The COVID-19 pandemic has changed the lives of people around the world. Socializing and online shopping activities have been transformed by implementing lockdown measures and physical distancing measures. For many companies, changing to increasingly digital remote work may be how they run their business in the future. So, now is the time to ramp up digital campaigns to keep your company in the focus of your current and potential customers. The increase in organic searches shows the importance of creating SEO campaigns to get the desired search results.
According to this BrightEdge report, as the landscape changes with shifts towards paid searches and membership as the top contributors to website traffic, it is increasingly important to improve your SEO strategy to get the best results for your business. We’ll show you why SEO is more important than ever and share best SEO practices in 2021.
Top Reasons Why You Should Focus On Your SEO To Drive Your Business
Evergreen content will remain essential
Focusing on evergreen content in your industry will remain critical and will build up views over time. As a good practice, you should combine greenery with trending topics to generate traffic and prepare for the future at the same time.
According to SEO specialist Jill Whalen, excellent SEO work will not improve over time. Companies should only base their search engine strategies on the search engine’s ranking algorithms.
Research will continue to grow
As it has during this pandemic, online platforms are dominated by paid searches and memberships and may do so in the future. Marketers also believe that SEO is the most stable and most fundamental strategy for promoting a brand, product, or service. They also agree that SEO is a cost-effective marketing channel that can deliver results.
A 2020 survey showed that 65% of advertisers believed that companies would invest more in advertising campaigns to produce direct sales. This result makes SEO the most preferred platform for most B2C and B2B marketers.
Another survey found that a large percentage of agency and marketing professionals in the United States have maintained their SEO campaign budgets in 2020 compared to other efforts such as paid social media, digital video, and display advertising. Marketing campaigns focused on search engine optimization are on the rise.
SEO platforms improve remote work
The pandemic has spawned many search engine optimization (SEO) platforms as enterprising companies scrambled to meet the needs created by the remote working boom. These platforms have also helped improve the efficiency of B2B companies by utilizing SEO in their marketing efforts. The increasing success of B2B marketers who work at home is likely to increase the demand for search engine optimization (SEO) platforms.
SEO is growing as a marketing tool independent of COVID-19. According to Orainti founder and international SEO consultant High SolisWe will see an increased importance and use of structured data due to the increase in the number of searches on mobile devices and the voice control of the Google Assistant. It also predicted a growth in predictive search features and the adoption of a more technical SEO ecosystem.
SEO provides a competitive advantage
Another indispensable reason for SEO is to allow Small and Medium Enterprises (SMEs) to compete against their biggest competitors. It gives small and medium businesses a competitive advantage since they usually have only one activity to focus their SEO efforts on, compared to their larger competitors. If you are a small to medium business, SEO is the best tool for increasing brand awareness, building trust, and interacting with your potential market at an affordable price.
Based on the Hubspot study, brands who post at least 16 times per month generated 450% more leads than those who posted a maximum of four. If you want to take advantage of SEO, create evergreen high-quality content, and focus on both COVID-19 related and industry related search terms.
SEO will support future business campaigns
Focusing on your SEO strategy will pay off later. It will serve as the basis for building your moves in the future when many companies are operating like before the crisis. You should include ways to help your customers strengthen your relationships and prove their loyalty to your brand.
According to Mosul’s Vice President of Digital Strategies, Patrick ReinhartThis is the time to plant trees for SEO as they will provide shade on future sunny days. Companies must create content that deals with the current situation and the future. In his tweet, Lynn R. Ellis He claimed that B2B marketers who develop their own SEO campaigns will help them achieve expanded search success after the pandemic.
SEO best practices to use in your business
The effectiveness of SEO as a marketing tool will largely depend on your ability to get your target keywords to rank well on Google and other search engines. You must strive to reach the top ten and appear on the first Google page to get results. why? Based on a HubSpot study, 75% of users only looked at their front page results while searching. Here are some of the best SEO strategies that you can use to rank your posts on Google:
Use keywords in your URL
A well-organized URL increases the visibility of your content to search engines and your visitors. Creating an excellent URL makes it short, easy to read, and includes your primary keywords. You should also avoid using stop words to make it brief and direct.
