Google hasn’t stopped updating its algorithms. We all know that with each update—announced or not—sends any digital marketing agency into a frenzy. It’s always panic mode on!
Whether you are an e-commerce website owner DIY-ing search engine optimization (SEO) or an agency doing SEO for volumes of clients, your SEO strategy is your best weapon this 2022. You can dominate the results pages if you have a solid strategy.
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Here’s how your SEO strategy should look like this year.
Site structure: Navigation with breadcrumbs
Site structure aids in giving your website the highest possible visibility.
While some platforms have built-in navigation, it pays to optimize it further by adding breadcrumbs.
Breadcrumb refers to a secondary navigation scheme. It is a trail that allows the users to work their way around the website regardless of which page they are at present—one click at a time.
It is a cascading hierarchy that also breakdowns the site for Google to scrutinize and, thereby, rank quickly. If the search engine can understand your website, it can rank it better and higher on results pages.
Breadcrumbs, therefore, has a dual purpose—attending to the needs of both the users and the search engines. So don’t be surprised if the SEO services in the Philippines suggest integrating a breadcrumb trail on your website.
Keyword focus: Long-tail keywords
Keywords remain the foundation of a sound SEO strategy.
The common pitfall, however, is chasing the most competitive keywords thinking that they can bring more business.
Here comes long-tail, more targeted keywords. It binds your website and users, who are most probably one step farther at the sales funnel.
When looking for “how to outsource SEO to the Philippines,” for instance, and your website is displaying on #1 spot, it is easier to sell the business to the user. Targeting long-tail keywords are hence more lucrative than “outsource SEO,” for instance.
Other than that, they not as competitive.
Brand tone: Conversational
With the birth of voice search tools and personal assistants, search queries are definitely more conversational now than they were static a few years back.
This means understanding your target users based on the language they utilize when browsing and search for something on the Internet.
Being conversational is challenging since the website is in textual and visual form. For the latter, the goal is to be as descriptive as you possibly can with content. They look for a specific product or service because of one particular purpose.
There—that’s your guide in creating search-intent oriented content.
Results page: Position zero
Providing solutions to the users’ problems through a conversational approach to content, you are actually increasing your chance of appearing in position zero.
Have you tried googling a question and noticed how the results pages display a small box at the top? What about the knowledge graph, a Wikipedia entry included, on the right side of your computer screen?
Those are Google’s Featured Snippets. The box may contain text or an image that the user may click to view the entire page’s content.
Appearing on the Snippets takes more than crafting a keyword for verbal search. It also means putting titles and tags and other SEO elements like meta descriptions and alt texts to be displayed for question-based queries.
With all these, your 2022 SEO strategy must be algorithm and innovation-proof. It all boils down to content that your target users are ready and willing to consume—the type of content that they may find valuable.
Of course, the technical side of the website still matters, especially usability and navigation per se.
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