Google made some big and important updates in the latter half of 2018. Therefore, it is important to understand what is needed to be done while stepping into 2019. Let’s dig in to find out what SEO trends will make a difference in 2019.
1. GATEWAY TO SEO SUCCESS: E.A.T – EXPERTISE, AUTHORITY, AND TRUST
Expertise, Authority, and Trust (EAT) is Search Quality Evaluator Guidelines to evaluate the quality of a website or a brand. Since Google wants to display the best results to its customers it only promotes a website which it trusts.
But, ranking algorithm no longer just includes the technical aspects. A strong human factor is mandatory to rank well too.
WHAT SHOULD YOU DO?
If you want to rank high, you need to present yourself as a trustful site. If for any reason your site is less trustful, you are going to rank low.
2. STRESS ON HOW TO MAKE WEBSITE MOBILE FRIENDLY
We have been talking about mobile for a few years now, but now you need to prioritize mobile because the way in which search engines deliver results has evolved as well. Let’s find out how to design a mobile-friendly website.
It was from March 2018, when Google started migrating the sites to Mobile-first Indexing. This means that the GOOGLE will use the mobile version of your page for indexing & ranking. A mobile-first index does not mean “mobile-only.” It simply means that Google will be using the mobile versions for ranking once the site has been migrated.
This was done after GOOGLE witnessed more search traffic from mobile devices in comparison to desktop devices. So, either build a website using WordPress, AMP (accelerated mobile pages), Bootstrap, etc or redesign/ optimize your website for mobile-friendly use. Note that only mobile-optimized websites will survive in the long run.
Website’s mobile usage should be completely hassle-free and easy to use because the user experience is critically very important today. It is for this reason websites with great mobile user experience rank comparatively higher.
You can also use Google webmaster tool to identify and fix the mobile usability issues. These issues should not be skipped or taken lightly for good mobile user experience.
You can find out if your web page is mobile friendly by clicking on this link.
Google has started using mobile loading speed as a parameter for mobile search result ranking. Speed had always been a ranking factor, but now the ranking will depend on your mobile site load speed, rather than the speed of the desktop version.
Since July 2018, Google has been using mobile page speed as a ranking factor for mobile search results. Google calls it Speed Update which negatively affects pages that delivers the slowest experience to the users.
WHAT YOU CAN DO?
3. DEVELOPING THE BEST UI/UX DESIGN
Although Content is the King, when it comes to SEO, how content is presented to internet users is equally very important. I am referring to UI/UX (User Interface/User Experience) which is an integral aspect of promoting content on the web and an important tool to engage more viewers on your website.
Remember, Google loves what users will love. So, focus on improving the user experience of your website in order to improve your search engine rankings. UI/UX matter because a website is considered fruitful only when it responds swiftly and methodically.
WHAT SHOULD YOU DO?
Nobody likes reading a long paragraph of content. So keep it precise, short and to the point
You should restructure your website in order to improve the user’s experience
Diversify your content as much as you can. Embed good videos which summarize your content. Do not forget to include the Infographics where you can
Make sure your web page clearly highlights what you do
Your website should be easily navigable, and that you have all the call-to-actions placed in the right areas
You need to track user behaviour flow from Google Analytics to analyze how your users are navigating on the site
If not then identify the loopholes in your design and make sure you optimize it
4. GOOGLE PREFERS PRO-USER INTENT CONTENT
There is an intention behind every Google search because users are looking for something specific while searching. They may be looking for some solution to a particular problem, buying any product or service online or simply finding some information. If you want your website to be unearthed by the users on the web, your content should be optimized for user intent.
Marketing today is customer-centric. Google can identify user intent, it demonstrates only those pages in search results which are most appropriate for the user point of view. So, your content should be able to satisfy the search query or else the user will go somewhere else.
So, what do you mean by User Intent?
User-Intent or simply search intent goes beyond keywords or even high-quality content. It refers to the goal or the intention, an internet user has while typing a keyword into a search box of a search engine.
User intent is now a gist factor in content and search engine optimization and is overshadowing individual keywords as a predominant ranking factor. The focus has now shifted towards meaning and motivation behind keywords and phrases. The objective of user intent based content is high conversion rate & superior rankings.
User intent can be informational, transactional or navigational.
✓ Navigational – When the user wants to browse a specific site. Example: ‘Login Facebook’
✓ Informational – When the user is searching for some information on the web. Example: ‘How to File Tax Online’
✓ Transactional– When the user wants to buy/transact online or simply intends to perform some specific online activity. Example: ‘Buy Smartphone online’
Whatever be the type, Internet search always has some intent. The user is searching for something which is significant for him. Therefore the content should meet the user intent and when it happens, you will witness a surge in traffic. Remember, GOOGLE likes only what the users like.
For example, a user searching for SEO services is looking to hire SEO specialists or an agency. His intention is not to understand what SEO is!
WHAT SHOULD YOU DO?
Along with this, you need to present the content to the users which are easily readable and understandable. Proper Content Strategy will force people to return to your website time and again because they will understand that your business cares about its customers. Finally, they will end up as your customer.
5. CREATE SUB PAGES FOR MICRO TOPICS
Remember, Google loves a website with tons and tons of content. You should, therefore, update your website regularly with new content.
However, adding content to your blogs and articles isn’t enough. You also need to create as many subpages as possible.
You need to identify micro topics for each of your main pages and create a hierarchical structure. In case you administer the website for SEO services you can create subpages on the following topics:
‘What is your approach when it comes to optimizing a website?’
‘How do you improve the online visibility?’
‘What is your approach for Link building?’
This will enhance your user experience. Users will know more about your services and Google will surely love it.
WHAT SHOULD YOU DO?
SEO isn’t hard. It may demand a lot of time & efforts, but spending this time & effort is worth the labour if you get lots of business. If you follow the above-mentioned tactics you are surely going to do well in 2019.
For more information on SEO or online marketing, you can always get in touch with me.
Hi, I’m Kshitij Chaudhary(KC). I am a digital marketer, blogger, entrepreneur. I have helped more than 500 businesses to flourish online… Read More
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