Despite having a smaller population compared to other global business players, Australia is praised for being an attractive place to do business. This is highly attributed to the country’s developed economy, innovative technologies, and diverse talent pool, all of which are particularly prominent in its global city, Sydney. For these reasons–and many others–aspiring entrepreneurs are continuously setting up businesses in Australia. With competition heightening as the days go by, having an effective marketing strategy is more crucial than ever.
When it comes to digital marketing, search engine optimization (SEO) is a household name and a must-have addition to any company’s strategy. Nowadays, you will find tons of SEO Sydney services as companies seek ways to stay ahead and stand out from the competition. That said, incorporating SEO into your marketing plan is no longer new, so what is important is staying updated with all its latest trends.
Stay updated with some of the latest trends in SEO, expected to be booming in 2020 and continue beyond the year. By being the first to capitalize on these trends, you can gain an advantage and edge over other industry players.
Bidirectional Encoder Representations from Transformers
This first trend may sound complicated, but you may be more familiar with it being shortened to simply BERT. BERT is essentially a new algorithm that Google imposed in 2019, and given that it was the first big chance made by the search engine in five years, marketers are naturally scrambling to learn about it. Companies providing SEO Sydney services Australia will likely be familiar with it, given how popular it is today.
The intent behind BERT is for Google to improve its language understanding so that it can better match searchers with appropriate results pages. From a business perspective, this means that you must pay more attention to content and ensure that it is aligned with user intent and queries. Intent plays a large factor in BERT, so a good starting point would be to examine the top-ranking pages for specific keywords and observe what type of results usually show up.
Coupled with the growing popularity of BERT is the added emphasis on content marketing. Technically speaking, content marketing is not merely a “hyped-up” trend as it is a staple in every SEO strategy, no matter what the context or time maybe. However, it is particularly trendy now because BERT requires you to make your content high-quality and aligned with the users’ search queries.
Back then, the content was mostly optimized to match potential keywords or strings of words that a user will search. With BERT, however, it is now important to consider user intent or what response your target audience is actually seeking. The focus has now shifted to fulfilling users’ needs to ensure that they get the answer they are looking for when they make a search.
The voice search trend is one of the major reasons why SEO practices are now emphasizing user intent over keywords. More and more users are making their searches through voice queries, and naturally, these queries mimic the way they speak. Compared to normal search queries that are typed on the engine, voice searches are often long-tailed and in the form of a question. As a result, providing your target audience with accurate answers to these questions is crucial.
With all the developments in SEO so far, voice search is expected to become even bigger in the future. Thus, if you have yet to optimize your content for it, now is the time. Delaying this move can cause you to fall behind competitors and lose the opportunity to be one of the first to reap the advantages.
Another major trend in SEO is the growing use of influencers to boost traffic, visibility, and user reach. Influencer marketing is particularly important for industries like fashion, travel, and lifestyle, as users interested in these segments are more inclined to getting genuine reviews instead of ads. Many businesses have yet to take advantage of this fact as finding influencers is often seen as an added cost. However, you can multiply these returns if you manage to find influencers with a large following and engagement from your target audience as it makes you more reachable.
As seen in the trends highlighted above, the SEO landscape has evolved significantly from the time of its conception. Thus, it is not enough to settle for a linear strategy as you have to keep up with the trends and work towards being one of the first to implement them. Doing so gives you a major advantage over your competitors, allowing you to capture more users, ultimately leading to higher potential returns.