The Best SEO Tips For 2019
When it comes to SEO, its ever-changing nature makes it one of the most complex and intricate components of your digital marketing strategy. Much hyped revolutionary trends will no doubt determine how we interact with all of the search engines in the new year, and consequently, how searchers and your potential customers will find your digital content.
Websites are a very significant business investment, and they demand a considerable amount of your resource and time to satisfy users and stay ahead of your main competitors. So putting them in front of the right people at the right time should absolutely be a priority. And we all should know by now that without effective search engine optimisation (SEO), your website visibility is compromised if not sunk without trace!
There are over 200 factors in Google’s mighty algorithm, and if you are not up to date with updates and trends (economic and political, for example) that could cause your websites search engine results to skew, you could stand to lose any precious ranking juice you have accumulated to date. Online authority is the end result of habits and a commitment to producing well-curated, engaging and high-quality content that your audiences want to read, share and link to.
So, as we enter the last final month of 2018, it really is time to start considering how things have changed in 2018, where your digital marketing is going, and what you can do to ensure your SEO efforts remain successful.
Here are some SEO tips to keep you moving forward as we approach another year of relentless search engine development:
What Is Post Click Activity?
Post-click activity determines search result quality and whether the user’s intent was met. Note that this is regardless of whether the user spends 5 seconds or 30 minutes on your page. What matters more is the action they take next. For example, the user leaves your page to return to the search results page, where they click on another listing, Google interprets this as an unsatisfied user, a bounce and therefore deems your content irrelevant or unhelpful.
The subsequent actions of searchers perusing your content can also help inform the direction of your digital strategy. Which keywords and phrases are behind the internal links creating the most clicks, for example? This should help you determine related topics and queries which will uncover more content opportunities for you. Analytics are your friends!
How Do I Improve Shareability?
High shareability is not only a great way to gain exposure but is also a high indicator that searchers view your content favourably enough to share it with their peers. How do you improve shareability? Personally, you might feel more compelled to share content that resonates with you on some level and will provide value to others in your space. Try to replicate that feeling for your online readers.
This comes down to knowing your buyer personas. If you are aware of their problems, challenges and values, you can produce unique, relevant and valuable content that provides solutions to their problems. This also helps to prioritise readability – making your content scannable and easy to digest with the use of blogging best practices, bullet points (H2’s), white space and subheadings.
Ultimately, content must be of a high quality and positioned to provide answers to the questions people have and engage with.
Optimise For Featured Snippets
According to HubSpot “content that is selected to appear as a featured snippet can achieve double the click-through rates of organic search results.” Good to know!
Featured snippets are also known as “position #0” on Google and they are designed to answer the searcher’s query with an immediate and helpful response. But what makes a piece of content Snippet-worthy? Snippets are directly sourced from the article itself and they tend to respond to queries starting with how, what, why, does, which, should and why.
It’s best to take this approach when writing your content. What question are you trying to answer? And can you summarise this in 2-3 sentences within your content? Or, as we commonly see, in a concise bulleted list.
Snippets are also moving towards a more user-intent focus and are closely linked to voice search (semantic search) which is proliferating at an even faster rate as we head into the new year. The popularisation of home devices such as Google Home, Siri and Alexa is partly responsible for this. Think conversational language and directly try to answer potential questions.
Why Site Speed Is Important
Site speed is already an enormous factor in determining your SEO value, and the leverage this provides will only increase as we approach 2019. Users abandon slow loading sites, and there is lots of proof to support this. CrazyEgg reports that just a one second delay in page load time can yield up to 11% fewer page views and a 7% drop in conversion rates. So simply put, if your site speed is not a priority you are sabotaging not only your off-site SEO but your opportunity for conversions and possible sales.
What Are The Simplest Ways To Achieve Optimal Site Speed:
1. Compress and optimise your images (you could also run a compression audit)
2. Switch off plugins that are not in use
3. Reduce server response time
4. Enable caching (in the case of returning visitors)
5. Stop veering from your core topics
6. Producing content for the sake of content can dilute your offering
Why Online Content Is Essential
Since the dawn of time, there has been more a focus on topic-based content as opposed to keywords.
Producing digital content that is either loosely (or not at all) related to your central topics could dilute your core offering and work against you in a big way. For reasons that we are not yet completely sure of, Google favours the ‘less is more approach’, so keep your topics streamlined and categorised so that they support a strong site architecture, and it is clear which subjects you are trying to rank for.
The Future Of SEO Is Rich Media
Videos and rich media are predicted to account for 80% of internet traffic by 2021. Videos are highly shareable, and they deliver content in a more interactive format that gives users an opportunity to consume information visually and quickly.
Video also keeps people engaged on your site for longer, which is great for post-click activity as it means they are less likely to bounce off. But of course, there are rules to follow with online video. Creating a high-quality video that is entertaining, engaging and valuable is key to keeping people engaged, encouraging shares and nurturing relationships with prospects. Equally, it helps to pay attention to search suggestions related to your chosen topic or niche, reviewing the video content already out there and trying to do one better.
Google’s ultimate goal is to provide its users with the highest quality, most informative, relevant and engaging content which satisfies their wants and needs. As a digital marketeer or website owner, it’s a case of replicating this mindset with your content. So, ask yourself:
- What am you trying to achieve with this content?
- Would this answer the question if I had the same query?
- Would you be willing to share this?
It also pays to be aware of the latest trends, Google algorithm updates and changes in your users behaviour that could affect how they prefer to consume the content.
SEO Agency Exeter
2019 looks set to be another year of big change in the SEO sphere, so keep on learning, updating and reviewing to stay one step ahead. For more information get in touch!