The rapid evolution of Google's technologies can seem hard for marketing and SEO professionals to keep up with. The latest changes to its functionality are about its goal of understanding its users more intuitively and guessing what we're looking for with less information.
Here we share some key tactics to focus on to start and keep attracting traffic despite - or thanks to - the new developments.
Review your keyword strategy
Search Engine Results Pages (SERPs) contain more and more elements, which leaves less space for organic search results and makes it harder for us to rank on the first page.
Because of this, we need to know how to adjust our keyword strategy to the new ways people use Google.
In the past, you got the best results with one or two words in your search, because the engine didn't understand long, complicated phrases. That's no longer the case. Most users search on Google with full phrases or questions, or long-tail keywords.
Use tools like Google AdWords or the HubSpot keywords app to identify long-tail keywords you can rank for.
Build a Link-Building strategy that works
Inbound links are a major factor in determining your page's authority in search results, so a Link-Building strategy is an important component of your SEO strategy.
The key to a good strategy is combining short- and long-term tactics. Short-term tactics can include guest posting and sponsored content, which will start earning links immediately.
Long-term tactics require more patience, but once they're in action they get you results while you sleep or are on vacation. These tactics consist of producing quality content that others will want to share, and including links to reputable pages in the hope that they'll return the favor.
Diversify your traffic sources
The best way to get traffic from various sources is to produce content for different channels. Video is one of the formats most compatible with multiple channels, since it works on blogs, social media, advertising...
Now, distribute your content across the channels at your disposal, but remember to adjust it to the style of each one to get the most engagement from your audiences.
With these tips, you're ready to do better SEO this year! If you want to learn more about Inbound Marketing, subscribe to our blog and YouTube channel!
