Sell More With [SEO of the Present]
Search engine use grows day by day. As users’ lives get more connected with Google and other search engines (according to Statista, there’s 1.17 billion people using Google; 292 million use Yahoo; 267 million use Bing) and all its features, SEO becomes a more valuable investment for businesses around the globe. If your entire customer base uses the internet (and probably a majority of your consumers do), what reason would there be not to use SEO? People are finding businesses every day; it’s just a matter of process to get found yourself.
True, with all of Google’s updates, it’s hard for some businesses to stay on top of things and get traffic. A sound tactic one day – say, buying backlinks, keyword stuffing, or other black hat tactics from years ago – might be disastrous the next.
So how do you know what’s what in the SEO world? Lucky for you, we’ve been studying search engine behavior for nearly a decade. To break it down for you, think of SEO as two parts:
[SEO of the Past] and [SEO of the Present]
We’ll call [SEO of the Present] SEO 2.0, to make things simpler.
Part 1: How has SEO evolved?
1. A shift of focus to mobile devices.
2. Google and Bing get smarter and more social.
Each successive search engine update has took a step closer to personalization, becoming more reliable at giving a user what he wants to see based on the user’s interests, location, browsing history and other personal factors. Kind of creepy right? Well, fortunately, that personalization is what helps you reach your target demographic and weed out the window shoppers.
A business’s social network presence also affects rank. The more people talk about you in the social sphere, the more likely you are to be found on search engines.
3. SEO has become more than just SEO. It’s a complex network of ever-evolving strategies and tactics.
Being up to date with SEO means being flexible to change at any given moment. SEO 2.0 takes a wholly different approach than [SEO of the Past].
This also means e-commerce sites have to take into factors new factors like mobile-friendliness and providing user-friendly content.
Part 2: [SEO of the past] vs. SEO 2.0
There are a number of key differences between what was important for SEO several years ago and what SEO 2.0 relies on today.
1. Page relevance is more important than ever. That means content and page structure must be clear enough so that search engines know exactly what the page is about. That means detailed keyword analysis becomes an integral process in determining if a page is SEO 2.0-worthy. If necessary, entire pages based on specific search queries can be created.
2. There is a much heavier emphasis on on-site optimization. Its effect on ROI-growth has had a considerable increase over [SEO of the past]. Unlike [SEO of the past], SEO 2.0 takes into account that it’s not enough to simply perform a few basic tasks inside the website and put all your hopes into external factors (like backlinks).
3. Content should be designed for a structured and interesting reading experience. In other words, copy designed for humans, not search robots. By “structured” we meet appropriate heading, subheading, lists, bold and italicized text, and so on. Anything that makes text more pleasing to read and less cluttered will only benefit you in SEO 2.0.
4. There is a much heavier emphasis on analytics and auditing in SEO 2.0. This includes general web analytics and external factor audits. Let’s break these two down:
– Finding out the most effective channels for attracting traffic.
– Tracking behavioral factors with the help of heat maps.
– Analyzing social signals.
– Analyzing mobile audiences.
External factor auditing:
– Determining backlink quality.
– Determining unnecessary backlinks.
– Studying effective competitor backlink strategies.
– Removing search engine penalties.
5. SEO 2.0 always has the user in mind. At the same time, search engine recommendations are implemented whenever possible.
In most cases, simple SEO consulting is ineffective because of the typical “gym syndrome,” meaning the client understands the need to develop a business but when it comes to doing something by themselves, the enthusiasm disappears very quickly. That’s why SEO 2.0 puts a heavy emphasis on both agencies and clients to work together.