Over the past few years, we’ve seen SEO shift and change. It hasn’t decreased in importance – it’s still an essential component of digital marketing – but SEO in 2014 is certainly different from SEO in previous years.
Because SEO is always changing, there’s no one specific strategy that your business can cling to hoping for success in the search engine results pages. Google and other search engines are constantly investing in and changing their algorithms with the aim of improvement, personalisation and serving you up content that is specifically of interest to you.
There is only one constant in search marketing, and that is that your business should stay updated and informed. If you want a good page rank on Google, then you’re going to have to keep up-to-date with certain trends in SEO.
Content is still King
One particularly influential trend in SEO today is the increasing importance of providing meaningful content on your site, that is, content that adds value for the user visiting the site. Google favours websites that feature meaningful and well regarded content, they do this by looking at factors such as social shares, how often the author writes well regarded content and how well received previous items of content written by the author, these are all easily accessible to Google using Google+ and sites that have implemented Rel=”author” tags onto the content.
A recent Forbes article reflects on the current search marketing industry and mentions a few important factors of SEO. The article asserts that search engines are now highlighting quality information and content:
Search engines want to provide the most relevant information. It used to be far easier to game the system with loads of links and specific anchor text. Times change. Now, the signals of relevancy revolve around a far more diverse set of information like social endorsement, repeat traffic, frequent mentions, and helpful content.
Search marketing today now requires businesses to connect with their audience in a way that has been traditionally overlooked. The more meaningful the content is and the more users will connect with the content and the site and share amongst their friends and networks the value of the site. On way your content will be judged is based on the number of views and mentions it receives online and through social media.
What does this all me for me?
So what exactly does this mean for businesses practicing search marketing? Well, the first thing businesses should do is review their strategy, and take a new look at how the different audience profiles of users interact with the site and create a structure that allows for ease of use, answering of questions before the users even have them and providing added value at all stages of the buying cycle.
There are an almost unlimited number of ways to add value for the visitor, it could be as simple as providing reviews or as in depth as sculpting and personalising the user journey. Every business is different, and tapping into the added value that you can provide the users is sure to result in more and repeat business, sharing across social networks and the holy grail of great rankings.
How we can help
Our web design process and SEO auditing takes all this into consideration and can assist in going that extra mile for the site user, which will of course result in more business for you.
For more information about search marketing, call us on 01227 490220 or email email@example.com.
Don’t forget you can still claim your free website SEO analysis at interactivered.com/seo-offer/