The search and content marketing world has undergone significant changes in 2015. Content production is shifting away from simply generating content for its own sake towards leveraging search and social data to guide its creation. This trend will be crucial in enhancing engagement for brands and attracting the desired audience to their content.
While content is central to customer conversion, the importance of the technical aspects of search optimization should not be overlooked. With the industry’s maturation, brands must also focus on behind-the-scenes tasks that drive content into the limelight.
Here are five key SEO trends for brands to watch as they move into the New Year:
1. Mobile Apps Will Need To Be Optimized
Mobile apps are becoming increasingly vital for search and brand exposure. In 2015, mobile searches overtook desktop searches, and app usage has been climbing. Apps are essential for the mobile user experience.
Over half of all time spent on digital media is through mobile apps, and a significant portion of mobile sales from top merchants comes through apps. To keep customers engaged with the brand, these apps need to be optimized to align with the organization and brand message.
App store search results usually show only icons with minimal information, making visually engaging icons crucial to attracting potential users. Monitor user ratings and reviews, and address any issues promptly to maintain a positive user experience.
2. Structured Data Will Become Even More Significant
Google’s new machine-learning system, RankBrain, was introduced in 2015 to better understand search intent, especially for unfamiliar queries. This AI technology has become a critical ranking factor. As search engines integrate machine learning into their algorithms, they aim to enhance user experience by showing the most relevant sites.
Brands need to focus on structured data to support this development. Structured data markup, like that from schema.org, helps websites communicate clearly with search engines, ensuring accurate display in search results.
Inaccurate structured data markup could previously go unnoticed, but as search engines become more sophisticated, proper use will increasingly impact site success. Use tools like Google Webmaster Tools and the Structured Data Testing Tool to ensure markup accuracy.
Consistent markup throughout the site, especially for rich content like videos, helps display rich snippets in search results, enhancing click-through rates.
3. Site Layout Will Become More Significant
Engagement will take center stage in 2016. Brands must focus on increasing engagement to retain visitors and drive conversions. Site layout will play a vital role in standing out in the competitive content landscape.
A significant number of potential sales are lost because customers cannot find what they’re looking for. An optimized site makes navigation easy for visitors. Analyze site data to identify issues, like pages with low visit rates or high bounce rates, indicating trouble finding relevant information.
Improve site organization for easy navigation. Use drop-down menus and consider adding internal search features, particularly for e-commerce sites. Ensure mobile optimization by understanding how visitors use the site on smart devices, providing features like contact information and click-to-call buttons prominently.
4. Links Will Still Be In The Spotlight
An anticipated Penguin update aims to resolve link issues from previous releases. Brands should prepare to leverage this update and avoid penalties by carefully reviewing their current link profiles for anomalies like sudden spikes in backlinks.
Focus on earning high-quality backlinks. Reputable websites only link to pages that meet their quality standards. Build a solid backlink profile by providing valuable content, creating a user-friendly website, promoting content on social media, and seeking guest posts on reputable sites. Disavow spammy links to avoid potential penalties.
5. Search Will Be Less About Just Website Rank And More About Overall Content And Online Presence
Success in 2016 will be defined by a brand’s overall online presence rather than just website ranking. Integration with social media and other online platforms is crucial.
Facebook is enhancing its search experience, making social media optimization increasingly important. Mobile app usage for platforms like Facebook and YouTube is growing, so social media content must be optimized for searches on these apps.
Complete business profiles thoroughly and use relevant keywords and high-quality images in posts. Utilize the Open Graph Protocol for controlling content appearance on Facebook. Ensure articles are mobile-friendly and link posts across different platforms.
Think of website development and social media marketing as interconnected elements of the brand’s overall web presence.
Final Thoughts
As the online marketing industry continues to evolve, marketers must stay abreast of the latest trends to ensure their search and content marketing strategies succeed. The developments in 2015 were exciting, and the coming year promises even more advancements.
