SEO Marketing: Achieving Sustainable Search Ranking

Sustainable SEO Marketing Strategy

With the enormous amount of data and information spread across the web, what users are really looking for is valuable content. This fact entirely explains the how and why of your brand's SEO strategy being sustainable, resilient and strong. Regardless of how search engines change their algorithms, everything revolves around the search for content with quality and value.

User Experience about Algorithms

Above all, what you need to pay attention to is answering the questions that people are looking for. Keyword research is the top consideration in SEO. But after that, the next step should be to feed online users with quality content again. The quality and relevance of the content on your website will keep your users coming back for more. Therefore, user experience should be a priority in your SEO marketing, more than focusing on search engine algorithms.

In 2014, the most important points to consider in SEO marketing, particularly the changes made with Google's Hummingbird, included author structure, semantic search, natural language processing, and localization. If you've already implemented these aspects into your website and content marketing strategy, your next focus is even more vital – value, quality and returning to organic search best practices. These small aspects will determine the importance of your website in search results.

SEO strategy for the future

Search engines are always fighting to show better results for users' searches. As a creator of quality content for your audience, remember that you have to be in tune with the objectives of search engines. The solution to this issue lies mainly in the reasons for research – quality, brand building, helping users and choosing the best information on the web. SEO ranking will be more about building relationships than technical lines.

It is recommended to develop an organic search strategy that is consumer-focused. Helping the consumer from the research to the purchase stage not only helps people but is essential in building a brand. In addition to this process, it is necessary to ensure that the consumer has the correct information while being entertained and focused. This way, the objectives of your SEO marketing strategy can be achieved not only in terms of the search algorithm, but also in terms of value, quality and user experience.

The path to achieving a successful SEO campaign is not just focused on the website. Different digital channels and marketing functions are equally important. This process requires a deep understanding of consumer behavior, preferences and, especially, points of convergence. SEO marketing in the future will continue to be fully integrated with all aspects of marketing. The wide range of marketing techniques you need to optimize include social media, content creation, public relations and information technology, to name just a few. With these techniques, you will be able to attract users who find your brand online through different channels, as you provide them with quality information.

  • Make mobile access easier. As a large part of your audience is probably in the mobile environment, your website must be fully capable of attracting users and encouraging a purchase, even when accessed via mobile.
  • Maintain visitors' interest instead of worrying about traffic. Your focus should mainly be on attracting the attention of your visitors rather than focusing your efforts on increasing traffic. This way, your website will be recognized as a source of valuable information and not just a static website with a huge audience that is not really interested in your content.
  • Quality content. SEO marketing, now, is about creating content that is actually useful and that your visitors will appreciate. Choose captivating titles, introduce topics with conviction, appeal to curiosity – these, among others, are just some of the many options you can use to create quality content. The more interested and active your users are, the better your online visibility will be, through mentions about your brand that will become powerful links to your website and social network.
  • Strategic content plan. Through a strategic content plan and communications and marketing plan, you will be able to expand your brand's strengths and areas of expertise. I ensure that your website's back office is well structured and prepared for the benefit of your target audience and for search engines to place your content at the top of searches.
  • Amplify your content. Social media channels are important factors that contribute to a brand’s online presence. It not only allows for better delivery of information, but also opens up an online interaction channel between your brand and your audience.

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