SEO still reigns over content marketing, with Google having a market share of over 85% in the worldwide search market. Search engines are the starting point for a vast majority of online experiences, with Google search, images, and maps making up almost 93% of traffic. Savvy marketing teams are prioritizing impact, since SEO’s ROI can be as high as 12.2 times one’s marketing spend. To take your business to the next level, keep abreast of the following content marketing and SEO trends.
Giving Due Importance to Core Web Vitals
Core Web Vitals comprise three main metrics (loading, interactivity, and visual stability) that grade the overall user experience of your page. A top-grade experience can be offered by serving your page via HTTPS, mobile-friendliness, the absence of annoying pop-up ads, and the absence of malware. To improve your page’s loading speed, remove unwanted third-party scripts, invest in good hosting, rely on lazy loading (which makes images appear only when a reader scrolls down the page), and use PageSpeed to see if any elements are slowing down your loading time. To enhance interactivity, rely less on JavaScript, remove non-essential third-party scripts, and prioritize a browser cache. For greater visual stability, use determined sizes for your images and graphics, add new UI elements beneath the fold, and set aside a specific space for ads.
Create Answer-Based Content
In this age of voice search and ubiquitous connectivity, users are not willing to search through reams of pages of content to find what they are looking for. Creating answer-based content as opposed to generic or discussion-type content can therefore be highly beneficial to your SEO strategy. To ace this strategy, take time to know your audience. Review your current content (videos and articles) and transform them into shorter, more pertinent content that has a concise solution to potential questions. Spend more time on content that already has high engagement, using strategic editing to answer questions. Consider expanding your FAQ section or creating FAQ videos for separate topics or products. Finally, monitoring hashtags and relying on SEO data analytics to source keywords will help you define potential queries that need to be answered. As pointed out by webconsultingandmarketing.com, you must constantly seek to innovate, improve, and optimize your content, ensuring the latter is mobile-friendly.
Structuring Your Content to Accommodate Passage Indexing
Passage Indexing is a new Google algorithm that involves the use of natural language processing alongside the indexing of web pages, so Google can understand the meaning of every individual passage within a page. In other words, a specific passage contained within an article can now show up on search results, even if it is just a small part of a larger topic. To make the most of Passage Indexing, the use of a defined structure is vital. Divide your content into various sections, with each section discussing one sub-topic. The use of various Heading tags will help you at the organizational stage. A second strategy is to write long-form content that contains over 2,000 words. Research indicates that top-ranked pages for highly competitive queries are long-from content with more than this word count. If you are writing large passages such as this, use a table of contents at the top so that readers can immediately access the sub-topics they are most interested in.
SEO continues to be a big priority for marketing teams. To ensure your pages rank highly, pay attention to your Core Web Vitals, ensuring the three main metrics are addressed. Secondly, take time to create answer-based content and revisit existing content and strategically edit it. Finally, structure your content carefully, remembering that Passage Indexing will now feature relevant content within passages if it matches the search more accurately.
