For many site owners, their marketing strategies are dependent on whatever is trending. If it’s video marketing, they’ll jump on, even if their business isn’t compatible with that kind of advertising. Others will do Snapchat just because it’s the popular thing. That’s not the best way to build a lasting brand online.
Is Search Optimization Still Important?
In fact, with the search engines becoming increasingly dependent on artificial intelligence (AI), it’s important for you as a website owner, to pay attention to where the industry is headed.
This is how you’ll future-proof your website, adapt to any coming changes in the future, and still continue to make bank. In the late ’90s and early 2000s, getting ranked on the search engines was merely a matter of link volume and keyword stuffing.
It didn’t matter that there was gibberish on your website. As long as you keyword-stuffed and blasted links, you would rank. That’s no longer the case these days. In fact, doing that is grounds for automatic penalization.
With Google being highly focused on enhanced user experience, you need to “get with the program” if you want to rank on the search engines and build a lasting brand. To help you do that, we’ve researched and identified a few growing trends that will continue to grow in the near future, and drive search marketing.
You know we’ve always said that content is king? Well, it’s about to get even better. Content will be the driving force of the near future. Google’s algorithms are getting increasingly better at understanding searcher intent. In the past, your rankings were tied to keywords. So, as long as you inserted the right keywords in your content, you would get ranked.
In the foreseeable future, we’re going to see an increased spate of search engines accurately detecting what kind of information you’re searching for, and why. This is possible courtesy of Google’s recent BERT update, which is focused on providing only the most relevant search results based on what it perceives as the searcher’s intention while looking for something.
So, you and I could be doing the same searches and getting different results. Why? Perceived searcher intent. So, your content strategies from this point onwards should be focused on clear user intent.
When someone does a search for a keyword, your content should be designed to provide them with as much information as possible, without necessarily peppering it with your target keywords.
Google has always been about the end-user. After all, we’re the product. But now, the tech is available to help prioritize and push the user experience process. Their ranking signals include a bunch of metrics, many of which directly and indirectly address the importance of user experience.
For example, page load speed, while not a core metric, is powerful enough to get you ranked lower, even if you have better content and resources. This is because Google is focused on delivering the best content possible in as little time as possible.
To address this, Google has been focused on improving search snippets, knowledge graph, and so on. SO, it’s not only important to have a website that loads very quickly, but you must present the best information in a way that’s appealing to your audience.
This is why we’ll be seeing a lot more focus on technical SEO and user experience in the near future.
Of course, there are quite a few more trends that are just as crucial to your search engine success. If you want to learn more about this, visit https://www.kickstart-marketingagency.com/digital-marketing-services/video-marketing-in-central-florida/. We show how you can take advantage of one of these trends there.
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