The 2017 Search Engine Marketing Trends You Need to Know
Search engine marketing is vital to running a successful online business. Millions of searches every day guide potential customers across the internet. If you’re not visible, you’ll have a hard time expanding your customer base and building your company’s reputation.
Good search engine marketing involves several different practices to help your business climb the ranks and be more visible. The tactics, however, are always changing. Google continuously refines and modifies its algorithms to provide the best results for its users. These exact specifications are kept under lock and key, but there are some definite trends emerging for 2017. If you follow these, you can secure a higher spot on the list and draw in more viewers than ever before.
Click here to read about the way mobile SEO can also boost your rankings.
Using Semantic Searching
Most SEO companies are all about keywords, but Google searches go far beyond that – its algorithms are based on semantics. To put it simply, semantic search engines like Google offer results based on the actual meanings of the words instead of just the words themselves. For example, a search for “husky bather” should bring up results for all dog groomers in the area.
In 2017, semantics will be the rising star in internet search capabilities. Searches can be performed using a variety of words and phrases, so a reliance on specific keywords isn’t going to cut it as technology advances and becomes more user-friendly. Fortunately, Google provides semantically linked keywords automatically!
You can discover linked phrases in two ways. First, write down the suggestions in the search bar once you get a word or two of your ideal search term entered. For example, when typing in “search engine op,” Google suggests “search engine optimization,” “search engine optimization tips,” and “search engine jobs.” These are all connected, so using them in your SEO helps increase your company’s chance of being seen.
Connected terms also show up at the bottom of the search page after you enter your query. The section reads “Searches related to” and lists other useful terms. These suggested terms often cast a wider search net and can help you approach advertising from different angles.
Searching Like Speech
Every day, the internet becomes a more natural part of our day. Because of this familiarity and comfort, people don’t use over-complicated search terms or uncommon words when performing a search. It’s uncomfortable to use overly professional search terms instead of natural language, and it takes more time. In this world of instant gratification, that’s not a popular option.
The result? In 2017, Google searches will be more in tune with natural language than they have in years past. This more relaxed method can be attributed to talk-to-text options on smartphones, which makes it easier for people to use the internet like a conversation instead of computer search.
One trick for searching in a more natural and conversational voice is to include questions, just as they might be entered in the search bar. For example, you could use “What is Search Engine Optimization? SEO is…” instead of “search engine optimization as a simple definition.”
Expand Your Linking Network
Link building, as it’s known, is a vital part of search engine marketing. The more you link to and are linked by reputable sites, the more trustworthy Google rates you. The higher your ranking, the higher your business displays in the queries.
However, there’s a fine line to walk when you link to other sites, and in 2017, it could be sharpened even further. It’s important not to link to the same sites multiple times. If you do, your site appears spammy and more like you’re just linking to help boost your ranking. Google doesn’t want links without value. The algorithm looks for references that offer useful information or resources to your readers. Quantity counts but so does quality.
The solution? Build a linking network. Search for more sites to reference your content. Don’t settle for just any sites, however. Look for respectable pages with plenty of useful information. The more quality content the sites have, the more they’ll help your web-page. Avoid sites filled with click-bait or that have spammy qualities.
Be careful not to overuse links. If every sentence includes a link, you’ll dilute the quality of your linking, and it distract readers from the content. If you have a piece that requires several sources, for example, you’re better off adding a citation section at the bottom of the web-page.
Navigating the world of search engine marketing can be difficult and a bit overwhelming for many. Luckily, you don’t have to do it alone. At BuzzRecruiter, we have the knowledge and experience to help steer you in the right direction for online success. Give us a call today to see how we can help.