The term SEO (aka Search Engine Optimization) is own explanatory and it's already gained more than enough importance in the previous years. Now, the time has been changed and traditional strategies & techniques of SEO does not work on current and upcoming years.
According to different experiments and surveys, it's clear that traditional approaches of SEO do not have the same impact over website visibility and some of them are already ignored by most recommended search engines – Google, Yahoo and MSN.
On the other hand, Google – the most important entity in SEO that always gets high focus by SEO specialists, continually changing their search algorithms and refines their results for a better user experience. Panda, Penguin, Pigeon and Hummingbird are just the beginning, Google yet to come with more algorithms.
Whatever we consider it, a warning or an alert, we need to change our working phenomenon and move to the next level of branding and promotions – User Experience .
Similar to web designing, SEO also considers user experience as a major factor to get more visits and better conversion rate. Now onwards, SEO is not only used for branding, it changed into better user experience and lead generation technique.
Search Engine Optimization in 2016
As we all know that traditional SEO is a history now, and some SEO specialists already improved their strategies according to the Google's algorithms and updates. But is this act acceptable?
Rapidly changing strategies and techniques, either a perfect solution nor acceptable. We need solutions, which are rigid and worthy enough.
What we need to do in 2016 –
Consider SEO as Search Experience Optimization
In the coming year 2016, we need to consider SEO as Search Experience Optimization (SXO) and work according to that. Whereas previously, we prepared our strategies and techniques according to different search engines, now onward, we need to prepare them according to the targeted audience, who's going to search.
Search Engine Optimization tends towards Search Experience Optimization, which basically depends on user's perception how users will react over a search result or how he / she will search for a particular query.
Considering Search Experience Optimization (SXO), for branding and promotions, will tend towards more conversion, better engagement and more visits, but that's not so sure. Because whatever we think is not necessary work always. So, do more relevant and long tail keyword research and focus on user experience rather search engine experience.
More content means more visibility
Google's hummingbird update alert us that more content will lead in coming years. The statement "Content is the King" comes true and content marketing will lead the SEO campaigns. More content means more visibility and more visibility means better coverage.
Content marketing is not a new technique in SEO. SEO specialists were using this from the beginning, but the placement and proportions were always different according to the needs and Google updates.
On the other hand, Content Marketing is a great technique to capture more attention, but it needs more concentration and more engagement while writing a genuine and eye-catching content. Content Writing involves – Eye Catching Headlines, Proper Keyword Placement (especially within the first 20 words), Keyword density, Use of layman language and more.
Content Marketing contains: PPT and PDF distributions, Articles, Blogging, Guest Blogging, Classifieds, etc.
Capture Local Market for better business
To increase the reach of a business, rigidity of the foundation required. And for the rigidity, it's essential to capture enough proportion of local market. Once a business established in local market, it's easy for SEO specialists to spread the reach of that business in the international market.
Traditional promotional techniques will also work here, but with a new outfits such as where previously, we generally placed a classified on different portals with the least amount of content and without proper arrangements of text, now we need to focus on right placement, enough amount of content along with relevant graphics and proper contact details.
SEO works as lead generation
Search Engine Optimization beats Pay per Click on several aspects such as more visibility, better coverage and a lower bounce rate. Generally, SEO beginners think that PPC is the backbone of direct leads or lead generation, but that's not completely right.
Lead Generation simply depends on better engagement and user experience.
Better UI tends to better results
Responsive UI / UX always helps a website to get better click through rate while different solutions for different platforms always laid down the performance.
According to the different stats, it's clear that user wants a single solution for multiple platforms, rather multiple solutions for multiple platforms. Nowadays, user access everything through their smartphones and if a website accessible through different devices, it will get a better opportunity to grab attention of a user. Although content always leads, but we can not neglect the effectiveness of responsive web design and after announcement of "Mobilegeddon", it's an essential aspect to get better rank on Mobile searches.