As any business with an SEO campaign would know, the digital world is always changing – and forcing you to change with it or risk being left behind. With 2019 fast approaching, we’ve started putting together tips for SEO to allow you to be thinking about how your strategy can be made better in the new year – here are an additional five that will help you shape your 2019 to be the best yet.
Less is more when it comes to keywords
If you’re guilty of stacking dozens of keywords on each targeted page, now is the time to deviate away from that. Over the past year or so, we’ve seen search engines favour websites that incorporate highly relevant, reputable keywords more than anything. It’s all about quality over quantity!
Do your research and figure out which phrases will offer the best long-term solution for your campaign. It might seem daunting to remove so many of your less prominent keywords at first, but Google will reward you in the long-run!
Focus on the quality of your content
Not only are keywords becoming more important, but so is the way in which you incorporate them into your website. Google has become better and better at reading the content on each page and discerning whether it is truly relevant to the business, or simply trying to fit in as many keywords as possible.
The beginning of 2019 is a great time to refresh your content, ensuring it reads exceptionally well, draws the audience in and includes your keywords as naturally as possible.
Remember, the goal is to give your audience the information they need to convert into customers – so look at it from the perspective of someone who wants to learn why they need a product or service in their life.
Create compelling, long-form content
Over the past couple of years, SEO has grown to incorporate much more than merely your targeted product pages. Now, Google is looking at long-form content more and more – and rewarding those who do it well.
Research has shown that longer content such as blogs and eBooks have a good chance at ranking and converting the customers who read them. This is likely because, as Google themselves have stated, roughly 10% of people who use the search engine every day are looking for reliable information on a broad topic. Long-form content appeals to those who want in-depth information, and Google rewards businesses who take the time to create content that does just that.
Always do your research
Knowing where you’re standing from an SEO point of view is essential to keeping your campaign performing at its best. But don’t worry – because you don’t need to be a tech expert to figure out where you can improve.
You can do your very own keyword research simply by typing in a key-phrase you’re using and looking at what those who are ranking above you might be doing differently. The top-ranked sites will likely have many different qualities in common, and by comparing these to your targeted pages you will be able to discern what may need to change.
Incorporate video content
Video has fast become one of the most preferred avenues of communication for audiences all over the world – and Google knows it. In 2019, it’s a great idea to develop video content for your website that draws the audience in and provides information in a way that words simply can’t. Most people don’t want to read a 1000 word product page, but they will happily watch a 30-second video that shows them exactly what a product does.
The good news? It doesn’t have to be expensive or time-consuming to do so! Filming a demo for a product page or incorporating a testimonial video is a great way to convert your audience into paying customers. In doing so, Google will identify that you’re using a range of different content types to provide information to your audience and will rank you accordingly.
Sharon delivers exceptional results as Head of Strategy for Digital Eagles, a Melbourne marketing agency. With a Bachelor of Marketing & Masters in International Business, Sharon is a strategic specialist in the industry, with a passion for being creative and helping businesses grow and scale effectively.