Its that time of the year when people are building strategies for their business and their digital goals in the coming months. The all-important SEO rears its head to gobble a substantial portion of the budget as people build their digital arsenal for the year. As search engine optimization further legitimizes itself as a viable asset with significant ROI, its role in the market space continues to morph into a hungry beast that you must feed accordingly.
Search engine optimization continues to grow and influence other channels as the new year emerges and 2018 shows promising evolution. Along with that evolution comes change and innovation that continues to set trends in the world of digital marketing. Staying abreast of contemporary SEO trends allows for a smooth and fruitful disposition moving forward. Below are four emerging tactics which marketers cannot ignore.
1. Quality is More Valuable Than Quantity
The algorithms which have a direct effect on disposition are continuously updated. In the past, these algorithms were chased because of the shift in traffic they caused. These systems no longer focus on a single aspect but rather a blend of impact signals, and they are happening more often. Rather than wasting valuable time pursuing algorithm updates, just accept that they are changing and happening often. Time is better spent adding value to the site which is what the newer systems will seek. A quality experience trumps quantity every time.
2. Focus On a Richer Visitor Experience
Wide acceptance that users have dwindling attention spans which has led to a shallow experience to spoon feed consumers. Newer technologies strive to provide a more productive, more immersive online platform. Millennial consumers feel the need to connect with a brand before offering conversion. Organic marketing is the best way to immerse people in a brand and encourage them to connect to it emotionally triggering a conversion.
3. A Sculpted Site is Indexed Better
Search engines want to encourage the use of ads, and they want to ensure that users have a great experience, so they are judging page placements accordingly. They are increasingly replacing faceted pages with higher quality category and product pages. High-grade blog articles and other merits of excellence also make the grade.
Website owners often “sculpt” their pages to trim the fat and ensure that no two pages are competing with each other which enhances the experience of the end user. Stronger pages index and convert better so it shouldn’t be left up to the search engines. Trim the fat and beef up pages for rich consumer experience and tell the search engines where to find it.
4. Long-Form Content As a Transactional Vehicle
In the past, this type of content served as an early positioner in the online marketplace, but the end user’s demand for pre-emptive education has repositioned long-form content. It is no longer an introduction but an essential vehicle on the road to conversion. End users, and especially Millennials, demand education and information before rewarding with a conversion. Those who understand and focus on the critical evolution of long-form content in 2018 will, no doubt, take home the prize.
Users are demanding a richer more valuable digital marketplace in 2018 and search engine optimization is pushing its intended limits. The trend-setting rubric is changing the rules of engagement, and those who can keep up will reap the benefits. Focus on building meaningful relationships in the digital marketplace, and a quality experience for the end user and the conversion reward will justify the investment.