With social media marketing strategies seemingly dominating the digital marketing landscape, it can be too easy to forget that other techniques still play a critical role in ensuring that your business maintains a competitive edge on the Internet. Depending on your industry, you might be justified in spending less money and time on strategies such as pay-per-click or email marketing, but search engine optimization should never be disregarded. SEO still matters in 2018, perhaps more than ever.
In fact, search engine optimization is still as important as it ever was, if not more. Today’s marketplace is more competitive than ever, with nearly every business vying for consumer and B2B attention via multiple channels. People may utilize social media for information and research, but nearly 80 percent of all search traffic starts with Google. And if Google can’t find your site or does not rank it fairly high, your target market will not find it easily either. Here are a few key reasons why SEO still matters.
Knowing how to structure SEO for the algorithms used by Google and other major search engines to determine relevance was always important. But nowadays, you must also take into account how relevant the content appears to those who visit your site. Relevant content helps to instill brand recognition and instill trust, and search engines also rely on optimized backlinks from other reputable sites and pages to further lend credence to your ranking. With over 160 billion searches each month on Google, it’s pretty apparent that search engines, and how well you place on them, still matter.
2. Mobile Searches
Today, more Google searches take place on mobile devices than on any computer. Additionally, nearly 70 percent of those conducting mobile searches look for the most relevant information. Those two stats alone say a lot about the importance of mobile search and why mobile SEO still matters as you continue to build an SEO strategy.
3. Voice Searches
Voice search capability isn’t just a new gimmick or a passing trend. As devices become smarter and more intuitive, consumers are utilizing voice search more. And devices and programs such as Alexa, Siri and others rely upon keyword relevance to deliver the information you seek. It is now key that you understand why and how to optimize your site for voice search.
4. Inbound Marketing
Inbound marketing strategies, such as blogging, podcasts, webinars and others, are often a top priority if marketers. Used to lure traffic to your website or a specific landing page, inbound marketing content is more effective when it is search engine optimized. And since inbound marketing costs significantly less than outbound marketing, it only makes sense (and saves cents) to use it. A balance of inbound and outbound is still required by most businesses, but a focus on inbound marketing helps to fill your sales funnel with MQL’s or Marketing Qualified Leads.
5. Local SEO
Using local SEO helps you attract new potential customers and clients in the local market and is especially important if you have competitors in the area. Simple tactics like claiming your business on Google can help drive leads, but also contribute to longtail search. Even if local leads are not your focus when someone searches for “Fractional CMO Austin,” as a search term, The Pony Group still needs to be the leading spot.
So, You’re Saying SEO Still Matters?
The short answer is yes. However, it is important to understand the ways in which technology and search engines are adjusting their algorithms to ensure that your site is not just indexed, but that the search results they are presenting to an end user are both relevant and helping to answer their questions. Gone are the days of simple keywords and basic content, so a well-rounded SEO and content strategy is a must. In fact, topic clusters are an emerging, new trend that is becoming a core strategy for content marketers.
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