Search engine optimisation strategies often evolve wildly from year to year, and 2015 is no different. SEO is growing more complex, trending toward a combination of proven strategies and increased focus on social media. These changes make it more important than ever to adapt your own approach to optimisation, and the points listed below are a perfect place to start.
Content is King:
One thing that hasn’t changed in recent years is the importance of quality content. Instead of filling your page with keywords, semantic search algorithms benefit content that is written in a clear and informative style aimed at providing the best user experience. Quality content is also essential for obtaining organic links from other authoritative sources, which in turn has an enormous impact on search rankings and audience growth.
Make it Mobile Friendly:
2014 was the first year in which mobile internet usage surpassed PC usage. More than ever before, you must focus on making your site accessible and navigable through mobile devices.
According to Ofcom (see http://media.ofcom.org.uk/facts/) around 61% of visitors use a mobile device to access your pages, and the most of those people rely on their phones and tablets to research and purchase products, which means that making your site mobile-friendly is absolutely essential if you want to drive sales.
Focus on Earning Links:
While the days of paid links are over, organic links to your site from other reputable sources remain one of the biggest factors in search engine optimisation. Earned links indicate quality and authority while directing new viewers, which results in increased brand awareness and lead generation. In addition to links, citations–when your business name and contact information is referenced on another site–also contribute to a higher search engine ranking.
Improve Site Structure:
The structure of your site itself plays a large role in search engine optimisation. Engines rank individual web pages rather than sites, so your goal is to get individual pages ranked for specific related search queries. Target the right keywords and group related content together to maximize the visibility of each page, and make sure that visitors don’t have trouble navigating your site and locating the content they are looking for. Finally, be sure to test your site’s compatibility with different browsers and mobile devices to ensure that everyone who reaches your content sees what you want them to see.
Reformat Your Keywords:
Keyword stuffing is no longer a short-cut to higher search rankings, but that doesn’t mean that keywords aren’t important. With the current rise of semantic search engine algorithms, you simply have to approach those keywords from a different angle. Search engines now place increased emphasis on the context that your keywords appear in, meaning that synonyms, long-tail keywords, and conversational queries–such as “where is” and “how to”–play a larger role in optimising your content.
Search engine optimisation is becoming increasingly complex, but it remains as important as ever if your goal is broader exposure, audience engagement, and increased revenue. While it may seem overwhelming at first, the strategies above offer the perfect jumping-off point for anyone who is looking to dramatically improve their search engine rankings.