SEO and content marketing evolves at an incredibly fast pace, blink and you will miss the latest developments. If you are determined to improve your rankings this year, then it’s vital to remain abreast of the latest changes. Check out the top SEO and content marketing trends no business, including insurance, can afford to ignore.
Google updates will reward expert content
Google’s seemingly never-ending updates always cause disruption to the SEO and content landscape. Forthcoming updates are expected to continue the trend of rewarding quality content, going a step further in prioritising expert content. Businesses should therefore be poised at their keyboards and create expert content that is centred on detailed, informative advice, news, and guidance, which demonstrates true knowledge in a given field.
Google Search Generative Experience (SGE)
Google’s Artificial Intelligence (AI)-powered search experience is gaining momentum, rapidly. As it becomes more widely used, SGE is poised to change how users interact with search engines, and how sites are optimised to generate traffic. In providing clear, concise answers to users’ queries, this AI technology enhances user interactions.
Businesses and marketers can prepare for SGE by optimising content that caters for its purposes. This can be done by creating content that comprehensively answers users’ queries in a direct manner, to help a brand maintain relevance.
A shift to alternative engines than Google
Google has dominated the search engine landscape for decades, something which is rapidly changing. Users are increasingly turning to alternative platforms like Reddit, YouTube, Pinterest and TikTok, which is broadening the scope of search marketing. It is therefore becoming more and more important for brands to create content that caters for these alternative search platforms. With YouTube, for example, marketers should use YouTube keyword/content suggestions to identify potential keywords and adapt a conversational tone to validate their topic and reach out to their audience.
A hands-on approach to research
Quality is still king when it comes to content, especially in an AI-dominated era when low-quality content is circulating wide and far. Brands should take a manual approach to research topics in-depth, which is likely to be ranked higher by the search engines, ultimately leading to more traffic and better engagement
If you haven’t got the time or perhaps the expertise to create effective SEO and content marketing campaigns, you might want to think about outsourcing you marketing requirements to digital marketing experts, like NextGen Marketing.
All marketing and advertising must be an accurate description of the product or service. It must be legal, decent, truthful, honest and socially responsible (not encouraging illegal, unsafe or anti-social behaviour). There are regulations which restrict what you can and cannot do. As well as the regulations, there are two advertising codes of practice which you need to follow to help you advertise legally. Before you embark upon any marketing, please ensure your communications are fully compliant.