During the summer and fall of 2015, we published a short vlog series entitled “Two SEOs and a Microphone” – one on trends in Hyper-Localization and “Sales” Engine Optimization and the other focusing on Talking Brand and Local Search. In an industry that evolves at lightning speed, search engine optimization trends are constantly changing. Here, we’re taking a look at what we said was important two years ago and comparing to what we know to be the critical factors for your site’s SEO today.
In episode one of Two SEOs and a Microphone, we told you (in a nutshell) that keyword rankings reports are a thing of the past. This is because rankings are constantly changing based on factors such as geotargeting, personalization, search engine algorithm updates, and device usage. In 2014, Google updated its algorithm 400 times. In 2016, they updated their algorithm closer to 600 times! This is just one of many reasons why keyword rankings reports matter even less today than they did in 2015.
The collaboration between design and content marketing has become more important as expectations change about the user experience of a website, especially when considering the recent emergence of mobile and voice search as key drivers for expanding audiences. Attracting an audience in the ever-crowded SERP means using compelling content to stand out. It also means that your website must be mobile-friendly, or else it simply won’t rank.
In episode two, we talked about the whole package – where SEO is the foundation for a great strategy, we build onto that foundation with local listings, a solid social media presence, and regular blog content creation. By meeting your audience where they are, you’re more likely to drive more macro-conversions.
The question remains – if we want to meet our audience where they are, how do we find them?
What hasn’t changed since these two episodes is the importance of knowing your audience. Understanding how they interact with your website and other digital platforms informs the sales funnel just as much now as it did two years ago. “Sales engine optimization” suggests all sorts of ways to drive more sales through engagement, including identifying and tracking your site’s micro-conversions, understanding user behavior, and making your site as quick and easy to navigate as possible.
The best advice we can give is to follow the cycle:
- To drive more sales, you need to know your audience.
- Once you know your audience, you can write for your audience.
- When you’ve written for your audience, your audience can find you.
- When your audience finds you, you drive more sales.
Whether you’re looking for help with building your SEO foundation, or adding the bricks and mortar of local listing management, social media strategy, and content creation – we can help. Let us know how we can support your sales team today!