Optimize your website to satisfy users
Google places a premium on the quality of the user experience in its website rankings. Ensure that your pages are responsive to ensure visitor satisfaction and improve your reputation with Google.
Some of the strategies to improve your website include achieving excellent page speed, eliminating intrusive pop-ups, and using subtitles, screenshots, images, and videos in your content. Also, use white space to improve the readability of your content.
Develop content that matches the research objective
To increase the visibility of your content with Google, align it to your search objective or user intent. To achieve this, know the types of search intent and use the right business words when writing your content. Common types of user intent are navigational, informational, commercial, and transactional.
In navigational intent, the user’s motive is to search for specific applications or websites, while in informational, the objective is to search for specific data or information. The user is searching for a product or service with a commercial purpose but without a decision yet. In intent transactions, the goal is to buy. When creating your content, always remember to align it with the intent of the user.
Create interesting title tags and meta descriptions
Google’s algorithm gives importance to content title tags and meta descriptions during search. Title tags directly affect the appearance of your content during search queries, while meta descriptions affect click-through rates (CTR).
When creating your title tags, keep them brief but descriptive. You should also include your target keywords and match them to your search intent. Also, refrain from using the same title tags and avoid keyword stuffing.
When writing your meta descriptions, keep them to a maximum of 160 characters, and they should reflect the main subject(s) of your content. Also, be sure to create a unique meta description for each post, use action-oriented words, and include target keywords.
Take advantage of enhanced photos
Images can help increase your website’s overall appeal and user experience for visitors. However, images can negatively affect your page loading speed and user experience if not done properly. To achieve the best results, you need to improve your photos.
To enhance your images, you should use JPEG or PNG image formats, compress them to speed up loading, and include alt text to make them visible to Google. You can use free tools like ImageOptim, ShortPixel, and TinyPNG to compress your images. You can also use the slow loading strategy of junk images and videos to improve page load time. You can use the free a3 Lazy Load plugin to upload your videos and photos.
Write long content
Another best SEO practice is to post long articles (more than 3000 words) on your website. Based on a SEMrush study, long forms perform better than others in the Google ranking. In the study, longer content posts, traffic, and backlinks were 400%, 300%, and 3.5% higher than articles of medium length, respectively.
When writing long content, you should use target keywords that balance keyword difficulty and search volume. Use long-tail and mid-tail keywords strategically to reach your target customers.
Use trusted backlinks
Another crucial factor that Google uses in ranking web pages is backlinks. However, links from unwanted websites can harm your ranking. To avoid this, be sure to create authoritative backlinks to your site.
An effective strategy to get high quality backlinks is to investigate and copy your competitors’ link building techniques. You can use tools like SEMrush’s Backlink Gap to scan competitors’ backlinks and create a plan to steal their official backlinks.
Include internal links
Internal links play an important role in improving your Google ranking if they are used appropriately. These links create an information hierarchy for your site and inform Google about the topics of your content. To improve your website, link the low performing pages with the better performing pages. Ensure that the best performing pages are relevant to the content you are linking to.
To test the quality of your internal links, you can use tools like SEMrush. These tools can help you identify and resolve internal link errors on your site.
Maximize your page speed
– An unresponsive page may frustrate users and force them to leave your website. You should improve your page loading speed to satisfy your users to avoid this. To check your speed, you can use free tools like Google’s GTMetrix and PageSpeed Insights. These tools will also recommend strategies and fixes to speed up your page load time.
Your SEO campaign allows you to engage with your audience and prepare your business for 2021. Incorporating best SEO practices into your campaign will increase your pages’ exposure to a large number of users. However, our SEO experts are always willing to help if you are not sure how to go about it.
This article was previously published on the SocialSellinator blog.