Each year there are new trends in Search Engine Optimization (SEO), and users eagerly look to understand what SEO can means to their business and decide what they should invest in the coming year.
When used properly, the organic channel can be the most powerful weapon in your digital arsenal; businesses are slowly realizing this and hopping on board more and more each year. If you are already using SEO for your business, you are ahead of the curve. If you are still skeptical about the benefits of SEO for your company, it may be time to put your reservations aside and jump in the digital pool.
As SEO becomes less of a mysterious tool for businesses, the more they will invest year to year, which increases its importance in digital marketing strategy and confirms it as a low cost, high ROI-driving channel.
Annually Google has worked to improve its algorithm and encouraging site owners to take the plunge into using SEO, and this year they will continue to push, often in new areas that previously did not have much to do with SEO.
How important will SEO be in 2019?
As with any digital media, it is more important than it was last year.
SEO is a practice that continues to grow, evolve, and innovate. Most importantly, though, SEO continues to appear in and influence other marketing channels.
What business owners and marketers need to understand each year are the factors that are in motion that are influencing that growth and innovation.
As with any evolving tool, each year these factors can change.
The good news is, knowing what they are is equally as important as executing on them throughout the course of the year.
Let’s dive into the 4 trends we are seeing and thoughts behind why SEO will and should be more important to you in 2019.
1. Google Is Pushing Quality Over Quantity
Over the course of 2018, Google made countless updates to their algorithm.
Luckily in 2019 we should not be seeing any named algorithm updates anymore (e.g., Panda, Penguin, etc.), but instead are seeing more substantial updates that auto-generate every few weeks which are influencing an amalgam of signals instead of focusing on one aspect of the website as updates have done in the past.
It is important to keep an eye out for these updates because these changes will only grow stronger throughout 2019 and into the future.
Users who continue to spend time running in circles as to why an algorithm shift may or may not have caused their site to have an increase or decrease in traffic are missing the point. Let the algorithms do the work and use your valuable time working on making your sites better, which is the point. (See: 5 Real Dangers of Chasing Google Algorithm Updates)
SEO is becoming more important in the digital media space every year and those who spend time on increasing the quality and customer experience of their sites will benefit greatly.
2. A Focus on a More Experience-Centric Web
This is going to be the year we start to see more emphasis on an experience-centric web, and Google is at the forefront of that evolution.
One of the facts of life is that users’ attention spans have been dwindling, and this has been generally accepted by the industry. To accomodate this lack of attention span, videos have becoming shorter and content has been broken up into digestible blurbs such as listicles, which has led to a shallower online experience.
A lot of this can probably be attributed to the more cost-conscious millennial who is more protective of their dollars and their want to feel connected to the brands they buy from.
With that in mind this is the clearest path is to create a web experience that helps users get the full experience of your brand and what you are all about.
2018 will see an increase in companies adopting new technologies and with that, a new challenge for organic search marketers will surface as users push these technologies beyond their intended purpose and try to get users to create traffic and conversions.
Creating a unique experience that users can connect with is vital, but it’s also important to consider that Google can make a purposeful connection because you can see real-time sales and conversion data for any website, and which campaigns drove that traffic.
3. Google Is Creating Your Site’s Indexation on Its Own
In early 2018, we started to see fluctuations in indexation and crawl budgets, especially for large-scale sites.
Every week there was a different story, where there were a multitude of pages indexed one week, and then see large amounts drop out the next. This is happening because Google has been creating our sites for us and we are going to see them continue to do this throughout 2019 and into the future.
Google, much to the disbelief of every SEO pro, is not obsessed with making our lives more difficult, but rather, is obsessed with providing their users with the best user experience possible.
Mainly, we are seeing faceted pages and search result pages that live on your site, being dropped from the index to make way for higher quality “hub” pages such as category pages, product pages, blog articles, etc.
Trimming the fat from your site is commonly referred to as “sculpting”, and it’s something that everyone should be paying attention to in 2018. (via SEO in 2018)
We suggest reviewing your site and see what pages are most important to you and then see if they are competing with any page on the site. If you notice some pages are similar, it would be advised to carve the other pages out to make more room for the more important pages.
Google’s John Mueller even said that often having fewer strong pages is better than having many weak ones.
This is a trend that is continuing to gain momentum in 2019 this could be something that will make your website a winner or a loser, especially if you are a large-scale retailer with several pages and search result pages.
You always want Google to find the highest quality pages on your site, so you might as well take control and tell them where they are.
4. Longer Form Content Isn’t Only for Early Stage Engagement Anymore
In years past, long-form content has been seen and used as early-stage content to entice new customers to visit your site by answering a question or addressing a broad topic that your product or service solves. Younger users, which are the most important views for your company, change the perception of what longer-form content can be.
Long-form content was actually intended to position your business as a leader in conversation in that particular topic’s space and plant the seed that you can help solve the user’s problem. This helps create the problem and present the solution to a user, which is exactly what your company should be doing.
2018 saw a change in customers’ behavior and interactions with this type of content. Although attention spans are dwindling, the thirst for knowledge is increasing. So, if you will have longer blurbs, if they are informational and important to your brand, users will take the time to read.
In 2019, this trend will continue to grow as more and more users search for more information and education before spending their hard-earned money. The companies that recognize this trend and engage with their customers in this way will attract more users and more revenue when 2019 comes to an end.
So, How Important Is SEO in 2019?
You can see that there are some common threads that tie together all four of these trends:
- Google is looking to index and rank higher quality pages.
- Users want a more immersive online experience.
- Google is pushing an expanded focus on the user’s experience.
- Users are looking for more information and education before making a purchase.
If you hire us at Rush Tech Designs to implement these SEO trends to your website and company, it will mean more business, more conversions, and a longer, more meaningful relationship with your customers.
To take your company’s digital marketing to the next level, call us at Rush Tech Designs at 561-237-6029 or +15612376029. We can work together to create an Search Engine Optimization campaign that can launch your business to unchartered territory and attract more viewers, customers, and, most importantly, more revenue.