Search engine optimization, known more commonly as SEO, is a lot more than selecting the right keywords. As digital technology has improved, SEO has gotten more complex. In fact, it continues to evolve and adapt to how people use the Internet to search for information.
Here are the six biggest SEO changes you need to address in 2016.
1. Mobile is getting bigger
Mobile devices overtook desktop computers as the web-browsing tool of choice for most consumers way back in 2014. Google took this shift into consideration more recently, adding a mobile-friendliness factor to its search algorithm. So, if you want people to find your business, you need to make sure your website is mobile friendly.
2. Google isn’t the only giant
Some analysts believe 2016 could be the year that Google loses some of its search engine market share to Bing, Yahoo and DuckDuckGo—each of which already has or is poised to take over as the default search engine in some of the most popular browsers. When you’re improving your website’s SEO, be sure to investigate the tools other search engines use.
3. It’s about more than the click
Post-click activity, what users do after they click on a search-generated link to your website, has become increasingly important to SEO. Search engines want to satisfy user intent and make sure people are finding what they’re looking for. Be sure to avoid misleading headlines and tags, and strive for content that people will want to read.
4. It’s about more than keywords, too
As search engines get smarter, exact keywords matter less. For instance, writing about outstanding dining experiences will still bring up a restaurant’s website in a search about great places to eat, whereas you used to have to mention the phrase “great restaurants” a handful of times.
5. Social media plays a big role
Social media pages and profiles tend to rank quite high in search engine results – if your social media profile is filled out appropriately and, above all, active. An active social media page will help a search engine find and rank your website, so get online and be social!
6. It’s time to go local
Search engines have realized that many users are seeking out local businesses, and they now consider this fact when compiling results. Local reviews and geography-based terms---right down to the neighbourhood in which you’re located---will become even more important factors for search engines. So don’t be afraid to get specific: mention your neighbourhood and promote local events and businesses.
Of course, there’s a lot more to SEO than having a Facebook page and a mobile-friendly website. At Yellow Pages, we can help improve the relevance, credibility and traffic to your website from search engines. Click here to learn more.