January 3, 2019
SEO trends for 2019
Every day, your potential customers are scouring the internet for information, advice, and stories. When they do so, you want to make sure your website is at the top of search results. If you’re not optimizing your site for search, you should be.
Here’s 7 ways SEO will save you money, drive organic traffic and maximize ROI.
1. SEO creates cumulative growth
The slow-burn effect of SEO has much better long-term benefits than it’s PPC cousins. A PPC campaign will produce leads quickly, but the instant you stop investing in it, your leads will dry up. On the other hand, SEO is sticky. Optimized content will stay on the front page for a long period of time (depending on keyword).
Spending $1 on SEO right now will add just a small amount of return right away. But as time passes, that $1 spent will endure without further investment. Your optimized content will stay online, earning back its value (and more) as time goes on.
2. Content needs to stay up-to-date
Once you hold the front page listing for a given keyword, you can expect to hold that position for some time. But as time passes, much of your content will go out of date. You’ll need to perform an audit to ensure your content is relevant and growth remains steady.
A lot of content can simply be updated with new stats, references, and images. Though some may be unsaveable — so be ready to delete some of your old blogs entirely.
3. SEO involves the entire funnel
Some marketers think that if they are already ranking for their brand name, there’s no need to invest in organic search. This just isn’t true.
SEO captures the entire sales funnel — not just people at the bottom searching your brand name directly. By blogging about a wide range of topics surrounding your product or service, you can capture top-of-the-funnel customers who are simply doing research on Google. If they haven’t heard of your brand before, they will have after reading your blog.
On top of this, ensure you have systems in place to activate visitors that land on your website. We recommend tracking visitor activity with the Autopilot tracking code.
4. Don’t get penalized
Knowledge of search engine penalties is important, even if you’re not investing in SEO at all. Search engines run algorithms designed to punish websites that are trying to game the system. These bad actors deliberately manipulate search results to their own benefit.
If your website is on the internet, search engines are crawling it whether you like it or not. So it’s worthwhile brushing up on what not to do, so you don’t get accidentally penalized.
Whether you’re a SEO maestro or first-timer, make sure you don’t:
- Create duplicate content that’s exactly the same on multiple pages
- Have low security protocols that make your website vulnerable to hacking
- Create unrelated link exchanges on your website
- Dilute your content with too much user-generated input
5. There’s plenty of side benefits
Since SEO relies on external forces (i.e. Google’s algorithms) it may feel like a bit of a gamble. But it isn’t — knowing how to work with search engine algorithms provides plenty of side benefits.
A few include:
- Keyword research is also market research. Do keyword research to see what topics/products/questions your competitors and customers are interested in
- Link building spreads brand awareness and captures referral traffic
- Producing content for search engines isn’t just for SEO. Repurpose your content for list building, relationship marketing, lead nurture journeys and general content marketing practices
6. Your competitor’s search performance is as important as yours
Nobody wants to be beat by their competitors. I’m looking at you, other marketing automation software company. Monitoring your competitor’s search activity is a good idea to help orient your search strategy. You’ll never get exact figures, but you will get valuable insights into the market.
You can estimate your competitors’ search performance by using a digital tool like SEMrush. This will give you an idea of how much traffic your competitors are generating on particular keywords, as well as that traffic’s financial value.
7. Following SEO best-practice will improve user experience
SEO gurus are constantly adjusting their strategies to align with the latest changes from Google.
We don’t always understand exactly what’s going on over at Google HQ, but we do understand that the search giant has been making notable efforts to emphasize signals related to engagement.
Metrics like dwell time, pages viewed per session, load speed and total time on site have all become much more important. Blogging will only improve these metrics so much, so SEO has now gone beyond just keywords and internal links.
Improving the overall user experience means improving your position on Google. High-ranking websites have earned their place by implementing:
- Content that’s optimized for schema and rich snippet enhancements
- Mobile responsive design and Accelerated Mobile Pages (in response to the new mobile-first index)
- Progressive Web Apps (PWA)
- Design thinking
Google is focusing on user experience to push better websites to the top of the list. This has made SEO more ingrained into digital marketing as a whole than ever before.
Organic search is a channel that’s often the first contact point for a customer. It’s a catalyst for driving traffic and igniting engagement — without it, your digital marketing strategy is incomplete.