It seems like search engine optimization or SEO grows as fast as technology itself. Some of this has to do with tech companies trying to provide a better user experience. And some of it has to do with the increased demand for technology in business. More specifically, business owners want to know what hardwire, software, apps, and yes, SEO techniques are going to help their business’s bottom line.
The following list shows the five ways that search engine optimization is evolving. The items on this list were selected because they have specific applications for the business environment.
1. Local, Local, Local
You’ve heard content is king. However, nowadays, there’s a corollary to this. Local content is king when it comes to SEO, according to CrazyEgg.com. Consider this: 50% of the people doing local searches actually make it into that brick and mortar store within 24 hours of their search. Business owners can take advantage of this trend by making sure that their company website includes local information like maps, phone numbers, and street addresses. If you can make your search local, do it.
2. Video Killed the Written Word Star
Okay. So it’s not quite as catchy as the original song, but the intent is important. An article on Digital SEO Guide suggests that more and more advertisers are getting on the video bandwagon. This is partly due to the fact that right now fewer companies have videos online, making this medium a wide open channel for marketing and advertising. Couple this with the fact that YouTube is the second most-popular search engine. This is a winning combination–high search volume/ low competition.
3. Outsourcing and White Label SEO
It’s no secret that gaining SEO expertise takes a lot of time and sometimes a lot of money to develop. For small businesses like the one-man design studio or the small local marketing firm, it makes offering complementary SEO services very difficult. Enter white hat or private label SEO. It works the same way that private label rights for 3D products work.
For example, you go into your supermarket and buy their brand of spaghetti. Chances are that the store didn’t manufacture the pasta. In fact, the store probably doesn’t even own the plant that manufactured the pasta. Instead, the store partnered with a manufacturer, which created the pasta and then put the store’s label on it.
White hat SEO works the same way, and it offers a viable option for small businesses to offer SEO services, according to Multifuse. A small business owner who wants to offer SEO services can partner with a company that offers private label SEO services. The private label SEO company does work on behalf of the original client—say a design studio. The design studio owner delivers the SEO under his/her brand and then pays the white hat SEO company a cut from the bid.
4. But What Does the User Want?
Why people search for something has become an important factor in the SEO world. The better you can predict why people would use one search term over another, the better you can tailor your SEO keywords and your content to that user. Here’s a quick example from the book world.
If people type the phrase “books like Harry Potter” into the search bar, you can guess a few things about that searcher off the bat.
- They are searching for new books to read (because they’re likely done with Harry Potter).
- They want them to be similar in some way to the books about the boy wizard and
- They might be open to even buying new books.
When you create the content for your website, you want to always be thinking about what it is the original searcher is really looking for. Not only will the search engines like you better, but you have a better chance of getting your work passed around on social media because it will be relevant.
5. And Speaking of Social Media …
A couple of factors have influenced the confluence of social media and the search engines. For one thing, sites like Twitter and Pinterest have very specific search tools now that make a search much more in depth. Google also indexes tweets. That means something that you post on Twitter that is well keyworded has a chance of showing up on a general Internet search: Even if those searchers don’t know you and don’t follow you on Twitter, they can still find you and possibly be converted to clients.
The modern business owner can’t afford to ignore SEO. Right now, the search engines are likely to bring you more traffic than your social media efforts will (the Twitter information notwithstanding). Whether you hire someone to create good content for you or you do it yourself, businesses today can’t afford to be without a comprehensive SEO program for their websites.
Anica Oaks is a professional content and copywriter who graduated from the University of San Francisco. She loves dogs, the ocean, and anything outdoor-related. She was raised in a big family, so she’s used to putting things to a vote. Also, cartwheels are her specialty. You can connect with Anica on Google+.