"Google loves new content" is a mantra I frequently repeat when advising ambitious SMEs on growth strategies. A primary checkpoint is the news/resources section of their website to gauge the freshness of the content. Failing to update your site not only affects your rankings but also impacts the dwell time. Relevance is key; for instance, if it's January and your latest news article or blog post dates back to September, this gap negatively influences your site's assessment.
Whilst quality content is king, as the digital landscape continually evolves, staying ahead in SEO requires not only adding new content and adapting to current changes but also anticipating future trends. For SMEs striving to maintain a competitive edge, understanding these forthcoming shifts is crucial. Here are key trends I expect to shape the future of SEO:
AI and Machine Learning
The Marketing Centre has recently published a guide on using Artificial Intelligence (AI) for content development. Alongside this, it's crucial to understand how AI and machine learning will revolutionise SEO by refining search engines' interpretation of user intent and content relevance. Google's AI algorithm, RankBrain, is already impacting search results, highlighting the importance of content that genuinely matches user queries and intentions. Going forward, SMEs must focus on creating high-quality, informative content that addresses their audience's specific needs and questions, leveraging AI tools for content optimisation and keyword research.
Voice Search Optimisation
With the rising use of digital assistants like Alexa, voice search is becoming increasingly prevalent. This shift necessitates a review of keyword strategies, as voice queries tend to be longer and more conversational than typed searches. SMEs should optimise for natural language and question-based queries, incorporating these into FAQ pages and conversational content.
Video Content and SEO
The popularity of video content continues to soar, making video SEO an essential component of your SEO strategy. Platforms like YouTube have become significant search engines. Embedding video content on websites can improve engagement metrics, which are key ranking factors. To increase visibility on YouTube and your own site, always optimise video content for search by including descriptive titles, adding tags, and providing transcripts.
Mobile-First Indexing
Google's shift to mobile-first indexing underscores the importance of having a mobile-optimised website. As mobile usage grows, this trend is set to continue, highlighting the need for responsive design, fast loading times, and mobile-friendly navigation. SMEs must ensure their sites offer an excellent mobile user experience to stay relevant in search rankings.
E-A-T (Expertise, Authoritativeness, Trustworthiness)
The emphasis on Expertise, Authoritativeness, and Trustworthiness (E-A-T) is expected to intensify. Google aims to prioritise content that demonstrates a high level of expertise, authoritative sources, and reliability. SMEs can enhance their E-A-T by producing well-researched content, citing authoritative sources, and showcasing credentials and positive reviews.
More details on this can be found in my first blog in this series "Mastering Content SEO: A Strategic Guide for SMEs".
Structured Data and Schema Markup
Structured data and schema markup are becoming vital tools for explicitly telling search engines what your content is about, facilitating richer search results (like featured snippets). As search engines become more sophisticated at understanding content, utilising schema to communicate the context of your information will become increasingly important for SEO success.
For more information, see my blog "Navigating the Technical Landscape of SEO for SMEs".
Sustainability in SEO
An emerging trend is the focus on sustainability and ethical practices within SEO strategies. As consumers become more environmentally conscious, they're starting to favour businesses that align with their values. Incorporating sustainability into your content and SEO strategies and communicating your ethical practices can not only improve your ranking but also resonate with a broader audience.
Conclusion
My advice to SMEs, adapting to these trends means embracing a combination of technological advancements and user-centric strategies. Partnering with SEO specialists who understand these evolving dynamics can provide a competitive advantage, ensuring that businesses not only keep up with current practices but also stay ahead in the ever-changing digital landscape.
