The online journey begins with that first click on the search engine. In fact, a whopping 93% of online activity, whether it involves shopping, researching, or communicating, begins with this online tool that has changed the information technology landscape.
SEO plays an extremely vital role in catching the attention of the 239 million search engine users around the world. By following the correct SEO Guide, it can drive about 15% conversion rate compared to direct mail or print ads, which only generate about 2% conversion.
Effective SEO goes beyond proper keyword placement or optimization for mobile users. With the dynamic search engine algorithms and ever-changing web landscape, SEO specialists must always be on their toes and keep with the latest trends.
The following SEO Guide will walk you through the complex framework of Google and other search engines. By applying these SEO practices, you are well on your way to becoming more competitive on the world wide web.
Snippets Dominate More Search Clicks
Google provides plenty of opportunities for marketers to get the top spot in the search engine result pages (SERP). There are map listings, various ad formats, and Knowledge Graph boxes, among many others. But one tactic that significantly increases the chances that your page will be like a beacon to the users is featured snippets.
Snippets, a search result in Google, features information that quickly answers a user’s questions and always goes to the top of the page. This information is highlighted inside a box, making it easier for users to focus their attention on them. It is an excellent way to prevail on SERPs since it gives quick answers to the user’s queries and drives them to click on your content.
Recent studies show that 80% of marketers who applied artificial intelligence in their marketing strategies have reported beneficial results in their companies. It is now fast becoming a critical element in the marketing efforts of today’s businesses.
AI significantly contributes to how a company collects appropriate insights that they can use in formulating marketing strategies. It automatically determines the best channels that will allow you to bring your message to your target audience effectively.
Today’s generation of internet users appreciates personalized solutions and automated processes for a more streamlined internet experience. With the use of AI, companies can create content that is tailor-fit for the needs and interests of the users.
Websites Optimize for Voice Search
According to Google CEO Sundar Pichai, one-fifth of searches across all devices are voice searches. Surprisingly, users who use voice search comprise not only teenagers but of people from all age groups as well. This is an excellent opportunity to improve the user experience of a vast market.
To effectively use voice technology for SEO, marketers need to consider semantics in all questions. They must bear in mind that a voice search and a typed search are different. So, it would be a smart move to gather as much information on the kinds of queries people ask in relation to the keyword.
Google is Heavily Invested in Using Entities Structured Data
Entities refer to a concept or a thing that is unique, singular, distinguishable, and well-defined. They do not necessarily need to be something physical, but they can also be a date, color, or idea.
Always consider how Google understands all the entities present on your website. Implement structured data that is consistent with how it appears on the search result page and how Google analyzes your content. SEO and the readers will surely benefit from mark-up data and entity-related keywords.
Entity and Knowledge Graph Optimization
It is now possible to enhance a brand’s online visibility by providing users with pertinent information about your business, giving users an equally great experience while searching through Google’s Knowledge Graphs.
It is a tool that collects all facts about places, people, and things and uses them to create interrelated search results. These are then presented not only as links but useful answers as well. It aligns with Google’s goal of organizing the deluge of information while allowing users to access them anytime, anywhere.
We Have Yet to See the Biggest Changes in Visual Image Search
Visual search is slowly emerging as a tool that will soon change the way people obtain information online. There may be no significant changes yet, unlike the progression of voice search, but businesses are geared towards focusing on visual search.
At present, SEO is making use of visual search through image optimization, schema mark-up, and metadata. The last two are essential for SEO in visual search. With minimal text that may be used in the future, these data will be the only sources of information that will make search engines work.
E-A-T Doesn’t Apply to Every Site- But It Still Matters
The acronym E-A-T which stands for expertise, authority, and trustworthiness, has been a buzzword in the SEO world for quite some time now. Google is now concerned about the integrity of data and how it could affect the welfare of the user. It is not about just churning out just good content anymore. Content needs to be verified as accurate to get to the top spot.
While E-A-T may be vital for medical or financial websites, also known as Your Money Your Life (YMYL) site, it does not apply to all content. Sites about hobbies and lifestyles, such as those that discuss photography or games, do not need an expert’s point of view. It does not need to follow the E-A-T guidelines strictly to rank.
Topics and Semantics Over Keywords
Gone are the days when keywords alone are the driving force of content. For an effective SEO strategy, semantics now play a huge role in making the voice of their website stand out from the millions of keywords in the world wide web. Various interpretations of the words are now being used and are utilized for semantic search optimization, synonym creation, and semantic themes.
On the other hand, a Topic Cluster Strategy focuses on a range of essential topics instead of keywords. The goal is to publish lesser content but with meatier information that is beneficial to the readers.
SERPs will Continue to Evolve
SERP will remain to be a dynamic element of SEO and content marketing strategies for most businesses. It will continue to have a significant impact on campaigns since it significantly influences how users interact with branded content. SERP will become a treasure trove of information even before a user clicks on any link. Google will be adding more features that will provide users information at a glance. It is crucial to formulate SEO strategies that will still allow searchers to visit your site.
Statistics show that there are now far more mobile searches than desktop searches, and the gap is continuously widening. Most of your business’ target audience are using their mobile devices to search on the go. Google is now utilizing a mobile-first index so that an effective mobile SEO will give your website a higher search engine ranking.
SEO is an ever-changing online marketing strategy that marketers and specialists need to always watch out for. The start of this year signals new trends that can boost your website to the top of each search. Arming yourself with new SEO strategies will set you up for a higher conversion rate and will set your business apart from the online crowd.