SEO has been a cornerstone of internet marketing for years. When it comes to getting found online and driving more qualified traffic – optimising your website around keywords has historically been one of the most effective tactics. But as technology evolves so does search engine optimisation, and we are now beginning to see the emergence of a keyword less SEO revolution.
SEO is becoming more contextualised and personalised
Search engines are now using algorithms that can easily detect when a website is trying to “game” the system by stuffing its pages with irrelevant keywords. As such, SEO tactics now need to focus more on providing audience-centric content that delivers value, as opposed to just targeting certain keywords or phrases.
Also, search engine algorithms increasingly take into account the location and history of the user, meaning users will be served different results depending on their current location and search history. This means that businesses need to optimise for global and local audiences differently in order to rank for popular queries in all markets.
As AI technologies continue to grow, personalisation techniques are being used more often by search engines so they can tailor their results based on individual users’ interests. This means businesses must focus more on creating content that resonates with target customers while also optimising their webpages with relevant keywords so they can get found more easily by those customers who are specifically looking for them.
Machine learning is faster & smarter than traditional SEO tactics
With the help of machine learning algorithms, search engines are able to rapidly process vast amounts of data and identify patterns in web pages, allowing them to better understand what information is most relevant to particular browser queries. For example, if a certain query is identified as being related to a specific topic, the algorithm can quickly rank all pages related to that topic based on how well they match the user’s question. This means SERPs are more accurate and tailored for individual queries since the results are tailored specifically for each request.
In addition, machine learning algorithms can also use predictive analytics techniques such as natural language processing (NLP) to anticipate what content may be valuable to searchers in the future. This allows search engines to pre-qualify webpages and determine which ones should appear higher in SERPs based on anticipated popularity or relevance even before a query has been made. This can give businesses an edge over their competition because their content may already be ‘in demand’ by the time someone searches for it – allowing them to get maximum visibility in less time than traditional SEO tactics allow.
It also employs deep learning technologies that are capable of understanding complex relationships between related topics such as synonyms or alternate keyword phrases used when searching for something.
Voice Search will demand new strategies & content structures
Voice search is a rapidly changing area of digital marketing, with more people regularly utilising voice-enabled technology as a part of their everyday lives. With this in mind, businesses will need to adjust their strategies and content structures in order to keep up and stay relevant within the search engine results pages (SERPs).
One of the biggest ways businesses need to adjust their strategy for voice search optimisation is shifting focus from short-tail keywords to longer ones – “voice searches automatically omit prepositions, articles and conjunctions.” As such, it is important for businesses to select long-tail keywords that will enable them to have better chances at appearing in voice searches.
Additionally, regularly updating website copy with relevant Q&A sections can also help increase chances of being seen on SERPs when using voice search technology. This ensures that businesses are providing valid answers to common inquiries asked by customers who turn to trusted digital sources instead of physically speaking with a company representative. Optimising website structure for speedier response times is also essential; since 67 percent of queries made on voice assistants return no results, having web pages load quickly matters more than ever when it comes to aiming for higher rankings on SERPs.
Schema Markup can also be hugely beneficial when trying to optimise websites for being found by popular search engines like Google or Bing; tags specific tags can be added onto HTML elements that allow search engines easier access into understanding contents on web pages – consequently increasing SEO ranking potentials within SERPs as well as increasing chances of appearing during voice searches.
Focus on User Experience
Google evaluates whether websites are easy-to-use and provide a satisfying experience for visitors when evaluating its rankings. While focusing on using keywords and optimising content to appear higher in SERPs is important, web pages should also be optimised with usability as well as user experience in mind.
When designing web pages and content, usability should be taken into consideration in order to make sure users can find what they’re looking for quickly and easily without having to hunt around the page or website. This includes removing redundant pages, making navigation menus easy-to-understand and intuitive, optimising the site’s loading speed, keeping the website layout organised, and ensuring that all resources such as images or videos can be accessed properly. Additionally, good UX design should make use of engaging visuals to keep visitors interested while browsing the web page or website.
Aside from that, businesses should also focus on providing a great user experience by ensuring their content is interesting, relevant, informative, up-to-date and accurate. Content should be optimised for both readers and search engine algorithms so that it appears higher in SERPs for related queries but also provides valuable information that keeps visitors engaged with other pages on their site exploring more of their offerings.
By focusing on creating an enjoyable user experience through improving website usability as well as crafting meaningful content that readers want to engage with, businesses can ensure they rise above their competitors in the SERPs while making sure potential customers have an enjoyable time while visiting their site.
The Bottom Line
While keyword optimisation will likely remain an element of successful SEO strategy, the increased focus on semantic relevance is slowly overshadowing our traditional reliance on exact-match keyword phrases moving forward. The bottom line is that keyword optimisation isn’t going away entirely any time soon – but its importance as part of a broader SEO campaign framework will continue to diminish over time as technology continues advancing at a rapid pace.
Professional SEO Company Melbourne
With Webplanners' SEO services, businesses can benefit from increased organic traffic through higher rankings on SERPs, improved user engagement by making it easier for visitors to find the content they are searching for, optimised technical aspects of their site such as HTML tags, better understanding of how people use keywords when searching, an increase in conversions from leads to customer, targeted campaigns that drive relevant traffic directly from search queries; greater visibility on popular social media platforms, and valuable data about customer behaviour through metrics such as page views, bounce rate, time spent on site.
At Webplanners, our team commits to working with clients every step of the way - from goal setting & roadmap development to execution of all necessary tasks for successful completion of projects. We take pride in providing results-driven solutions which are backed by ongoing support & maintenance in order to keep up with the changing landscape of digital marketing.
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