4 Smart Ways to Keep Up With Google in 2017

4 Smart Ways to Keep Up With Google in 2017

Google has been making changes to its algorithm, search engine results pages, and policies based on user behavior and preference. 4 Ways Marketers Can Strengthen Their SEO Strategy in 2017 1) Diversify your traffic sources to keep earning visits from Google. Video marketing is an engaging content format that can diversify traffic. However, it’s important to tailor your content to different audiences where they consume content, whether it’s on social media or YouTube or guest posts on other blogs, to keep earning traffic and links from a variety of sources in Google search. Check it out below -- if you Google the term “blog,” a large portion of the page is taken up by Google Ads, news stories, and an Answer Box: Because Google’s real estate is this competitive, it’s harder to get onto page one of the search engine results page, which is proven to have higher clickthrough rates than other results. Changing your keyword targeting strategy so your content is better geared toward the changing ways people are searching on Google. For that reason, SEO marketers need to balance their efforts between long-term investments and short-term hacks so you’re constantly generating links while investing in the future health of your site’s inbound link generation. You’ll want to make sure that these approaches are white hat link building tactics that offer a benefit to your site and sites linking to you, and not spammy tactics that can hurt your site. Most importantly, invest time and resources in publishing authoritative, comprehensive content that your audience will read and share again and again. How are you changing your SEO strategy in 2017?

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Over the past few years, Google has made a lot of changes that can be challenging for modern marketers and SEO experts to keep up with.

Recently, Google started indexing according to mobile search results, cracked down on intrusive pop-up ads, and removed right-side ads. What do all of these changes have in common?

Google has been making changes to its algorithm, search engine results pages, and policies based on user behavior and preference. They’re observing what users are doing and making the search engine work more intuitively for them. This is great for the frequent Google searchers in all of us — Google processes more than 2 trillion searches per year — but it can make it challenging to adapt your strategy and achieve your SEO goals.

At last year’s INBOUND event, Moz Co-founder and former CEO Rand Fishkin unpacked the ways Google is changing and what marketers and SEO pros can do to improve their results in 2017.

4 Ways Marketers Can Strengthen Their SEO Strategy in 2017

1) Diversify your traffic sources to keep earning visits from Google.

Fishkin encourages a distributed content strategy designed to help you earn traffic from a variety of different sources. This approach ensures that your traffic numbers aren’t entirely contingent on people directly searching for your brand name.

Video marketing is an engaging content format that can diversify traffic. For example, Moz videos are published on Wistia first, then on YouTube. This multi-channel strategy allows them to generate traffic from different sources. In the same vein, written content can be published on blogs, LinkedIn Pulse, and Medium publications. However, it’s important to tailor your content to different audiences where they consume content, whether it’s on social media or YouTube or guest posts on other blogs, to keep earning traffic and links from a variety of sources in Google search.

2) Evolve your keyword targeting strategy.

There are many new elements on Google search engine results pages (SERPs) that make it harder to generate clicks. With Google’s Answer Box and Carousel search results, there is less real estate on Google’s search engine results page than ever. Check it out below — if you Google the term “blog,” a large portion of the page is taken up by Google Ads, news stories, and an Answer Box:

blog search results.png

Because Google’s real estate is this competitive, it’s harder to get onto page one of the search engine results page, which is proven to have higher clickthrough rates than other results. In fact, did you know that the…

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