SEO or Search Engine Optimization is an essential part of digital marketing. It is what puts your brand on google’s first page, and that’s a very important spot to be. 75% of internet users never scroll past the first page of search results. If your brand lands on the second page or farther, the chances of your website ever being seen are slim. People trust the information that Google and other search engines provide them, and therefore won’t bother to look further than the first five results. At one time putting your brand to the forefront was all about making certain the right keywords were in a post, or whether there were enough links. Now, it’s become a lot more involved. Optimizing your website requires making certain its accessible on mobile, lengthening keywords for voice search, site navigation and overall usability.
Is Content Still King?
Content is definitely still necessary for SEO. Relevant, well-structured content is one of the most important factors. With search engines now so much better at collecting data from websites, having longer, more informative writing will help. The trick isn’t to use a ton of key words, though. Google doesn’t use keywords nearly as much anymore to rank their sites. Instead, it’s checking for relevancy to a users query. Intent matters more. That said, make sure the keywords for your brand and product are in the title page and body of your website. Otherwise, your rank will drop or never push you to the front page. Getting a high ranking requires a smooth user experience, meaning your site must be well structured so that everything is found easily.
How Can You Elevate Your Brand?
To get your brand on the coveted first five results, there’s a few things you might be able to do to beat out the competition.
Though it’s true that Google, Bing and other search engines have penalized for links due to misuse of the algorithm, links are still a very important part of getting a high ranking. According to Neil Patel, having a diversity of links from different websites is crucial to your site’s success. Using high quality links will elevate your brand and treat you as an authority figure in your industry. But the search engine algorithm doesn’t only check for links anymore. According to Search Engine Land, mentions are almost just as important as actual links. Unlinked brand mentions are just as important as actual links and carry the same weight. It’s important to watch for all mentions of your brand, from reviews to social media and customer service. Customers that spread your brand name around the internet will only help your SEO, so taking care of them is always important.
CTR—Meta Optimization and Click Through Rate
While meta descriptions don’t influence ranking factor, it does influence click through rating. CTR does affect ranking factor, and so a detailed, focused description definitely helps. You want your description to sound like it might answer the user’s questions as soon as they read it. That said, unfortunately Google doesn’t always use the descriptions, but that doesn’t mean you can’t write one. There’s always the chance that Google does use your description, and you want it to be the best it can be to get that user traffic. It’s important to note that Google lengthened the meta description character limit. Writing a longer description has shown to increase CTR by 36%.
77% of the population in the US has a smartphone and they are being used more often to make searches than on desktops.
Therefore, Google made the change to their algorithm to put mobile first in its indexing. This means that the mobile version of a site is checked first, before the desktop version. Therefore, sites that did not have a site optimized for mobile, their ranking dropped. If your site has both a desktop and mobile version that run perfectly well, nothing changes. But it’s important to make sure to run speed tests, as this can negatively or positively impact your brand’s ranking as well. The mobile site should have all the content of the desktop site in an easy to read format, and just as content heavy.
While click-throughs are very important for your brand’s ranking, search engines also check how long a user has been on a site before they bounce. Videos keep a person’s attention longer and therefore they remain on your site for longer. Publishing videos to YouTube will put your brand in front of more people and maximize your reach. YouTube is known as its own search engine due to the amount of visitors. It’s also known for more engagement which is a priority for your brand’s success. To optimized your YouTube video, you must have a topic and a key phrase. Use the phrase in the title and add relevant tags once you’ve created and uploaded your video.
Promoting the video will help gain likes and subscriptions which will help getting your video in search engine results.
What Does Seo Stand For In Business?
Search engines are getting better at analyzing website data, which is good for the internet users and brands alike. The future will only see this improve, with keywords becoming less computer-speak and more organic. Having a quality website that engages the user and keeps them on your website longer will be the key to your brand’s success. Search engines are catering to the user by providing them with the best possible answer to their question. This means every site must step up their game in order to do just that. It’s all about providing the best user experience. Providing that experience means doing so quickly, efficiently and with the most quality. To get that top ranking, brands will have to have the best site, both on mobile and desktop.