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Get Ready for Voice Search

SEO best practices have focused on text-based searches. Voice searches are different and require a different strategy. You need to know where voice assistants get their answers and ensure that searches related to your business find you.

Voice SEO

Voice searches are usually in the form of a question. The results provided can come from web pages that feature conversationally written content. You need to know the common questions that relate to your brand and content, and make sure they are clearly answered at your website.

Stick with SEO Basics

Although SEO will evolve as voice searches increase, the best practices for getting your content to be highly visible in search results are likely to remain the same. Continue your SEO best practices.

  • Research current keywords
  • Update content regularly
  • Provide content that reflects the interests and needs of your target audience
  • Structure your website content for search crawler reading

Like most online marketing strategies, SEO will evolve. Brands that take time to make incremental changes to keep pace will avoid being left behind.

Tracking Your SEO Efforts

 

Search engine optimization (SEO) is a pain! First you need to figure out your keywords and the other elements that go into ranking well. Then you need to do the work. Finally, you need to figure out if your SEO strategy works.

Search results are highly volatile. There are so many factors:

  • Ranking algorithms change and those changes are never announced or specified
  • Ranks drop based on what you do
  • What people search changes
  • Competitors catch up and throw you off the top

In the midst of all this, you need to know if your SEO efforts are working and find areas for improvement. Not easy.

SEO Elements to Track

Keywords remain a top factor in SEO. Track your rankings for each over time. I recommend that you look once a quarter.

It may be tempting to look more often, but rankings are very volatile. I have seen clients literally go from rank 1 to rank 49 for a keyword one day and then surge back to rank 1 the next day. All that with no changes to their website!

You also want to track what competitors are doing. Always be on the lookout for new competitors as well. What keywords are they competing for? Where do they outrank you?

Google is, of course, the search engine people use most. So, you will want to look at your Google Search Console for any flags or errors and address them immediately. I suggest you log in once a month. This assures that no issue seriously damages your SEO effort.

Never Stop

SEO is not one and done. You need to constantly assess your progress and make changes. That may mean tweaking content around a newly emerging keyword or keyphrase. It can mean fixing broken links. There’s always maintenance to do.

Keep researching SEO best practices. These change all the time as the search engines evolve and as people change their search behaviors. For example, voice searches are now common. Search engines expect all sites to be secure (HTTPS). New factors emerge all the time.

 

Tips to Optimize Your Site for Local Search

There are many factors in how well your website comes up for relevant searches. Here are some page elements to consider:

Include your location.

Search engines now localize based on the user’s location, but you still need to make it clear where you are located and the area that you serve.  Make sure this is clear on your home page as well as any key landing pages.

A physical address will greatly boost the relevance of a page for a search query.  Your address and other contact information should be in the footer of your website.

Finally, add your service area to your meta title tags. This is the content that will be displayed on search results pages.

Seek links.

The quality and authority of links to your website from other websites is an important search rank factor. A local business that earns links from a variety of sources will rank higher than other similar businesses.

Take time to ask for links from your chamber of commerce, business partners, clients, professional directories and other websites that are relevant to your business.  Ask for the link to be to the most relevant page at your site. “Deep” links are often more valuable than home page links.

Devote space to important products and services.

You don’t need a page for everything you do, but you should have a page devoted to each key service. This will help you have strong pages for links and to optimize for searches relevant to each service.

The title of the page and the URL should contain the keyword for the particular product or service featured.