SEO optimisation is about keeping up with search engines.
The year 2020 has seen the best SEO content practices receive more detailed scrutiny by new developments. Existing best practices like speed and security are getting the spotlight again with Chrome’s flagging of unsecured links and loading speed being announced as an official ranking factor. At the same time, the SERP is richer, and queries are not just text-based anymore. So there are new things to contend with.
Your website’s SEO and content have to reflect the changing trends.
Here are three new facets of SEO in 2018 and how you can stay updated with your content.
1. Adding Structured Data to SEO Writing
2018 is also the year where website owners are recognising the importance of rich snippets. They could be videos, pictures, or longer summaries – depending on the nature of the search term. Snippets are actually reducing clicks on the usual search results.
By adding structured data to your web page, Google can read it and showcase it on the SERP as a rich snippet. Structured data is a specifically formatted code which you need to incorporate in your content and which allows the search engine to reproduce it as a rich snippet in the SERP. So how do you add structured data?
You need to head over to schema.org and find the right code for your type of business. The structured data has defined content writing guidelines.
The snapshot below shows the SERP for the search query ‘Chinita Bangalore’, a Mexican restaurant in the city. The rich snippet on the right provides all the important business details and increases the reader’s knowledge of the brand/business.
2. Do not ignore the rise of Video Content
More than 80% of internet traffic will be video in three years. A company video on YouTube can do wonders to your overall SEO. It can be incorporated in your attempt to get rich snippets, and it creates your brand presence in the world's second largest search engine.
Some of the video SEO factors you need to keep in mind are bounce rate, time spent by viewer, shares, and relevancy – pretty similar to regular content SEO. Informative video file naming and descriptions with keywords are some of the basic video SEO practices.
3. SEO Content with Voice in Mind
People are not just typing search queries. Voice search is here to stay. Giants like Walmart and Google are partnering on voice search based shopping while gadgets like Amazon’s Alexa are popping up in households across the world. As the interactions increase, so will the searches. Search is becoming a more visceral affair, a conversation rather than a query. From an SEO writing point-of-view, the nature of keywords will have a conversational tone as users start speaking instead of typing.
Voice searches will include more questions. You will need to incorporate a style that reflects this in your content. You will be answering more questions when writing for voice search, including those requesting specific local information. Voice optimisation can be your chance to stay ahead of the curve.
2018 SEO content writing trends blend old concerns and radical new search engine improvements. Improving speed, security and content relevancy go hand in hand with a focus on rich snippets, voice and the addition of more video elements.
Are you factoring new search developments in your SEO copywriting? What are the changes you have observed? Share your thoughts below!