07 Oct Changes in Character Search Engine Optimization (SEO)
Search Engine Optimization (SEO) has been around since the late 1990s when several marketing personalities believed they were experts on the topic of SEO.
But the complexity as always lies in the details when it comes to making sure your product or service can be found online. And those details are constantly changing.
You just have to look at Google’s announcement at the end of February regarding the termination of showing Adwords ads on the right side of the search page to show that in SEO….
How dangerous it is to assume that you know it all.
In the days prior to 2013, optimizing content meant compiling a list of top-performing keywords on Google’s keyword tool. And carefully integrate it into your content.
Now, with Hummingbird’s wings continuing to expand, Google isn’t just looking for good content.
But also look for pages that can best meet the satisfaction of users who are looking for and you must make sure you are at that stage.
The search engines themselves have accumulated knowledge by calculating how the behavior of people who entered the same search and after they clicked on the results.
Have these people spend their time on the website and find the answers they are looking for.
With a “knowledge graph” that returns a summary of information aimed at the user providing the fastest possible answer.
In fact, without the need to click the result!
Artificial intelligence not only translates what people are looking for, but also assesses how they behave when they click on a result.
So how does this affect your strategy?
Thinking far beyond keywords that are relevant to the topic and desires of users, will help you plan more valuable content.
Of course to answer questions better, retain user’s attention, & most importantly, signal to search engines that.. you have provided a satisfactory answer.
Focus on Users
For a long time, SEO has managed to get all the important clicks and get users to visit your website.
However, search engines are starting to pay more attention to the satisfaction level of your website visitors.
In addition to providing quality content and meeting their expectations, you also need to put in place a good overall experience for both visitors and Google.
Factors such as being mobile friendly, website speed and design, all of these things make website visitors happier.
Not sure about the current performance of your website?
Try digging deeper through Google Analytics to find the potential problem. Is there something stopping users from getting satisfaction on your website?
Back again from the basics, see what things provide visitor traffic in accordance with expectations. Has the content answered what they were looking for?.
If your content is performing well and you’re managing to get relevant traffic, but not achieving the appropriate conversion rates.
It could be time to look at conversion rate optimization to identify any user inconveniences.
The Importance of Mobile Devices
According to The Moz’s survey of search engine factors published last year, mobile friendliness is the most important SEO factor taken into account.
It’s no surprise when you take a look at the 2015 finding that mobile searches overtook desktop searches for the first time.
So if you haven’t received a cue from Mobilegeddon, Google’s latest mobile-friendly device.
You should know that providing a meaningful experience for mobile device users is the most important priority.
You have to think beyond how your website appears on mobile devices and consider whether to make it all work and meet user requirements in every format.
There’s nothing more frustrating than trying to look through a restaurant menu or ordering on your phone only to find that it only works on the desktop screen.
Keep in mind that mobile search has enormous potential to drive local sales.
It’s possible that someone trying to look through a restaurant’s menu is also looking for a place to eat nearby.
It is related to the increasing importance of searching through mobile devices which is a prerequisite for the increasing number of people using voice search.
Digital assistants like Siri and Cortana agilely answer verbal questions, adding an extra layer of semantic search.
Research conducted by MindMeld recently found that 37% of 1,800 adult smartphone users surveyed had not tried voice-assisted search.
But 60% have started using it within the last year with 40% experimenting within the last six months.
These numbers are expected to continue to grow rapidly
Over the last few years SEOs have become increasingly adept at leveraging other digital marketing channels to support search engine optimization work.
These channels include the use of social media to help spread content.
It is hoped that links from Facebook, Twitter and Youtube will become more important for user interaction with these links.
And will help Google decide how reliable you are as a source of information.
Coincidentally, too, there are strong indications that Google will introduce video ads into search results.
Mobile apps are also another area to pay attention to, as more app content gets indexed.
And links that refer to specific pages within the app.
Overall, the message is that your SEO strategy doesn’t have to be run in strict isolation from other digital marketing activities.
Instead, it is necessary to take a holistic approach that integrates display, paid search, social media and content marketing to better serve your target consumers.
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