Whether it’s Panda, Hummingbird, or even Mobilegeddon, keeping track of Google’s algorithm changes can easily be considered a full-time job. In fact, it’s common for Google to change their algorithm at least once a day. This is ultimately why having a long-term search engine optimization (SEO) strategy is vitally important to improving your website’s PageRank. So, what does it take to put together a sustainable long-term SEO strategy?
1. Consistent Content Production
A number of companies assume that online marketing merely involves having a website, being present on social media and then leaving everything on autopilot. If only it were that easy. Online/inbound marketing takes a lot of time and must be geared towards continually raising the bar on content creation. This requires a commitment to constantly produce engaging content and a willingness to spend the time researching the type of content your customers want.
2. Keyword-Focused Research
It’s not just a question of disseminating your website’s analytics. It’s ultimately about having the ability to research those keywords and keyword-phrases your customers use to find your company and its products in online searches. Those keywords must then be used properly within your content. You need just enough keywords for the content to be seen as value-added, but not so much that it is seen as keyword-stuffing. It’s a balancing act, one where you must remain up-to-date with the most recent Google algorithm change.
3. A Focus on Local SEO
Ultimately, you want to dominate your local market. You want to be seen as a valued source of relevant and timely information. This means having a local SEO strategy that continually positions your company at the top of local online searches. Success means you’re following the changes pushed forward by Google’s Hummingbird algorithm change in August of 2013.
This aforementioned change was meant to simplify how users find relevant local sources. As such, a solid local SEO strategy involves producing content geared towards information-based queries, navigational-based queries and transactional-based queries. This is by no means a simple task. Again, it’s about finding that happy medium between value-added content and keyword stuffing.
4. Using Video to Engage an Audience
The reality is that people would much rather watch a two minute video that is full of pertinent information than they would reading a non-descript webpage. It’s human nature to be drawn to vivid images and video. An engaging video that speaks directly to your customer base is a surefire way to position your company as the proverbial market leader. In fact, in today’s marketplace, it’s far more likely that someone will view and share a video on social media than they would a webpage with no videos, no images and nothing other than the written word.
5. Focusing on the Right Social Media Strategy
A long-term SEO strategy must encompass the right social media strategy. After all, if viewers aren’t willing to share your content, then how are you going to build your online brand? Ultimately, it’s not just a question of putting up a bunch of social media share buttons on your landing pages. Instead, it’s about tapping into the right social media strategy for the right customer segment, the right market and the right industry.
A Miami website design firm must take the time to sit down and iron out a proactive SEO strategy, one that leverages a strong social media presence with engaging video and bright imagery. Make sure you work with a firm that matches your business to a content strategy that reaches your target audience.
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