Google is changing. The search engine has dominated the digital landscape since its inception, and it’s only getting more powerful with time. In fact, it’s no longer just Google who is trying to navigate the future of SEO and how to best implement it. Major players in the market are seeing vast opportunities that go beyond simply making a website more visible on the web and want to bring about major changes. The Death of Keywords – Google has indicated that keywords should no longer be used as a primary ranking factor, but this doesn’t mean keyword optimization is useless. Keyword research can still play an important part in any SEO strategy going forward – however, other factors are beginning to become increasingly important.
Google, YouTube and Local SEO
One of the most notable shifts in the SEO landscape is the phenomenal growth of mobile traffic. While it’s true that computers and smartphones have been merging together as a whole ecosystem for quite some time now, this growth seems to have significantly taken off in the past few years. Google themselves seem to be well aware of this, and have recently rolled out several updates and improvements designed to help boost your mobile SEO. Most notably, Google has begun emphasising sites that are optimized for mobile, and has introduced a “Nearby” tab at the top of their search results for local businesses. This tab aims to highlight nearby businesses that are also optimized for mobile, and enables users to take a glance at each business in their area and easily get directions to the nearest location.
Niche SEO Strategies
Niche SEO is the process of creating a custom SEO strategy for a specific type of business or industry, and applying it to the entirety of your website. It’s a great way to stand out in a sea of generic, low-quality websites, and can also lead to some amazing keyword rankings. Keyword Research – Keyword research is an essential part of niche SEO, and can often be more challenging than other types of SEO. Niche keywords are often more specific in nature, compared to more generic keywords that apply to a larger range of topics. This means that you’ll have to get a lot more detailed with your research than you would for a more generic topic.
Pay per Click (PPC) SEO
PPC (pay per click) ads are short, sponsored links placed alongside or underneath your website’s content. The vast majority of visitors to your site will see a relevant, high-quality ad from a partner and click on it before moving on to the next website. Google has long been the king of these ads, but over the past year or so, other engines are catching up. Bing and Facebook’s algorithm for determining the best ads to show on their own sites is also beginning to reward sites that use paid ads. While this doesn’t mean PPC is dead, it does signal a shift in the way search engines view paid ads. And most importantly, the way visitors and visitors are seeing paid ads.
Artificial Intelligence (AI) and Machine Learning (ML) for SEO
Over the past few years, SEO has seen some major breakthroughs. Artificial Intelligence has jumped onto the scene, challenging human-powered SEO and forcing experts to rethink their strategies. AI and machine learning have come to the rescue of SEO, with the invention of new tech helping to drive and structure content in new ways. Natural Language Processing (NLP) allows computers to understand and respond to human language, with Google announcing in June 2018 the launch of the first computer-generated chatbot to appear in search results. These chatbots can now handle a variety of search queries and interact with users in a variety of ways.
As the future of SEO continues to evolve, so too does the importance of ensuring your website is always being optimized for the fullest. Start by updating your website to make it mobile-friendly, and consider adding some additional content to your pages to help add depth and context. Once you’ve done this, it’s important to maintain a regular update schedule. When it comes to SEO, now might not be the time to take a break!
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