Every year brings algorithmic changes that require new SEO techniques. Our experts at ReputationDefender work hard to make sure our business clients stay up-to-date with the latest changes and continue to rank their website and other pages for targeted keywords. A solid online reputation gives your brand a head-start when it comes to competitors, but it’s not enough to build content and leave it. Webmaster’s need to constantly update their strategies and employ multiple techniques to ensure they stay relevant to user needs and benefit from Google’s latest ranking factors.
Specific Changes That Will Make Your Site Better
1) Accelerated Mobile Pages (AMP) — the number of people browsing on a mobile phone increases every year and sites need to adapt to compete. If a company’s site takes too long to load or is unreadable on the mobile platform, customers won’t stick around for more than a few seconds. A low “bounce rate” is just as important to Google as it is to businesses, which is why a number of open-source protocols were created to ensure that pages load on a mobile browser just as easily as they do on a laptop. It was important to implement AMPs in 2016, but it’s even more imperative in 2017 since sites that don’t will quickly start to become obsolete.
2) Optimized URLs — businesses sometimes think more about keyword placement in titles and content than in the page’s URL. A concise URL that clearly relates to the brand will make the site more official and encourage people to click on it. This will help to generate traffic and make the site rank higher with Google.
3) Short Branded Links — over the past year, branded links have evolved beyond the official homepage to create recognizable shortcuts that can easily be shared. In the past, lengthy titles for blog posts and articles have quickly run up more than 100 characters. Consider sharing this link over Twitter with a 140 character limit: it doesn’t leave much room for the person to add their own text. In response to this, many large companies have created shortened URL tags that take users directly to the page they want to visit. These tags still reference the brand. New York Times articles use the tag nyt.ms, for example, but they take up much less space in a post.
Iteration is the Goal
Google’s latest algorithms continue to integrate an AI component called RankBrain, which is coming closer and closer to mimicking the experience of an actual internet user. This means that websites need to be organized and content needs to be interesting and readable for humans to rank. Google is focused on improving iteration — the number of times people read and share a page — and webmasters also need to focus their energies in this direction. Creating quality content is, of course, key, but it’s also important for users to be able to access your content easily. This is why 2017 techniques need to focus on making content readable and shareable over a variety of different platforms.