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As digital marketing continues to evolve, search engine optimization (SEO) trends are becoming increasingly intricate in response to changing consumer behaviors and technologies that influence the way we search. From helping online businesses build relationships with their target audience to increasing conversions, a strong SEO strategy significantly influence the success and growth of your business. To gain an edge over the competition, here are three strategic SEO goals to consider in 2020.
Optimize Your Content for Search Intent
A successful SEO strategy requires more than understanding what users are searching for—it’s knowing why users are searching. Understanding which keywords your target audience is searching for can help you boost your search rankings, but understanding the consumer psychology behind these keywords is the key to conversions.
There are four main categories of search intent:
- Informational: The user is searching for an answer or solution (“What is SEO?“)
- Navigational: The user is searching for a specific website (“Buzzfeed“)
- Commercial Investigation: The user is searching for a specific product or service but isn’t ready to commit yet (“best video editing software“)
- Transactional: The user is searching for a specific product or service and is ready to commit (“Hulu coupon“)
Google’s algorithms are designed to provide users with the most relevant result for their search. If you want to rank, you’ll need to provide the most relevant result for the query by creating content that aligns with search intent.
So if you’re trying to rank for “best video editing software,“ don’t try to rank your landing page into the SERPs—it’s not going to work. Google knows what it wants users to see when they search for this query, and it’s not a landing page for a software company. It’s information, blog posts, comparison charts, and other relevant educational content that informs the user.
Create Relevant, High-Quality Content
To prove that you’re an expert in your niche, you need to show that you understand your target audience and their needs by optimizing your content for search intent. In addition, you need to create relevant, high-quality content that meets the standards of your industry. Because Google rewards online businesses who create quality content and bumps those who don’t, providing credible sources of information is critical to any successful SEO strategy.
When creating content, avoid attempts to mislead users, such as clickbait headlines. Create high-quality content for your target audience by providing genuine value to the reader, such as tangible evidence and resources that they can use to make an informed purchasing decision.
If you’re not sure how to get started, consider hiring a third-party SEO company to help you stay on top of the latest SEO trends and understand your target audience. Forward-thinking search agencies like Link Laboratory (linklaboratory.com) help online businesses grow their search rankings and conversions by building editorial backlinks, creating high-quality pieces of content, and assessing the strength of existing content to determine which keywords should be targeted.
Guest Post on High-Authority Sites
While creating consistent content can help boost SEO, guest blogging and building links with high domain authority websites can also be effective. Guest blogging allows you to share content for other blogs in your niche with the potential benefit of increased backlinks and referral traffic.
If your content strategy primarily focuses on onsite SEO, adjust your strategy to include more link-building and high-quality content focused on specific search topics. Providing clear and concise answers to questions asked by your target audience can go a long way for your SEO strategy, especially with the increasing prevalence of voice search optimization.
Search engine optimization is ever-changing, and consistently adjusting your SEO strategies and goals can help you stay up-to-date with the latest algorithm updates and trends. Ultimately, working with a professional search engine agency can help you craft a successful SEO strategy and understand the needs of your target audience.