For savvy business owners, understanding the landscape of digital marketing and being flexible enough to roll with the changes (technology is nothing if not turbulent) is as crucial as selling a quality product. With that, following SEO trends goes a long way to keeping modern companies afloat. Here are some of 2019’s best practices:
Make Featured Snippets a Goal
You know those handy text boxes that pop up (without requiring you to click a link) when you ask the internet a question? Those are called featured snippets. If you can score a featured snippet spot, you’ll strike SEO gold. To help get there, you must:
- Match keywords on your page from the search (including context relevance)
- Rank in the top 5 results of the SERPs
- Have a page structure that uses straightforward, cohesive verbiage
- Employ logical subheadings that summarize the article
Start practicing the marketing theory that advises finding the unblazed trail instead of going toe to toe with a slew of competitors. For example, make a movie about goblins while other filmmakers saturate theatres with teenage vampires. If you can’t find that revolutionary commodity (and face it–not many can), try starting a new conversation. When August rolls around and the home design websites start blogging about next year’s trends, beat them to it by broaching the topic in April.
Learn About Topic Clusters
Topic clusters provide a buzzy new SEO tool that everyone wants but few have used. These marketing embellishments involve structuring your website so that primary “pillar” pages provide key centers of information and detailed subpages (or “clusters”) flow from there through links. If users and search engines prefer anything, it’s a logical, predictable design. Pillar and cluster pages achieve this objective swimmingly.
Get Ready for Voice Search
Typing is so last season. Today’s customers prefer the convenience of voice searches via mobile devices. So to stay relevant, you might need to make a few adjustments to your website.
- Read up on long-tailed keywords that more closely align with verbal (not written) language.
- Make sure your content fits queries you hear in voice searches.
- Ensure pages load quickly (get rid of extraneous images, etc.).
These guidelines contain a common thread–enhancing user experience. If people want to engage with your brand, you have more hope of succeeding in the volatile bubble of public opinion. To do this, you’ll need to examine topics users want to hear about, organize your website (get rid of outdated blogs or press releases), utilize effective content that can feature as a snippet, and adjust website text to accommodate verbal searches. If you can establish your business as an expert, trustworthy authority, you’ll stay ahead of the competition.
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