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Digital Transformation: New SEO Strategies for Marketers

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A lot of so-called marketing experts are claiming that SEO is just not an important marketing tool anymore. Don’t believe them. It is just as important as ever. But those naysayers are still looking at old trends – get the right keywords in, get enough backlinks, even if you have to pay for them, use a lot of PPC advertising, etc. they are right. These are not as important as they used to be. Why? Because you can’t just learn the SEO rules one time and think you have it mastered. Algorithms are changing every year, search engines are getting smarter, and they are looking for more valuable stuff. Your job is to create that valuable stuff.

You have to follow the new changes and then change your site, your blog, your social media postings, and, yes, your responsiveness to mobile platforms, if you want to rank. Here are six strategies that you should be incorporating as you finish out 2016 and move into next year. 

Strategy 1: Value, Value, Valuevaluable-original-content

The Purpose of content marketing is to provide value to readers and viewers. Start thinking about how you provide solutions and answers, not just brand awareness. Everything that you publish on your site and blog should be analyzed in terms of the value it will bring to your audience, even if it is only to give them a wonderful dose of humor or inspiration for the day. But, most important, most of your content should answer questions that your audience. This is why lists and how-to’s remain so important.

Try an experiment. Google something of interest to you. Use a long-tail phrase because this is what consumers are using these days. Here’s a prime example of the concept of answering a question for your followers.

Recently, I had an invasion of gnats in my home – you know – those pesky tiny critters that fly around and sometimes dive bomb your face. They are harmless but irritating. So, I Googled “How to get rid of Gnats,” and here were the results:

  1. 6 Ways to Instantly Get Rid of Gnats& Fruit Flies at Home

www.organiclesson.com/6-ways-to-instantly

Get rid of those pesky gnats and fruit flies immediately by using these six simple tricks. Prevent them from appearing in your homes & gardens.

  1. Get rid of pesky household gnats with a safe and easy to …

www.naturalnews.com/032980_gnats_trap.html

Get rid of pesky household gnats with a safe and easy to make gnat trap. Wednesday, July 13, 2011 by: Tony Isaacs Tags: gnats, trap, health news

  1. How To Get Rid Of Gnats In the Kitchen? – The Housing Forum 

thehousingforum.com/how-to-get-rid-of-gnats-in-kitchen

Gnats and fruit flies can be a big nuisance, especially when they appear in kitchen. The last thing anyone wants swarming around food is insects.

  1. Get Rid of Gnats using Vinegar – Vinegar Home Remedies

www.vinegar-home-remedies.com/gnats.html

Gnats are attracted to fruit going bad, garbage bins that need to be emptied or other such refuse. They are also attracted to warm moist places such as your house plants.

  1. How do I get rid of gnats in my home? – Orkin 

www.orkin.com › Blog › Ask The Orkin Man Articles

Question: How do I get rid of gnats? I do believe they are gnats. They are really, really tiny and look like black dots. I bought a house spray and have been spraying …

  1. How to Get Rid of Gnats and Fruit Flies QUICKYouTube

  • BY MARGARETS LIFESTYLE
  • 3 MIN
  • 453K VIEWS

Sep 13, 2012 · I have a quick way to rid your home of fruit flies and gnats quickly and it WORKS! If your like me and have fresh fruit always in your kitchen your going …

  1. How to Get Rid of the Gnats (with Pictures) – eHow | How to

www.ehow.com › Home › Housekeeping › Homemaking

How to Get Rid of the Gnats. It’s often possible to control gnats by getting rid of their preferred food and reproduction sites. Once you identify the type of gnats

Look at the posts that showed up first. They were all answering my question. And that is what google is searing for – those “how to’s” or lists of things that will answer searchers’ questions. When you blog title is a “how to” or a list, and you really do answer the question in your post, you have a far greater chance of getting on those high-ranking results. If you were to have a pest-control business, here is where you would want to be.

Use Easily Available Tools to Get at the Questions

Instead of checking on your competitors all of the time or using a tool that will give you topic ideas, there are some effective and easy sources for the questions your target audience is asking:

  • Quora:

If you can find your niche on Quora, this is an amazing source for questions that your audience is asking. Then, you post articles that answer those questions.

  • Reddit:

This is kind of an “unsung hero.” But it has about 230 million visitors and about 36 million members who submit content and, as well, ask questions. Every niche has a “Sub-Reddit,” so you can easily find what users want answers to. Become a member and start posting those answers.

  • Forums:

Again, there is not a lot of “buzz” about forums, but these are great places to find questions and then to post your answers. If you do this well, you will begin to show up in the threads.

