Search Engine Optimization (SEO) is a method of affecting visibility of the search results of a webpage or website in a search engines. SEO targets different types of searches to ensure the webpage or website or article appear more frequently in the searches. The more they appear on the searches, the more views they will get. SEO has evolved and changed drastically since its beginnings.
Initially, SEO was all about determining keywords and initiating a campaign focused on those specified keywords. It was majorly about article marketing, link building, comment linking, etc. However, this process has changed due to increase in web literacy, consumer awareness, online competition, and majorly due to Google’s algorithm changes. The search engine giant aims to provide enriching, exciting, and valuable search experience for its users. Google is a dominant search engine, and continues to improve the search experience to maintain its leadership in the market. This is how the new SEO was born.
THE NEW SEO EXPLAINED
The new SEO process, unlike the strategies of old SEO, focuses primarily on quality and value. This results in better user experience, enriched content, and a boost in business. How did this change happen? Google merely raised the bar higher! The world had no choice but to go along and improve their SEO techniques. Google has been doing this gradually for years through updates in their systematic algorithm.
In 2013, the Hummingbird algorithm was released by Google. Hummingbird is more rigorous and demanding then Penguin and Panda combined. It improved the processing of natural language and semantic understanding of websites and web pages. In order to do SEO effectively now, you must be a PR specialist, conversion rate optimizer, content strategist, social media marketer and a digital strategist. Some of these are inherent in nature, but for the majority of businesses, all of these are different areas of capabilities and hire different individuals to fulfill these jobs.
WHAT SHOULD YOU BE STEERING YOUR SEO STRATEGY TOWARDS IN THE FUTURE?
In order to adapt to the paradigm shift, it is necessary to focus on the new SEO direction. Here are a few ways to go about the new SEO process.
1. Focus on Your Business Goals
It is crucial to focus on the main goals and aims of the brand; where you want your brand to be, and where is it right now. When the objectives of the brand are clear, it will get easier to focus on the main aspects and develop a good SEO strategy.
2. Market and Audience Research
The reason SEO usually gets a bad reputation of polluting the web is because people create content which is irrelevant. Make sure you create interesting content which is worth reading, and is relevant to your brand; something your target audience will like to read.
The keywords must not be overused. Ensure that your keywords’ intent matches the goals of your business. The people must be easily able to make a connection to what they are looking for. Make sure you select keywords for your audience to easily find you and not merely for the search engine.
4. Relevant and Connected Content Development
Make sure that all the content developed has some meaning and is linked across search, digital, and social marketing. You need to connect the dots between the social marketing, search, and your web page. Utilizing the data from several data sources, using Google Webmaster Tools data for restoring visibility of partial keywords, and building complete dashboards that gathers all content, social, keywords and rank data in a single place is the best strategy to adopt.
5. Social Strategies
The process of new SEO portrays link building as an initiative which has to be completed. Though the old SEO process of comment linking can still work, but link building through social media and PR seem more natural to the search engine. It is not enough to simple create content and publish it on the web. You have to create links so that the content and your brand are interconnected.
6. Events and Contests
Events and contests are the best methods of getting incentive return. Instead of reaching out to the audience and giving them a free sample, create a contest about a blog post featuring your brand containing a link. You can even include a game in which the entry with the most post shares on social media wins. You can also host an online event like a conference regarding a topic related to your brand and indicate that people have to blog about it and link it to your brand.
7. Social Media
Building profiles on social media, sharing your content and converting the sharers to linkers. This is how you can use the social media to your advantage.
With SEO, the work is never complete; there is always room for more. It is critical to keep doing the same process over and over again to ensure that your brand reaches the top through SEO marketing. You have to keep on updating your content and try out new social media tactics to stay on top. Furthermore, as Google keeps updating, you must ensure that you are fully aware of all the latest trends and alter your SEO strategy accordingly.
In conclusion, it can be said that SEO has evolved and changed for the better. This new age of SEO marketing and changing trends demand that we continuously strategize, regroup, revise, and adapt to the latest trends to move forward. It has become more challenging yet enjoyable for the SEO marketers. They now have to build brands, grow communities, enchant the target audience, and have more opportunities to showcase their creativity. SEO is now more than ever, playing a significant role in the prosperity and growth of businesses.