Content density is set to be one of the most important factors for optimising SEO strategies in 2017, and the “per word value” metric will be key to measuring the value of blog posts, news and other written content, according to a new infographic published by CJG Digital Marketing.
The search engine landscape is constantly in flux, and digital marketing is becoming more competitive. With this in mind, CJG has outlined eight key trends that will shape SEO during the next 12 months. It notes that the main focus for content marketers should be higher quality and denser content, as consumers now have a shorter attention span compared to a decade ago.
Content density is an important SEO signal since any blog or news article should ideally be easy to read and understand and use keywords effectively. Opting for unethical practices, such as keyword stuffing or publishing too much content on a single page, for example, can often have a negative impact on the user experience, and this will lead to lower rankings in SERPs.
SEO experts expect content density to become a ‘major standard’ in 2017, and it will be key in driving traffic. The “per word value” metric will also be vital to analytics and serve as the main focus for content marketers instead of the total amount of words used.
Another major trend for the coming months is the rise of voice search. Consumers are now eager for quick answers to their queries, and Google recently reported that over 20 per cent of search users look for content, products and services using voice capabilities. This is set to increase throughout the year. Voice queries are also slightly more likely to return ‘rich answers’ to users.
The growing importance of content density also ties in with another trend of user experience optimisation. People are now more demanding when it comes to the standard of experience that they expect when navigating a website, especially on mobile devices, and the infographic notes that optimising for ‘maximum user experience’ is critical for securing a spot on the first page of SERPs.