It’s a New Year and that means it’s time to take a fresh approach for your digital marketing. What’s new on the horizon? What has happened recently in the world of digital marketing? Obviously there were many changes implemented by Google in 2013 that changed the way marketers go about increasing their site traffic. Panda, Penguin and the most recent algorithm update “Hummingbird” have sent marketers reeling and caused websites to drop in the SERPs, leaving business owners frustrated and confused. So, what’s a business owner to do to survive all these changes, maintain position in the SERPs and thrive in 2014? Let’s take a look at the many changes we have seen, how they have impacted digital marketing and what businesses should focus on in 2014.
Algorithm Changes
According to Forbes.com, since Febuary 2011, Google has released 25 algorithm updates affecting website content quality. Penguin updates followed, targeting spammy sites with link-building schemes. The latest algorithm update to enter the arena is Hummingbird, which attempts to interpret the intent of the query instead of picking out keywords to provide results. The goal of Hummingbird is to actually provide results that answer users’ questions. Hummingbird is mobile-friendly and therefore aimed at providing results based on conversational search. So, with all these changes, how is a business to keep up, and what are they to do to ensure digital marketing success in 2014?
How To Survive
Some have said SEO is dead in light of all these algorithm changes. Some say SEO has been replaced by OAO, or Online Audience Optimization, but whatever buzzword you choose, the focus remains the same: Produce great quality content that answers your customers’ questions, and is shared on social media on a site that is optimized both for desktop and mobile. Sounds easy enough, right? Here are a few tips your business can use to accomplish this goal and survive in the new world of SEO/OAO.
1. Content should be both curated and original and should include:
• Q&A section
• FAQ section
• Video content
• Infographics and high quality photos
• Testimonials
• DIY tips and tutorials
2. Have a mobile optimized site or responsive website design.
3. Utilize long tail keywords (long tail keywords are more refined searches such as searching for “women’s brown leather jacket” instead of just “coats.” The key here is to know your audience, and use terms they would use to search for your products or services.
4. Establish Google Authorship and obtain links naturally by guest blogging.
5. Get listed on credible online directories.
6. Establish a presence on social media platforms and engage your audience with frequent surveys, questions, contests and industry news.
It’s difficult to be at the top of the SERPs these days, but if you focus on providing your customers with a great online experience, and produce valuable content that your customers will share, you will be well on your way to digital marketing success in 2014. If your business needs more information on digital marketing strategies for 2014 contact us for expert advice.
