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A Quick Guide To SEO: What Google Wants From You In 2019

In What You Need To Know About Small Business on July 2, 2019 at 9:00 am

Like scientific or medical knowledge, the world of SEO never sits still. Just when you might think you have struck the ideal balance when it comes to your SEO strategies, you could get word that, well… Google has tinkered with its search algorithms. Yes, again…

Truthfully, at any given moment, it’s difficult to pin down what the best SEO practices are – and mastering them is even tougher, Business 2 Community warns. So, how are you supposed to get SEO (search engine optimization) right in 2019? Here are a few recent changes worth heeding…

Mobile optimization

According to a report cited by Search Engine Watch, mobile phones are now responsible for 50% of web traffic worldwide. Taking account of the mobile revolution, Google spent early 2018 rolling out mobile-first indexing, having experimented with it for more than a year and a half beforehand.

This means that Google is probably now assessing the worth of your site primarily from its mobile version. Therefore, if your site still has separate “desktop” and “mobile” versions, you can’t afford to treat the latter as a second-tier product, as Google’s crawlers could be mainly focused on it.

Structured data

When people see your site’s listing on a Google search engine results page (SERP), they want to be able to quickly discern what your site is about. Google knows this, hence the usefulness of structured data which, implemented right, can tell users many crucial pieces of information.

What pieces exactly? Examples of details which can be inserted through the use of structured data include your company’s name, contact details, place or address and products and services. However, those details must be accurate and nicely formed to be in contention for inclusion in a search listing.

Fresh and relevant content

In 2015, Google introduced RankBrain, a machine-learning AI system that remains shrouded in mystery to this day. The mystery concerns exactly how it works, though it is known to have the unique capability to tell if Google users are satisfied with search query results they have received.

This puts the onus on you to check that your site’s content remains relevant based on the latest information. That task might require you to update the content, a move of which Google will take notice. You could edit the content yourself or, if you wish, arrange for professional copywriters to overhaul it. Copywriting is often a standard inclusion of digital marketing services.

Rich media

While keyword density is not the, erm, key to SEO success that it used to be, you could find that enriching your content with media like imagery, video and even embedded music finds favor with a broader range of users – and, hence, Google, too.

After all, with the US census of 2010 revealing a tenth of Americans to have a disability directly affecting their computer use, you have an interest in rendering your site engaging in various ways. A site that significantly falters for a particular group of users is unlikely to hold any search rankings for particularly long.

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