There are plenty of trends for leaders to stay on top of the game from PR trends that affect their branding on a larger scale to the content marketing and social media tools that affect their day-to-day communication, leaders have a lot on their plates. However, day-to-day advancement has also lead to change of behavior and results online which create new opportunity for us; to come up with better solutions and tricks to keep SEO performance growth healthy and consistent.
Here are four new and powerful trends in SEO you need to know about now:
Search is taking on new and different formats.
Most marketers tend to think of search as it relates to audiences typing queries into search engines, but that’s changing. You can now speak directly to Alexa or Google Home and search using your own voice in your own words. This is pushing the industry to learn more about its consumers and exactly what they want. People are searching more than ever, probably because they have more ways to perform those searches. It’s your job as marketer to figure out how to influence search results on these different platforms. That comes down to getting into your audience members’ heads; understanding who they are, and delivering what they want. Only then can you start to unlock the analytical and creative processes of optimizing for search.
Paid search is SEO’s biggest competitor for marketing dollars.
Despite the fact that people tend to scroll straight to organic results on search engine results pages, the paid ads industry is still huge; making pay-per-click one of the biggest competitors for SEO dollars. Sure PPC can be a great way to test your organic strategy or boost your high-performing organic efforts; but building out your organic SEO efforts is a more effective long-term strategy. Eventually, we’ll see more and more money funneled into marketers’ organic search efforts. But a lack of patience is sacrificing the beauty of organic SEO.
Marketers have to remember the long-term benefits of their search strategies.
When marketers start making search a priority, it’s not uncommon to see them focus on short-term wins — early signs that things are going well — before they spend a lot of money on tactics that aren’t getting them much closer to their goals. The thing about search is that the biggest benefits typically aren’t visible right away. Paying to play in the short term is fine to get started, but you have to build your long-term content marketing strategy to create a foundation for your brand and your audience over time. SEO is more of a brand-building and authority-boosting tool than a strict transaction. It doesn’t help that many times, marketers are bound to think in the short term, like through monthly or quarterly goals, instead of one to three years down the road. If you put in the time and budget to do it right, it should land you future sales calls, not just sales calls today. Marketers and content creators would do well to remember the big picture as they execute individual search tactics.
Content Gets Denser
Speaking of content, there is another trend that experts are predicting– the rise of denser content. According to Smart Insights, there was a time when tons of brief but “fluffy” content-wise posts sufficed, which was eventually replaced by lengthy, seemingly complicated content to rank in SEO. However, those two extremes are now being replaced by what is referred to as Dense Content. Simply put, Dense Content is when one offers tons of information using the smallest space possible. Of course, this presents an entirely new challenge which would definitely involve some spark of creativity and the flair for creating stunning visuals. But of course, the challenge is what makes SEO very interesting.
Keeping up with trends in SEO and actually executing a strategy that generates the kind of results you’re after is challenging. But it’s well worth the effort. It helps you build your brand, attract and engage your audience, and generate leads, sales, and opportunities. Start with these trends, and make SEO a priority for your team. If you don’t, then we promise your competitors will!
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