Targeted acquisition through contextualization.
All of your SEO strategies must center around a single line item. User intent. User intent is the understanding of not only what the user is expected to look for within your industry, but must also deliver the exact result that the user is expecting to find. While we want to funnel every query into a conversion, the users’ intent may just be to find info and move on. That’s ok, as long as you are providing that answer for your industry – it’s subject authority and brand building. All of this plays a direct role in overall success.
Building brand identity and subject authority in search, results in overall greater conversions. It is all a part of providing the end-user with the best experience possible. All businesses that have chosen a user-first policy have the most success. Content-driven SEO isn’t any different. Building context that matches niche-specific queries delivers exponential growth in targeted traffic. This entry point offers a steady stream of new users and repeat visitors – who are now your pool of prequalified leads through passive means.
Technical SEO is the core of the entire process.
Brand identity is the foundation in which your business sits. Technical SEO is the studs within the walls. It’s the infrastructure in which Google, and most search engines, best understand your site. This goes beyond basic crawling and indexing optimization, it is the core in which the site is digitally interpreted. Without this component, the rest of the structure fails.
Depending on your business type, technical SEO can have many faces. Where a national online e-commerce site may be more focused on rich snippets showing product reviews and pricing, a local business might be more focused on location data and service areas. All are concerned with mobile usability, site speed, security, navigation structure, and the like. This can be the most difficult part of the SEO process.
Zero-click search results is a currently growing trend.
Zero-click searches mean exactly what they sound like. A user searches for a given topic, and from those results – they never click a link. Why? Google has decided that providing answers from the most trusted source right in the results page is what best serves the user. Google has always been user-focused and will continue to cater to this result: user happiness.
Zero-click searches are even affecting PPC campaigns – that “zero” includes ad clicks. The only way to optimize for this is to focus on building authority within the given subject matter, organizing that data to be best served as rich snippets in results, local optimization, and making sure that the site is utilizing every tool available to them within that search landing page in a unified strategy.
This is the future of search that cannot be ignored.
Voice search has been growing right before our eyes. More and more of the population is loading their homes with smart devices. In this, these devices are being used to answer daily queries. But, this isn’t the old days where ten options arise, it is one – one specific answer. Voice search is affecting both national and local listings. SEO-optimized content and structure now has to be focused on conversational language.
Visual search can be considered to be in its infancy compared to other methods. Taking up almost 1/3 of search queries also means it is a force to be reckoned with. Reverse search, recognition, and the standard image search tab are all in play right now. These are becoming a bigger and bigger gateway into your online business structure. Search engines are, in turn, growing this entry point.