24 Oct 7 SEO Strategies To Remain Relevant This 2015
Keeping up with all the latest changes in the SEO industry can prove to be a challenging ordeal, but it’s a must for anyone who wants to remain relevant in today’s digital world.
If you ignore these new trends and strategies, you put yourself at a competitive disadvantage and risk being plagued with algorithmic and manual penalties. If your business relies heavily on organic traffic, this could mean losing out on a ton of sales and new leads.
Without a solid SEO campaign in place, you’re leading your business toward a dangerous path. Most online brands have realized the importance of SEO and its impact in terms of boosting sales, but it has become even more important in 2015.
The following are seven tips to keep in mind in order to stay ahead of the competition and avoid getting slapped by penalties.
1. Optimize your website for mobile traffic.
You’ve probably heard about this over the past few years. Brands must develop a mobile strategy to capture the ever-growing demand of mobile visitors. This year, this need has become more apparent.
Google also recently released their mobile-friendly algorithm, which should be enough to convince any webmaster to optimize their websites for mobile devices.
The smartest brands have already invested in responsive web design. But aside from this mobile optimization strategy, there are others areas you need to focus on.
- Page Load Times: In one study, 69% of websites that are optimized for mobile devices were deemed unacceptable due to their slow loading times. Many SEO experts have realized that search engines use page speed as an important factor when ranking web pages, prompting them to make the necessary changes to increase page load speed.
- Overlays and Popups: For many years, Google has said that they want their users to get to the answer they’re looking for in the quickest way possible. It doesn’t really care whether visitors sign up for your newsletter or download your mobile app. The majority of responsive websites already load slowly, so don’t exacerbate the issue by adding unnecessary barriers to accessing the information on your site. It will just hurt your rankings, conversions, and other important site metrics in the long run.
- Supported Content: Be sure not to use any unsupported mobile content, including videos that mobile users won’t be able to play. Using unsupported content means users would have to wade past the content just to get to the information they need, and this is something Google doesn’t like. This could have an impact on your rankings and turn off your online visitors as well.
2. Learn how to monitor SEO penalties or negative SEO and how to recover from them.
Nothing is more frustrating than finding out that your site got hit by a negative SEO campaign or a Google penalty. These can significantly push your rankings down. Ultimately, this would affect the bottom line of your business.
You must deal with these problems as quickly as you can, but this can only be achieved if you monitor your SEO activities regularly. If you still don’t know how to go about this process, take some time this year to learn about it. It will pay off in the long run.
3. Stop focusing on keyword rankings and focus more on return on investment measurements.
Have you ever wished that you could prove that you can make $10 for every $1 you spent trying to rank for a specific keyword? As most webmasters would, you probably answered yes.
Regardless of whether you’re making a report for a client or measuring your own website’s performance, you want to know the return on investment of your SEO campaigns. Focusing on this kind of reporting far outweighs the advantages of knowing where you’re ranking on Google for your target keywords. This 2015, you must shift your focus and try to determine your ROI.
You must learn how to track the activity of your users over an extended period of time. Doing so reveals a lot of important trends such as:
- The initial keyword used by visitors to reach your website.
- When a certain user completes an action that leads to a sale.
- How that user used your website for the remainder of his stay, which tells a lot about his lifetime value.
Sounds like dark magic? Well, you’re not too far off. You can use the advanced technique of multi-touch attribution, something you won’t be able to find simply by turning on different features in Google Analytics.
Some webmasters can build this tracking system themselves, but if you don’t have the technical knowledge to do so, you always have the option of investing in an online tool such as KISSMetrics to do the task for you. Be sure to check out this comprehensive infographic to find out how to use this strategy on your website.
4. Incorporate traditional PR into your link building strategy.
Traditional public relations emphasizes building relationships. Link building, meanwhile, involves creating links pointing to your web properties on high-quality, authoritative, and relevant websites. Have you ever thought of combining these two strategies? They make a fantastic combination which can bring a lot of new leads and sales for your business.
Those who use whitehat link building techniques spend a lot of time reaching out to other bloggers, but the most successful SEO experts receive a ton of guest post requests week after week. This can cause your ROI to plummet, as you would have to fight against the competition for the same guest posting positions.
Instead of simply asking other site owners to feature your business, you should focus on building a great working relationship with them. This immensely increases the chances of your site getting selected over other businesses for a guest post spot.
5. Target broader and more accurate buyer keywords.
You’ve probably heard countless times that you should use long-tail keywords in your content. There’s no doubt that these terms can improve your SEO campaign, but since the release of Google’s Hummingbird update, SEO experts have started to shift their focus from long-tail keywords to buyer keywords.
The Hummingbird update essentially made Google smarter in terms of understanding the broad content and long-tail keywords. According to Rand Fishkin of Moz, Google aims to understand the content and determine whether the page satisfies both queries. If you only use long-tail search phrases, you might miss out on broad keywords which your target customers also use.
As Google continues to release updates for their search algorithms, this problem would only continue to be prevalent. Be sure to use both broad terms and long-tail keywords in your content.
6. Your SEO campaign must be paired with a solid content creation strategy.
Technical SEO works wonders. There’s no question that every website needs it. It ensures that you comply with the best SEO practices. However, it doesn’t necessarily generates a lot of targeted traffic to your site.
Technical SEO isn’t the only thing you need to reach the first page of Google. In order to win the SEO war against your competitors, you must do something that puts you ahead of everyone else. You must have an effective content creation strategy and be able to promote your content on various online platforms.
One article from Quick Sprout gives a few excellent tips on how you can pair these two:
- Publishing content that Wikipedia would want to link to.
- Writing an article based on extensive keyword data.
- Focusing on quality content instead of quantity.
- Including a comprehensive FAQ on your website.
- Reaching out to industry blogs to get guest posting spots.
- Focusing on indirect conversions.
- Optimizing internal links whenever possible.
By utilizing an effective content marketing strategy and SEO best practices, you can gain a significant edge over the competition while providing valuable content for your online visitors as well.
7. Understand the difference between implied and expressed links.
Many webmasters are unable to distinguish between expressed and implied links, but a 2012 patent by Google sheds light on the matter. When you look into all the patent jargon, you basically arrive at this:
- Expressed links actually contain a link to the mentioned resource.
- Implied links, on the other hand, only mention the resource, but no link is actually placed.
Google continues to put more emphasis on brand recognition, which means implied links are important for your rankings.
Implied links are often an indicator that your business is an authority, and Google favors authoritative brands when ranking web pages.
How can you use all these in 2015?
SEO will continue evolving over the years. Ignoring critical updates and advancements in the SEO industry could mean lagging behind the competition. Many actually believe that SEO is more important now more than ever.
Be sure to understand all the key points mentioned above and come up with a solid SEO campaign to bring you closer to your business goals. By keeping up with all the latest changes in SEO, you increase your chances of dominating the search results pages which ultimately means more sales for your business.