The 93 per cent of online experience starts with search engines. Search defines consumer intent and behaviour and brings in business. But, the outbreak of the pandemic has dramatically altered user search behaviour, consumer mobility, and consumption habits and have alarmed businesses to adjust their marketing campaigns and approach to alleviate risk strategically.
People do search online more than they ever have before. Regardless of the economic climate, we are in, every business is striving hard to remain relevant and the top pick, for browsers and buyers.
For long, and more so in this noisy world now, Search engine optimization (SEO) has been an important facet of online presence, and it has tangible strategies that businesses should implement during this time to combat uncertainty and remain relevant and approachable. 2020 has indeed made things harder and calls for a new approach as the shift and need for digital presence was never pressed this strong.
Everyone wants to be digital, especially during COVID. In the present scenario, Google search ads have lost their impressions and SEO is seeing a sharp uptick. With this shift, opportunities for SEO professionals and content marketers to ramp up their impact and create content that drives conversions and builds brands have manifold. Many savvy marketers are already making shifts in their strategies and investing more SEO in their approach. Here, are some strategies we follow that makes a difference.
AMP friendly:
The trust prevails, and the truth here is, faster the loading pages with readable and relevant content always alludes to better user experience. Just passing google speed won’t suffice, accelerated user experience is paramount. Accelerated Mobile Page (AMP) optimized pages rank better, faster and convert more visitors into customers.
E-A-T:
It has always been about Expertise, Authority and Trustworthiness. A good E-A-T, both on and off your website, can potentially translate into better rankings and more traffic. It is crucial for Your Money or Your Life (YMYL) websites that give advice that helps people make an important decision and also if you sell products from your website.
User experience:
Websites are the epicentre of your digital presences. Hence, it’s important to build experience and not just a website with pages. A website solidifies the brand’s visibility, enhance business reach, build trust and instil confidence in the audience to take the next steps. Increased engagement, uncompromised user experience with screen responsive, UI/UX experience and search friendliness, ensure that search engines are easily crawlable, and comprehending your content.
Schema markup:
Defining content on websites with search engine parameters can boost any website in the search engine result pages (SERPs). Schema markups are codes, also called semantic vocabulary that is added to websites to help search engines return more informative results for users. With this, content on the website gets indexed and returned differently as it tells search engines what your data means, not just what it says.
Video marketing:
Videos are becoming one of the most important forms of content marketing with business, and its presence could make or break any optimization efforts. Time is such that Google algorithms are prioritizing websites with video content. Adding videos can escalate your SERP rank by increasing click-through rates, lowering bounce rates and creating quality backlinks.
Content Clusters:
Improve the user experience of your meaningful content and boost your search performance by topic modelling and internal linking. Also called Topic Clusters, it makes search engines crawl through all the pages quickly, where more interlinking means higher placement in SERPs with enhanced impressions or views.
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