The good news is that if you’re concerned about these things, then you’re probably already on the right track! However, it never hurts to analyze what you’re already doing and where you can improve. For your SEO strategy to have sticking power next year, it needs three crucial elements:
There is one constant truth in SEO, which is that content reigns supreme! This means that if your SEO strategy is built on a solid content strategy foundation, you’ll be ready to weather the SEO storm no matter what Google throws at your business. Well-written unique content that provides real value to readers will always provide an SEO boost by increasing relevancy and traffic. Timely content can ensure a short-term surge, while evergreen content will continue to pay dividends over time.
> Read these additional resources on the importance of content. (Need help writing content? Contact us!)
Sites that are optimized for mobile browsing are always going to be in a strong position because proper technical optimization is good for users, and what’s good for searchers is good for SEO. Sites with responsive designs that render content properly on mobile devices and don’t sacrifice usability or functionality will always have a leg up when it comes to SEO.
Keep in mind though that as mobile browsing devices like smart phones and tablets change, the technical requirements for your website will change as well. This means that you can’t take a “set it and forget it” approach to your mobile optimization efforts. However, as long as you’re still abiding by general mobile best practices, your site will continue to reap the SEO benefits of being optimized for mobile regardless of specific device nuances.
Google has said that social signals matter less now than they once did (or perhaps that they’re really not taken into account anymore… they can’t seem to give a definitive answer and SEO professionals can’t seem to agree). So, if this is true, why is social still considered a pillar of a timeless SEO strategy? The simple truth is that social content is still content, which means that your content strategy needs a social media focus. This content may not influence your rankings directly, but it does speak to your authority and relevance on specific topics.
Additionally, social media channels drive people to your site, providing rich inbound links with a lot of traffic potential. For this reason, maintaining a constant professional social media presence for your business on the most popular channels will continue to be important for the foreseeable future. Just like mobile though, the most popular social channels will continue to change over time. For this reason, you’ll need to stay updated about which social media platforms are best for your business and keep current on best practices or those individual platforms.
Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Business Blogging and Web Copywriting. She lives in the Grand Rapids area with her husband and son and enjoys cooking, watching sports, and spending time together as a family. Like a true digital marketing expert (i.e. geek), she loves talking about current marketing trends… so don’t say you weren’t warned!