Every year, Google modifies its search algorithm 500 to 600 times. Many of the changes are minor, but every so often the search engine giant rolls out a major algorithmic update that affects search results in powerful and significant ways. Marketers must learn to evolve their use of seo strategy along with the ever-changing online world if they hope to see their inbound marketing campaigns succeed.
The Growing Importance of SEO Strategy
The latest State of Inbound report perfectly illustrates how SEO will be a major inbound factor in the coming year. Nearly 60% of surveyed marketers said that growing traffic to their websites was their top marketing priority for the next year, and just under 70% of those respondents said growing their SEO and organic online presence was a top priority. We’ve put together seven tactics we believe will help you improve your own SEO strategy.
From placement and usage to link prospecting, keywords are essential to every aspect of your SEO campaigns. What kind of keywords should you be targeting? Essential for driving relevant traffic to your site, there are at least seven types of keywords you can use. It will take some time and testing to figure out which approaches work best for your organization, but it is time well spent, as the reward is a site that attracts – and keeps – quality leads and customers.
Is your website mobile-friendly? Smartphones, tablets, and watches are all used to browse the web. Now’s the time to change the way you create SEO strategies for mobile searches. There’s been a 43% year-to-year increase in the total number of mobile-based searches, so Google decided to make it easier for users to find relevant, mobile-optimized websites: it now uses mobile friendliness as a factor in ranking search results.
Some people are confused about SEO and content marketing. Are they one in the same or do they work independently? The simple answer is they work better together. While there are differences between them, they do overlap in an important way: SEO makes demands and content fulfills those demands. Unless you integrate the two, no one will discover you through search.
Use of Visuals
From infographics to live video, there is an increasing attention to visual content as an important part of a successful SEO strategy. People have always loved images and they are a key deciding factor for clicking on search results. Brainstorm with your marketing team to determine which images work for your brand and what trends you can turn into visuals. Don’t stick to just one form of visual media, and always keep in mind that it’s less about you and more about your audience and its needs.
Google encourages A/B testing – and so do we. A/B testing of landing pages is a little more complicated than testing PPC or email campaigns. Tools like Google Website Optimizer can help you test SEO page variations to see which version converts higher for a desired goal.
SEO demands linkbacks, and you can only achieve true SEO success with stellar content. While links aren’t everything in SEO, search engines do attribute a large portion of their algorithms to link-related factors. It’s through links that search engines can analyze the popularity of websites and pages and the metrics of trust, spam, and authority. Growing the link profile of your website, then, is critical to gaining attention and traffic. For SEO, link building should be one of your priorities.
Finally, while voice search is not new, it is on course to be an SEO priority in the near future. It is becoming a huge part of mobile usage and running search queries. Microsoft’s Cortana, Google’s Google Now, and Apple’s Siri are all extremely popular mobile tools. To improve your SEO strategy, start planning now for how your organization will meet this newest challenge.