Although the digital marketing landscape is always changing, SEO (search engine optimisation) remains vital for any business to succeed online.
Due to the constant changes, it can be very difficult to keep up with what is current, especially with the introduction of AI (artificial intelligence).
We’ve put together a few strategies for you to use when considering your approach to SEO.
1. Conduct audience as well as keyword research
Keyword research is essential for all SEO strategies, as it allows you to identify what words you will be targeting.
However, you must also identify the audience you would like to target, and consider that audience when putting together content for your site.
You must ensure that it appeals and speaks to them in a familiar tone, making it easier for them to understand and relate to.
2. Analyse the meaning behind queries
In order to provide users with better results, Google established what users are looking for based on their queries.
It took Google over five years to create language models that provide users with the most relevant information available, based on the few words they put into the search bar.
This is what Google said about the meaning of a query:
“If you used words in your query like ‘cooking’ or ‘pictures,’ our systems figure out that showing recipes or images may best match your intent. Our systems can also recognise many queries have local intent, so that when you search for ‘pizza,’ you get results about nearby businesses that deliver.”
Therefore, you can alter different types of web content to match what your target audience will be searching for, in an attempt to be more accessible from those searches.
3. Create relevant content
Adding onto the previous point, putting together content that meets your audience’s needs will make your website more likely to be discovered.
Google stated:
“The most basic signal that information is relevant is when content contains the same keywords as your search query. For example, with webpages, if those keywords appear on the page, or if they appear in the headings or body of the text, the information might be more relevant.”
This will therefore also tie in with the keyword research, meaning you must use those relevant key words in your content, to match up with your targeted keywords.
4. Content usability
Your site needs to be easy to access and navigate around, creating a more positive user experience.
This includes speedy page loading speeds, and having a menu that is easy to navigate around. This reflects a positive light on your website and business, as users will remember it as a website they found easy to use.
If you need any assistance with your website’s performance, get in touch with our team at Engage Web today.
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