As SEO and social media continue to change, are SEO strategies changing, too? No, and yes. In this brief overview, we’ll cover the ten latest, greatest and most effective ways companies of any size can create more exposure and growth in 2015.
1. Start with the SEO basics.
Even though Google search algorithms continue to evolve, getting your basic SEO strategy down is still the baseline for any successful campaign. As one SEO guru said, “If your onsite SEO is wrong, nothing else will help.”
2. Optimize for mobile search.
Recent studies show that by the end of 2015, more than 85% of US adults will have a smartphone. If that’s not a compelling enough reason to make sure your mobile site is good to go, there’s this: Google says nearly 50% of all traffic is mobile. Your mobile site, now more than ever, needs to be equal in presence, content and searchability to your desktop site.
3. Include some keyword combos.
SEO has evolved to consider more than just single keywords. In addition to searching for certain words, Google is now searching for a user’s intent behind the search. So how do you know which combos will work best? You can remove some of the guesswork by using a tool like Rank Tracker, and its “Suggest Keywords” feature.
4. Don’t ignore social media.
It’s always a good idea to search your company on a variety of browsers in a variety of locations and see if your social media pages show up. Ideally, you want a page from your website to appear higher up on the list of results, but if social pages are close behind, your community is engaged.
5. Pair up with PR.
Don’t just ask for links – earn them. Work with a PR firm (or consultant) to produce and introduce interesting and relevant industry content. If the keywords and tags are appropriate, these “outside” campaign elements will go a long way towards bringing new visitors to your site and establishing your company as experts in your field.
6. Optimize for local search.
More people are using Google for local searches. So add location-based keywords to your website (Columbus Ohio Wedding Venue, for example) and use free tools such as Moz Local to make sure local directories list your business information accurately and consistently.
7. Think like a publisher.
Search engines give more weight to people now, not companies – especially as many sites adjust content to the news media formula. Writers are getting their share of credit, and gaining their own voice. Like a publisher, support – and associate yourself with – good writers and good content.
8. Include some videos.
According to KISSmetrics, consumers are about 75% more likely to make a purchase after watching a product video. In 2015, small businesses should submit optimized videos not just to YouTube, but also to Facebook, Twitter and Tumblr. Not only does this allow you to show and not just tell, it can increase the dwell time on your site. Here are some video tips: Make sure the video is at least three minutes, use a good title and description, and provide helpful, appropriate links.
9. Keep your site fresh.
This one is simple. Google tends to reward sites that contain regularly updated fresh content. So make sure you use an easy-to-use platform like WordPress to allow more people to make more updates more often.
10. Deliver a first-class user experience.
Content aside, today’s websites need to be easy to navigate. In fact, Google’s algorithm ranks sites that are easy to navigate above sites that have links from high-authority sites, such as Forbes.com or CNN.com. The old adage, KISS (Keep It Simple, Stupid), continues to apply.