Search Engine Optimisation, or SEO, is the art of ensuring that a website appears as high as possible in search engine results pages (SERPs). As the online marketplace becomes increasingly crowded, the importance of SEO as a means of driving targeted, consistent traffic to a website cannot be overstated.
The future of SEO is all about providing a high return on investment. Good SEO, when executed correctly, can provide one of the highest returns of any online marketing strategy available. And the results are long-lasting. When someone searches for a specific product or service on Google, they are actively looking for an answer to their query. If your website is at the top of the search results, they are likely to click on your site and purchase from you. Compare that to paid advertising, where the traffic stops as soon as you stop paying. SEO is a compounding marketing strategy, which, when done well, leads to more traction and better results over time.
Consistent targeted traffic
SEO is also the only way to get consistent targeted traffic to your website. The online marketplace is becoming increasingly competitive, with a lot of noise and competition for visibility. SEO shines in this environment by putting your website in front of your target audience right at the moment they are searching for your products or services. And it’s consistent. You are visible in the SERPs 24 hours a day, 7 days per week. Whenever your target audience searches, your website shows up. This results in consistent quality traffic that increases leads and sales.
Moreover, SEO provides a real long-term competitive advantage. If your competitor spends more than you on paid advertising, they get all of the visibility and you miss out. That’s not the case with SEO. SEO evens the playing field, providing a competitive advantage that can’t easily be taken away.
Structured data, and focusing on longform content
In terms of trends, the algorithms have become smarter and the trends that worked wonders a few years ago are no longer effective. It is important to keep abreast of trends in order to stay ahead of the curve. Some new trends in 2023 include updating content, using structured data, and focusing on longform content. Google is also testing a new model called MUM, which can understand language, generate it, and train across 75 languages simultaneously. This could mean more 0 click results on the search, ( A Zero-Click search occurs when a Google displays the answer to a user’s query at the top of the page, that does not lead to a click), which is something we are already witnessing.
Long-term competitive advantage
SEO strategy is crucial for the success of any online business. It provides a high return on investment, a consistent source of targeted traffic, and a real long-term competitive advantage. The future of SEO is all about providing the best user experience and keeping up with the latest trends. Writing good, relevant content will always be important, as it helps to improve the user experience and improve the ranking of a website on search engines.