2020 is flying by, so there's no time to lose! Make sure you have these effective search engine optimisation strategies in your digital marketing plan. Here are three strategies you should definitely be implementing right now!
In this article:
- Creating Content Based on Search Intent
- Investing in Long-Form Content
- Building a Network of Backlinks
3 Effective Search Engine Optimisation Strategies to Implement in 2020
1. Creating Content Based on Search Intent
Among the most traditional search engine optimisation strategies content marketing professionals still perform today is crafting content based on keywords.
Keywords are words that describe your brand, product, or service. These words often show up on the content you regularly publish in your digital assets.
Short-tail keywords are comprised of one to two words that describe your product or service in the simplest way possible (i.e., content writing, SEO agency). They're the keywords you include in your SEO strategy to drive traffic to your website.
Long-tail keywords, on the other hand, point to more specific aspects of your brand (i.e., content writing services Brisbane, best SEO agency in Australia). Because long-tail keywords are more specific, they are often searched by customers who have high search intent.
RELATED: How to do Keyword Research
That brings us to another question—what is search intent?
Search intent describes the reason why your target audience is keying in a particular question on a search engine.
When a customer's search intention is low, your target audience is likely still browsing for suggestions. As such, they'll enter more generic search terms that resemble short-tail keywords.
But when you have a customer with high search intent, they've likely keyed-in a specific question on Google that closely resembles long-tail keywords. This is where creating content based on search intent comes in handy.
Here's a handy graphic visualising this, from SEMRush:
When you write content based on search intent versus high-volume keywords, you end up writing content that truly resonates with your audience. In short, your intent-based content can better satisfy your readers' hunger for information.
2. Investing in Long-Form Content
Content writers have held the long-standing notion that nobody out there wants to read long-form content. Part of that idea is correct, but there's an even more significant part that's false.
For one, the idea that customers are don't like long-form content is a misinterpretation all on its own.
Thing is, your readers are always searching for information. They want answers to their questions, so your content should be able to give them that. This makes investing in long-form content a vital SEO strategy.
What your readers likely don't have much of is the luxury of time to read a 2000-word article. Then again, this doesn't mean you should skimp on the details on your next few blog entries.
It all boils down to this: some topics can be explained in a few sentences, while others need a couple of paragraphs to be thoroughly explained. The key is to identify which topics merit short- and long-form content, so the different segments of your target market get engaged.
Don't be scared to include long-form pieces in your content plan. As long as the length of your article is justified by the amount of valuable information that's in it, your audience will be more than willing to read it until the very end.
3. Building a Network of Backlinks
One of the best search engine strategies you should capitalise on this 2020 is building a network of backlinks for your website.
A backlink is a link to your page from a third-party website. Having a lot of sites link back to your own boosts your online credibility and ups your search rankings.
A backlink network might look a little something like…
Image Source: Onalytica
Having a good network of backlinks to your website also helps you rake in more website visits. When you have more traffic on your page, you get to introduce yourself to more people that can potentially become your customers.
READ MORE: How to Get Free Backlinks for Your Website
Do note that not all backlinks are good. Make sure the websites that link back to your own also deliver relevant, high-quality content.
Remember, backlinking creates this connection between your own and another business' webpage. Be open to partnerships, but remember to screen the pages you'll associate with, too.
So there you have it! Three effective search engine optimisation strategies you should be implementing in your marketing plan in 2020. The sooner you start, the earlier you'll be able to reap the results—increased website visits, higher search rankings, and better brand awareness for your business!
Need help updating your current search engine optimisation strategies? Don't fret! Get in touch with us today, and let's talk about how we can improve your page's traffic and search rankings. You can also find us on Facebook, Twitter, Instagram, and LinkedIn – reach out and say hi!