As you may have heard, Google recently announced a new search algorithm change that impacts how it ranks websites. The update is called “mobile friendly,” but what does that mean for search marketers?
Well, it means we’ve got a lot more work to do! We want our sites to rank highly and the good news is that there are plenty of things we can do to help them do so.
In this blog post I’ll explain not only why you should take advantage of this opportunity, but also how you can get started right away.
| Takeaways |
|---|
| 1. The future of search marketing is evolving beyond traditional approaches. |
| 2. Hyper-personalization and tailored experiences are driving the landscape. |
| 3. Understanding inbound marketing and omnichannel strategies is crucial. |
| 4. Paid search advertising remains relevant for targeted audience reach. |
| 5. Content quality and relevance continue to be pivotal for success. |
| 6. Adapting to changing algorithms and user intent is essential for businesses. |
1. Maximize Your Website’s Content
When it comes to search engine optimization, content is king. It’s no secret that Google wants to provide its users with the best possible experience when searching for something online. To do this, they need to make sure that each result is relevant and helpful for the user.
This means having a solid understanding of how keywords work and how they can help your site rank better in SERPs (search engine results pages).
Include keywords in your content – Keywords are words or phrases that customers might use when searching for products or services like yours on Google Search or another search engine.
By including them in your copy on the page you want to be indexed by Google, you increase their chances of being found organically by someone looking for solutions related to these topics.* Use keywords in the URL structure.
Using keyword-rich URLs makes it easier for users who click through from organic listings because they guide them right where they want to go without having to type anything into a search box first.* Use keywords as title tags.
Title tags should be unique per page so that each contains only one idea and make sure it includes any relevant words from titles above 320 characters long. Use meta descriptions wisely.
They’re short summaries that appear under titles/headlines when links show up on SERPs (search engine results pages). They shouldn’t exceed 160 characters long since most browsers don’t show more than this anyway.
Make sure H1 tags contain important words too – H1 headings should be used strategically throughout all pages so visitors can easily scan sections of text at-a-glance; use different ones if there’s more than one topic being discussed at length within one piece.
Be mindful about alt tags – Alt text helps screen readers understand what images are supposed to represent visually; however, don’t abuse this feature by repeating what already exists within regular text elsewhere
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2. Create A Marketing Plan
To begin turning your SEO efforts into results, you’ll first need to create a marketing plan. A well-thought-out plan will help you define and measure the success of your campaigns, so it must be specific and thorough.
Here are some of the key components of a solid SEO campaign plan:
Define goals: What do you want to achieve with your campaign? You might have several goals in mind, for example, increasing overall traffic or generating qualified leads for your organization.
These objectives should be clear and measurable so that at any given point in time during the campaign (or even after it), you can evaluate whether or not they’ve been met.
Create a timeline: When do you want these goals accomplished? The timeline should include milestones such as when certain keywords will hit top 10 ranking positions;
When articles will be published on blogs; and when social media posts go live so that there is adequate time for them to gain traction online before being measured by Google Analytics tool
3. Make Your Site Mobile-Friendly
Mobile-friendly sites are important for SEO, user experience, and conversion rates. If you want to be found on Google, your site should be mobile-friendly.
And if you want people to convert once they land on your site (and get their money’s worth), then it makes sense that they need to be able to access your content easily and quickly.
If you don’t have a website yet or aren’t sure if yours is mobile-friendly, here’s how you can check:
Go onto Google Search Console (formerly known as Webmaster Tools). Once there log in with your email address as well as the password that was set up when creating an account with them (this must match what was used when signing up).
In Search Console click on “Search Traffic” from under “Performance.” Then click “Mobile Usability” under “Site Search Analytics” for us to see everything about our current rankings within SERPs for all queries related specifically to “SEO.”
Instead of just those containing generic information about websites currently available online today such as Twitter feeds or Facebook pages created by users themselves which aren’t always accurate based off personal experiences shared publicly online among friends etcetera without context like myself writing this piece right now — so better safe than sorry!
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4. Optimize Your Search
If you want your business to be found online, then you need to optimize your search results.
There are many ways to do this. One of the most powerful is by optimizing your website for SEO (search engine optimization). This will make sure that when people are searching online using Google, Facebook or Bing they can find what they’re looking for on your site. Make sure that:
- You include keywords from the questions users ask in their searches in each page’s title and description so it ranks higher when someone does an internet search for those terms
- Your website loads quickly so people don’t bounce off because it takes too long for them to load all the content on your page
- Your site has a mobile-friendly design so that it looks great no matter which device someone uses to access it
5. Stay Relevant In The SERP
The first thing you should do is use Google Trends to see what keywords people are searching for. Then, use a keyword planner to see what keywords people are searching for.
You can also use the Google search console to see what keywords people are searching for or by going straight to Google analytics and seeing which pages of your site have the most searches coming in from visitors who landed directly on them (that way you know exactly what they’re looking for).
6. Secure Your Site With HTTPS
Now that you know the basics of HTTPS, it’s time to secure your site. If you don’t have an HTTPS version of your site yet, we strongly recommend upgrading!
Not only will doing so help Google’s understanding of your site, but it also provides a much better user experience for searchers who visit through mobile devices.
To make sure your content is mobile-friendly and ready to go live on both HTTP and HTTPS sites, you must have SEO experts working on both sides of the fence as well.
