Search engine optimization is here to stay. Google has ushered in voice search on all devices. And the company wants to make browser-less searching more meaningful and productive. Google has also implemented visual search in the form of Google Lens. Which allows users to conduct searches by pointing their devices at real-world objects and images. But, these developments have not yet had a significant impact on SEO. For now, there are still many factors that affect Search Engine Optimization, including a decline in traffic.
On-SERP SEO
As more searches occur online, on-SERP SEO becomes a crucial part of a brand’s digital marketing strategy. It’s not enough to have organic rankings on Google anymore. To be ranked high in local search results, a brand must appear as a local business. Also, Google improves the processing of theories and content on organic search. Brands must take note of these changes and pivot.
With the recent introduction of Google Activity Cards. Google has shifted how users experience the search experience. Now, users can take a virtual journey from one website to another. And they can view content from the search result while browsing Social Bookmarking Sites or watching videos. This new trend is changing how SEO managers can manage their online presence. At the same time, the latest technologies transform the way users search. SEO professionals must remain current.
Mobile optimization
While SEO is the same, mobile optimization is a very different concept. Search engines use the mobile version of websites for ranking and indexing. This means that websites with designs will be ranked higher than sites that do not cater to mobile users. But, it is still important to remember that mobile SEO is as crucial as SEO for desktop sites. So, how do you ensure that your site is? You can use Google’s test tool. And it gives you a score from one to 100, depending on how your website is.
Many factors will determine mobile search quality. Including speed, relevance, and simplicity. For instance, in Google’s patent, they mention mobile versus desktop search volume. Other factors include SMS access, mobile bookmarks on Android, mobile usage data in Google Reader, and Google+. Location is another factor that can affect mobile search quality. And the NY Times article also confirmed that Google’s mobile algorithm considers location.
RankBrain
RankBrain, or “the brain behind search”, monitors every action people take online. And use the data to judge the quality of websites. It then uses this data offline to refine search engine results. And these changes come to life the next time someone searches for something similar. This process is a valuable part of Google search. But it’s not enough to have RankBrain – it also needs to be used for SEO.
As the future of search engine optimization becomes more complicated. Marketers should refocus on creating high-quality content. The decision by Google to use RankBrain will enable it to check user queries better. And return more relevant results. As a result, RankBrain will become the essential SEO tool to make search engine optimization easier. Here are some tips for marketers to get started:
Visual content
The use of visual content is not about the appearance of your website. And it is also an essential component of your marketing strategy. As stated in the recent SEO World Summit, three-quarters of Internet users prefer to see visual content when making a sale. Visual content can help promote your brand and increase conversion rates when done correctly. Here are some ways you can implement visual content into your marketing strategy. Using high-quality images, videos, and infographics can improve your online presence.
When used effectively, visual content can impact your website’s search rankings. Besides providing an immediate answer to a user’s query. Visuals can also enliven branded content and entertain an audience. Also, to its SEO benefits, visual content is a powerful way to tell compelling stories while optimizing each piece for search. For those new to the concept of visual content, it can be daunting.
Usability
Increasing user experience is the future of search engine optimization, and usability is the new king. This course will learn strategies to drive traffic to your site. Make it easy for users to find the content they’re looking for, and encourage repeat visits. We’ll talk about marketing strategies, usability, and information architecture. And how these factors work together to increase website traffic and improve site usability.
