Search Engine Optimization (SEO), has proved to be an invaluable tool for Businesses of all sizes, and a strategy for digital marketers with substantial continuity. Competition over ranking on Google has been fierce and the data reveals why. However, given Googles constant updates and changes to their algorithms, what are the truths about SEO in 2017? How can SEO provide value to brands and online Businesses? Let me reveal the truths about why SEO is still an indispensable marketing strategy.
First and foremost, we live in a market environment where consumer trust is at an all time low. An article from ‘Advertising Age‘ revealed that less than 25% of US consumers trust traditional commercials, and the statistics plunged even further for digital advertisements. Furthermore, a report from ‘Smart Insights’ reveals the sizeable difference between the click-through rates (CTR) for organic search results and paid search. Organic search results received a 94% CTR, as opposed to a mere 6% CTR for paid search or pay-per click advertising. This largely is a result of consumer sentiment and distrust in advertising as mentioned previously, it also further strengthens the case for an SEO strategy. Implementing SEO into your marketing activities will ensure your website ranks higher on Google for organic search results, thus creating more leads and conversions for your Business and in turn driving profits.
A recent article by Entrepreneur also revealed that in 2017, content and the number of external links to your website were primary factors in driving your ranking higher. These were factors revealed to them by Andrey Lipattsev, a senior strategist from Google. Furthermore, updates to Googles algorithm in January 2017, ensured there would be severe penalties for popups and interstitials which may be harmful to the user experience (UX) on mobile platforms. Its evident Google are ensuring they can constantly provide consumers with a high standard UX. And indeed, in 2017 a high standard of links and content will ensure your SEO campaign prompts a good return on investment.
Let me know your thoughts on SEO in 2017 below, and thanks for reading.
Eddie