Search Engine Optimisation, or SEO, is aimed at improving your website’s standing in organic search results. It’s one of the most cost effective marketing solutions for business. This post provides 7 actionable steps to improve your SEO in 2019.
1. Keyword Analysis
Selecting the “right” keywords for your SEO campaign is vital. Many website owners assume the keywords that their searchers use to find their website, but these keywords are often sub-optimal. Keyword analysis will become even more critical in 2019, as voice-based search begins to gather momentum and search engines trend towards more natural search terms.
As an example, a pet grooming business might be inclined to select “Pet grooming Sydney” as their primary keyword, but a better choice might be “Dog Grooming Sydney” which has more than 400% higher search volume.
Spend time revisiting your site’s keywords in 2019 and be sure to select keywords that are the best fit for your website. Keywords need to take into account the relative competition, keyword difficulty (how difficult will it be to rank your website for the specified keyword), as well as the searcher’s intent.
2. Keyword Intent Optimisation
As part of keyword analysis, user intent will become even more crucial in 2019, as both semantic and voice search gains momentum.
A good example is a business that’s offering Call Centre services and assigns their primary keyword on a page as “Call Centre”. A quick check of Google search results indicates that this is more of an informational keyword (“What is a call centre?”, “Call centre jobs” etc), and as such this keyword is likely to have a low conversion rate to leads and sales.
Selecting & optimising your page for the primary keyword of Call Centre will likely bring more traffic to your website, however, you almost certainly will have a higher bounce rate, meaning users aren’t finding what they are looking for and leaving. High bounce rates are a negative ranking factor also.
As part of keyword analysis in 2019, ensure your website is optimised for keywords with the correct searcher intent, that really helps the searcher find what they’re looking for.
3. Check your organic search performance for the past 12 months
As part of improving your SEO performance for 2019, it’s important to take a look back and analyse your SEO efforts in 2018. Have a look in Google Analytics and Google Search Console and determine how much organic traffic your business received in the past 12 months.
Look at the pages that drove your organic search traffic. What is the bounce rate of these pages? Which pages should be performing better? When were they last updated? Etc. Target these pages for optimisation in your 2019 SEO campaign.
4. Optimise for Google’s Mobile First Index
As now more than 50% of Google search traffic comes from mobile devices, it’s imperative in 2019 that you have a “responsive” site that looks just as impressive when viewed on a mobile device as it does on a desktop computer.
To set the expectation for the majority of searches on mobile, Google rolled out Mobile-First Indexing in the second half of 2018. This means that Google will predominantly use your site’s mobile version for ranking and analysis. As such, in 2019 you should devote effort to page load times, ease of navigation, design and user experience.
5. Create High-Quality Content
The production of regular content is a core aspect of SEO and this will become even more crucial in 2019, due to the exponential growth of content production, making high-quality, long-form content that truly answers the searcher’s question imperative.
With Google’s “Medic” update that was released in August 2018, there has been a focus on expertise, authority and trustworthiness of the content and content creators. What Google is attempting to do is deliver high quality, accurate and trustworthy content to searchers.
When creating content in 2019, It’s crucial that you demonstrate your expertise and authority on the subject in order to rank well in the search engines.
6. Acquire Links
Google’s search engine was unique when it launched in 1997, as it was the first search engine that used Backlinks as a major factor in its algorithm. Even though it’s widely agreed that backlinks are declining as a ranking factor, they’re still going to be essential to rank highly in 2019.
Gone are the days where you can use dubious methods to acquire links and have your website perform well in search. In 2019, it will be ever important to acquire natural, high quality and topically relevant links from partners and complementary businesses.
7. Local Search
Let’s face it, proximity matters to all searchers, even more so for those searching on a mobile device. Local search is one of the fastest growing areas of SEO, and this is expected to grow further in 2019.
For your site to perform well in local search, you need to ensure your Google My Business (GMB) listing has been claimed and optimised (including acquiring substantial positive reviews). Spend time in 2019 learning about & optimising your GMB local listing. This is especially important for local businesses that have a physical presence.