As 2014 is nearing its end, we are rounding out another year of Google algorithm updates to shift focus on user experience. From results in the SERPs to website quality, the main question Google considers when showing results for a query is how will that site help a user answer their questions or meet their needs.
When you’re selling a product or a service, you want to build your brand and make sure you’re attracting your target audience. Brand awareness includes a variety of content strategies, much more than blogs. The focus remains on content, but you have to consider expanding past blogs to enhance your exposure. This can be done by providing your users with:
- White papers
- Newsletters (through email)
- Visual Content to make your text stand out
- Guest Blogs by other experts in your industry
- Live Presentations from your employees about a specific service or product
Stay close to your user. The first thing you see on Google’s guidelines says, “Focus on the user and all else will follow.” While keywords and phrases are still paramount for crawlers to distinguish what your page is about, creativity will be the focus of 2015. Creatively display content that your users will find engaging, and make them want to learn more or browse your site further.
Social media engagement and posts will increase awareness to your brand. In order to build a following and establish loyal customers, it is important to provide a fun experience. Memes, graphs, infographics, pictures, and other visuals attract a wider audience and can lead to more traffic, as well as an increased ROI. Use social media to show your personal side, share client interactions, and drive traffic to your site.
Become more mobile friendly. If you don’t have a responsive site yet, what are you waiting for? If your audience is using mobile devices, you should be structuring adaptive, mobile content to increase user engagement on mobile devices.
Think about the algorithm changes. Panda was updated in September, and when you had duplicate content, a high bounce rate, excessive anchor text links, over-optimized content, low word count, or a site that took too long to load, you were probably affected. Many websites were. If you were one of the lucky ones, don’t think you’re in the clear. Algorithms are frequently updated, and you have to enhance your content marketing strategy to stay ahead of the curve.
To display additional value, your content must be geared toward particular goals. You have to think about your strategy, how it’s helping, and its execution. Using a number of platforms to distribute your content, taking advantage of social, and using your words to provide value to your audience is the wave of the future. It’s content on-demand. And it’s not going anywhere. Start preparing your strategy for 2015 before it’s too late.