SEO or Search Engine Optimisation is a subset of digital marketing. Digital marketing is the field of marketing and communication of products or services using the digital medium of the internet. It includes various formats such as smartphones, email marketing, search engine marketing (SEM), display advertising and search engine optimisation (SEO). With the advent of faster internet and smartphones flooding the market, digital marketing has become a very critical part of marketing. As customers depend on the internet for their daily decisions, companies want to get in touch with their customers while they are actively engaged on the internet. A digital marketing professional often gets trained through online digital marketing courses available through several online educational portals.
Search Engine Optimisation (SEO) is that part of digital marketing which deals with the process of impacting the online visibility of a brand’s website or webpage on a search engine’s unpaid results. It is often referred to as an organic or natural or earned search results. Simply put, whenever a customer searches for a particular keyword in a search engine, there are many results appearing as per their relevance to the search keyword. A brand’s aim is to appear to the relevant set of the target audience as high as possible in the search result. To do it, they choose the right keyword on their webpages and create a website’s content in such a way that can appear in relevant search results. For example, when a person searches for a television, a brand who sells television would want to appear higher on the search results page so that the customer can pay attention to them at the time when his interest in highest on the topic.
This is different from search engine marketing where a brand pays the search engine company to appear higher in search results. Search engine optimisation is an act of both hard work and creativity. Companies and agencies deploy SEO strategies to garner maximum eyeballs on a search engine. In this article, we are discussing the top SEO strategies in 2019 that experts would deploy –
- Optimise the Voice Search Capability
In the year 2016, voice search accounted for 20% of all internet searches. These numbers are expected to get even higher as the world gets more and more used to talking to personal assistant machines like Amazon’s Alexa or Apple’s Siri. Voice is a more natural form of conversation and incorporating a strategy to optimise voice search as part of the SEO strategy of any brand could take it ahead of the competition in the SEO game. Since a majority of voice search queries are in the form of questions, digital managers should keep in mind to make the keywords in the form of long-tail sentences as opposed to just a combination of phrases and words. Make sure that the question enquiry and the answers for it are on the same page as Google tends to focus more on such pages as it ensures that users can get instant results.
- Utilise the Long Tail Keywords
While long-tail words generate less traffic than short keywords, they have a much higher conversion rate. This is so because these long-tail words are more specific in nature and there is much less competition compared to shorter and simpler words. Start with doing basic keyword research by using a tool like Semrush which will provide you with data points to understand your keyword performance better. Long-tail keywords also have a cheap cost per click and have a good search volume. Combined with a sound link building strategy, it can help you get a higher rank for your website.
- Utilise the Medium of Mobile Phones Effectively
Smartphones have flooded the market. India is the second-highest user base of the internet in the world thanks to the spread of cheap smartphones and cheap data plans. With most Google searches being done through a mobile, the mobile page may soon become your main page. Hence it is critical that your website is optimised for mobile phone consumption. You should apply a mobile-friendly design on your website to improve mobile navigation and user experience. This will increase the time the user spends on the website.
- Create Video-Based Content
Video content is becoming extremely popular in the new age of the internet. For searches like news and cooking recipes, many users prefer directly using YouTube than searching on the Google search engine. YouTube is already the second largest search engine. By doing some research on user preference, you can create videos relevant to your brand and your target audience. It is also important that the videos are SEO optimised to appear in Google’s search results as well.
SEO is an important aspect of a brand’s digital marketing strategy. A good SEO strategy can lead to an overall successful digital marketing campaign.