When it comes to digital marketing strategy, there is nothing more important than SEO. However, SEO is not a one-time fix-all tactic that you can just leave alone after setting it up.
It is a continuous process that requires constant attention to the changing search engine algorithms that dictate the way websites are ranked. In fact, it has become a bit of a cliché to say that SEO is not what it used to be. Needless to say, businesses and marketers need to adapt to evolving algorithms to remain effective and successful.
Although SEO is the technical aspect of digital marketing, there are other factors beyond sitemaps and keyword research that will make or break your SEO strategy. These current digital marketing trends can affect the way search engines will see and understand your site, as explained in the infographic below!
If you incorporate these into your strategy, you will be able to reap the rewards.
Leverage Mobile Search
Search engines are insisting on mobile-first for nothing. In 2018, a study found that 52.2% of all online traffic came from mobile devices. Many people connect online through smartphones and tablets, whether they are searching for information on products and services or looking for entertainment.
To capture this audience, you need to make sure that your website is optimized for mobile use, meaning that your content will look just the same across various devices.
This is important because it affects the user experience and impacts SEO rankings. Sites that take forever to load will be abandoned by users, which is a bad signal to Google and other search engines that value unhampered user experience.
Apply Content Marketing
Quality over quantity, as they say. This is always true when it comes to search engine optimization. More than any other factors, the quality of content can pull people in and make them stay longer on your website.
Many users are becoming smarter with the content they consume, preferring to read and explore the one that gives them value. Valuable content is well-researched, original, and informative. It answers questions and provides how-to guides that many readers are searching for, as well as long-form content that elaborates on certain topics and gives a wealth of information.
Search engines love fresh and evergreen content, so make sure yours is relevant and current. Content marketing is the way to go if you want to nail your SEO content strategy.
Include Video Content
There is an upward trend when it comes to user engagement in video content. While it is more prevalent in social media, search engines are catching up fast. With faster internet speed, many consumers prefer to watch a video related to products or services before making up their minds to visit a store.
They spend more time-consuming video content thoroughly compared to other forms of content.
Search engines notice this. That is why having a thumbnail in the search results can rank you higher in SERPs and double your search traffic. Video marketing answers this demand by including product demos, testimonials, live videos, behind-the-scenes clips, and even advertisements.
Videos let brands interact with the audience in real time, encouraging them to react and engage. Websites that offer video content can hold the visitors’ attention and make them stay longer. This is a positive signal to search engines that your site has rich and valuable offerings that users love.
Add Interactive Content
Another important type of content for your SEO strategy is the interactive content pieces that keep visitors on your website for a significant amount of time and add to the overall user experience.
This includes surveys, polls, quizzes, and infographics. It can create a bond between your brand and your intended audience as they learn more and more about your products and services in a novel way.
Using interactive content to your advantage can impact your SEO strategy.
Incorporate Voice Search
The growth of voice search is a significant development in the digital marketing world. Through the help of AI assistants and voice recognition software, users who key in question-type queries and exact search terms can benefit from faster search results with the use of voice.
You can use this to your advantage. Focus on specific questions and long-tail keywords by tailoring your content and snippets in a way that matches conversational phrases. This will make it easier for users using voice search to find your website.
Make Use of AI Technology and Chatbots
Apart from voice search, another trend in the online world is smart assistants powered by AI that provide for users needs and solve their problems even during off-hours. More and more websites realize their advantages so they incorporate chatbots to provide premium customer service. Good user experience is valued by search engines, after all.
Businesses can use AI to understand user behavior better, allowing them to analyze which content garners more clicks and conversions and which needs improvements.
A constantly evolving field of digital marketing requires time, effort, and consistency to thrive. Your strategy can benefit from these latest trends as long as they are properly implemented. Navigate the competitive world of SEO in 2019 and nail your digital marketing strategy.