In the first part of this article last week , we saw that several aspects of search engine optimisation are becoming defunct, and that, as users, platforms and Google algos evolve, SEO needs to keep adapting too. This second part takes a look at more of the ways this can be done.
Design content for SERP features
In the case of SERP features, content marketers are better off following the adage, ‘If you can’t beat them, join them!’. A featured snippet, can either steal traffic from your website or increase it depending upon how you tailor your information for it. If a user can get all the information they require for their query from the snippet without having to actually click on the link, chances are they aren’t going to visit your website. But if you can offer users just enough information and intrigue them so they click on your link to read more, then the featured snippet can be the most powerful tool in your arsenal to drive traffic to your website.
For example, if a user knows that this list includes 10 mobile wallets, but the snippet only displays a few of them, they will be more likely to click on the link to read the full list.
Develop innovative content based on long-tail keyword
Creating 10x content and using long-tail keywords have always been the cornerstones of modern SEO, but they were never more important than they are today. The goal for content marketers today is to create in-depth content on nuanced topics that cannot be pigeon-holed into any of Google’s SERP features. Essentially, the longer a keyword is, the greater the chance of your actual website ranking for it and not an answer box or any other feature.
Even if parts of your content can snag a featured snippet, it should offer your audience several useful elements that they need to click on your link to explore. The demand for interactive content is on the rise and, thankfully, Google hasn’t found a way to display interactive tools directly on SERP yet. Tools like calculators, interactive maps, planners and more can drive organic traffic to your website and offer immense value to your readers.
Meta titles and descriptions still matter
If there’s one thing that has stayed constant in the ever-fluctuating landscape of SEO, it’s that meta descriptions and titles can make or break your organic traffic. These two elements are the simplest, yet most crucial aspects of SEO. If all your hard work has helped your content reach Page 1, but the title and description aren’t compelling enough for users to click on it, your traffic is unlikely to show any improvement.
It is also important that content creators don’t get disillusioned by the variety of SERP features available today. An Ahrefs study found that featured snippets get only 8.6 per cent of clicks, while the next result gets 19.6 per cent of the clicks!
Branch out with barnacle SEO
Instead of putting all your eggs in a single basket, barnacle SEO offers you a way to spread your chances to drive more traffic and increase brand visibility. Today, ‘aggregator sites’ are more visible on Google than they ever were. These sites, for example, Zomato, Urban Clap and Little Black Book, list companies and services on their website. If a user were to search for best massage parlour in Chennai, their search results are most likely to throw up aggregator sites and not individual massage parlour websites.
Is this disheartening for individual businesses? Not necessarily. Trying to compete with aggregator sites will be a David vs Goliath situation since these sites are typically larger and have a higher domain authority. Instead, businesses should try to get featured on aggregator sites to make their target audience aware of their brand and increase traffic to their website. Getting featured on a compilation can also increase the brand’s credibility in the eyes of the user.
Get a headstart on YouTube SEO
With all the panic about Google’s CTR shrinking, many marketers tend to forget the second largest search engine in the world: YouTube. YouTube is beneficial for marketers for two reasons: it’s a new platform to reach out to users and it can help brands rank on Google as well.
The number of subscribers and video views on YouTube is growing exponentially — particularly in India. If you are finding it challenging to rank for a relevant keyword on Google because of high competition, YouTube could be an excellent way to circumvent this. You can read our in-depth article on YouTube can drive great results for brands .
The second reason to optimise your videos for YouTube is just as important. One of Google’s SERP features is video listings pulled from YouTube that are related to a search term. If your brand is able to create a video that also ranks on Google’s SERP, then you will automatically be able to increase visibility and awareness of your brand.
Gear up for voice search
Voice search can be viewed as a disruptor or facilitator, but one thing’s for sure: marketers cannot afford to ignore it. Here are just a few incredible statistics on the growing importance of voice search:
A total of 28 per cent of search queries in India are through voice. By 2020, 50 per cent of all global searches will be in voice. There is a 270 per cent YoY growth in voice searches in India.
To avoid being left behind in the voice search wave, marketers need to optimise their websites and brands to appear for voice queries. This can also help them reach out to new internet audiences; those from tier 2 and 3 cities, especially, are more comfortable using voice than typing out a query.
If there’s one thing that hasn’t changed, it’s that content marketing backed by continuous optimisation still has the highest RoI compared to any other type of campaign. By getting a headstart and implementing these elements in your content strategy before your competitors do, you can cement your position on Google’s SERP.