It wasn’t long ago when major changes in Google’s search algorithm would capture headlines around the Web. These days, the Big G is more subtle about what goes on behind the curtain – but the rules of search engine optimization continue to evolve.
Google is relying more on AI to power its search engine, so changes are happening faster than ever. To stay relevant and maximize online visibility, businesses must adapt to Google’s new approaches. Staying informed is key to boosting search engine optimization.
These SEO ranking factors are rising in importance:
1.Service Reputation and Review Clout
For many businesses, online reviews are highly visible to first-time Web visitors. Even though B2B firms attract fewer reviews on traditional platforms like Yelp, it is still crucial to monitor review activity and respond to negative reviews.
2.Social Popularity and Sentiment
Google is becoming adept at recognizing brand activity on social media. It has begun to link social mentions – and whether they are positive or negative – to how businesses are presented. However, this may be less impactful on LinkedIn, where most B2B leads are found.
3.Local Business Listing Accuracy
Even B2B firms that don’t rely on local foot traffic should claim their listings in the various local business directories. Yelp and Google My Business are especially vital. Ensure these provide your accurate address, phone number, and email as reflected on your website.
4.Mobile User Experience
A website’s mobile version is now consulted first when scoring sites in search results. A mobile responsive website is a must-have. A responsive site is one that adjusts on the fly to the mobile display and input device used by a smartphone, tablet, or laptop user.
An active blog is still the most valuable part of your content marketing strategy. Still, Google is rewarding businesses that publish diverse content – especially those who choose to post videos on its own YouTube platform. Start with blogs, then convert them into other formats.
As Google gets better at understanding natural language, keywords are becoming less important to content creation. Instead, brands should start shifting toward content built around specific questions leads might ask or problems they have gone online to solve.
Images and multimedia have big roles to play in modern SEO. Continue improving your website’s search engine results by reading Image SEO: Optimizing Website Images for SEO.