For digital marketers, there's no moving target more perplexing than search engine optimization (SEO). Not only are the rules almost always changing, Google and other search engines don't publicize the algorithms used to organize and rank search results. With each tweak of the algorithm, marketers have to adjust their strategy to stay at the front of the pack. If you're in search of SEO tips to improve your current approach, consider these steps to shore up your SEO.
1. Post Regular, Relevant Content
Content's influence on search engine rankings only continues to grow, and investing in content creation is one of the best things a brand can do to raise its profile. Blog posts and web content are popular, but video, images, social media, infographics and other engaging types of content are worth considering. Content should be published on a regular, consistent basis, and brands should make sure any piece of published content is highly relevant to their target consumer. Interestingly, long-form content tends to rank better in search results.
2. Claim Your Google My Business Listing
A Google My Business (GMB) listing is a simple way to make sure Google offers accurate information about your company. You can edit your hours, location, contact information and other details. Claiming a GMB listing is easy, and managing it only takes a few minutes, so there's no reason marketers shouldn't take this simple step. For that matter, it's worth taking time to make sure every online directory has accurate and consistent information for your business.
3. Test Your Site Speed
This isn't a new rule, but it bears repeating: Slow-loading websites are a recipe for low SEO rankings. A simple SEO diagnostic test can evaluate your website's loading speed. If it turns up any red flags, it's time to simplify that website to improve its load times. Strategies such as better web development, plug-ins and simpler page assets can help lower loading times and improve SEO, according to Entrepreneur.
4. Continue to Utilize Backlinking
Backlinking was rumored to be on its way out, but that hasn't happened yet. In fact, a Search Quality Senior Strategist at Google acknowledged that links are one of the top three ranking factors. If you're a marketer who has slacked off on backlinking, it's time to fix that. Building a strong network of high-quality back-links is critical for SEO success.
5. Don't Ignore Mobile
Mobile audiences are growing for every brand and it's not just mobile optimization for your site, either. Even your branded content needs to be built for mobile consumers. That means more images and video and shorter, more digestible content that performs better on mobile devices. Be sure to build plenty of content that will play well with mobile consumers.
The rules are always subject to change, but these simple SEO tips will help you put your best foot forward today.