Driving Traffic Through SEO
Most marketers already understand that the speed at which different SEO techniques are changing is constantly increasing. This is because Google’s algorithm is getting more powerful and gathering more data every day. That means it’s not only analyzing and understanding websites, but that it’s also incredibly effective at keeping thousands of people within its algorithm. However, these types of things are what make it a lot harder for companies that are relying on the organic search traffic from Google as a promotional effort.
By making knowledge panels a lot more prominent, disguising ads, and displaying images or videos at the top of search results, the organic search result listings get pushed further down the search engine result pages. This also results in fewer organic clicks as well as an increase in companies having to invest in paid ad listings in those results pages. To combat this issue, companies have to create faster websites and better web pages, and focus on getting better than the market competitors.
Website Performance
Before a company’s website performance can be improved, it should be tested, and the company should understand the results from those tests. There are plenty of available tools online that help companies determine how a website gets ranked based on keyword searches. No matter the results from those tests, the goal of every marketer is to get a website on the top of those result pages. With a higher ranking, more users are going to be finding the website and Google will be directing more organic traffic to that website, which will boost the overall return on investment of a company’s SEO strategy.
Content Optimization
In SEO, content optimization means including both primary and secondary keywords with the correct densities, having the right word count for the content, ensuring the content has great readability, and having the best meta-titles and description tags. While every search engine is different, when it comes to Google, plenty of the users’ queries are immediately answered in a featured snippet. Google’s algorithm already understands what kind of information is required to satisfy the users’ search queries, which is what companies should be looking to do with their own content.
User Experience
As a search engine, the goal of Google is to find the best possible information for every question a user puts into the search bar. If any search efforts from a user doesn’t result in finding relevant information, that user will be less likely to use that search engine. Since Google has been providing users with information quite well, it became the most popular and largest search engine in the world.
When optimizing a website for SEO, companies have to think about the goal of showing the best possible results in Google’s results pages. That means if a website seems outdated, untrustworthy, or is slow , users are going to go back into the search engine result pages and look for a different result. That means the company loses a user as well as a potential conversion, and that website is going to rank lower on the result pages.
