We like to give all our clients an insight into the current market trends where we can. This month, our Online Marketing Manager, Matthew Culnane, talks about some of the trends we are seeing in the world of Search Engine Optimisation (SEO).
Google values a fast web and we’re seeing more emphasis than ever put on how quickly a site loads and how easy it is to use. We’ve found that this is particularly important for the mobile version of your site, which Google looks at first. It’s important to understand how quickly your site loads and to look for ways to speed it up, and generally make it more usable by your target audience. All other things being equal, this is a useful and often inexpensive way to leapfrog your competition.
Some businesses will always want to rank well for a limited number of highly relevant keywords but this isn’t the case for most sites. Users search in a wide variety of ways: some use whole sentences, some use individual keywords, and most are somewhere between. Google claims that up to 20% of all searches each year are brand new – no-one has ever used them before. So, the time of keyword ‘stuffing’ is well and truly over. Instead, websites should focus on creating rich content that demonstrates expertise, authoritativeness and trustworthiness. Look to focus less on a small set of specific keywords and more on using the wide variety of language used by your target audience and publish content that is of real value to them and their needs.
Backlinks have been a primary aspect of Google’s ranking algorithm since it was formed in the 1990s. No-one is suggesting that they are no longer an important and fundamental part of ranking well, but with each year they become slightly less important as Google introduces many more ranking factors. Earning a great link from a reputable website is brilliant but it’s increasingly the time to see it as a by-product of good content that serves your users, rather than as an end in itself.
If you think your website could be improved by our SEO services, get in touch with the team via https://www.interdirect.co.uk/intouch