In this blog, we will identify three important SEO trends that, if properly implemented, will help you achieve top SEO results for your business. We strongly believe that small businesses who ignore these trends will be at a decided disadvantage against competitors who implement the strategies we will cover today.
We sourced this information from talking to well over 100 agency owners and reading nearly every scrap of digital marketing news available. In doing so, we identified the most frequently cited SEO trends for you. We will then provide a detailed explanation of how you can implement these changes for your business and achieve digital marketing success.
Understand Searcher And User Intent
To propel yourself to success in 2019 and beyond, it is absolutely critical to understand user intent. Before we go any further we would like to clarify that searcher intent and user intent mean essentially the same thing for our purposes.
To understand why user intent is such a fundamental part of a successful SEO campaign, it is important to understand Google’s core mission. Google’s very existence depends on providing high-quality search results that are both accurate and relevant.
Failure to deliver on this promise would result in diminished use of their search engine. The majority of Google’s algorithm updates center around improving the quality of their search results. Google algorithm updates like Penguin, Panda, and Hummingbird all focus an improving search result quality from different angles.
Panda cares most about content quality. Penguin cares most about link quality, viewing links as votes for the quality of the content. The Hummingbird algorithm update focused squarely on user intent and tried to match user searches to the highest quality result.
Because user intent is frequently expressed through keyword searches, it is critical to conduct quality keyword research. After identifying commercially critical keywords, the next step is to build pages on your website or use existing pages as landing pages for those keywords.
Understanding which keywords your audience used to find your website is the first step in the customer journey. Once they arrive at your site, your next task will be to write copy that addresses their pain points. Content of this caliber will turn visitors into customers, increase readership of your blog, reduce your bounce rate, and increase website conversions.
If you have not spent time identifying who your ideal customer is, we highly recommend you do so. Talk to your team; they know your customers better than anyone. Because they talk to your customers every day, they understand their fears, their needs, and their dreams.
That knowledge will help you produce content your preferred customer will identify with and help you build rapport with them before ever speaking to them. Each piece of content you produce should move them through their buyer’s journey step by step.
It’s important to note that Google will look for content that solves the problems of your customers. That is why it is critical to produce highly specific content targeted to a segment of your audience.
AI And The Rise Of Data Analytics
Artificial intelligence continues to play an increased role in providing quality search results. Google’s biggest step forward in the arena was with the introduction of RankBrain. RankBrain launched in 2015 and added machine learning to Google’s algorithm. The goal, naturally, was to give searchers more relevant results.
The implications of RankBrain are far-reaching; for simplicity’s sake, we will review the top four. These are the things you need to understand optimizing your business’s website so you improve your online presence. First, when doing keyword research, focus on medium-tail keywords.
Medium-tail keywords are typically three- to four-word search phrases that are easier to rank on than two-word keyword phrases. Not only are medium-tail keywords less competitive, but they are also more specific, which typically leads to a higher conversion rate for your website. Second, as we referenced above, we highly recommend that you create high-quality content that deeply understands the intent of your ideal customer.
Third, improve your click-through rates to your website from search. Google considers click-through rates an important relevancy indicator. Google reasons that high-quality search results answer a searcher’s problems. Sites with low click-through rates and high bounce rates typically see their keywords sag in Google search results.
The best way to improve your click-through rate is to A/B test the description tag of your service pages and your homepage. Your description tag is the text that appears below the website URL in a typical Google search result.
The description tag should give users a clear idea of what your business does, how you can solve their biggest problem, and contain a call to action. The reason we suggest you A/B test your description tag is that the copy may not address your ideal clients’ real problem.
What you thought was their main problem may not actually be their primary issue. It is only through testing and experimentation that you will be able to confirm this when you see an increase in your click-through rate.
Fourth, begin a link building campaign. This is the surest way to increase your site’s authority with Google. We use tools like Moz’s Site Explorer and Ahrefs.com to measure the change in your site’s domain authority (or domain rating) over time. Investing in a high-quality link building campaign will give you a critical edge over your competition.
Most businesses believe that creating high-quality content will lead directly to links for their website. Our years of experience reveal a different reality. Content that is not properly promoted rarely attracts links. Think of hiring a company to help you with link building like hiring a PR firm for your content.
We recommend forming a relationship with a local digital marketing agency with years of experience helping businesses in your community improve search results. It is okay if these firms hire a white label SEO service to help them with link building. Many of these white label services have extensive relationships with high-quality websites that will want to link to your content.
Personalize Your Content And Make It Longer
It was not too long ago that the average length of a blog post was 300 to 400 words. That is no longer the case. Studies now show that content needs to be between 2,000 and 2,500 words to achieve a page one ranking.
There are many reasons why longer content ranks better than shorter content. The primary reason is that longer content can go into greater detail, which engages readers. The increased detail leads to improved time on page.
Google uses time on page as a content quality indicator. The other benefit is that you will be able to add more keywords to your content, which will result in your blog showing up in an increased number of searches. More extensive content also positions you as a thought leader in the eyes of the reader.
The reader will be more likely to view you as a valuable resource for their business. That, in turn, will lead them to read additional blogs on your website. In addition to creating longer content, it’s important that your content is personalized for your target audience.
Personalized content helps create a one-on-one relationship between you and your reader. Personalizing content typically requires that you break your overall audience into smaller segments, which helps you focus on specific problems facing a portion of your leadership.
Personalization has the added benefit of aligning you with the interest of your audience. It is also a great way to generate additional traffic from visitors who are eager to engage with your content. An additional benefit of personalization is that you’ll be able to effectively connect with your ideal customer at the appropriate point in their customer journey.
As readers comment on your content, that feedback will act as the seeds for future content or improve current content. Personalization will require you to segment your audience into well-thought-out categories such as behavior, geographic location, interest, and how they came to your website.
For example, if you own an e-commerce clothing store, it makes sense to send offers to people in warmer climates for things like shorts and tank tops and to send people in Northern climates offers for winter clothes. We hope you learned a lot from this blog, and we are excited to hear about your own SEO strategies in 2019. As always, we wish you the best!
If you are interested in even more technology-related articles and information from us here at Bit Rebels, then we have a lot to choose from.