Driving traffic has become the core to any business that moves online. Every marketer today has a keenly defined space for Search Engine Optimisation (SEO) in their marketing strategies. Therefore, it’s important to understand the changing dynamics of SEO and keep evolving with the change.
Principally, marketers have to invest time in understanding consumer behaviour when it comes to search. What it is that they are looking for or typing organically. This behaviour analysis forms the tool kit for optimisation. Hence, every industry and sector will have to focus on their category and tap the market accordingly.
I was searching for the rising trends in SEO for 2016 and came across a live webcast by Edwin Dearborn, author of Power Branding Secrets,on SEO Best Practises for 2016, which I think can help us reshape our SEO strategy.
Going forward, SEO search on mobile devices will be trending, as most people are searching for local business, i.e., doctors, homes for rent, cosmetics products, restaurants nearby, using mobile search. This applies to businesses that market on national as well as international levels, as these fundamentals are key to any business.
If we closely observe what Google is doing, we will find that in the last few years it has been forcing brands and businesses to avoid certain tactics with SEO, such as poor content, key word stuffing, bad links. In other words, asking them not to create a bad experience for users who are trying to find great content and great businesses.
Keeping our ears to the ground, we have to change when Google changes. Google is forcing brands to create great content and user experience by creating mobile-friendly websites that people find friendly and valuable. It has smart people advanced technology to find out whether your website is really valuable and people are sharing content on social media and has a host of signals it tracks to determine how it should rank your business.
A quote from Entrepreneur magazine:
It is a little known known secret that Google and other search engines are making a shift from traditional SEO to a focus Quality and Authoritative content. It is still important to optimize your meta data and remain on top of relevant key words. It can no longer be denied that generating organic search results using quality content with a strong focus on authority is now leading the path.
Dearborn has suggested a four-step approach to adopting the best practices for SEO, going forward. He has used a healthcare vertical example to explain what he means by these best practices.
1) Discover and target additional verticals
2) Ensure a thorough keyword research
3) Ensure high quality content around that vertical and that keyword
Now we have verticals, keywords, extensive helpful content with inbound links, outbound links, list resources, and answers to questions – now it’s decent standalone content.
4) Distribute and distribute, extensively and persistently
In Dearborn’s words, “Half the work is creating the content and the other half is distributing the content.”
In essence, this guides us to create a SEO storyboard strategy – For the chiropractor, if he has found eight verticals and four keywords within each one - he has 32 keywords. If he does one piece of content per week, he has a six-month plan ahead of him. He can further focus on creating storyboards for each of these keywords along this vertical. Spend time on what is going to go into the content by conducting through research. Back it up with a robust, well-detailed distribution plan.
Approaching your SEO strategy diligently can help you stay ahead of the curve and of course also way on top in the Google ranking!