As a marketer, you know the importance of a robust SEO strategy to help your business generate more leads and get found by potential customers. But SEO is forever changing. So what can you do to help your business get found?
If you are already struggling to keep up with the changing SEO landscape, the news that the changes we've seen to this point are nothing compared to what's coming next will possibly fill you with dread.
But fear not. Help is available.
If SEO still seems like something of a dark art to you, HubSpot has produced an excellent guide, which lays out in clear terms all you need to know. It's a little weighty but well worth the time investment:
The Introductory Guide to Search Engine Optimization in 2017
If you are OK with SEO and want a quick fix approach to getting up to speed with the latest, the article below is for you. Four key themes are emerging:
- Mobile Search
- Social Search
- Voice Search and Personal Assistants
- Messaging Apps
The prevailing trend with all four of these themes is the change in how users are structuring their search, and in turn discovering your content.
Despite these changes, SEO still stands for "search engine optimization" -- for marketers, the "optimization" part is what requires agility. Google defines the strategy as "the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine." And while that, to some extent, remains true, we've widened the circle around the search engine results page (SERP). Of course, keep your eye on your ranking, but also, look farther out on the horizon.
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