The SEO world doesn’t stand still. No single practice is cemented for all time. In fact, consistent modifications, accented by Google updates, change how we search, view and absorb online content on an almost monthly basis.
In a sector where evolution is not only recommended but essential, SEO practices become archaic very quickly. If you want to stay ahead of the competition, amplify your brand online and grow your business, you MUST make sure that your website is optimised for SEO in 2018 – and beyond.
So is the SEO on your website up to date? If any of the practices below leave you scratching your head, it may be time to consider updating your current SEO strategy.
Keyword practice and related topics
Simple keyword repetition won’t help your website climb the rankings. However, incorporating phrases that connect semantically, lexically and logically to what browsers are searching for will.
It’s all about knowing how to answer any queries existing and potential customers may have. Topical content tells Google that your website is relevant and valuable, giving you authority and propelling you up the rankings.
In terms of bolstering your overall content, including related topics is a good place to start. Think about what browsers would look for when searching for information on financial planning. What questions are they likely to ask? Once you know this, you have the foundations for a content and SEO strategy that will reap rewards.
The death knell for copious links
The days of using links as the primary way to drive traffic to your website are dead. Five years ago, SEO strategists subscribed to the theory that adding links would propel a page up the rankings, regardless of the quality of the on-page content.
Whereas this may have proved to be effective five years ago, today this is no longer the case. Very well-linked pages are not as effective as they once were. Today, digital marketers focus on delivering content that Google and browsers alike demand.
Bombarding a website with links shouldn’t be the primary, or worse, only tool in your SEO strategy. Intelligent, on-page SEO in 2018 considers the nature of the content, user experience and what each piece of content is saying more than links, links and more links.
Becoming an authority
Five years ago, websites that dominated the SERPs did so thanks to their link authority and online stature. It’s true that domain authority is still important, but it’s not only link equity or the popularity of a website that matters. Google’s algorithm tends to reward topical authority, delivering dramatic results for those websites that personify it.
Arguably one of the best examples of this is the go-to online digital marketing resource, Moz. The years of writing about all things digital marketing, effective link earning strategies, and the close semantic association of ‘SEO’ and ‘Moz’ has seen Google reward the website with a consistently favourable ranking position.
This demonstrates the power of brand associations. It’s about what your brand means to people and whether your brand resonates topical brand authority. How do you build brand authority? You build campaigns that exude confidence. You earn links from websites that promote who you are and what you do. You develop a following of influencers. Your name becomes intertwined with your business sector.
Now there are many different options to do this. Different brands have different strategies. But the most important piece of advice is this: know who you are and play to your strengths. Address the focus of your website and decide how you can make that focus clearer. Do you speak to a certain type of client, for example? Does your website reflect this?
So there you have it. An overview of some of the factors that will strengthen your website SEO in 2018. Are you up to date on current practices? If not, it may be time to give your SEO strategy an overhaul. Take a look at our range of SEO products below or speak to us about how you can grow your business online in 2018 here.