Google has evolved over the last few years. Many improvements and changes are making the tasks of SEO specialists and present-day marketers more challenging to stay in touch with.

Google recently rolled out a popup algorithm, to clamp down on invasive mobile popups and kill right-side ads by indexing mobile search results. What is the dominant factor in all these changes?

The changes Google makes to their algorithm may influence and boost Google’s search results page if it detects an increased click and click-through rate. It is widely known that user behaviour and partiality is an indicator to assess its algorithms. It is evident that Google takes an interest in whether users are satisfied with search results.

In so doing developing a search engine that instinctively pre-empts the search results the user desires.It can only be good news for those of us who conduct Google searches habitually. According to Search Engine Land, Google handles more than 2.5 trillion queries annually. However, it does present a challenge to modify and alter your strategies to attain your SEO objectives.

At the Outbound Conference 2016, Rand Fishkin the founder of Moz imparted with attendees, the changes Google made and how SEO specialists and marketers can boost their outcomes in 2017.

Diversify your traffic sources

Rand urges you to have a dispersed content strategy in place to encourage gaining traffic from various sources. This line of action will safeguard you from traffic quotas solely reliant on users searching directly for your company name.

The development of updated mobile technology is a captivating content medium that allows for diversifying traffic.  Moz videos, for example, are first and foremost published on Wistia, only then are they put on YouTube. They can create traffic from various sources by using this multi-channel strategy. At the same token, written content can be published on Medium publications and blogs. Do bear in mind that it is vital that you adapt your new content to various users where they utilise content, irrespective of whether it is on YouTube, guest posting on other blogs or YouTube, to gain links and traffic from different avenues through Google search.

Develop your keyword plan

There are many new components displayed on Google search engine pages that make it difficult to create more clicks. The Google Answer Box, a component of Google search as well as Carousel results, renders a Google SERP that has less ranking real estate. Have a look below; If you search the term “blog,” most of that page consists of an Answer box, news stories and Google Ads.

Due to the competitive nature of Google’s real estate, it is more challenging to get onto the first page of the search engine results page, which evidently has increased clickthrough rates than all other results. It is noteworthy that the first spot in Google acquires 40% of search traffic.

What is the answer? Altering your keyword plan to ensure that your content is more suited to the ever changing methods people conduct to search online. By using keyword research tools like Hubspot’s keywords App and Google AdWords to discern the long, conversational keywords your users are searching for. Design a blog post strategy constructed on related topics to ensure that your website has a far better chance to gain a higher ranking in Google search.

Plough money into a link building strategy that can scale

Developing high-quality inbound links that point to your website lets site crawlers know that your site has a high authority in search engines. Therefore link building still plays a vital part of your inbound marketing plan. For link building to be profitable the following elements are a must: link objectives, a tactical approach to attaining them, strategic initiatives, and metrics to track. Link building does not show results immediately; it takes an extended period to show results. Therefore, there is a noticeable intermission between when you begin testing and carrying out initiatives and when you see the rewards you reap from your endeavours.

For this very reason, SEO marketers need to weigh up their efforts between short-term wins and long-term investments, hence continuously over a period of time;  creating links while investing in the future well-being of your site’s inbound link production. It is better to focus on white hat link building techniques that are advantageous to your site rather than shady antics which can be harmful to your site.

Laying out big money upfront for long-term investments, while a gradual return on investment is beneficial in that you gain links while you sleep and do not incur the chance of engaging in shady behaviours. These strategies mainly comprise of publishing good-quality content and market it, anticipating that other sites will link to it.

Managing a balance between short-term and long-term strategies you can make certain of your domain’s authority instantaneously while you establish your blog and fine tune it so that it is topical and organically linked.

Multiply user participation with your well written content

RankBrain, Google’s machine-learning technology introduced over a year ago, helps to deliver search results,  and establish search engine rankings as well as the behaviour and interaction of the user with Google is one of the many hundreds of ranking signals. While Google is still strengthening and refining RankBrain and how it operates, metrics like clickthrough rate and time on page,  site visits already determines how high or low your site ranks in Google.

Below are a few strategies you might want to consider to brace up your site if RankBrain plays an even bigger part in SEO:

  • Ponder on all the various questions your visitors needs explanations to, and don’t merely focus on individual keywords

  • Make the user experience a priority and think about developing or revamping your website, so it answers various search queries thoroughly,  encouraging your audience to spend a longer time on your website design.

  • Design your site so that it provides content speedily and engagingly across multiple devices.

  • If you employ intrusive pop-up ads and interstitial ads,  remove them as they deter users from reading or coming back to your page.

  • It is paramount that you devote time and resources in publishing well founded, in-depth content that your site visitors will read and share multiple times.

What’s next in Search

Fiskin reiterates that the bottom line of SEO is engagement. He explained; “if you provide far better engagement than your competitors, they will find it very hard to catch up with you in SERP.” We are already aware of the many changes Google has made, and there will most probably be ongoing changes within the year. Therefore it is crucial to have a plan underway for link building strategies and search engine optimisation to drive your sites amplification.

The Website Lead Generation Playbook