If there is one thing your online marketing agency would have made very clear to you from the first day you hired them, it would be that SEO is always evolving. They will have developed a plan with flexibility in mind to accommodate the many algorithm updates that Google rolls out every year. An SEO strategy that isn’t flexible is doomed to fail. There isn’t any one solution when it comes to SEO, so here are some areas of focus your online marketing agency should be looking at to improve your overall search visibility campaign.
Focus on your ROI, not your Keyword Rankings
Just because your keywords are ranking where you want them to, doesn’t mean your SEO campaign is successful. Be mindful of any digital agency who shows you keyword ranking reports that have targeted low competition keywords. There’s every chance these keywords will be at the top of page 1 of Google or thereabouts. You want to be ranking for competitive keywords that are generating a ROI for your business.
A good online marketing agency will be able to provide you a report with conversions, revenue and ROI which will confirm whether or not SEO is working for your business.
Creating Well Thought Out Content That Earns Links
Regardless of the algorithm updates that have occurred over the years, one thing remains: inbound links are still the most influential signal of trust and authority. The more of these you can get pointing to your website, the better placed your website will be.
However, what has changed is the approach you make in acquiring links. Earning a high quality link on a relevant website is valuable for reasons such as – SEO, referral traffic, sales, brand exposure and leads. Content such as infographics, whitepapers and e-books are great ways to naturally attract inbound links and build a link profile the right way. Your goal is to create something so good that others will socially share it and link back to your site. The more of these you get, the higher your website will climb the rankings on Google.
Optimising Your Website for Mobile Traffic
It was last year that mobile traffic surpassed desktop traffic and this is of no surprise given the number of people using a smartphone is increasing every year. Google has always been adamant that the most responsive websites are the ones that provide the best experience for their users.
If you’re unsure whether your website is mobile friendly, run it through Google’s mobile-friendly test and see what happens. Like Google, Bing has also come out and said they too prefer mobile responsive sites. If your website fails the test, then work together with your online marketing agency to ensure your website is. Trust me, it will go a long way to keeping users on your website for longer.
More Focus on Social Media Engagement
When a business of any size recognises that they need to be on social media, the first thing they do is sign up to every social media platform and share their content as much as they can. Social media marketing is now a legitimate form of marketing as well as being an online customer service channel. Your prospects and customers on social media expect you to engage with them on a more personal level.
Instead of spreading yourself too thin, focus on two or three and make sure you are active and helpful on them. That way you will end up generating more leads, sales and revenue, and you will also start to build a loyal following that will be more than willing to share your valuable content. This will benefit your SEO campaign when new people come across your website and it will even present opportunities to earn those links that we spoke about earlier.
Looking beyond the Giant that is Google
While Google controls a large section of the search engine market, could 2015 be the year that other search engines such as Bing, Yahoo take more of a share of the market? It’s the million-dollar question that pops up every year, but recent developments have suggested that it could occur in 2015.
Yahoo has now become the default search engine for the Firefox browser. They were able to take 1.6 percent of the market from Google in December. The deal Google has with Safari comes to an end this year, and reports have suggested that both Bing and Yahoo are trying to take that spot.
With some of these options other than Google becoming more readily available, you need to ensure that your business is visible across these search engines as well.