4 Clever Ways To Keep Up With Google In 2017

Over the past few years Google has made many changes that make it challenging for marketers and SEO experts to keep up with. In our previous article we spoke about how Google has started indexing according to mobile search and we provided a useful checklist to ensure your website is suited. Google has come down on intrusive pop-up ads and removed right side ads. Recently Google has made changes to it’s algorithm, search engine results pages and policies based on user behavior and preference. They are observing what users are doing and making the search engine work more intuitively for users. This is beneficial for the regular Google searchers, but it makes it challenging to adapt your marketing strategy and reach your SEO goals.

4 Ways to strengthen  your SEO strategy in 2017

Diversify your traffic sources to keep earning visitors from Google

A distributed content strategy is encouraged as this will help you earn traffic from a variety of different sources. This approach also ensures that your traffic numbers aren’t entirely contingent on people directly searching for your brand name.

Video marketing is a means to diversify traffic as Moz Videos are first published on Wistia and then on Youtube, therefore the multi-channel strategy allows them to generate traffic from different sources. Similar to this, written content can be distributed on multiple channels such as blogs, social platforms and other platforms such as Tumblr, Reddit and Stumble Upon. This ensures that you keep earning traffic from multiple sources in Google Search. An important thing to remember is to tailor your content for the different audiences where they consume the content.


Change your keyword targeting Strategy

There are many new elements on the Google SERPs that make it harder to generate clicks. With Google’s answer box and Carousel search results there is less space on Google’s search engine results page than ever. A large portion is taken up by Google Ads, news, stories and an answer box. Therefore, it is hard to get on page one of Googles search results page. Showing up on page one guarantees you more traffic and is proven to have a higher click-through rate than other results. There is a solution to this, changing your keyword strategy will ensure that you are targeting keywords that are more geared towards the way people are searching on Google. A useful tool to use is Google Adwords to determine long tail keywords that your target audience may be searching for. Then, plan a blog post strategy around those keywords and your website is more likely to rank higher in Google’s search results.


Invest in a link building strategy that can scale

Link building should still remain an integral part of your SEO strategy. Inbound links pointing toward your website give it massive levels of authority in search engines. In order for link building to be successful you need several elements, link goals, a strategic approach to achieving them, tactical initiatives and metrics to track. Bare in mind that link building takes a long time to show results, so there is usually a significant time gap between when you start experimenting and conducting initiatives and when you actually start to see the benefits of link building.

Therefore, an advisable strategy would be to use is a balance between long term investments and short term hacks, so you are constantly generating links and investing in the future of your sites inbound link generation. Long term investments in link building involve publishing high quality content in the hopes that other sites will link to it. A short term hack refers to guest posting and sponsoring content, however this can also be considered spammy. An important factor to remember is that your link building tactics should be white hat link building as opposed to spammy tactics that will only harm your website.

Increase Searcher engagement with your content

RankBrain, Google’s new machine- learning algorithm helps determine search engine rankings, how the user interacts with Google is now being weighed as one of hundreds of ranking signals. While Google is still figuring out how RankBrain operates, metrics such as click-through rate and time-on page contribute to site rankings.

There are a few strategies you can incorporate if RankBrain starts to play a greater role in SEO. Firstly, think about all the questions your audience is searching for the answers to and not just individual keywords, make sure your ‘key phrases’ are more specific when planning your targeted keywords. Prioritize your user experience and consider redesigning your website so that it answers multiple search queries and visitors will stay on your site longer. Your site should be designed so that it delivers content quickly and beautifully, whilst being simplistic and easy to navigate. It is advisable to remove features such as pop-up ads that discourage users from reading or returning your page. Spend time publishing relevant and insightful content that your audience will read and share.


February 20, 2017