Search Engine Optimization is a crucial part of any marketing strategy. A business is more likely to connect to customers if they land at the top of the search results. As search engines update their algorithms SEO best-practices are constantly changing. In trying to keep up with ever-evolving trends, entrepreneurs are left with questions which revolve around what has changed, how to make their businesses viable and how to increase profits in 2016. It is important to give time and attention to SEO but it should not swallow your entire efforts in digital marketing. SEO is about user experience. It is about delivering an optimized experience to the user.
Adding social media to the SEO plan
Social media optimization has added to the huge content bank from which Google with its modified algorithms can fetch original information relevant to the user. The new trend of optimizing a website on search engines through social media is also known as social engagement optimization. It is being predicted that the influence of social on search will only increase with time. Studies reveal that 92% of people trust word-of-mouth recommendation from a friend and in the case of internet users it can be a friend in a social media platform posting a recommendation. This recommendation on a social platform has the potential of being seen by a much wider audience. The greatest advantage of adding social media in an SEO plan is credibility.
Building social media presence
Factors which contribute to content optimization through social engagement include social queries, search queries, traffic generation and correlation. Users with a specific query will most definitely be directed to relevant sites. Additionally, they may search a particular brand in the search bar. In addition, Google optimizes links which are shared on Google Plus. Many make the mistake of confusing causation with correlation – Traffic is generated by followers on Facebook or Twitter who usually click on the link embedded in a post and stay on the page for sometime. They may return again to a website using social media streams.
Implied links versus express links
Backlink building is now comprised of express links and implied links. Implied links are references or mention of a brand without an explicit link. You can include these references in the body of a blog post or in a comment which refers to another brand’s coverage of a topic. Implied links are also known as “brand mentions”. When a keyword is directly hyperlinked it is called express link. Brand mentions have begun to play a more important role than express links when it comes to brand authority. When someone enters the name of your brand in the search bar of the search engine, the implied link building technique will optimize the brand. You can improve your search engine rankings with higher relevancy and trend-setting on social media.
Optimizing content for semantic search
In 2013, Google released a Hummingbird update where the new form of content analysis was revealed as semantic search. The focus is on the meaning of the content instead of the content components such as keywords and backlinks. Google has become more instinctive and precise when answering queries. Semantic search is also called “conversational search”. The immediate answer to a query is provided by the Knowledge Graph, a Google component. You can optimize content for semantic research in the following ways:
Change keyword research: To optimize content for semantic search it is important to focus on semantic keyword research. Adopt a three-tiered approach where you focus on core keywords, thematic keywords and finally the stem keywords. Core keywords are either synonymous or close to your target set. Thematic keywords include keywords which are related conceptually and the stem keywords include questions which people would search for.
Conversational queries and LT Keywords: Siri and Google reproduce the meaning of your questions and help you find answers to relevant questions. Long-tail will help you to expand your target market. LT keywords are valuable for business who want their business to rank in organic. But, before integrating long-tail keywords in the website content it is important to conduct keyword research.
Mobile-friendly SEO is crucial
It has become imperative for entrepreneurs to include mobile search SEO strategies in their business plans. Google is now penalizing websites which are not offering mobile services. In the recent times, there has been a sharp rise in the number of tech-savvy individuals who are using mobile devices to browse the internet. As an entrepreneur, your business will face a setback if you do not modify the web page for mobile phone screens.
Enhanced online security
Search engines scrutinize web pages, e-stores and blogs for the security which they provide to customers and visitors. Apart from improving your secure links, you may have to use HTTPS links instead of HTTP. This will improve your search engine rankings. You need to keep a tab on the security systems which are being used by the security team to keep the customer information safe.
Keep these SEO trends in mind as you endeavor to take your business to new heights. Assess the SEO shortcomings which could be affecting your business. Being prepared and well-informed beforehand will ensure that you are ahead of the competition.
Author Bio:
Piyush Charkha is the audience development manager of MarTech Advisor, the world’s leading source for marketing technology research, news, product comparisons & expert views. You can connect with him on Twitter.
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