Google has over 3.5 billion searches each day and more than 70% of the clicks go towards first page organic searches. This is why SEO Tactics is such an important element in online marketing. It helps you tap into this organic traffic. Not only that, but it can ensure that you secure a position on the first page. So it’s no surprise that businesses are spending more than $72 billion on SEO services this year. The only problem is, many of these businesses are investing in outdated techniques.
Algorithms are constantly changing. In fact, Google executes thousands of changes to each year so it’s a good idea to keep up with them. Luckily, there are a few tactics that you can use in order to ensure that your campaign is constantly evolving and staying current on all of the latest trends.
The Importance of Evolution
Many Singapore business owners are afraid of change because they fear that they will lose something. They think that their current tactics may work better than anything they can switch over to. Here’s the thing: no matter what industry you’re in, you can expect a certain degree of change. And this is especially the case when it comes to the fast-paced world of digital marketing. Online competition is increasing every day and is investing more money into their digital marketing.
The key to surviving is to stop throwing money at the problem and actually embrace the latest trends. Be aware of the latest algorithm changes. You should also pay special attention to mobile as usage is up by 4% this year. When you consider that there are over 5 billion users online this is a significant amount.
Check out six SEO tactics you should incorporate into your daily schedule if you want to see growth in your traffic:
1. Voice Search Optimisation
It was recently reported that voice search accounts for one billion searches each month. And this means that if Singapore businesses don’t adapt to it, then they could easily get left behind in terms of sales and traffic. Voice search requires an entirely different approach when it comes keyword research. These types of searches make use of language that is more natural and long-form. Essentially, business owners can expect to see queries that are more conversational which means they need to focus less on short queries.
How to handle it:
Currently, Google Analytics doesn’t distinguish separate voice search in the console. Until they do, you can use tools like Answer the Public in order to build your content strategy for voice. This tool offers a list of questions that come straight from the minds of users. Within a matter of minutes, it offers hundreds of questions that people are actively looking for.
So choose the country you need to target and select “Get Questions.” You can better organise the results by selecting “Questions” and then “Data” so that they can be converted into grouped lists. The first lists offer results that are question-based.
From this point, you can plan your content based on these suggestions. Try to focus on results that are featured snippets. Featured snippets appear before the organic results in Google and often provide simple answers. When performing a voice search, these are the results that your device reads aloud to you.
The key to targeting a featured snippet is to focus on the content that is currently on page one or page two of the results. Optimise this content for both length and structure. Be sure to include the right long-tail query in the title and headers of your article. In some cases, you might even
format your answer as a table, list of bullet points, or a paragraph.
2. Understand Mobile Behaviour
More than half of all searches on Google come from mobile devices. And on top of this, Google recently announced that it is now mobile-first indexing. So make sure that your site is optimised for mobile. Make sure that your site is mobile-friendly.
How to handle it:
Luckily, Google has made this process pretty simple. Go to Google Search Console, and then select “Mobile Usability’ below “Search Traffic.” This will give you a view of the site-wide results. You can also use Google’s free mobile-friendly test feature. Simply enter your URL and select “Run Test.” It will immediately show any issues that your page has as well as offer resources.
Another extremely helpful process that you can perform daily is a heat test like the Crazy Egg heat map. This will allow you to identify exactly where people are clicking on the mobile version of your site. In many cases, the pattern is much different than the desktop version. In this way, you can make changes as necessary.
3. Local Community Engagement
If you’re interested in the growth of your local business, then local SEO ideal. Within months, some business owners can see as much as a 300% increase in their organic traffic and local keyword rankings. There are several ranking factors involved in local SEO. They key is to put most of your efforts towards local engagement.
How to handle it:
Start by making sure that the name of your business, address, and phone number are consistent across all of the top directories. Claim your brand on Google My Business. Take advantage of Google’s Local Guide program. Its aim is to help local businesses improve their listing quality with local link building and reviews.
You should also perform a daily health check of your local SEO. This can be done by auditing your Knowledge Panel and making sure that all of your information is completely accurate. Find out if there are any Q&A questions on your timeline. Finally, ask for reviews with a review management tool like Yotpo or BirdEye. Reviews send a strong signal.
4. Boost Site Speed
Site speed is perhaps one of the biggest ranking factors for Google. And this is because it can have a huge impact on user experience. In January 2018, Google announced that by July, page speed would be considered a ranking factor for mobile searches. While the average speed varies by industry and location, it’s been reported that the typical speed is around nine seconds. According to Google, nine seconds is much too long. In fact, this search engine recommends a load time of three seconds. In comparison to the average load time, this can help to decrease bounce rates by as much as 123%.
How to handle it:
You can speed up your load time by using Google’s PageSpeed Insights. This tool will help you identify your problems. Another helpful Google tool is Test Your Site, which checks mobile speed. Both tools score your pages from 0 to 100 and if you need improvements, they can offer recommendations.
Make sure your images are compressed as those that are larger tend to slow the site down. Use a compression tool. If you use WordPress then there are several compression plugins like WP Smush. If you don’t use WordPress, there other tools such as Crush.pics.
5. Focus on Topics and Intent
Google’s algorithm is always evolving and changes like RankBrain, business owners can stop relying so much on simple keywords in order signal to the search engine what their content is about. This change allows you to cater more to the customer. While keywords are important, they are not the most important factor. In fact, they aren’t even in the top 10 list of ranking factors. So focus on creating quality content and engagement.
How to handle it:
When crafting content, put more time into broad topics rather than specific keywords. This means that you must understand the intent of your searchers and target. What do searchers mean when they search for a certain term or phrase? Classify keywords as research, navigation, or conversion. Once you understand this, you can align it with your content marketing strategy. Here are a few tools that can give you a better understanding of user intent:
Google’s behaviour flow report can give you an idea of how people are interacting with your site. Are people who are spending the most time on your landing or sales pages ready to buy? Are they at the beginning of your sales funnel and simply hanging around? This tool will help you answer these questions.
This function will give you an idea of what people are looking for when visiting your site. It shows the keywords they’re using, which internal results they selected, and if there was a high bounce or engagement rate. In this way, you’ll learn if your content is matching user intent.
Another awesome tool is the LSI generator. It assists you in finding relevant keywords. And the best part about it is, LSI Graph is completely free.
Believe it or not, Google search offers help for building out content and keyword plans. Use auto-suggest to get suggestions from the search bar. Look at the related searches. You can also use “People also ask.”
6. Personalised PPC
Another current trend is personalisation. The best way to engage an audience is to be able to dynamically change your message, advertisement, and landing page based on customer information. This helps you to connect with them. For instance, you could change your PPC offer and base it on the device that your customer is using with the help of dynamic text replacement. Personalisation often leads to a significant increase in conversions.
As algorithms change, it’s up to businesses to change with them. Instead of throwing your budget at a failing strategy, take the time to figure out if your techniques are outdated. And this often takes a daily commitment.