Statistics show that more than one-third of the customer experiences that happen online start with a search engine. If your website doesn’t show up at the top of the search results, you’re missing out on a lot of potential business. SEO, or search engine optimization, is an important factor in getting your website ranked at the top. Let’s look at 4 of the best business marketing strategies for getting the most out of your SEO efforts.
Google Core Web Vitals
Google constantly improves its ranking algorithm which means SEO strategies change regularly. In May 2020, Google announced three new metrics that it’s considering when ranking sites:
- Visual stability
Together, these metrics are called Core Web Vitals. What these metrics mean is that Google is looking at more than just the content on your site. It’s also looking at the user experience and considering it when determining which sites should rank higher in the results.
Machine Learning and Natural Language Processing
Machine learning (ML) has come a long way in the last few years as computer processors have become more powerful. With modern ML technologies, Google can better understand what searchers actually want when they search for a keyword or phrase.
Google’s BERT algorithm, which stands for Bidirectional Encoder Representations from Transformers, uses ML and natural language processing (NLP) to interpret those searches. This helps Google match the searcher’s intent to the right site, not just the keywords they’re searching for. In these cases, it won’t matter how good the content is on your site — if it doesn’t match the searcher’s intent, your site won’t rank.
Keyword research has always been one of the most important factors in SEO but it’s becoming even more so. As time passes, Google adds more content to its results page. In many cases, searchers find the answer they want in these rich results and click through to a website. These zero-click searches made up nearly 65 percent of the total Google searches in 2020.
Getting your site ranked in those rich results means you’ll get exposure even if searchers don’t click on your link. You can do this by using local SEO to rank in Google Maps, as explained in this post, and adding authoritative content to your site that answers people’s most common questions.
Original content is another long-running factor in SEO that’s more important than ever. Original, high-quality content will always beat out rehashed — or worse, duplicate — content.
Steve Jobs famously wore the same outfit every day so he didn’t have to spend any time deciding on his clothes. That might work well for reducing the time spent making decisions but repeating the same content over and over is a recipe for failure when it comes to SEO.
SEO Is One of the Most Valuable Business Marketing Strategies
Virtually every company does business of some kind online. Whether your entire sales funnel is internet-based or your website is more customer service-oriented, you need to make SEO one of your top business marketing strategies. Otherwise, you’re leaving money on the table.
Browse through the Business category on our site for more helpful articles about SEO and other trending business marketing strategies.