Search engine optimization is constantly evolving, but search engine optimization or SEO has become even more important to businesses. Let’s take a look at the future of SEO and the steps business can take to be ready.
Talk to Me, Internet
Star Trek featured people talking to the computer mainframe and receiving answers more often than they typed on a keyboard to run a search, but that technology is now a reality. Voice search is the term used for talking to an information appliance and getting information in return or giving commands to the device.
Conversational search engine optimization or conversational SEO is the design of content to rank well for these queries and commands. Conversational SEO differs from traditional SEO because it is essentially long tail keywords in the form of the full-length questions the user asks. This is why Amazon product pages have added sections where each header is a question about the product followed by an answer that references the product.
Quick answers are the short snippets search engines are increasingly providing in response to someone’s search, whether a keyword search or conversational search. If the answer is one or two sentences long, your 1,000-word article isn’t going to rank well in web searches unless you have a quick answer one to two sentences that will show up in search results and then funnels a portion of traffic to your website. An expert like Clayton Johnson SEO can help you craft quick answers that show up in informational queries while still driving many people to your website.
Another way quick answers alter SEO is the fact that your content is penalized twice if it is overly stuffed with key terms and sounds awkward if read aloud by a device. You should use the key search term in the headers of each section and, ideally, the first word of the first sentence. Repetition, though, will cause people to go somewhere else.
Homing in on Local Search Results
Local search results are increasing in importance because the younger generation is literally searching the web while on the go. People do a local search for services on the internet instead of flipping through the phone book for someone whose ad looks the best or has the greatest discount coupon in the back.
Local search results take reviews into account because users do, too. This means that ranking first in local search results is irrelevant if you have a low rating from customers. No ratings are almost as bad since customers tend to pick the three-star restaurants over the zero star. Cultivate positive reviews in the right places and your listings will sell your products for you.
Voice search is an increasing share of internet searches. Quick answers require a careful SEO strategy to rank well in voice search results while still selling your product or service. Local search results are key to capturing part of that traffic flow outside of your door.