Digital marketing is a dynamic industry that shows no signs of declining. In 2022, Google rolled out numerous updates that lowered page rankings, demoted unhelpful content and relegated websites with spammy links to the latter pages in search.
Every time Google releases an update, digital professionals hold their breaths and wait for the changes in the website’s performance metrics on their analytics tools. Once updates have settled and rankings have been affected, developers go back to the drawing room to strategize anew.
While Google has made no indication of when they’ll be deploying the first update for 2023, it’s best to stay prepared by incorporating the practical tips we’ve listed below into your SEO strategy. Keep reading to learn more about some of the best practices you can exercise to keep your website ranking at the top of search results.
Aligning Marketing with Developers
Keeping a good working relationship between your contributors and developers is a critical step in solidifying your marketing strategy. In general, Google’s updates are made to eliminate the possibility of gaming the algorithm. Creating useful content that reads like a conversation is the only assured method to rank high consistently.
One technique for you to ensure that your pages rank is by having your developers and marketers on the same page. Collaboration between these two departments can guarantee personalized websites that cater to the specific needs of your visitors. It can also serve as an excellent learning opportunity for both units to understand the process behind each task and equip each team member with a better grasp of the digital marketing landscape.
Having this synergy between teams can provide more impactful results. For example, your SEOs can give your writers the structure of the page they’ll be writing for. This gives the contributors an idea of where their copy will be displayed and help them select the right words to maximize impressions.
Making Helpful Content
A strategy that has stood the test of numerous updates and a principle that digital marketers everywhere adhere to, is the creation of informative content. The best technique for securing your website’s spot at the top of search results is by deploying helpful content that’s relevant and specific to your targeted topic.
Regularly putting out informative articles can help keep your content fresh and sustain high search rankings.
Creating an FAQ Page
Companies often underestimate the usefulness of an FAQ page on their website. What they don’t realize is that Google is more likely to feature a page that answers its clients’ queries. An excellent practice you can implement is to keep product pages as informative as possible for your customers.
In addition to that, Google’s snippets, or position zero, often feature how-to pages. This spot is reserved for articles that the AI deems helpful. If you’re aiming to have your article featured as a snippet, here are some things to keep in mind:
Create headings that answer questions
Keep your content relevant
Aim for keywords with low difficulty, but high search rates
Write for your audience
As of July 2022, Google has kept 83% of the world’s search engine market share. While the company continues to innovate its processes and systems, some SEO actions turn obsolete with every new update rolled out. For example, keyword stuffing is no longer an acceptable practice after the BERT update. Organizations planning to apply this technique on their pages can incur penalties or even deindexing from the search engine.
SEO solution providers continue to enforce the best practices of integrating keywords throughout the article, meta data and first 100 words. The use of LSI keywords is also another way for you to answer your customer’s queries. Finally, aiming for low-hanging fruits is another method to consider. These words may not be ranking on the first page, but with a little push they might just do so.
A strategy you can consider adding to your arsenal is to stick to one keyword group per targeted page, which serves to help your content avoid keyword stuffing, optimize your page’s rankings and pull your website’s total performance up.
To illustrate, if you’re targeting to rank for “digital solutions,” you can include multiple variations of the keyword underneath that group. Below is an example of this approach:
Keyword Group: Digital Marketing
Digital Marketing Company
Digital Marketing Solutions
Digital Marketing Agency
Digital Marketing Firm
Digital Marketing Companies
Targeting Voice Searches
Smart devices have been a staple in people’s homes for quite some time. It’s not unusual to hear people say, “Hey Alexa!”, “Hey Google!”, and “Hey Siri!” wherever they may be. With more and more individuals asking their digital assistants to provide them with the information they need hands-free, the frequency of voice searches has also increased.
Implementing conversational queries into your articles is one strategy that can have digital assistants referencing your content. However, these AIs focus on answering inquiries as concisely as possible. So, it’s best that you structure your website’s content to answer these questions briefly before expounding on them later.
For instance, if someone were to ask, “What are the best laptops on the market right now?” you’ll need to give a short list of your top picks before stating your reasons.
Maximizing Local Searches
Optimizing your website’s local schema to display your business address, phone number and operational hours can help Google index your site and understand what you offer. The product schema optimizes searches according to the user’s location. This utilizes Google’s “Near Me” and knowledge graph function .
Aside from amending your product schema, you can also utilize several websites to improve your company’s visibility such as the following:
Google Business Profile
Making use of these directory sites can be beneficial for companies with physical locations.
Google’s algorithm largely relies on three indicators to crawl pages: expertise, authoritativeness and trustworthiness. The importance of these attributes is baked into the search engine’s system and has no plans of going away. In fact, Google has improved on this principle by adding “experience,” making it EEAT.
Experience relies on your business possessing quality reviews of your products alongside your page’s expertise, authoritativeness, and trustworthiness.
Optimizing Website Functions
Focusing on your user’s experience is another metric that Google takes note of. The increasing number of mobile users means that more searches are performed on phones rather than desktops. This has led Google to heavily consider mobile optimization in their search engine rankings.
Of course, a page’s loading time is still part of the criteria. Designing your website to be media rich and user-friendly has been proven to positively impact customer purchase intention and brand loyalty.
Crafting Media Rich Articles
Creating engaging content that utilizes several media formats is a sure-fire way to climb the search engine ranks. Google likes websites that are rich in media and can balance text, video and images while minimizing page loading times.
Crafting articles that have multiple media formats incorporated into them through effective page design can reduce bounce rates. Including short videos that are easily digestible can retain users on your page longer, but it’s critical that you add descriptions and tags for these media to help Google understand its contents.
Aside from creating helpful content, regularly evaluating your website using auditing tools can support your site’s health by alerting you of any errors. These tools can also give you an idea on which pages are performing versus what isn’t, thus providing you with an opportunity to augment your strategy in consistently creating high-performing pages. Here are some auditing tools you can use to maximize your site’s capabilities:
It’s also crucial that you install Google Analytics, Google Search Console and Google Tag Manager as early as possible, so you can monitor your website’s progress. Installing the necessary software early on will give you the historical stats you need to track your growth.
Improving Results with Pantheon
Implementing the practical tips we’ve listed above can boost the odds of getting swift results on your SEO strategy. While the SEO strategy of your content can be done effectively with the help of an aligned marketing team, creating an engaging mobile-friendly website requires the expertise of a web developer.
Pantheon equips you with the tools to improve your user’s experience through its comprehensive web development plans. Augmenting your website to yield the best digital experience is made simple with our software.
Contact us today and see how you can elevate your platform to deliver exemplary results.
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