Learn the most important trends, according to today's top SEO professionals.
Trends for SEO
Learn the most important trends, according to today's top SEO professionals.
Nowadays the important & eacute; having quality content for your customer, focused on the product they are looking for, or the solution they need, focused on how they like to consume to improve their ranking with search engines, and we should focus not only on & oacute; for Google and yes for other search engines, always focusing on a healthy funnel for your business.
Understand your target audience and user intent.
Research your audience, what do they prefer? (text, images, video, or audio).
"You need to understand what someone expects to find when they ask a word or phrase and need to give the answer as simply as possible," said Mindy Weinstein, CEO of Market Mindshift .
Motoko Hunt, President of AJPR , agreed, adding that interests, likes and your audience preferences may change faster than you imagine.
"Even if the content of your site is perfectly written and optimized, if it's made for the wrong audience, it won't increase business," said Hunt.
Tomorrow's high-ranking site it's all about the public, said Julia McCoy, CEO of Express Writers . < / p>
"If your site improves your audience's journey, you'll be rewarded by Google and your visitor investing in you," said McCoy.
This & eacute; It's especially important because rankings fluctuated last year to help adjust the intent without a user's search query query, said Jesse McDonald, SEO specialist and chief operating officer of the company. href = "https://tophatrank.com/" target = "_ blank" rel = "noopener noreferrer"> TopHatRank.com .
"It will be more important than ever for SEOs and content specialists to focus heavily on the intent of the keywords users are targeting as they create content," he said. McDonald.
Casie Gillette, Senior Director of Digital Marketing at KoMarketing also noted Google's keyword change of intent.
"We have to think more about the funnel and where we really want to spend our time," said Gillette. "Do I want to spend time and money trying to sort by a broad term, or should I shift my focus to the bottom of the funnel, where buyers are better informed and more likely to be interested in what I'm selling?"
To adjust to these changes, you may need to have to change the way you are doing your keyword research, said Chuck Price, founder of Measurable SEO .
The time & eacute; Now stop stopping combining your keyword phrases and start making sure your content answers comprehensively and aggravates questions your audience is doing; asking through the survey, said Jeremy Knauff, CEO of Spartan Media .
"Ideally, we should take our content one step further, anticipating and answering questions you might have once you get the answer — and your initial question," said Knauff.
Go beyond Google search
"I think this year will be the year when, once again, SEO is not just about optimizing for Google, but we will have to take into account these other 'mechanisms' too," he said. Schwartz.
As Cindy Krum, CEO of MobileMoxie , pointed out, SEO & eacute; about showing up where and how people are searching - not just getting the first blue link. So you You should learn how to drive traffic and engagement to things other than websites.
"If potential customers are searching for apps, you need to rank in app stores. If they're looking for podcasts or videos, you need to rank where people search for those things," he said. Krum "Strong brands are becoming multifaceted, ranking more than just sites. Strong SEOs need to do the same."
Jes Scholz, international digital director of Ringier AG , said he was also going to ; the reach of SEO expansion to cover visibility on other platforms.
"Think beyond directing users to your site by ranking number 1 on the SERPs," said Scholz. "How you can gain visibility to your content in featured snippets, and therefore in chat interfaces, hosted articles, content aggregators, and other opportunities to ensure your brand reaches its content. ; target audience? ".
This year, you & ecirc; Also you should at least consider optimizing for devices, said Kristine Schachinger, digital strategist and SEO consultant.
"For those with products that can be sold or brands that can benefit from exposure, be optimized for home assistant devices or just audio cannot be ignored," he said. Schachinger.
At the last review, it all requires the best content on the fastest platforms, geared to serve users wherever they come from, according to Keith Goode, senior SEO strategist IBM in Security Intelligence. </ p > "The whole research experience is our domain of expertise and control, and our goal is not just to direct traffic," said Goode. "To ensure that we optimize this search experience, whether web-based or application-based, or [insert next major technology], to create the most efficient and engaging intersection of user needs; website and offers. "
The tag of structured data & eacute; fundamental
Use structured data wherever possible, said Marcus Tandler, co-founder and managing director of Ryte .
"With artificial intelligence becoming increasingly important to Google, structured data is becoming more important as well," said Tandler. "If Google wants to move from a first world to mobile devices to a first world with artificial intelligence, structured data is critical. It doesn't matter how good your AI is, if it takes too long." track the information you need, this will never be optimal. AI requires fast processing of content and its relationships to each other ".
JP Sherman, Search and Localization Specialist Red Hat , said that you & circ; You must begin to analyze and understand structured data, schemas, active and passive search behaviors, and how they can connect to behaviors that signal intent to make search behavior become much more effort to find. ; & atild; o.
"The contextual relationships between themes and behaviors, supported by structured branding, are the critical tendency we need to begin to understand, test and implement for this year" said Sherman. "Using the information architecture, tags, metadata and, more recently, the structured tag, we have been able to provide search engines with signals to understand this supportive content structure and current. "
Also, Jamie Alberico, product owner and SEO of Arrow Electronics , said that you & ecirc; should "leverage its existing content by integrating branding with structured fact-and-speaker verification data. These branding are a key link between factual reality and the future without a screen ".
And Bill Slawski, SEO Research Director for Go Fish Digital added this tip :
Create Exceptional Content
Google algorithm updates last year revealed that Google is intensifying its focus on assessing content quality and the depth and breadth of a site's content, said Eric Enge, general manager of Perficient Digital .
"We tracked SEO performance from several different sites," said Enge. "Sites that provided exceptional depth in quality content coverage literally climbed the rankings throughout the year. Sites that were weaker in their content depth suffered in comparison."
Enge said she expects to see Google's trend rewarding sites that provide the best in-depth experiences.
"Google was continually tweaking its algorithms in this area throughout the year, and I think there is still a lot more tweaking for them to do," added Enge.
This means that if you & rdquo; is still creating content just to keep your blog active, this will not be more enough, said Alexandra Tachalova, a digital marketing consultant.
"The problem with this content is that it's not good enough to get links, so there's a small chance that it will rank on Google," said Tachalova. "Think twice before you post these posts, as they are not worth it. It is better to make a post that is properly distributed every few months than to do several posts for just receiving posts. some visits. "
What are you doing? need to do & eacute; create content that solves a problem - content that moves, motivates, and connects with people, said Matt Siltala, president of Avalaunch Media.
"If you can answer a question, get a leadership lead, make a sale, help with SEO (link building), reputation management, social evidence, or marketing purposes. building communities with content, so you win! " Siltala said. "Do your research, be the solution to the problem that people have, and provide something that is meant for people, rather than trying to 'SEO', and you'll always do better. in their efforts. "
Shelley Walsh, Director of ShellShock , looks forward to seeing the content quality level ; of going up this year.
"The SEO content strategy is not just answering a query and bringing users in. It should also use language to engage the user. and guide the user to the next one, "said Walsh. "There are still very few pages doing that well. But using content maps and experience maps would help that."