If you are a successful business owner, then you’re probably at least familiar with the basic notions behind search engine optimization (SEO). You know that a strong position in Google can help you win new customers every week. And you also probably know that search engine algorithms and formulas are constantly changing, and that a lot of the old tricks and ideas aren’t working anymore.
However, that does not mean you should give up on SEO. For one thing, the benefits of high search visibility are bigger than they’ve ever been. By some estimates, Google currently processes more than 4 billion searches per day. It has immense referral power for your company, and you don’t want to surrender that traffic or those sales opportunities. And for another thing, keeping up with the latest search trends probably isn’t quite as difficult as you might think. In fact, you just have to know which current trends and ideas matter most.
In order to help you cut through all the confusion and outdated information out there, let’s take a look at what business owners need to know about SEO today…
Google’s Basic Formula Still Applies
At the heart of all search visibility is the understanding that Google “reads” your website with automated spiders, looking for terms that match up with the ones searchers use. Also, it will see whether other high-quality websites within your industry link to you as a valuable resource. Get those two things right, and you’re bound to appear in Google more often.
You Can’t Spam Your Way to Success
In the “old days,” a lot of companies tried to game the SEO system by adding low-quality junk pages to their websites that featured the same search terms over and again. Others got away with directing thousands of meaningless links to their sites. These kinds of tactics stopped working a while ago because they could harm your search visibility. You can’t spam your way to SEO success anymore.
Geography Matters a Lot
Being that Google has essentially killed off the Yellow Pages, and millions of users are looking for answers from the phones and tablets while on the go, search engines now factor in geographic location more heavily into their algorithms. It’s important you have geographic terms in your website (like city and state names) so buyers and search spiders can tell where you do business.
Good Web Hosting Makes a Difference
Speed, consistency, and secure connectivity all count as search signals now. It means that fast and stable websites are more likely seen by customers. You can give your company a small advantage over your competitors by paying a few more dollars a month for good web hosting. It also happens to be a great way to improve website performance at the same time.
Mobile Search is a Huge Trend
Mobile search apps, digital assistants, and voice search tools are changing the way SEO works. That’s because people speak differently than they type. Websites with lots of natural language content—especially in the form of blog posts and frequently asked questions—are getting a big boost.
AI is Changing Everything
Google’s RankBrain and other artificial intelligence technologies are moving beyond additional keyword matching. They use advanced formulas to “understand” contextual relationships between pages and ideas on websites. Also they determine quality by evaluating citations, links, grammar, and more. In other words, Google is mimicking its human users and figuring out which search results are good ones.
While it’s true that SEO is undergoing huge transformations, it’s also true that savvy marketers are getting a bigger return than ever on their campaigns and efforts.