Seo content

SEO content strategy tips to boost your ranking in 2019

Regardless of your industry, the size of your business, the products or services you offer, or the audience you serve, I can assume one thing with near absolute certainty: you want to appear on the first page of results for Google organic search. And you’re probably spending at least a portion of your budget on some SEO content strategy that will help you get there.

With approximately 3.5 billion searches performed per day, Google is the unofficial gateway to the internet and, therefore, the primary vehicle for building brand awareness. So it’s no wonder that every digital marketer is concerned with search engine optimization. And while every year someone claims SEO is dying (or already dead), we can safely predict that it isn’t going anywhere anytime soon.

In fact, SEO is more alive and active than ever, thanks to constantly changing search algorithms, and not keeping up with its evolution could ultimately hurt your rankings. Here are several tips to help you get to the top and take advantage of all the organic traffic and brand recognition that comes with a first page result.

Take a people-centered approach

A decade ago, figuring out how to optimize for SEO often meant pumping out as much keyword-stuffed content as possible, and in the case of content farms, sacrificing quality in the process. As you may remember, Search Engine Results Pages (SERPs) were once inundated with mindless garbage, while its creators sat and watched their search engine rankings skyrocket.

Then came the count.

In 2011, Google released its famous update to the search results ranking algorithm, Panda. The update significantly reduced the rankings of what the search engine called “lightweight sites,” those that offered little or no value to search engine users. Almost overnight, content factory attackers saw their traffic drop to zero. And so began the quest for many brands for better, human-centric content.

Today, Google, Bing, Yahoo! and other research giants are dedicated to preserving the quality of research by constantly updating and re-evaluating their algorithms. This is because search engines have (literally) one job: to deliver the best, most relevant content to users, every time. In other words, there is no way to “trick” the system, so don’t waste your time. Your audience’s experience is paramount and your first priority should always be to create great content.

That said, there are a few things you can do to amplify your already awesome content.

Watch out for big shaking

While search engines work the same way they always did by returning the results of queries entered by their users, there are a few trends and developments that can change the way people find your site.

RankBrain

RankBrain isn’t particularly new, but it’s one of the biggest changes Google has made over the past few years and will impact your ranking in 2019. In short, this machine learning system assesses how users interact with the search results and then assign them a ranking.

For example, suppose you search for “natural allergy remedies” and click on the best result. You find the content of the page so captivating that you take the time to read every word. Google recognizes your behavior and automatically improves the ranking of this page.

On the other hand, let’s say you click on another result that is poorly written and unnecessary, forcing you to immediately exit the page. Google is also noticing this and will adjust the page ranking accordingly.

Featured excerpts

You’ve almost certainly come across Featured Snippets on a Google search: the handy little block that sits at the top of the SERPs, often stealing traffic from # 1 result. And you might have wondered, “How then I get there? “

Almost all of the featured snippets are from pages ranked on the first page for that particular query. So your first order of business should be to create great content that addresses relevant long-tail keywords.

Then, help search engines easily extract a snippet of your content by creating well-written 40-60 word definitions or explanations of the keyword you’re targeting. For example, if you are writing an article about hybrid cloud technology, you might include a caption titled “What is hybrid cloud technology?” and write a concise and useful explanation of the term.

The Google Featured Snippet also promotes neat lists and easy-to-read tables.

Tips to increase your search engine rankings

Image attribution: Raw pixel

Voice search

Voice search is expected to grow into a $ 40 billion channel by 2022, according to data from OC&C Strategy Consultants, a projection mainly motivated by an increase in smart speakers. But is optimizing for voice search any different from optimizing for good old-fashioned typed searches?

Technically, you need to make sure you optimize both types of searches, which, again, means creating high-quality, useful, well-written, and easy-to-read content. Strive to build content around common search queries that are relevant to your audience. For example, if you are an insurance company, you could create an article titled “What Home Insurance Coverage Do I Need?”

It is also helpful to include the search phrase in the content, but only if you can. without make your content annoying. An easy way to optimize your content for voice and traditional searches is to create an FAQ section with helpful articles addressing the most common requests of your audience.

3 tips to rank better in 2019

To develop an effective SEO content strategy, you need to be mindful of new trends and technological changes, as well as a few essential and proven practices.

As user habits change and search engine algorithms become more sophisticated, it is even more essential to continue to follow these three best practices.

1. Give people what they want

Remember, search engines want to help people find the information most relevant to their query, and they are willing to give higher rankings to high-quality pages that provide information effectively. In other words, don’t bury information in an attempt to keep people on your page longer, and don’t take them in a mad rush through multiple layers of navigation to get answers. Just write great content and make it easy to find.

Also, keep in mind other UX factors that have long influenced SEO, such as page load speed, mobile responsiveness, and clean design.

“In 2019, there is no reason to overlook the little things that impact search engine rankings,” says Mike Murray, founder of Online Marketing Coach, in a article for the Content Marketing Institute. “While they never compare to the impact of content, content headers, and backlinks, they still get a lot of reading. “

2. Post in-depth, high-quality Evergreen content regularly

When it comes to your SEO content strategy this year, focus on creating great content. (If I sound like a broken record, it’s because the quality is superior to all other SEO tactics.) Also, be sure to develop content that covers the topic in depth. .

map search

Image attribution: Lucas sankey

For example, if you are creating a blog post on how small businesses can protect themselves against cybercrime, you should include the top threats small businesses face, common pitfalls, and a comprehensive list of best practices.

Additionally, while it is important to cover relevant and newsworthy content, be sure to also post lots of evergreen content (i.e., content that is relevant all year round and unlikely to become obsolete.)

3. Create high quality, legitimate backlinks

Google and other search engines still consider backlinks to be one of the main factors in determining how to rank a page. But those backlinks have to be genuine, or you could get banned from top results for playing dirty.

In other words, never (ever) pay for backlinks. While buying links might seem like a quick and easy way to increase traffic to your site, it will definitely cost you a lot. Instead, invest time in building legitimate backlinks by contributing to relevant posts, promoting your content through social media, and creating shareable and citable content like research studies and infographics.

Sometimes figuring out how to optimize for SEO is like trying to solve a complex math equation without all the variables. But while search engine optimization can take some technical work, it’s rarely as esoteric as it looks. By committing to quality and following these best practices, you will help improve your search rankings and increase your credibility in the eyes of search engines and, more importantly, your audience.

Featured Image Attribution: Mike strokes

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