Popular SEO Trends
The pressure to do well in the digital marketing era is huge. That’s why SEO itself has always been the most well-evolved aspect of digital marketing, because businesses need to stay relevant, and the only way to do that is if they keep their 24/7 storefronts – their websites – in front of people when they need them.
Some trends in SEO have passed their golden years, and new approaches are taking over this year. These are powerful SEO trends you have to know if you want to make it big this year in digital marketing.
1. Flat Content Is Out
Flat or superficial content was the hallmark of the Internet in the early 2000s. Interestingly, a lot of marketers made money back then churning out low quality content – mainly because Google hasn’t tightened its criteria yet for what constitutes quality content.
When Google began receiving complaints that more and more people are finding content useless because they’re thin on substance and insight, Google clamped down hard. And websites that used to thrive on thin content lost their traffic, and subsequently, their revenue.
Today, Google has become all about quality content – because it really is what keeps people coming back for more.
A large part of Google considers as quality content has something to do with the length of the content itself. On average, the best ranked pieces of content tend to be the truly in-depth ones: 1800-2250 words in length or more.
We need to emphasize here that comprehensiveness has a lot to do with why some websites consistently rank higher than their competitors. They exert so much effort in making sure that they offer something more – even if it’s just a little bit more – than what others are currently presenting to the market.
How do you make your own content more engaging and comprehensive? The key is to combine different types of information into one article or post, where people can get more than what they bargained for. For example, you can add screenshots, links, videos, infographics – go into it with the idea that you want to give the best possible experience to your readers.
The more effort you put into your content , the better your results – and the less effort that’s put into it, well, you can probably already get the picture.
2. Start Investing More In Content
More than 50% of digital marketers today invest more heavily in the entire content process, rather than just in ‘plain content writing.’ The content process is actually more nuanced than you may think.
The first part of any content creation effort is keyword research. Keywords are like the anchors that hold everything together when you finally go online.
While it’s true that the content you have in mind is probably more comprehensive than any long tail keyword you might find, it’s good to know that you are targeting specific users who have a specific phrase in mind, as this will also guide you in determining the possible interests and mindset of your readers.
The second step is planning what the content will be all about. If the content is going to be used as a landing page, then the flow becomes really important as you have to lead the reader down to that point that he will be interested with the sign-up, offer, or free download. This can be accomplished by planning the content and working closely with your SEO company in the process, so the content is on target.
The third step is writing the content. The copywriter will then take all of the previous information (including keyword research, competition research, etc.) to create a piece of content that conforms to the specific goal in mind The content is then passed on to the SEO department (or if it’s just a small business, the owner) for optimization.
Posting new content will be incomplete without the right HTML elements added – including h1 and h2 tags, metadescriptions, etc.
These elements appear on Google once the page appears during a search, and these are actually the first things that people see when they chance upon your page’s link. Question is: how interesting are these elements to begin with and will these elements actually encourage people to click?
3. Tailoring Content Is Essential
91% of marketers agree that content customization is a powerful tool in getting better results for specific campaigns. Tailoring content is using readily available data like historical search terms and previously visited content to create a better experience for users.
This particular strategy generates three powerful advantages: one, it makes your website more relevant to users and therefore, they would remember the experience they had and come back to your content, second, the better experience you offer generates customer loyalty and finally, with better customer loyalty comes measureable ROI.
It’s important to note here that different kinds of users will have different needs. For example, let’s say that you own a health supplement website that offers both natural health products and physical products to purchase. An ‘old timer’ would know where to go, and would probably go straight to the most relevant pages in the website. But what about first time visitors?
If you tailor the experience for all kinds of visitors, you can attain a level of palpable contact with all of them. A lot of this has to do with how you structure your content on the website, and how you offer new content based on previous customer behavior. Elements like “related posts” are definitely a big plus when you want new readers to stay in your website and read a while.
4. Don’t Forget Authenticity
In the game of branding, authenticity doesn’t have to be vague or vacuous. What authenticity really means (at least, its most important and relevant definition) is being able to uphold and provide what you promise customers. You see, it’s easy to over-promise, but that usually means that you run the risk of over-delivering. How can your business start over-delivering to your customers today, in the name of authenticity?