Search engine optimization and search engine marketing are two sides of the same coin. Innovation in search engine optimization techniques is necessary to keep pace with the improvisations in search engine algorithms and beat your competition. Here are a few things to note with regard to SEO in 2014.
The basics never change, so make sure to maintain it: Good appeal and interesting content will still be the king in 2014. The ground rules of successful on page and off page architecture for search engine optimization have not changed much. Correct keyword researches and on-page SEO are essential for a winning promotion, more so at the start of the promotion. Now that Google has closed the option of getting keyword statistics, professionals are finding it difficult to predict the keywords that should be pursued. Some companies focus more on creating brand awareness and recognition. This exercise is bound to make them powerhouses in their own industry, and give them more of a chance to be indexed in the SERPS even though they may not be improving upon exact keywords.
Make sure to plan a strategy to market content: Marketing of content is the method of producing and publishing content that is significant and important. How does one define the importance and value of content? It should be the kind of content that will appeal, attain, and connect with precisely defined target viewers. Eventually the goal of any kind of content is to induce the desired consumer’s action. The art of speaking and connecting with your viewers without apparently selling is content marketing. Providing information that would educate the readers and make them more knowledgeable and informed instead of promoting your products or services is what the content should be all about. The basic rule of this content marketing strategy is the idea of providing steady, continuous important information to viewers that will bring engagement eventually resulting in customer loyalty. There are three ways in which you use content to speak to the viewers.
- Content that markets and sells the brand and your goods and services.
- In-depth information about products and services, suggestions and feedback, frequently updated special offers that would induce consumers to agree and increase trust through content and services that add value to the sale.
- Articles that help viewers with information, amusement, giveaway and competition that could be connected to the firm or the customer association, without actually trying to induce sales.
Take mobile website into consideration – shift to a reactive site design: With the tremendous increase in the number of mobile devices in the world each year, there can be no doubt that a website meant for mobiles should work like it does for desktops. An alert and reactive design code would make it feasible to have a single site that is compatible with all kinds of devices. There will no longer be a need for complicated codes or folders within folders. A reactive design works on every platform and device whether they are big or small. Not just this, even Google prefers that kind of a method while dealing with the multiple gadget issue. A website that is compatible right from the beginning is crucial when it comes to user experience as well as increasing the visibility of the website because of growing traffic to the website. Decreasing bounce rates, increased rankings in search engines, more visits a second time, and increased sharing by visitors on social networks will all play a role in the success of the search engine marketing strategy. There are 3 types of mobile websites that are preferred by search engines such as Google.
- Responsive web design: Such a design has the same content for both the desktops and all mobile gadgets. The content on the site is converted according to the gadget by using CSS.
- Dedicated mobile website: A committed mobile website will identify the viewer’s mobile device using different tools such as the device atlas from dot Mobi to forward them to a site optimized for mobiles on a separate link URL.
- Adaptive website design: Such a site is dynamic in nature and also identifies the viewer’s gadget and redirects them to a site compatible with mobiles. However, the page is shown on the same link URL.
Build up links even today: Link building was a mainstay of any good search engine marketing professional since optimization began to achieve results on the search engine. It has become quite difficult to build good external links after the frequent algorithm updates from Google. The question is not how many links a website has but why it needs those external links today. The search engines use powerful crawlers and programs to stop spammers across industries, yet everyone is affected by it. The program doesn’t stop just spammers; it is used against everyone that does search engine marketing for their brand. Some “terrible links” that point back to your website can have a considerable harmful impact on the search engine result pages. To prevent people who propagate spamming from appearing on top of the search engine result pages, Google has used all its might to fight such link networks uncompromisingly by shutting down many networks in 2013 and will probably do the same this year. You need to avoid getting links from unidentified sources and link networks. Delete any suspicious links and look for good links from influential websites in pertinent, connected industries that suit your visitors.
Plan Mark-up Language: Well thought-out data helps search engines recognize the diverse elements of a page swiftly and without difficulty. Search engines use a completely different type of mark-up language. Some examples would be author articles, information about events, videos, audios, geo-tagging, reviews and recipes. You need to make a note that not every mark-up is meant for every industry. You need to do a complete research and then decide on the words that will be most beneficial for your website. Search engines like a lot of facts, and if they can provide it to the viewers then they will definitely do it. Google’s Webmaster Tools are the tools used most often. This tool allows visitors to highlight the information fundamentals in the website that can be read by Google later. This data can be offered more appealingly, and in different ways, through search results and also show up in other services such as the Knowledge Graph from Google. Making sure the mark-ups are correct will give you an advantage in search engine marketing strategy.
Engage in Social Media: Google plus, Facebook, and Twitter are some of the largest social media websites in the world and they still have a lot of clout. You may want to think of YouTube as a part of the power list too, but there are others who think of it as the second-biggest search engine.
Social network marketing should be used to augment connections with consumers, to inform supporters about existing news broadcasts and promotions, while prompting patrons to come back. You do know that it is quite difficult to be distinguished from among your competitors. So here are some things to start off with that can be done to catch the attention of more supporters and keep the present ones. Think of and set up an appealing headline, publish excellent content, make sure the content can be shared, be aware of visual mediums, be unfailing and energetic, and make links available when appropriate. Eventually, a well-built community existence will serve as a firm way to compel traffic and increase your brand name awareness. Let this be a part of your search engine optimization and search engine marketing strategy in 2014.