“Historically, the recommendations around SEO have been … to focus on keywords,” says Martin Laetsch, director of online marketing at Beaverton, Ore.-based marketing automation company and SEO consultancy Act-On Software Inc. “The reality is search engines are getting much smarter. The content creator is having a lot less control over how their pages are showing up and what words they’re showing up for.” There are some seo rules for 2016 which helps us in SEO.
- Intention is everything.
You no longer need an exact keyword to offer a relevant search result, says Cyrus Shepard, director of audience development at Moz. “In the old days, it was about getting the click.
- Keywords aren’t the be-all and end-all.
Adds Laetsch: “Historically, we wanted to get a keyword in the body copy or in the meta description. Now that’s all gone out the window. As the search engines get smarter, they start to think about other words that you expect to be in that article, what will signal that this is an authoritative article on the topic. If you were writing an article about the Apple Watch, you might have the words ‘Apple,’ ‘iPhone,’ ‘Watch,’ ‘apps’ and ‘time.’ If those are in the body copy, it sends signals to the search engines that this is a pretty good article.”
- Focus on the user experience.
Unique content is becoming more important than ever, says Rhea Drysdale, CEO of Outspoken Media Inc., a Troy, N.Y.-based SEO consulting firm. “The more original content that you can produce—whether it’s an image or a video, or long-form content, anything you can put together that’s going to justify someone wanting to read it or share it—the better.”
- Size matters.
Longer articles perform better in search results because there are more words and images to rank on the page, Shepard says. “People are sharing longer articles on social media more, and linking to them and citing them more. Shorter articles do well sometimes, but on average, longer articles tend to perform better.”
- Optimize for mobile.
“Making sure Google can understand the content that’s found within a mobile app, and leveraging the marketing of the app with respect to SEO, is an opportunity on the consumer and B-to-B marketing side.”