The start of a new year will often find businesses reviewing and refreshing their strategies to improve business, increase customer engagement and boost their customer retention.
And while some businesses may undermine the need to do so, reviewing and refreshing their online marketing strategies, specifically, SEO, is just as important as any other marketing solution to prepare for the year ahead.
SEO (search engine optimisation) is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine like Google.
It is a constantly evolving practice which is why businesses need to adapt their past or current SEO strategies to prepare for the changes in the year ahead.
Here are three aspects of SEO that are set to be the pillars for SEO in 2016 that your business should focus on:
If you are creating content purely to stuff it with keywords, you need to change your approach. Start writing for your audience, rather than focusing on how many keywords you can include.
Business content should be written in a way that answers your target audience’s specific questions. Your blog should not just be a place to rank for a specific keyword. Consider some of your customers frequently asked questions and try to answer those in your blog posts or on your website.
Start building relationships; not just links to your website. While getting others to link to your content is set to remain as one of the strongest ranking factors in 2016, people will only link to sites that they trust. This is why building relationships is the one strategy that has stood the test of time.
Make a list of websites, influencers and authorities in your industry, then think of ways you could get on their radar. The most common approach to doing this is usually by offering some type of value to them.
After you start to form a relationship, they’ll be much more likely to link to your content on their own site. However, even if your business doesn’t get a backlink, just getting influencers to start sharing your content can have a huge impact.
Start devoting more time to the user’s experience on your website. Experience relates to the site visitor and their behaviour on your site. Reviewing what site visitors are doing when on a business’s website can be more valuable than implementing new marketing methods.
It can help businesses understand if their website provides clear pathways, calls to action and resourcefulness. A few hours spent studying user behaviour can help businesses understand common pathways within their site and if and where users are deciding they are not interested anymore.
Reviewing bounce rate, time on site and pages per visit for a business’s most popular landing pages followed can also provide actionable insights into how a business might need to improve their very important first online impression.