The rules of SEO are always changing. What worked a couple years ago may not work today. To take your brand SEO to the next level, follow these tips.
Design for Mobile
In most industries, most searches are now done on mobile devices. Responding to this, Google switched to mobile-first indexing in 2020. Now the mobile version of your website, not the desktop version, is indexed and used to determine search rank.
To optimize for mobile indexing, evaluate your mobile site for things like loading times and navigation. Also make sure the structural elements of your mobile site are identical to those of your desktop site.
Use Keywords Wisely
Just using a keyword isn’t always helpful. Repeating keywords too often will cause Google’s algorithm to penalize you for “keyword stuffing,” so you want to use keywords carefully.
Use keywords where they fit naturally. Content should flow for the reader and not appear stilted to use the right keywords.
Where you put keywords matters, too. Keywords in meta titles, descriptions and image tags as well as page titles, and subheadings carry more weight than keywords in the body text.
More searches are questions. So, Google now offers Q&A type search results. When you type a question into a Google search, you sometimes see a box with a snippet of text answering the question. This is the answer box, and it’s becoming increasingly important.
Google’s algorithm populates answer boxes with text that directly answers a specific question. Write out the question you want to target in your content, and then provide an answer in a way that’s concise and accurate.
Keep Brand Content Fresh
Search engines still like “new” content. So, focus on making your old content new again.
Look for relevant content published in the last few years. Add new links, remove old ones, update any outdated information, and publish. This gets valuable content in front of new readers and gives it an SEO boost.
Provide Content for People
Search engines are machines, but they try to be like people. The goal is to rank highly those websites that serve user needs and interests. Google’s algorithm is designed to prioritize pages with the best user experience. If you can focus on this first, many aspects of SEO for your brand will fall into place as a result.