Online visibility is one of the many markers for a brand’s success, which rings true for international companies and local establishments. Since marketing platforms are evolving with technology, the digital space’s impact on how businesses can reach their target demographic is also shifting. Brands are utilizing Search Engine Optimization (SEO) as an effective way to boost their online presence for greater online visibility. Although there are many strategies and approaches to implement it, some don’t return their promised results.
Impactful SEO practices for 2021
SEO isn’t an exact science, which gets even more confusing when Google makes yearly changes to its search engine algorithms. This forces marketers to re-align their marketing campaigns to service both brands and consumers better. The digital marketing landscape is always evolving, so some SEO practices can become less effective over time. For this reason, it’s necessary to stay up-to-date on the latest SEO practices you should implement in your marketing campaigns.
If you want to welcome the new year right, here are three impactful SEO practices you should implement for 2021:
1. Developing long-form content
It’s a reality that consumer behavior is quickly changing due to faster network connections and more powerful mobile devices. Online viewers’ attention spans are much shorter now in today’s age of streaming and video content. Because of this, many business owners are reluctant to use long-form content and instead favor shorter pieces to match people’s limited attention span.
Although long-form content can look unappealing at first glance, it’s still the best medium to increase your organic rankings. It increases your credibility and establishes your brand as an authority figure with effective keyword placement and strong link building. Instead of relying solely on long-form articles, you should use a blend of mixed formats. This is why it’s necessary to understand your content’s purpose so that you can gauge it accordingly.
2. Introducing keyword naturally
Keyword stuffing is a common mistake that amateurs make when empowering their landing pages’ SEO. This leads to using the right terms in awkward places in your marketing copies. Although it’s true that consumers don’t type perfect English when looking for search queries, Google has improved its processing to detect natural language patterns. Because of this, it can now accommodate sophisticated searches like voice searches through mobile applications. It’s a technological advancement that gives more leeway on how websites should utilize keywords.
Instead of sticking strictly to your keywords, try adapting them into sentences to form natural-sounding long-tail keywords. Consider using latent semantic indexing (LSI) keywords to help search engine web crawlers recognize that you’re targeting a specific main keyword. By integrating related search terms, Google’s AI can have more context on what your content is about.
3. Investing in organic and paid search simultaneously
It’s not uncommon for marketers to offer a strategy that uses either organic growth through content marketing and SEO or PPC campaigns through paid ad placements. However, it’s important to realize that using just one of these marketing platforms won’t significantly increase your SEO score.
Contrary to popular belief, paid ads still lead to increased coverage, shares, and mentions. This further improves your SEO score. Similarly, content marketing can lead to greater brand awareness, allowing online users to be more willing to click on your boosted ad placements.
SEO continues to improve itself every year, as businesses are learning the ins and outs of how it ticks. Although there are numerous ways to improve your SEO rank, some strategies’ viability will either improve or decrease over time. This depends on how the collective big data of consumer behavior responds to the ever-changing world of online interactions.
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