If you want your website to show up on Google and receive more traffic from its organic listings, you need to pay attention to the latest SEO trends.
As organic search is proven to be the top performing digital marketing channel last year, marketers have given a heightened focus on SEO in 2020, especially with the Covid-19 outbreak which disrupted not just offline lives, but also the performance of paid search campaigns due to drastic changes in online search behaviour.
Here’s what you should do to improve your SEO during the downturn:
Optimise for Featured Snippets – As almost half of all searchers find what they are looking for in the search engine results pages (SERP), which result to zero-click searches, it is ever important to optimise your website for featured snippets to gain more visibility and traffic from SEO.
To do this, you need to conduct a keywords research and aim for question-type search queries, and focus on structured data markups on your website. It is worth noting that pages that get featured in Featured Snippets are usually already ranking on the first page of Google SERPs, so you might want to look into improving your on-page SEO as well.
Increase backlinks through reputable influencers – An increase in the number of quality backlinks from trustworthy and reputable sites help SEO. This year, more marketers are looking to partner with influencers and industry experts for SEO, especially as they also help generate traffic and amplify content reach in their own niches.
Optimise for Voice Search – Voice searches are expected to represent 50% of all searches this year, according to ComScore. This means that as more people search in the same way as they speak, you need to have matching content on your site that is written in a natural language form to show up on voice searches.
You can optimise for voice search by adding or refining your Frequently Asked Question (FAQ) sections in your products and services and optimizing for local SEO. Voice queries are composed of long-tail keywords, so they are likely to assist your visitors in the consideration stage, and help you drive conversions.
Optimise for landing page experience – Since Google implemented the Mobile-First indexing last year, pages that offer great content AND load fast, are given a ranking boost. To optimise for user experience, you need to regularly improve your landing pages and identify frictions that lead to poor user experience: making users to spend less time or worse, to bounce off your page. This could be because of issues on content quality, design elements, or your landing page’s loading speed.
Use more quality videos and infographics – The use of high-quality infographics and videos on top of written content is shown to improve user engagement, which are positive signals for SEO.
According to Forrester Research, video is 50 times more likely to show up on the first page of Google SERP than a web page with plain text content. As such, you should ensure that you include development of videos and infographics as part of your SEO content strategy this year.
Not sure where your website stands on SEO? Take our free SEO Site Health audit today.