seo
How Can Brands Future-Proof Their SEO?
Published: 22/08/24 - Updated: 23/10/24
ADOPTING A LONG-TERM STRATEGY
In the fast-paced world of digital marketing, staying ahead of the curve is essential. Search Engine Optimisation (SEO) is a critical component of any digital strategy, but it is also one of the most dynamic fields, with search algorithms continually evolving. Brands must adapt strategies to future-proof their SEO to ensure long-term visibility and success. Here’s how brands can do just that.
Embrace Mobile-First
With more and more people using mobile for search, search engines like Google have shifted to mobile-first indexing. This means Google predominantly uses the mobile version of content for indexing and ranking over the desktop version. As a result, brands need to ensure their websites are mobile-friendly:
- Responsive Design: Implement a responsive web design that adapts to different screen sizes and devices.
- Page Speed: Optimise loading times for mobile users, as slow speeds can negatively impact user experience and rankings.
- User Experience: Simplify navigation and make sure all content is easily accessible on mobile devices.
Focus on Quality Content
Content remains king in SEO. However, the focus is shifting from quantity to quality. With recent ‘helpful content’ algorithm updates from Google, brands should aim to create high-quality, valuable content that meets user intent and engages the audience.
- Understand User Intent: Research what users are searching for and why. Create content that answers their questions and solves their problems.
- E-E-A-T Principle: Emphasise Experience, Expertise, Authoritativeness, and Trustworthiness in your content. This is especially important for YMYL (Your Money Your Life) topics, which include health, finance, and legal advice, where the quality and accuracy of information is held with greater importance.
- Regular Updates: Keep your content fresh and relevant by regularly updating old posts and adding new information. The recent Google leak uncovered how Google tags ‘fresh’ content as higher quality, so regularly updating content where possible will help keep your content relevant.
Optimise for Voice Search
Whilst not exploding like once predicted, the trend in voice search is still continually growing, and with the increasingly popular rise of digital assistants like Siri, Alexa, and Google Assistant it’s set to continue. Unlike traditional search, optimising for voice search involves understanding how people speak rather than type, taking into account:
- Natural Language: Use conversational language and long-tail keywords in your content.
- Answer Questions: Voice searches often take the form of questions. Create content that provides clear, concise answers.
- Local SEO: Many voice searches are local (e.g., “find a coffee shop near me”). Ensure your local SEO is strong by keeping your Google Business Profile listing updated and collecting positive reviews.
Leverage AI and Machine Learning
Artificial Intelligence (AI) and machine learning are transforming SEO. Tools powered by AI can help brands analyse data, predict trends, and optimise their strategies more effectively. They can also help improve efficiency of tasks, allowing more time to be spent on deeper analysis.
- AI Tools: Use AI-based SEO tools for keyword research, content optimisation, and performance tracking.
- Personalisation: AI can help create personalised content experiences for users, improving engagement and conversion rates.
- Data Analysis: Leverage machine learning to analyse user behaviour and adjust your SEO strategy based on data-driven insights.
Prioritise Technical SEO
Technical SEO is the backbone of a well-optimised website – It ensures that search engines can crawl and index your site efficiently. As we move towards a future of Generative AI SERPs, ensuring Google and other search engines can understand your site and content is more important than ever. The following will help ensure your site is set up for success:
- Site Structure: Ensure a logical and clean site structure. Use clear and descriptive URLs, and implement breadcrumbs.
- Secure Website: Move your site to HTTPS to enhance security and trustworthiness.
- Schema Markup: Use schema markup to provide search engines with more information about your content. This can enhance your appearance in search results with rich snippets.
- Fix Errors: Regularly check for and fix any crawl errors, broken links, or duplicate content issues.
Invest in User Experience (UX)
User experience is becoming a significant ranking factor. A website that offers a great user experience can lead to higher engagement, lower bounce rates, and better rankings. To maximise your site’s UX, be sure to include:
- Clean Design: Keep your website design clean and intuitive. Avoid clutter and ensure easy navigation.
- Interactive Elements: Use interactive elements like quizzes, videos, and infographics to engage users.
- Accessibility: Ensure your website is accessible to all users, including those with disabilities. This includes using alt texts for images and ensuring your site is navigable via keyboard.
Stay Updated with Algorithm Changes
Search engine algorithms are constantly evolving. Staying informed about these changes is crucial for maintaining and improving your SEO performance.
- Follow Industry News: Regularly read SEO blogs, attend webinars, and follow industry experts on social media.
- Experiment and Adapt: Be prepared to experiment with new strategies and adapt quickly to changes in the SEO landscape.
- Use Analytics: Continuously monitor your website’s performance using analytics tools. Track key metrics and adjust your strategy as needed.
Conclusion
Future-proofing your SEO requires a proactive and adaptable approach. By focusing on mobile-first indexing, quality content, voice search optimisation, leveraging AI, prioritising technical SEO, investing in user experience, and staying updated with algorithm changes, brands can ensure their SEO strategies remain effective in the long term. Embracing these strategies will help brands not only maintain but also improve their search rankings, driving sustained traffic and growth.
Ed Coles
Ed is the SEO Lead at Kaizen, with 8 years experience in the SEO industry. Having worked across various agencies from small to large multinational independents, Ed initially started in the world of PPC before quickly moving to the world of SEO. From helping clients in the third sector and retail, to working on larger global ecommerce sites, Ed has been responsible for supporting the roll out and delivery of global SEO strategies in EMEA and NORA across some iconic brands such as Vans, Timberland, The North Face, LEGO, and Adidas, among many others.