Elevating your company’s SEO should, and will, be an ongoing process. Trends are always changing, always evolving, and the work is never really done. That being said, here are a few quick actions you can’t afford to NOT do in the rapidly changing digital environment:
1. Get serious about mobile optimization
We all know that making your content mobile-friendly is a must, and SEO is no acceptation in this regard.
Luckily there are tools for doing this successfully. While Google is still attempting to properly maneuver around the mobile end of things, the company released the second version of their 'mobilegeddon' update last May. According to an article in Search Engine Land, the mobile-friendly algorithm is aimed to “increase the effect of the [mobile-friendly] ranking signal,” making it easier to find relevant websites and give them a higher ranking in search results.
In case you have some doubts, this is important because:
2. Know that the bigger the better
According to American Marketing Association, articles between 1,200 and 1,500 words have better search engine results page (SERP) success than shorter content. The reason for this is pretty obvious: the more content the more possibilities of keywords and images ranking on your page.
Of course, releasing wordy articles can seem a bit daunting. After all, shorter content has its appeal among younger audiences and their (arguably) shorter attention spans. But the fact remains that longer content, on average, sees better search results. So, break up those length pieces with subheadings, bullet points or numbered lists to keep attention stronger while producing more keywords.
3. Focus less on organic search, more on app optimization
“The future of online success will not be dependent on organic search,” said Barry Adams, Founder of Polemic Digital, on linkdex.com. “Instead, I see an online brand’s growth rely on how successfully they’ll be able to integrate with existing dominant platforms. News hosted on Facebook and Google, e-commerce through Twitter and YouTube - those will be the trends that will pave the way for online success in the coming years.”
That means that the use of deep linking, app indexing and app streaming should be in the toolbox of anyone looking to improve SEO.
4. Don’t lose sight of user experience
All of this talk about shifting focus to mobile and app optimization can seem like a relatively tall order, but the idea is still the same: You’re still creating content directly relevant to and attainable for your audience. After all, what’s the point of putting in the work to improve SEO if the content you’ve promoted isn’t of top quality?
While emphasis on ranking is important, remember that content remains number one. Never lose sight of the fact that users should experience clear, accessible access to the content, resulting in increased exposure, conversion rates and customer satisfaction.
This week, Future CMO Club member Patrick Judge shares with us who inspires him in the marketing industry and what top characteristics he believes tomorrow's CMOs must have to thrive.
"I’ve had many good managers that have guided me - that shared experience from a past position not only makes them great friends, but amazing mentors."