With every year, nay every day, things are changing in the field of SEO.
From Google’s behavioural shifts, ensuring your website is mobile first and the importance of conducting log file analysis to creating a Google My Business Strategy we had a ton of expert marketing guests on our Internet Marketing Podcast in 2018 sharing their knowledge and experience concerning all of the above and more.
Read on to discover their top SEO tips, advice and predictions for 2019 ahead.
We’ve also added each podcast episode so that you can listen to the full shows and get even more great SEO tips.
Aleyda Solis is an International SEO consultant & founder at Orainti. In November, Aleyda joined us on the show to speak about mobile SEO, International SEO and Technical SEO. Here are her top tips for each:
2) Increasingly, many businesses are concerned that the international versions of their websites are seeing minimal profit or ROI and take a lot of effort to maintain. As such, proper planning and a strategic approach to International SEO is needed to inform which markets are profitable/viable for you to invest in.
Consider what goals you are trying to achieve with each international version. Is there actually an interest in each market? Strategize your approach to international SEO otherwise you risk unnecessarily throwing your money away.
3) From a user perspective, always be considerate of mobile first. Don’t just replicate the desktop version of your website simply because it worked well for desktop. Research if your mobile audience behaves or interacts with your content differently versus desktop.
Responsive web design is not necessarily a bullet proof approach. If you have the opportunity, take time to personalise the user experience. Generate different types of content and produce more of it. Alternatively, repurpose your existing content and organise it in a different way to better fulfil the mobile experience.
Rand Fishkin is the co-founder of Moz, Founder of SparkToro and author of Lost and Founder. In his September BrightonSEO talk, Rand focused on Google’s behavioural shift over the last few years and offered SEO tips for how marketers can adapt to these changes:
At present, there are two conflicting truths for marketers:
1) It has never been more difficult to earn organic traffic from the web’s major players than it is today.
2) Rather than being someone else’s property, make your website (and email list) the centre of your web campaigns. In the future, these big players are going to operate similarly to how Facebook did with organic reach and, as a result, we have to own our property as best we possibly can.
What we can do about this:
1) Leverage every scrap of traffic that Google and other search engines/social networks still send. There has never been a better, or more important, time to make organic traffic acquisition a centre of your strategy and to take a bunch of your paid budget and put it towards that. In the future, when acquiring organic traffic becomes even more difficult and challenging, you will be ahead of your competitors who failed to do so. You will be in a stronger position as more traffic goes paid only (or Google only).
2) Use CTR estimates in your keyword research.
3) Shift content marketing to keywords Google is less likely to cannibalize. “That means long tail and chunky middle and hard to answer in the SERP’s type things”.
4) If Google biases to Google owned properties (YouTube, Google News, Google maps etc) then we have to create content for them.
5) It would be unwise not to use featured snippets. You should entice the click.
Bryan Eisenberg is a Keynote speaker, best-selling author of Be Like Amazon and Co-Founder of BuyerLegends. Bryan spoke about the importance of relevance, reputation, being remarkable, producing readable content and understanding your reach and used Amazon as a barometer. He explained:
Amazon are not the biggest innovators even though they spend lots of money on research, development and innovation. They don’t release things until they feel there’s a certain level of comfort in the market place. I believe in the next few years they’ll start building sophisticated retail bots personalised for our good. It will be ubiquitous, the same way that when it first launched on mobile it was tied to their desktop. They’ll do the same thing, whether this agent is in your car, in your glasses, on your wrist, in your suit or implanted as a chip, it doesn’t matter, but if that agent will be able to recognise the world around you, it will be able to plan things for you, to gather information and they will have a wide world index for the market place.
Fili Wiese, is an ex-Google engineer & SEO Expert at SearchBrothers. He appeared on the Internet Marketing Podcast in April to discuss all things Google Penalties, HTTPS and Link Building. Here are his top SEO tips.
- SEO is constantly evolving and changing. If you’re serious about SEO, depending on the size of your website, ideally you need to audit your website at least once a year,
- Make sure you don’t have toxic links to your website. These are things that can hold you back.
- Consider inhouse and external marketing teams. An external team has the benefit of offering a different viewpoint. They aren’t tainted by previous experiences of the website and can look at it afresh, as Googlebot would look at it. At the same time, it is important for an inhouse team to check your website regularly too.
Michael King is Managing Director at iPullRank and appeared on the Internet Marketing Podcast to discuss technical SEO tools and tactics. He told us:
Fernando Agulo is Head of International Partnerships & Corporate Speaker at SEMrush. Speaking in January 2018, Fernando Angulo joined us on the show to discuss the SEMrush ranking factors studies research and offered the following takeaway tip:
Every marketer working in the search world should be prepared for the mobile first algorithm. We’re living in a mobile era right now. Even personal assistants like Alexa or Google Home are mobile devices and we’re making search queries through them.
Everything’s going to change – the way we are making our search (using voice search and personal assistants), and the different types of search results we’re going to receive with our mobile devices.
Marcos Alvarez Martin, SiteVisibility’s SEO analyst and trainer in SEO Fundamentals at Brighton SEO, featured on the podcast in February and discussed lesser known features of Google My Business. His takeaway tip is as follows.
If you have a business with local presence then you definitely need to create a Google My Business strategy. It’s not only there for updating information relating to your business. You can also use Google My Business to create ads, to reply to reviews and to provide a better experience for the user planning to visit your website. It’s important to consider how Google My Business will fit in to your overall digital marketing strategy.
For further reading on Google My Business and local search, read Marcos’ blog post on How to Create a Google Maps Marketing Strategy to Dominate the Local Results.
Gregg Gifford is Vice President of Search at DealerOn and frequent BrightonSEO speaker . He joined Andy on the Internet Marketing Podcast to discuss the biggest pitfalls with Local SEO and tips for succeeding at it:
- When mobile users are clicking the website link on your Google My Business listing, a lot of the time, this is getting misattributed as direct traffic. So, if you just have a standard, naked link there, you’re not getting correct attribution in Google Analytics. Clicks which are coming from organic search are showing up as direct, so you need to make sure you put UTM tracking on those links. It is essential to do this. You will usually see a massive jump in your organic traffic.
- Make sure you put a link or CTA in Google posts. Again, if it’s’ a naked link it can get misattributed so make sure you add UTM tracking.
What did you think of the above podcasts? Were there any tips offered by our guests that you found particularly helpful or plan to implement into your SEO campaigns in 2019?
Leave a comment below, we’d love to hear your thoughts.
Similarly, if you’re curious to find out more about any of the topics discussed in the podcasts above and how you can implement them, or want to speak to a member of our team about your 2019 SEO campaigns, please feel free to give us a call on 01273 733433 or fill out the form below: