Your website is a core asset of your business, but is your website ready to succeed in today’s competitive search environment?
If you answered yes, you’re (probably) wrong, here’s why.
Organic
The Internet and how consumers search on the web is evolving rapidly. So much so that it’s impossible for most websites to keep up. There’s a strict formula to get your website to rank on Page 1, and, more importantly, Position Zero.
A lot of this deals with your site’s authority and whether it’s trusted by Google, but your site also needs to be structured in a way that the search engine can easily read. This includes utilizing schema and rich snippets so that the bot can understand your site and how it relates to a consumer’s search query.
Unfortunately, if your website isn’t constantly evolving in response to these changes, it can be extremely detrimental to your business, even causing your site to disappear from search results entirely. At least from where any qualified leads might be looking for your product and/or services.
When your site disappears from search, then your leads, and ultimately, your source of revenue will disappear as well.
Content
While content is part of your overall organic strategy, it’s deserving of its own callout. Is your site content static or are you constantly adding new content and improving outdated content? It’s critical for your business to continue to write high-quality content that’s valuable and relevant to the needs of consumers.
While keywords and link building are still an important part of SEO, they are becoming less so in the wake of developments like voice search and user intent search. Industry experts are stating that, going forward, content needs to be more conversational in style.
Remember, Google’s sole purpose is to deliver results that meet the consumer’s search query, which is why you should remain focus on developing new content ideas and new ways to position existing content.
Paid Media
Now more than ever, it’s imperative that your business has a solid paid media strategy, especially since the number of searches conducted on mobile devices continues to grow. The top results on mobile are all paid ads, and are usually followed by Google Maps listings. This means that unless your business is investing in pay-per-click (PPC), you are losing out on potential customers who aren’t necessarily scrolling down the page to the organic results.
The thing about paid search is that without a strong organic foundation, you will pay more to appear in top positions. Along with PPC, your paid media strategy should also consist of advertising on Facebook and YouTube.
---
Megan Cooney-Smith
SherloQ™, Inc.
205 E 42nd St, Floor 20, New York, NY 1001
Phone: 646-989-3530
bvisherloqdev.wpengine.com