Content Marketing and SEO: Web Trends in 2018
SEO and its rules evolve regularly. In 2018, the natural referencing of a site is played on a multitude of terrains and requires many skills. It becomes difficult, especially for people who are not webmarketing professionals, to understand what the algorithms seek and to anticipate what will improve the visibility of their site. One of the key elements retained in 2018 is content marketing, defined by the Institute of Content Marketing as a marketing strategy approach that aims to create and distribute qualitative, relevant and regular content to attract and retain a specific audience. and this, in order to generate profit. We will see the main elements to consider to be seen and put forward by Google in 2018.
Web trends in 2018
SEO in 2018
One of the first things to consider about web trends in 2018 at the SEO level is the Rank Brain. This Google algorithm collects the following information: the links that people click and their satisfaction with reading the content. His goal is to understand the reason for the query behind the words used and for that he uses artificial intelligence. It is based on the clickthrough rate (CTR) and the time spent on the website in question. If a user understands in seconds that your site will answer their questions, they will stay there and explore other pages. The longer a user stays on your site, the more likely it is to be rated by Rank Brain. To achieve this goal, your pages must be clear, explicit and easy to navigate to encourage visitors to view the rest of your site. Conversely, if you did not choose the right keywords and you appear in queries that are not related to your area of expertise, you will not be ranked well on these queries, in any case on the long term.
In 2018, you can not ignore that more than 60% of Google searches are mobile, and that number is growing every year. Building your site in responsive, that is with a presentation that will fit the screen on which it is read, is crucial. If we go back to our first point, a mobile user who will stay only two seconds on your site, discouraged by the non-ergonomics of your home page, will negatively impact the rating you assign Rank Brain and, by implication, your position in SEO. Having a “Mobile friendly” site that loads fast is no longer an option, while you have a blog or an e-commerce site, you have to go.
With this trend of mobile that will only increase in the coming years, voice research is also an element that should not be ignored. For example, 20% of the 3.5 billion Google searches done each day are done by voice command. And that’s without counting the Siri, Alexa and others. One of the techniques to optimize your site for voice search is to use long-string keywords, that is, phrases or phrases of at least five words. For example, if you sell jewelry online, prefer to use the words “eco-friendly necklace made in Canada” to “silver necklace” that will not allow you to rank well in such a broad search. Indeed, we will tend to be less concise in speaking than in writing. The latest research shows that it is particularly important to think about voice search if you have a restaurant or a convenience store.
In general, pay special attention to the user experience. Do tests by yourself or with your loved ones: let them browse your site and give you feedback on their feelings. Is your classification understandable? Is every page accessible in three clicks or less? Do images load quickly? You can also use tools like Google Analytics to analyze your bounce rate, which is the percentage of users who, after visiting one of your pages, have left the site without consulting other pages. All of these will impact the time spent on your site, which matters a lot.
Having a secure site, reported by the “https”, is mandatory if you have an online store because you collect necessary personal information from your buyers such as their addresses or details of their means of payment. Even if your site does not have as many issues today, you would do well to be interested in obtaining this certificate because with the trends that we observe these last years as those endorsed by the European RGPD, there is chances it will become mandatory in the future.
Despite the regular changes, it’s been several years since the cornerstone of a successful webmarketing strategy is rich, quality content that answers users’ questions. When Google updates its algorithms with animal names, it is to refine its capacity for reading and qualitative analysis of our sites. They analyze the content, the links, the lexical field … No more time when the mechanical repetition of the main keyword favored you in the search results. Today, duplicate content is sanctioned. It is now necessary to use a wide variety of lexical words of the subject in question which programs will interpret as proof of the extent of your knowledge and expertise. Be attentive to the length of your articles, the relevance and the variety of terms used. Long and informative articles that fit into the logic of the complete site will be highlighted.
In 2018, you have to focus on Content Marketing
It is no coincidence that many reports believe that Apple plans to invest more than a billion dollars in content, it is an essential element of differentiation. The principle of content marketing is to combine information and traditional marketing. Although the ultimate goal is to promote a product or a business, the means used is to enrich the conversation between the company and the potential buyer by highlighting the skills of the entity in question. For example, if you own a farm and your website allows you to showcase your products, publishing seasonal cooking recipes using the products you sell is a content marketing action: you get your prospects a useful information that will create a positive idea association between your products and something useful.
The benefits of content marketing are many, you will be able to increase the credibility and the notoriety of your brand, increase the traffic on your site and its referencing, create sales opportunities …
To obtain these expected results you must:
- Know your audience You do not write for everyone but for a category of customers that you target and who will be interested in your content. For example if you are a chartered accountant and you are looking for more typical customers small or medium business, your goal will be to write or have written content that can provide useful information such as a list of free tools simplifying the collection of data.
- You set goals. Many abandon their SEO strategy or content creation for lack of immediate results and lack of follow-up. Your goals can be diverse. You may wish to increase the number of visitors and the time they spend on the site, your online conversion rate or even the number of customers in your physical store. Make sure you have tools in place to measure progress and focus on enriching your site.
- Seeking quality at all costs An error would be to consider the content as advertising. For the strategy to work, it is important to be helpful to the reader. It’s about creating a relationship over time.
- Continue your efforts in disseminating this content. It is not enough to have created it, it must also ensure that it will be read, seen, heard. Moreover, after spending time designing a complete and quality content, you will be happy to learn that it is quite relevant to want to use it on different platforms: an article can become a video, a podcast a post Facebook … as the quality is at the rendezvous, share and reuse! As often in webmarketing, we see two trends: the strengthening of mechanical places that are refined from year to year thanks to Rank Brain but also l the appearance of new constraints to be taken into account. The rules are becoming more complex but it is important to understand that Google’s search engine objective is to present its users with quality content and as close as possible to the information they seek. As a business, the best you can do is focus on quality content that effectively describes your business while being convenient to read and navigate. And for all the rules more technical algorithm, SEO and user experience, do not hesitate to be accompanied by an agency or a specialized partner!