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7. Use Google HTML Standards To Improve Page Loading Speed
Use a Content Delivery Network (CDN). A CDN is a collection of servers spread around the world that store your content. When someone requests your site, they are directed to one of these servers and get their request fulfilled.
The closer you are geographical to your user, the faster you can satisfy their request. The speed of this process has an impact on how quickly pages are loaded, which can play into Google’s rankings.
Use Image Compression. Compression refers to squeezing down large files into smaller ones so they take up less space and load faster.
It also keeps file sizes manageable for mobile devices which often struggle with large images or videos loading in real time due to bandwidth limitations on mobile networks (and sometimes even home WiFi).
Use Dynamic Serving For Images And Other Content Using A CDN – You might have heard of Dynamic Serving before; it’s simply serving different versions of assets based on who is requesting them at any given time (e-commerce sites like [Walmart][2] do this all day long).
Dynamic Serving works well when there’s not much variation between requests like images or CSS files; however, if there are significant differences between what users request (for example a different size version).
Then dynamic serving might not work since each version would need to be stored individually in S3 buckets instead of just one big bucket containing all versions together.[2]: https://www_walmartcom
8. Leverage Voice Search
Voice search is here, and it’s time to get on board. With the increased popularity of mobile devices, voice search has become a great way for your customers to interact with you.
Now that people can ask their phones questions about products or services in real-time, you’ll need to make sure that your website is optimized for this new trend.
Voice search isn’t just an opportunity for you it also provides an opportunity for users to find answers about what they’re looking for without having to fiddle with their phones’ touchscreens and keyboards.
The more easily accessible information is on the web (especially in terms of finding local businesses).
The easier it will be for people to use their mobile device while shopping instead of turning into a tedious chore full of typing errors or scrolling through pages until they find what they’re looking for!
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9. Gather Positive Reviews On Google My Business And Third-Party Review Sites Such As Yelp! Or Tripadvisor
If you’re not yet using the Google My Business (GMB) platform, now is the time to start. It’s important to have a strong online presence and this will help get your name out there.
When it comes to getting positive reviews on third-party review sites like Yelp! or TripAdvisor, there are several options for you:
Ask customers if they’d be willing to leave reviews as part of their experience with your company/brand.
This should be done when they’re still happy about their experience with you, so it’s not too late for them to fill out any surveys about their recent trip/appointment/etc., with an offer of leaving a review if they do so within a week or two after the visit or interview (or whatever).
If someone leaves an anonymous comment on one of your social media posts asking about how great something was at one of your locations reply privately and ask if they’d be willing to write an actual review while they’re still excited about their experience.
You could also ask them if they would share this information publicly on Facebook/Twitter as well (if appropriate).
10. Include Keywords From Google Questions In Your Content
You can use long-tail and specific questions directly in your content to help people find what they’re looking for. Use the Keyword Planner tool to identify keywords that are related to these specific questions, but not the same as them.
For example, you might find a question like this: How do I get rid of dandruff? Then you could create an article about how dandruff affects men vs women or different kinds of shampoo that can help with getting rid of dandruff.
Also, make sure you include featured snippet optimization (FSE) on all pages so that if someone searches for something specific on Google they will see YOUR result above all others!
When exploring the dynamics of the future of search marketing, understanding the what and why of inbound marketing is essential. This foundational knowledge sets the stage for envisioning how marketing strategies might evolve over time.
Conclusion
If you’re looking to take your search marketing efforts up a notch, we hope these tips will help you get there.
And remember that the best way to keep up with the changing tides of the SERP is to stay informed and be aware of what’s happening around you. It can be tempting to jump on board with every new development that comes along, but it all boils down to four steps:
- Be prepared for change by keeping an eye on what your competitors are doing;
- Keep track of trends in your industry and make adjustments accordingly;
- Make sure your website is mobile-friendly; and
- Update content regularly so that people continue coming back time after time
When followed consistently over time (and honed by trial-and-error), these ten principles should help steer your business towards success in search engine optimization!
Further Reading
Explore more about the future of search marketing with these insightful resources:
Beyond Google: The Future of Search Marketing Discover how search marketing is evolving beyond Google’s dominance and explore emerging trends shaping the landscape.
The Future of Paid Search Advertising Tune into a podcast discussing the future of paid search advertising, hosted by Wolfgang Digital, and gain insights into upcoming strategies.
Where Next for PPC? Uncover the path ahead for Pay-Per-Click (PPC) marketing and explore potential directions in the ever-changing world of search marketing.
FAQs
What are the key trends shaping the future of search marketing?
The future of search marketing is being influenced by trends such as voice search, mobile-first indexing, and AI-powered search algorithms.
How does hyper-personalization impact the future of search marketing?
Hyper-personalization is playing a significant role in the future of search marketing by tailoring content and experiences to individual user preferences and behaviors.
Is paid search advertising still relevant in the evolving search landscape?
Yes, paid search advertising remains relevant as it allows businesses to target specific audiences and quickly drive traffic to their websites.
What role does content quality play in the future of search marketing?
Content quality continues to be crucial in the future of search marketing. Search engines are increasingly focused on delivering high-quality, relevant content to users.
How can businesses adapt to the changing search marketing landscape?
Businesses can adapt by staying updated on search engine algorithm changes, embracing new technologies, and optimizing their digital strategies for user intent and experience.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.