At the same time, most businesses are beefing up their content marketing efforts, doubling and even tripling the amount of content they publish, in the hope of leveraging those assets into better search rankings. Too often, however, these new content investments are paired with old SEO strategies, leading to disappointing metrics and lousy ROI.
Look at these predictions from a recent report affecting search engine rankings this year:
Factors with Increasing Impact
Stable Factors
Here’s a look at smart SEO strategies and the tactics you can implement to support them:
Look at these predictions from a recent report affecting search engine rankings this year:
Factors with Increasing Impact
- Mobile friendliness – up 88%
- Perceived value of page/site – up 81%
- Usage (dwell time, CTR) – up 67%
- Usability/design – up 67%
- Influence of structured data – up 65%
- Association with mobile app – up 64%
- Site speed – up 58%
- HTTPS – up 56%
Stable Factors
- Relevance of links
- Social signals
- Balance of advertising versus content
- Incoming links
- Internal links
- Factors with Decreasing Impact
- Paid links – down 55%
- Anchor text – down 49%
Here’s a look at smart SEO strategies and the tactics you can implement to support them:
- Figure Out User Intent - User intent is the driving force behind the Panda and Penguin updates and reflects the ongoing shift from static keywords to semantic awareness in search results.
- Identify the Right Keywords - The Adwords keyword planner is a great place to start looking for the keywords and phrases with the highest search volumes, and these will help you identify and sort the terms based on user intent.
- Focus on Your Mobile Users - The majority of spend, organic search traffic, and PPC will be driven by mobile over desktops and laptops.
- Pay Attention to the User Experience - We mentioned that perceived value of the page, usability/user experience, and dwell time were increasingly important in search rankings.
- Provide Structured Data - Structured data is the extra information that shows up in your search results next to a website and description; think prices, starred reviews, thumbnails, etc. Structured data is tagged in a way that makes it easily read by search engines.
- Migrate to HTTPS - It’s a good idea for most businesses to invest in an SSL certificate—especially if you have login authentications or store any customer data on your site.
Source by b2c
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