I’ve been in the web industry for the past 10 years, and over that time, there have been many changes in they way Google ranks websites, displays content and what they offer their users. The core theory of SEO (search engine optimization) is essentially the same, only Google has become smarter in the way they rank websites and many more factors need to be considered these days.
As with all things digital, strategies that worked in the past, don’t work forever and there are many new influences on the scene.
Optimizing your website using the traditional methods of keywords, back links, title tags and website structure is all still valid and important. Mainly SEO has expanded to include user experience, higher quality content and a ‘bigger picture’.
Be In More Places
Google wants to offer their users as many options as possible. Search engine results may yield social media sites, Google My Business, click to call phone numbers, hours of operation, Google Maps and Google answers ahead of other sites. This is where having an online presence on other platforms (as well as your own website) is important. This means having social media accounts, listings on local sites, a Google My Business account and a website your visitors love and talk about online.
User experience is of high priority to Google. The focus is content marketing that meets user needs. Content must be unique and cater to your specific audience. This has led to more engaging and shareable media such as video, infographics, unique photography, and readability factoring into today’s SEO strategy.
“The reality is search engines are getting much smarter. The content creator is having a lot less control over how their pages are showing up and what words they’re showing up for.” Martin Laetsch, director of online marketing at Beaverton
Mobile is part of the user experience of today. Your website needs to be accessible, responsive and readable on mobile devices in order for your site to show up on a mobile search. This will impact how Google ranks your site. The use of apps is also on the rise, and having links to apps also helps SEO.
There are many factors that influence SEO. It can seem overwhelming for businesses to ‘be everywhere’ online, produce quality content and keep up social media while running a business. Online success is best built over time with a solid strategy and marketing plan. Keeping all cylinders firing will result in the best online branding for your business, and if you are finding you simply do not have the time to invest, we’re here to be your partners for online growth!