Google is the monster in the video game that changes its secret power so that it’s almost impossible to beat the level. Over the last few years Google has made more changes than we can count to keep us marketers scrambling to stay on top of the game.
Most recently, the almighty Google started indexing according to Mobile search results, removed the overlooked right side screen ads and eliminated an insane amount of intrusive pop up ads. What do these changes have in common? They are all directly correlated to the user experience and viewer behavior. Most people search on their mobile devices, hate pop up ads and have developed a blind spot for right side advertisements.
Google is great at creating an intuitive, user friendly search engine...that’s why it’s the most used platform for performing searches online. On the business side of things, the changes make staying at the top of the SEO game fairly challenging.
Many famous, influential marketers have shared insights to help improve your rankings and stay on top of the SEO game. Here are the top tips from experts. Remember, if you need some extra help, contact us to get going.
Diversify your Sources and Referral Sources
Rand Fishkin encourages using a distributed content strategy to help earn traffic from different sources. Check out these great distribution resources. Distributing content through different mediums allow people to find your content without a direct link. Video marketing is perfect for getting the attention of your audience and getting your message out. Remember to tailor your content based on the channel you are posting...not all audiences are the same and each channel needs it’s own custom content.
Take Another Look at your Keyword Targeting Strategy
Not only has Google transformed the way we search, but we no longer use single keywords to search. Historically, users would type “marketing” and be able to find marketing businesses. Today, a search for “marketing” would bring up the standard definition and pages and pages of methodologies. Using single keywords make it incredibly difficult to get onto page one of search engines, it’s a competitive market. So how do you get the coveted spot on the first page? It begins by changing your keyword targeting strategy to how people are actually searching. Instead of “marketing” we search for “marketing agencies in Carbondale, Illinois.” Long-tail and conversational keywords are the key to ranking higher.
Invest in Link Building Strategies
Search ranking is all about authority. To gain authority, you need to have inbound links pointing toward your website. Link building is essential to gaining the coveted first page SERPs. You need to focus on link goals, a strategic approach to achieving them, tactical initiatives, and metrics to track for a successful campaign. Keep in mind that link building takes a long time to show results, so there is usually a significant time gap between when you start experimenting and conducting initiatives and when you see the benefits of your efforts. It’s frustrating and there aren’t any shortcuts that prove results so don’t risk being blacklisted and do it right. Finding the right balance of short term and long term strategies is the key to higher rankings. The long term investments carry heavy price tags but pay off big in the end.
Increase Engagement on Your Site
This shouldn’t a surprise...you need quality content to rank and you need quality content to stay ranked. Check out RankBrain, Google’s new machine-learning algorithm that helps determine search engine rankings, how the searcher interacts with Google is now being weighed as one of hundreds of ranking signals.
Here are strategies to think about in order to amp up your site:
How do you keep your SEO fresh?