Algorithms can be a source of confusion for marketers, both on Google and social media. This is a problem as SEO is fundamental to a successful content creation and distribution strategy. Making sense of algorithms and keeping on top of changes and updates can give you a head start on the competition, especially when it comes to ranking on the first page of SERPs.
Mobile is king
Ahead of 2019, it is important to get to grips with Google’s ongoing transition to mobile, which was headlined by the arrival of a mobile-first site index earlier this year. In particular, marketers should make sure that they can meet the highest standards for mobile readiness and friendliness and follow it up with great content quality. These fundamentals will stand you in good stead for the next 12 months.
Voice is a new frontier for search and could eventually become the dominant force, though that is some way off according to comScore, which expects voice-based queries to make up 50% of all searches by 2050. So, you still have a bit of time to get up to speed. For now, be aware of the potential of voice search, but prioritise mobile and page speed.
Keep it simple
Children’s Health Digital Marketing Manager Courtney Cox Wakefield believes that there are huge benefits to gain from search’s value exchange, even if Google’s constant algorithm adjustments are leaving you in a spin. For this reason, it is best to focus on making your content as engaging as possible and creating experiences that serve customers’ underlying needs, rather than chasing clicks and traffic above all else.
She adds: “One of the things with SEO is making sure that people stay engaged with your content and don’t leave and go back to the search engine results page and click to somebody else. Google is tracking that type of behavior. They know when people aren’t satisfied with the content tHat they get on your page.”
Looking beyond pure SERP-based metrics and aiming to deliver value both for the business via return on investment (ROI) and the end user, and building influence, may be the best course of action.