Your goal is to discover what your audience really wants and then to deliver just that. You want your audience to find what they need on your site and have no need to bounce out and look somewhere else. And when you answer questions, the longer well-structured posts get more notice from search engines.

Strategy 2: Mobile-Friendlymobile-friendly

As of May, 2015, mobile searches have surpassed PC ones. And Google really likes mobile-friendly sites. In fact, if you do not have a great mobile site, you will now be “punished.” If you have developed or had a developer create your mobile site, then you need to make certain that it is providing a perfect user experience. If audiences bounce immediately, because your load time is too slow or navigation is tough, Google notices. Here are three tools you can use to check this:

  • Bing’s Mobile Friendliness Tool
  • Google’s Mobile-Friendly Test
  • MobiReady

All three are good, but MobiReady is a bit more sophisticated and will give you more detailed information about what you need to fix for the best user experience. Other than using these tools, make sure that:

  • You are avoiding any software that does not work well on mobile devices (e.g. Flash)
  • The content fits the screen very well with no need to zoom. A one-page format is increasingly popular and avoids the clicking on so many links.
  • The links are far enough apart so fat fingers can navigate easily

Strategy 3: Fast Load timeloading

Google does punish sites that load slowly – don’t be one of these victims. If you can get to about 1.1 seconds, you are a master. At all cost, however, you must get to less than 3 seconds. There are tools to analyze your speed – use them.

  • PageSpeed Insights: This is Google’s tool which will help you figure out exactly where the speed issues are occurring. There is a ranking system of elements, 100 being best. Critical fixes are identified.
  • YSlow: This a browser add-on that will make suggestions for improving speed. It is based upon Yahoo’s rules, so is a good tool to have in your box
  • Gtmetrix: Here’s a free tool that will make suggestions for speed issues. It displays a waterfall chart that is easy to read.

There are other factors involved in speed too:

  • Use compression tools to reduce sizes of your files
  • Reduce eternal files that need to load, such as images
  • Use caching – when a visitor returns, no need to reload an entire page
  • Use the correct format for images- JPEG for photos and PNG for graphics

Strategy 4: Don’t Ignore Local SEOlocal-seo

Searches are increasingly local, particularly as mobile users are out and about and looking for products or services. Thus searches include locales more and more. Here is what you can do to get in those geographic-specific search results:

  • Create a Google Business Page and write a compelling description of your business – add your address and links to other important information.
  • Make sure our business address and contact information is located prominently on your site.
  • Craft engaging profiles for sites like Yahoo Local and Yelp

Strategy 5: Social Content is Still Importantsocial-content

Google is now indexing such things as hashtags and profiles more than ever. Twitter is the “front-runner” in this new endeavor, so having a Twitter account would really benefit you. And Twitter tweets are showing up more and more on Google searches.

Beyond the hashtags and Twitter, however, are the other social media platforms. Choose just a couple that you can maintain really well. You want viewers to share your content – the more it is shared and mentioned, the higher your rankings will be. A couple of tips:

  • Entertain your followers: videos, memes, interactive opportunities and live streaming are all attention-grabbers and will get those posts shared.
  • Start a joke of the day or a quote of the day – people will look for these and share them. Check out the Foundr Magazine Twitter account for a great example.
  • Feature some of your customer every once in a while – they will happily share those posts with their tribes!
  • Use visual content more than anything else – it gets shared.

Remember, social media is social. So be social if you want to be shared.

Strategy 6: Don’t Try to Fool Search Engines

You are not as smart as they are – accept this fact. Stop with the keyword stuffing. Try using synonyms for keywords (e.g. pants-slacks). And use longer-tailed phrases that relate to the questions your audience actually has. Google Hummingbird means that you will now have to figure out a question’s context rather than chase keywords in that question. You need conversation phrases, not keywords.

Final Word

SEO is not dead, nor is it dying. It is, however, changing. Stop trying to find “magic” keywords that will be the ultimate solutions. Instead, look for questions your users are asking and use those answers in your titles and content. The operative word is “value.” 

Image Credits: flickr

  • Digital-Marketing


  • There are 2 comments


    • 11 months ago

      preeti das   /   Reply

      SEO is the best way to branding any product or any startup company. It optimizes the way that how a product get famous or came to known to all, it includes social media sites, email marketing, link buildings, back links that increases the traffic of the websites of any company.

    • 11 months ago

      Sarah   /   Reply

      Thanks for the insight! I can’t wait to try some of your ideas in the list starting today. I’ve been scratching my head recently trying to think of distinct ways I ‘d be able to defeat the competitors in my new niche and this post has given me quite a few ideas that I look forward to implement soon.

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