There used to be a time not very long ago when people questioned the longevity of SEO. Just as content marketing, video marketing and some new methods of internet marketing came to the fore, some people started thinking that it was the end of search engine optimization. Luckily, in just a few years people realized their mistake as SEO has come back stronger with the new marketing initiatives complementing it very well. If you look at the structure of internet marketing, you will discover that everything revolves around search engines.
With the New Year just making its way ahead, it is time to think how you would like to focus on SEO strategies of 2018 to see that your efforts give good returns. Set your priorities right to select the most impacting ranking factors that you would like to address by keeping aside the remaining ones from the 200 odd ranking factors that Google uses.
Structure the rich snippets carefully
According to the Boston SEO Expert, the popularity of rich snippets is growing because it benefits the three stakeholders of online marketing – search engines, users, and website owners. Search engines can show much more relevant results, and it becomes easy for users to ascertain how consistent the result is for them and as users have a better idea about websites, it results in lesser bounce rates and improved click-through rates that benefit website owners.
Rich snippets comprising of structured data markup allow users to use the information for deciding whether to click on the link and this saves much time for users. Users get a better experience with the search results as they do not have to click blindly on unrelated websites. Pay attention to the data provided in rich snippet because it can make or break the prospects of the site.
Focus on page speed
You just cannot afford to compromise on page speed because Google has long ago declared in 2010 that page speed is a ranking signal. On the other hand, users would not hesitate to quit the website if it does not display the page maximum within 2 seconds. If pages load slowly, the hasty retreat of users will increase the bounce rates that send negative signals to Google who monitor it closely. High bounce rate would affect the ranks negatively. While users may be happy with the loading time of 2 seconds, Google wants to keep it less than half a second.
There is considerable scope for improvement in page speed with respect to the target that Google has set, and this should be the focus for the year. To identify the areas of enhancement that could improve page speed, make use of Page Speed Insights tool offered by Google. Pay attention to resources that remain bloated and needs compression by scrutinizing CSS files, images and scripts.
The reality of voice search
Google has expressed its increasing interest in voice search, and the results of the study show that 41% adults and 55% teens use voice search at least once a day. Mobile users, in particular, are inclined to voice searches, and many people are using voice assistants. The sign is clear that you must optimize your site content and the website to make it compatible with voice search. You have to incorporate the spoken language phrases into the content so that it integrates with conversational search, which is going to rise during the year.
Keep the pages relevant
The most critical aspect of achieving higher viewer engagement is to keep the pages most relevant for viewers so that they take an interest in it. Although there is no single method of attaining page relevance, you have to adopt several optimization measures that contribute to page relevance. It includes paying attention to the length of the content and its regular update to maintain the freshness, use of keywords in the Meta description tags and Page content, title tags and H1 tags. Also, focus on internal links and outbound links as well as optimizing images by using description, caption and alt text all help to increase page relevance.
Pay importance to linkless backlinks
The trend of your website finding a mention on other sites without offering any links is on the rise. The effect is the same as no-follow links because the mere mention of the website name does not contribute to link acquisition. By using a web-monitoring tool, identify the websites where your website’s name appears, and you can approach them for backlinks. Even if it does not work, that people are taking an interest in your site by mentioning the name would make them curious to reach out to you.
Since SEO is always evolving, it is impossible to focus on all the factors that improve ranking. Instead, setting priorities is a better way of keeping tuned with trends that could make the year a great one for your marketing campaign.
Author bio: Terry Scott is a digital marketing expert who has the experience of working with several Boston SEO Expert companies. He has made many businesses turn around under his guidance and leadership. Terry is fond of reading books on travel and lifestyle management.