out there that by pumping your site full of keywords you will instantly grab the top spot on page one. Yes, keywords are a small piece of the SEO puzzle, however, sudden jumps are rarely, if ever, possible.
Keywords do not need to be repeated verbatim throughout a piece of content. It is very important when using keywords to use words and phrases that your target audience would search for. The headline of your page should clearly state the intent of what you are trying to convey. Be cautious of using keywords that are full of jargon and industry lingo.
A helpful tip I always use is “What would your grandmother type to find you”. Thinking about how your average Joe would interact is very important to keep in mind. Trends or buzzwords are great for Twitter and other social media platforms to improve your search rank on those sites, however, for attracting new users through web search, this is not a best practice. This rule should be applied to all aspects of your website structure for long-term success.
Social Media Strategy
It’s important to keep in mind that when trying to improve your SEO, you shouldn’t just focus on your website. If you haven’t gotten the hint by now, SEO is about more than keywords. In a world driven by influencers and social capital, the future of search is clearly going to be around content marketing. Google and Twitter recently struck an agreement for relevant, individual tweets to appear in Google search results. It will be interesting to see the full effects of this deal, but it stands to assume engaging with your online community and posting strong content across the web will only improve your search ranking. Thinking outside the search engine is equally important to establish and validate your brand. Social media plays a vital role in demonstrating your relevance in real time conversations.
Developing a social presence, quality content and engaging your community, can translate into improved search rankings. Recently at Endeavor, we optimized a clients’ search results by improving what was once a fairly dormant Twitter account. By implementing a strong interactive presence with quality content, we saw our clients Twitter profile move from the land of unknown (anything after page one), to the fourth search result.
There are many digital strategies and practices to encourage social sharing such as surveys and giveaways. The value you receive from these marketing strategies is a customer-driven cycle resulting in positive consumer engagement. Having X amount of Facebook fans or Twitter followers truly shows no value unless these followers are interacting and engaging with your content. The more people sharing your posts, the more followers you will acquire.
Increasing your brand’s presence will lead to greater populated results in search engines. To capitalize off SEO growth via social media, you must be relevant and appealing to your audience. Giving your audience a quality experience will result in a higher rank. Understanding how your audience acts is not only important for your SEO, but also for developing internal marketing strategies. Providing a positive user experience establishes your brand and will attract new business opportunities.
Implement a SEO Strategy!
While many SEO changes are time consuming and sometimes minuscule, implementing a strategy to develop and provide valuable original content is well worth the effort and time. Visitors will engage and interact on your website resulting in a positive user experience and lower bounce rates. Search engines will recognize this, moving your website up the search engine ladder.
As keywords are getting pushed to the side in 2015, it’s important to focus on conversation rather than finding the holy grail of keywords. Understanding, and generating a positive relation with users will continue interaction and grow your brand as they share their expense with others. These tactics, along with a solid social media strategy, will help maximize the effectiveness of your SEO and digital marketing strategy.