Today’s internet users are changing the way they search the web and as a result, search engines are constantly evolving to adapt to this change. This has had a significant impact on how searchers find content and how content is being ranked, which affects business’ overall SEO performance. Gone are the days when measuring your SEO success was solely based on keeping track of keyword rankings. With so many factors that now come into play to achieve SEO success, it’s time to rethink your content marketing and social media strategy to keep pace with the ever-changing search landscape. You’ll need to consider how you can restructure your content so that it appears in prime search locations.
Take a look at some of the ways search engines are changing along with searchers. We will address several key considerations to take into account on how to improve your content marketing strategy to keep up with this changing landscape.
It is predicted that mobile is going to become the dominant device for search in 2019. Many users are now conducting mobile searches more than searches on any other device (e.g. tablets and desktops).
Key considerations: In order for your content to rank highly and achieve SEO success, you must ensure that the content on your website is fully optimized for mobile. How do users absorb mobile content? Mobile friendliness is key. Google now expects webpages to load in under 3 seconds. Improve your website load times by compressing images on your webpage and make sure that your content is easily digestible. Huffington Post is a prime example of a company who has nailed their mobile web experience.
Their content is easily scannable, digestible, and ideal for on-the-go mobile users. When you compare both the mobile and desktop versions, Huffington Post’s mobile site is optimized to fit a smaller screen and also has fewer words on the homepage. As a result, readers are able to easily skim the webpage for content.
According to Forbes, 50% of search queries will be from voice by 2020. Voice search is dramatically changing the way people search the web. This has been made possible with the help of voice assistants such as Google Home, Alexa, and Siri. As a result, search engines like Google are placing a greater emphasis on voice search optimization.
Key considerations: With voice search on the rise, the way content is being ranked is also changing. How will this affect your overall content marketing and social media as ranking factors? Instead of using short and snappy keywords to optimize your content, try to make better use of long-tail keywords. Long-tail keywords involve specific keyword phrases. To effectively adapt to voice search, try writing the way you speak in order for your content to rank better. For example, when users type a search query on Google, they’ll usually type “Toronto weather.” However, when users conduct a voice search, they’ll typically say, “What’s the weather in Toronto?” Since voice search and SEO pick up on users’ natural speech patterns, keep in mind to use a more conversational tone in your content and social media marketing strategy to help boost and improve your search rankings.
Cheryl Baldwin, Director of Marketing Communications at WSI, oversees WSI’s Marketing Department. She’s an integral part of the WSI’s global brand presence and corporate identity.