The Priorities For Sizzling SEO In 2018
Search Engine Optimisation is the work of increasing the quantity and quality of the traffic to your website/landing page/social media pages through organic (not paid-for) traffic.
This brief article will focus on points that may be just beyond a beginners guide to SEO but still useful in understanding what to focus on in 2018 in order to attract and satisfy a growing digital audience.
1. Make It For Mobile
In 2018 you need to think significantly less about desktop and focus relentlessly on mobile. Global trends show that more people are now surfing through digital content on mobile devices than desktops.
Google already implemented Mobile-geddon, so you have to do two things at this point:
First, do you have a responsive website? (Responsive simply means mobile friendly - it converts to a mobile version when viewed on a mobile device)
Most new template themes come with this built in, so you may not need to worry. However, mobile browsing expectations are very different to desktop browsing expectations. So consider now how the flow of your information, layout of content and pages all work together.
Secondly, you have to create content for mobile users. This means you have to have shorter more meaningful content. Axe all long content and wordy pages. Use your site with an outside-in mindset. What are the majority of users going to be looking for first. What would be important to them?
This leads us on to our second point…
2. Images and video are king
While written content is still a factor for effective SEO, relevant images and video are rocket fuel to the fire. Attention spans are ridiculously short and growing more so in 2018. This is why relevant imagery and video makes so much sense. When someone is on the digital freight train they don’t have time to read through a thousand words of content. They scan pages for relevance, and rely on their snap judgements to determine whether your page has high or low relevance to them. Research shows that you have 3.5 seconds to depict your relevance before a user determines you irrelevant. Google factors this in and ranks you further down the pile. Eventually, if you are not on page one, you do not exist. Think relevant images and short, sharp, helpful videos with helpful titles.
3. Focus on Social Media
Social media has gained new prominence with Google. Social media is people power and the power of the people determining relevance. Google likes this and so popularity on social media means good rankings on Google. Social media should become a more purposeful part of your SEO strategy in 2018.
4. Pay to Play
On both Google and Social Social Platforms. There has been a remarkable shift in organic reach on social media with Facebook now making it harder than ever to get noticed through non paid posts. Soon this may be the only way to get real reach on the platform. Paid advertising can really burn through cash, and give very little return. Treat it like learning a new language. Start small, repeat your activity, monitor the results, improve the quality and then grow the quantity.
5. Keep building your off-site SEO
"Off-site SEO" (also called "off-page SEO") refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs).
This is accomplished by other reputable places on the Internet (pages, sites, people, etc.) linking to or promoting your website, and effectively "vouching" for the quality of your content.
While search algorithms and ranking factors are constantly changing, the general consensus within the SEO community is that the relevance, trustworthiness, and authority that effective off-site SEO affords a website still play a major role in a page's ability to rank.