Guest Contributor

SEO Trends All Business Owners Should Know

By | Kevin Faber

When you own a business, you know how important search engine optimization is to attract consumers to your website. When you use the right SEO efforts, you can grow your site’s online visibility and bring more organic traffic to your business.

As you likely know, technology is continuing to evolve, and so does SEO. Things can get competitive, especially as a business owner. Keep reading to learn more about some of the latest SEO trends you need to know and embrace as a business owner.

Understanding the Value of SEO

SEO is an essential component when trying to improve your online visibility. It is important to keep in mind as you create your online content. When used strategically, SEO will help your business increase organic traffic, increase revenue, and optimize the user experience. While you likely put a lot of time and effort into ensuring quality network security, you need to put this same focus on leveraging the power of SEO to help grow your business.  

The Ongoing Growth of the Mobile Web

Google first released Mobile-first indexing in 2019. This update meant that Google was first looking at your business’s mobile website rather than the desktop version when ranking and indexing the site.

If you think about it, this is an update that makes sense. After all, more than two billion people exclusively access the internet with smart devices. It is estimated that by 2025, 75% of all internet users only access the web with a mobile device. You need to pay attention and put time and effort into optimizing your mobile site or building one if you have not done this yet.

The Growing Use of AI in SEO

AI (artificial intelligence) is now changing how people connect, engage, and interact online. The AI algorithm used by Google is one that you should get to know. This algorithm’s name is RankBrain, and it plays a huge role in the ranking factors used by Google to determine a website’s rank in SERPs.

One of the most impressive and unique features of the RankBrain tool is that it can learn. Other signals are all based on insights and discoveries that people in the field of information retrieval have programmed, but there is no learning. This means that RankBrain can continue to improve as time passes, which means that AI is one of those SEO trends you can’t afford to ignore.

Even though Google has not revealed any specific ways to optimize your SEO to appease RankBrain, it is predicted that the user experience signals are one of the main determining factors. This includes things like the amount of time visitors spend on your page, click-through rates, and more. It is necessary to find and engage readers by providing quality, helpful information that answers their questions and encourages them to stick around and browse your site.

The Continued Importance of Long-Form Content

There is quite a bit of misleading and poor content online today. As a business owner and someone who is marketing online, consider what content you are creating. When it comes to SEO, it is important to create long-form, quality-driven content that keeps people engaged. Usually, this type of content is going to rank much higher in the search engine results. This trend is projected to continue for the foreseeable future.

You need to consider several other things when writing long-form content, too, including the way it looks visually and what value it offers readers. Be sure you break up your text into sections with headings and subheadings. You can also add bullets, which will make the longer content easy to scan. If possible, create links to authoritative and relevant sources.

The Growing Use of Voice Search

Tools like Alexa, Siri, and Google Assistant have caused a steep increase in voice search use. As technology continues to improve, the use of these devices has also grown. By 2022, it is expected that up to 55% of all households will have a smart speaker installed.

If you want to optimize your site for voice search, you may need to reconsider the keywords you are using. Take time to identify the longer phrases that people are using in day-to-day conversations. Most voice searches will do better with more natural, longer phrasing. For example, when someone types, they are more likely to abbreviate words; however, with voice search, they will make full sentences.

The Impact of Local SEO

Today, people will turn to Google (or another search engine) when they are “in the moment” and ready to buy. If someone is searching for local services or goods, they will likely use terms like “near me” or specific city information. If you have not optimized your site for these local searches, these potential customers may be led right to your competition. Now is the time to invest in a local SEO company for optimization for your site.

Have you ever heard of a zero-click search? This occurs when someone’s question is answered in the top featured snippet section on the search engine results page. You have likely seen this yourself but do not realize it. When searching for something, Google may present you with a box that includes the specific answer you are searching for. This is located at the very top of the results page.

This answer is called the featured snippet. If your question is answered on the SERPs, it means you do not have to click any pages, and you have the information you need. This is when a zero-click search occurs. Many of the zero-click searches will be local searches. Keep in mind that 46% of all searches on Google are linked to finding information locally. It has also been found in one study that up to 49% of all searches on Google are zero-click searches.

Marketing professionals are usually focused on ranking for the highest traffic keywords instead of making sure their content answers some of the most common questions being asked. If you own a small business, you should try to create content highlighted in the featured snippet section of Google. Ensuring your content is targeted and answers the right questions is the best way to get on SERPs’ first page. This is also an effective way to send more traffic to your website rather than the competition.

Improvements in Predictive Search

Google Discover appeared in 2017. It released a new type of search, which does not require any type of query from searchers. This is another type of AI-powered tool offered by Google. This is a content recommendation tool that works to find behavioral patterns that occur over time and then learns the habits as time passes. When the information is assimilated, Discover can find content that is predicted to engage a user.

Keeping Up with the Latest SEO Trends

As a business owner, you need to keep up with SEO trends to know what is going on at all times. In the long run, having this information will benefit you and ensure that you are taking the right steps to have your site appear in SERPs. While SEO can be confusing and keeping up with the trends can seem like a lot of work, in the end, doing so will help your website and your business. This makes it worth the time and effort you put into it.

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