If there is one thing you can count on when it comes to marketing on the Internet, it is that what works today might not work tomorrow. The dynamic nature of an online presence means you simply cannot afford to fall asleep at the wheel. Here are a few ways that search engine optimization has changed that every company with an online presence needs to know.
- Mobile Use – Because mobile use has exploded, your website must be mobile-friendly. More searches are done by mobile devices than by desktop computers, so you’ll lose more than half of potential customers if you don’t optimize your website on mobile. Mobile queries work differently, so it is important to understand the changes you may need to make.
- Local Searches – A well-optimized website is necessary if you want to show up in local searches, which is critical for the vast majority of businesses. If you want foot traffic in your store, you need those people to be able to see your store come up right away in their online search. Location-specific searches became more commonplace with mobile devices, and you can reach not only your local market, but also those traveling through.
- Content – It isn’t exactly a change because content has always been king, but more recent updates in Google have meant a death blow to keyword stuffing and spam content. You’ll need to make sure your online content has valuable information and substance if you want your search engine optimization efforts to be effective. This has also eliminated the effectiveness of spam-based link schemes.
- Keywords – While keyword research is still important, Google is working on matching meaning in searches more than strictly keywords. It has matured to better gauge user intent, so searches are more productive. You can still expect great search engine optimization results using keywords, but you’ll need a more strategic focus to get the ranking you want.
Working with a website company that keeps an eye on the dynamic nature of search engine optimization is your best defense against ending up with an ineffective website. They’ll keep an eye on traffic counts, as well and guide you to the best ways to be an effective online marketer.