Search engine optimisation is easily one of the most dynamic aspects of digital marketing. Not only are search engines constantly updating algorithms to deliver the best possible user experiences, but the launch of new AI technologies, such as Google’s new Bard service, which has been launched in response to ChatGPT and the all-new AI-powered Bing, are revolutionising how we look at SEO.
While this field moves at quite a pace, one thing remains certain: SEO is still an essential component of every digital marketing strategy. So, with that in mind, here are some tips to keep your SEO strategy on track.
- Develop Quality Content
We know what you’re thinking: “this is obvious!” And you’re not wrong. But it’s something we think is worth emphasising because too many businesses just aren’t getting it right.
The only way to create good content is to ensure it is being developed for people, not algorithms or search engines. And the only way to ensure you’re actually doing this is to use a content matrix planning tool. No ifs and no buts. It’s the only legitimate way to generate ideas that will develop into engaging content with the power to prompt action.
- Prioritise User Intent
If you’re thinking: “Isn’t this the same thing as creating quality content” the answer is yes, but also no. Allow us to explain.
As search algorithms have become more intelligent, they have become better at understanding the intent that lies behind every search query. As such, SEO professionals must focus on the creation of content that is designed to satisfy that intent, as opposed to creating content that simply incorporates a selection of target keywords.
This has been fairly standard advice for some time now, however, here’s where this tip gets its 2023 upgrade. It is not enough to create and optimise a single web page for every segment you are targeting. Instead, you must create and optimise two pages for each segment you want to reach; one targeting those who are exploring their options, and another targeting users who are weighing up their current options.
Why?
Because the former is an activity that takes an expansive perspective, whereas the latter is an activity that takes a reductive perspective.
- Don’t Forget To E-E-A-T
In mid-December 2022, Google added an additional E to its long-established search guidelines. This slightly less memorable acronym now stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
E-E-A-T guidelines cannot be said to translate directly into search rankings, however, it does provide clear insight into the pathway Google wants to use to continue to develop its algorithms.
But what exactly does this mean for your digital marketing strategy?
Essentially, the E-E-A-T of your content can only really be improved by ensuring it is created by someone who has genuine first-hand knowledge of the topic at hand. This person may be present on the in-house team of a business, however, this knowledge can also be obtained from content creators, influencers, or freelance writers.
- Consider Voice Search and Multisearch
While we’re by no means suggesting that voice search and/or multisearch need to be at the top of your SEO agenda right now, it is important not to overlook these approaches entirely.
In early 2022, Google introduced brand new multisearch capabilities with its Lens technology which essentially allows users to conduct a search using image and text at the same time. Multisearch is a new concept, however, it could be beneficial to check in with developments here at regular intervals as we continue to move throughout 2023.
Voice search is not a new concept, but it is one that has fallen down the priority list for many optimisation experts and considering that Google’s own Martin Splitt has said that it doesn’t represent the future [1], that’s hardly a surprise. But at the risk of appearing as though we’re firmly on the fence, we’d caution against ruling out voice search entirely.
Why?
Well, the stats [2] are too significant to ignore. Picking out just a few key points here: one billion voice searches are conducted every month, 50% of adults state that they use voice search on a daily basis, and by 2024 almost 8.5 billion voice assistants will be in use globally.
As it’s likely that there will be some developments to voice search emerging in the near future, it could pay to keep on top of conversations in this area.
Looking for a Digital Marketing Agency in Wilmslow?
If SEO in 2023 sounds like an overwhelming prospect, don’t panic. Yes, there are many moving parts involved if you want to see tangible results from your investment, however, partnering with a knowledgeable digital marketing agency in Wilmslow can enable you to develop a powerful strategy that will help you to compete in key SERPs.
Always ensure that your marketing agency is the right fit for your team, as this is really the only way to stay firmly on the same page and drive a meaningful return on your investment.
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