Search engine optimisation is one of the only online marketing channels that continues to offer advantages for websites. Through incorporating different elements such as key words and hyperlinks, you can continue to grow your website traffic. SEO aims to increase organic search results, driving authentic search traffic towards the site. It gives analysists the opportunity to distinguish between traffic originated from paid searches, social media, and organic audiences. Research has shown that out of all the US’s searches, only 2.8% of people click on paid advertisements. With less people visiting advertised sites, it is clear how organic searches now appear more credible to the public. However, the requirements for keeping up with the credentials of SEO continues to change, the industry constantly evolving along with its regulations.
Localisation of SEO
One new change which has been made towards SEO includes its localisation. With more consumers buying local, it is evident of the push towards more localised search results. Through Google boosting the interactions between searchers and local businesses, there have been more country specific content presented within the past few months. This allows for more user specific results to be found through the search engine, presenting individuals with sites that are serving them locally rather than in non-specific areas. Google are driving towards presenting results which are more beneficial for its users, granting more time to be spent on generating quality, organic reviews on websites such as Google My Business. Considering this, sites that want to tighten down their target audience geographically are being encouraged to include their location within their website and copy, allowing Google to rank their website higher.
Another addition to SEO is the incorporation of passage indexing. The use of natural language processing alongside indexing web pages allows Google to understand more specific passages within website copy. For example, when searching a query, Google will find an answer that optimises key words used within the passage whilst indexing the web page for further information. This allows a condensed and specific answer to be displayed on the search results page. To make the most of passage indexing, it is important to divide your content into sub-categories, using heading tags to organise your website copy. For longer content, however, it can be useful to have a table of contents. Whilst this keeps website traffic engaged, it also saves their time by directly pointing towards the answers they are looking for.
Optimisation of Mobile SEO
With more people using their phones for a quick answer to their questions, it is important as ever to ensure that your website performs for mobile devices. The content of your website needs to have specific information for your users to remain engaged both at their desktop and on their mobile. Therefore, it is being recommended that if you have separate web pages for desktop and mobile use, that these sites are merged. This is particularly important when considering how Google will often dismiss your desktop site and base your SEO ranking solely on the traffic of the mobile compatible site.
The Future of SEO
As the year progresses, the requirements for SEO ranking continues to adapt, marketers constantly being challenged by these alterations. However, through implementing the changes which are encouraged by Google, SEO can continue to help increase your websites organic growth.