BlogSearch Engine Optimization (SEO)
8 Things CMO’s Need to Know About SEO Right Now
Search Engine Optimization (SEO) has become one of the primary marketing functions which every marketer needs to perform in this content-driven digital era. In the context of SEO, the only thing constant is change, and the SEO trends keep on changing on a regular basis and try to follow…
#1. The concept of ranking does not hold good anymore.This was the old way of doing SEO by the marketers, where their main aim was to utilise a handful of “golden keywords” that would generate huge traffic to the site. For example, a shoe manufacturing company which makes handmade leather shoes would try to rank for keywords like “hand-made leather shoes”, or “hand-made shoes”. And every month, their SEO team would do an evaluation and see where they ranked for these keywords. If their ranking was up, it meant success for them. Similarly, if their ranking was down, it was time for them to re-think and re-evaluate their SEO strategy. There are plenty of reasons why this doesn’t work anymore. Here are a few of the important ones:
- Google is increasingly customizing search results based on location, device and the user as well. It ranks local results higher than organic ones, according to the location and device of the user.
- Voice search is being widely opted by users now with the introduction of tools like Google Now and Siri. It is a hands-free approach and highly futuristic, making it extremely convenient for users to use. No wonder its popularity is only increasing and is not going to diminish anytime soon. This means that the search terms of the users consists more of “natural language” in a conversational tone. In these situations, focusing on long-tail keywords is more feasible, since they yield faster results due to low levels of competition. It also allows you to target customers with highly customised content that will increase the rate of leads and sales.