Author: Vijay Gaikwad |
If you’re an entrepreneur relying on a strong online
presence to connect with customers, you’re right to pay attention. For
instance, Google is taking a hard line approach. Shady link-building tactics
poor quality content and bad design are just a few of the factors causing
websites to get penalized. So what’s worked for your business in the past may
no longer work, and in fact, could actually hurt your business now?
Today, successful SEO strategies have to incorporate
diverse components including brand building, mobile optimization, content
marketing and social media integration. It’s time to adapt your strategy to
address these realities. Here’s a closer look at five trends that will shape
your SEO success in the year ahead.
1. Effective SEO has three
pillars. A strong SEO strategy has three core components: links, content and social media.
What’s become more pronounced in the last year is the relationship between
these elements. Content must
be laser focused on your audience’s needs and honed to drive specific
profit-generating actions. Social media amplifies
your reach, signaling to search engines that users find your content valuable. Links from high quality sites also reinforce
that you’re a solid, trustworthy site. A virtuous cycle is starting to emerge
that all begins with writing great content.
2. The rise of content
marketing moves toward digital maturity: Content marketing was the top marketing buzzword
in past also and it’s a trend that’s here to stay. Brands need to become savvy
about telling their own stories and creating content that resonates with
audiences. As the initial fascination with content marketing wears off,
marketers are now demanding more return on investment, or ROI. Content
marketing is maturing, and as a result we’re better able to effectively target
content, measure performance and correct course to improve results.
3. Mobile optimization is no longer optional: With the release of Google’s Hummingbird updates, it’s getting harder for sites without a mobile strategy to rank well. This includes both a responsive design and a mobile content strategy. Realistically, it’s time to invest in this anyway from a business perspective: Half of Americans own smart phones and more than a third own tablets according to Pew Internet. Responsive design ensures that your site looks great across a range of mobile devices. A mobile content strategy targets your content to the context, needs and behaviors of mobile users.
4. Building your brand is more
important than building links: A strong brand is playing an increasingly important role
in SEO. One tangible example is Google’s introduction and emphasis of Google
Authorship, a program that connects content to your author profile with
recognized authors’ content performing better in search engine results.
Building your brand and thought leadership in your space are critical steps to
ranking well over time. For help building and implement a branding strategy.
5. Social media, especially
Google Plus, plays an integrated role with SEO: Google is relying more than ever
on human signals in the form of shares and mentions on social media to help vet
sites. If you don’t have a strong social media marketing presence and a
strategy that makes it easy for people to share your content. Social media has
matured to the point where it’s intersecting with SEO to help determine search
rankings. Two easy places to start are building your Google Plus presence and
ensuring that your website and blog have content sharing modules built in.
As you’re developing your company’s SEO plan, remember that
all these trends add up to two things: integration and balance. Invest in all
the key areas — from writing good content, to building links and developing
your social platforms — with the understanding that they mutually support each
other. Customize your plan by identifying your company’s gaps and opportunity,
and focus on the channels that bring you closer to your audience. Good search
engines rankings will follow.
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