So much has changed in digital marketing in recent years and search engine algorithms are driving the trend. Google alone changes its search algorithm 500 to 600 times every year. With so much fluctuation and hundreds of ranking factors to keep track of, trying to drive traffic with traditional SEO can often feel outdated and ineffective.
However, experts agree that SEO is just as relevant now as ever.
In fact, according to one recent report, as much as a third of all site traffic comes from organic search. This is more than social media and paid advertising combined!
You can significantly improve your understanding of how SEO works and how to make it work for you by learning a few tried and true basics.
Google has valued links as a key ranking factor for years. Links signify quality and trustworthiness, so the more backlinks a site has the higher it ranks.
Use a solid link-building strategy to help grow your link base and improve your rankings.
Content is also an important ranking factor. Keep your site regularly updated with fresh, original content to signal to Google crawlers that your site is active. This is also how you get those all-important keyword rankings.
- Headlines and meta descriptions
Your site headline and meta description is what shows up in search results, the first thing a potential visitor to your site sees. Make a good impression here and you’ll improve your click-through rate to increase traffic.
- Visitor experience
Google also incorporates user experience into site rankings – when visitors don’t spend enough time on your site, your rankings will suffer.
Sites have to load quickly, with easy navigation and engaging content to encourage visitors to stay and have a look around. Keep the user experience always in mind and you can dramatically improve this aspect of your SEO strategy.
- Mobile optimisation
Mobile SEO is a complex area that is primed for even more changes in the near future, but putting a sound mobile plan in place now will put you well ahead of the competition:
- Mobile-friendly site design
- Strengthen local SEO
- Optimise for voice searches
- Avoid hidden content
Staying on top of ever-changing SEO trends and search algorithm changes can seem impossible, but a firm grasp of the basics and a willingness to remain proactive can go a long way in improving your success.