Content creation is among the most fundamental tools to improve SEO. Content is essential for any successful SEO strategy, and search engine rankings rely on it. This is not as simple as creating for the sake of creating, as content needs to be informed by a user’s intent as well as your business’ core messaging. The more aligned your content is with user interests, the more engagement you will generate, and the higher your site will rank.
Over the years, different search engines such as Google, Bing and Yahoo, have developed unique algorithms that assign value to relevant, captivating, and customized content. On the flip side, these platforms consider linking strategies and so-called “keyword stuffing” less valuable for ranking. These algorithms establish the ‘gold-standard’ of SEO driven content, and savvy businesses create their content based on what these platforms are looking for.
While content has been referred to as the “king” of SEO strategies, it is not the only consideration for companies aiming to boost traffic and increase conversion rates. Modern digital advertising is rapidly evolving, which results in the adoption of new practices.
Recent user-behavior studies by Microsoft have shown that the average attention span for an adult when purchasing online is just 8 seconds. Moreover, on average, human attention span decreases by 88% every year, making it increasingly challenging for businesses to optimize conversion rates.
These results are unquestionably relevant for the future of SEO, and the strategies that are developed to address it. The smaller the attention span of users, the less time they will actually spend reading a piece of curated content.
So… what can you do to improve your strategies and plan for the future of SEO?
The inevitable evolution of digital trends and human behavior does not mean that content is losing its influence. If you are looking to improve your SEO ranking, it’s time to combine well-curated content with technical tools such as server optimization, compression, conversion advertising strategies, and more.
Our SEO Expert, Kaloyan Banev at ReverseAds has shared some of his thoughts on what the future of SEO looks like, and what can be done to achieve ranking improvements.
Technical SEO is one of the most overlooked angles in SEO. Most of the businesses and SEO practitioners don’t consider its value. […] Improving the speed of your website is not just a strong search engine signal, but improves user experience and can lead to better and quicker conversion.
Kal further elaborated on how he has observed companies across industries gradually increase their usage of multiple, parallel tracking scripts, and sometimes forcing more web server calls than necessary. In simpler terms, tracking scripts put extra weight on pages in terms of HTTP requests and render blocking. Hence, decreasing the number of components on a page reduces the number of HTTP requests required to render the page, resulting in shorter page loading times..
My one piece of advice is to keep the features that are showing a positive response and discard the ones that are not.”, continues Kaloyan Banev, “Keep your web page simple, easy to use and highly responsive to user interactions. This will help you rank higher in SERP and outsmart the competition.
There is not one recipe for a successful SEO strategy, innovation and creativity are key. Our advice is to focus on developing a concise, simple, and compressed website that combines engaging and valuable content with user-friendly features such as fast loading times, mobile compatibility and effective navigation.
Open up to new strategies, improve your performance by seeking advice from experts. Keep in mind that the digital advertising industry is constantly evolving and the more you are able to put yourself into your customers’ shoes, the more they will engage with your product and the better your SEO ranking will be.