By NatchCenter / Jun 9, 2018 /
In today’s marketing, content is king while many previously successful SEO techniques are irrelevant or even harmful. If you expect that keywords included in titles of publications, alt tags, and descriptions will bring your website to the top of Google, you’re behind the times! Wake up – this SEO doesn’t work although some techniques still have power.
Attacks of the search engines against the old SEO tricks led to the fact that many optimizers declared that SEO is dead. However, these rumors are greatly exaggerated – SEO, oddly enough, is alive although in a somehow changed form. The greatest difference is that SEO and content are now interconnected as never before.
1. Behavioral Factors as Litmus Test for Your Website
Google has long been dreaming about teaching the crawlers to assess the usefulness of the content. Although artificial intelligence still can’t cope with it, the search engines are rather close to achieving this goal.
A part of this evolution was the refusal of the semantic analysis and taking into account the interaction indicators such as the bounce rate and the time that the visitor spends on a website. For example, if a user comes to a website from the search, remains on it for a while, and then goes to another page of the same website, that means the content is informative, useful and original.
Behavioral factors are almost impossible to imitate, but they show the quality and informative value of the content. What does it mean? Obviously, well-written content is a more accurate way to reach to the top of Google than uninformative nonsense stuffed with keywords.
In 2017, the ability to study the actual problems of the audience and solve them is paramount.
2. Content Effectiveness
All sorts of measurements and analysis will continue to play an important role in the development of content strategies. For example, content managers will have to carefully monitor the attractiveness of the content by the geographical factor.
Also, you need to be aware of how each article, image, video, etc. affects the conversion, that is, it is necessary to delve into how these components affect the buyer’s actions on the website, from the first click to the purchase of goods and services.
The metrics of behavioral factors will show you how users interact with your content.
As platforms such as Instagram, Snapchat and YouTube continue to grow in popularity, it is easy to understand that video content will become an increasingly important part of the marketing plan for any business. Live broadcasts will continue to be in trend, which is proved by the fact that Facebook has added features for live streaming.
Video content is also great for improving behavioral indicators – a ten-minute video better holds the visitor’s attention than an article of 2 000 words in length.
4. Creativity and Originality
Creative ability is now more important than ever (and for sure more important than SEO tricks). Earlier it was believed that websites need some special “SEO-texts,” but in the era when the time spent on the website as well as a response is social networks affect rankings, it is very important to fill the website with high-quality materials written by talented copywriters.
Appealing headlines, intriguing subheadings, unique author’s style and corporate posts – all these will catch readers’ attention.
5. Latent Semantic Indexing (LSI)
LSI is the ability of crawlers to use mathematical methods to decipher the patterns and relationships between the various components of text and assess their relevance to the subject of the website and the search criteria. This intelligent search for conformity of the keyword with the rest of the article and the website helps Google better understand the content of the article. Although the LSI principles known since 1988, they are still very effective.
6. Relevant Links
The presence of links to your articles in other materials of high quality remains an important factor that affects search rankings. There are a few dozens of ways to get backlinks, but the main idea is to create content that your readers will share, and which will be referred to influential people or companies in your industry.
Getting natural links is quite simple: constantly keep track of what people are interested in, what facts they share with friends, what’s important in your niche today and use this information o create something valuable and relevant.
7. Social Response
Social signals will retain their value. To achieve success, you’ll have to allocate some amount of marketing budget for social promotion of your content. The key here is to find reputable people whose blogs or personal pages have a large number of readers. You can pay them to tell people about your publications, thereby ensuring the growth of your audience and spread of information about the product or service