Most businesses with an online presence understand the basics of SEO web design. However, the sophistication of search engines and the demands of the customers will force SEO firms to constantly evolve to help your business maintain or increase its search results ranking.
For example, artificial intelligence (AI) and more nuanced standards caused the extinction of “keyword packing” in favor of contextual usage of keywords. This, in turn, raised customers’ expectations for content used in content marketing.
As you enter 2021, you will continue to see changes in SEO web design. Here are three trends that you will see in content marketing and SEO web design:
Content marketing has always been an effective way to improve your ranking in search engine results. In fact, content marketing costs over 60% less than traditional marketing. But content marketing generates nearly three times as many leads. This makes content marketing one of the most efficient SEO marketing techniques.
Content marketing has always been about offering leads something of value in exchange for the opportunity to interact with them through your website. Although blogs and infographics have been effective in putting your site onto search engines’ radars, AI will soon look for more than contextual usage of keywords at a certain density. Rather, AI will ascertain the depth of your content. The acronym that you will come to know is EAT — expertise, authority, and trustworthiness.
This means that to rank higher in search engine results, you may need long-form content that displays subject matter expertise in your business’s field. This content is more likely to be cited or linked by other websites. These links confer authority on the content. Finally, this content must avoid negative feedback. Negative feedback tends to show that the content is not trustworthy.
Using your website and social media profiles for live-streamed events provides many benefits, including:
- Promotional opportunity: You can promote the event, thereby creating buzz around your brand.
- Take advantage of trends: Websites and marketing campaigns are sometimes slow to adapt to trends. Live events can help you jump on a trend quickly and show how your products or services fit into the trend.
- Customer interaction: Live-streamed events connect you with customers in real-time. This provides the chance to interact with them and receive immediate feedback.
The era of big data has allowed businesses to gather minute details about their customers. One use for this information will be customized content for customers.
For example, with information about a customer’s location and buying history, an online gardening supply shop could create a custom infographic for each customer about when to plant the customer’s garden.
Custom content gives a business the opportunity to reach out to each customer to provide something of value for free. This creates goodwill with the customer and provides an opportunity to make contact with the customer. Most importantly, it gives a business the opportunity to promote its goods and services while delivering the content.
Content marketing and SEO will continue to evolve into 2021 and beyond. Understanding this evolution will help your business adapt so you can continue to use this valuable tool to generate and convert sales leads.