In an ever-changing digital marketplace, it may seem impossible to stand out, but there's one strategy that's always proven to be a game-changer: optimizing and using search engine optimization (SEO).
According to Neil Patel, digital marketing expert and co-founder of Neil Patel Digital, SEO isn't just about appearing at the top of search engine results, it's about helping businesses succeed in a competitive environment. Patel, who will be a keynote speaker at MARKETING-INTERACTIVE's Digital Marketing Asia conference, said SEO is typically the largest source of traffic for most brands. It also doesn't rely on constant reinvestment, such as paid marketing.
Neil Patel's live session in Singapore on 1 October 2024 will cover maximising opportunities with AI and the disruption it is bringing to search marketing. Buy your tickets to Digital Marketing Asia here.
Patel emphasizes that SEO is the foundation for online visibility, driving organic traffic, and building trust with potential customers. Optimizing your website for search engines not only improves your site's ranking, it also improves user experience, leading to increased engagement and conversions.
Essentially, mastering SEO is crucial for any business looking to establish a strong online presence and achieve long-term success, says Patel. Below, MARKETING-INTERACTIVE shares some of the best tips and tricks from Patel's blog.
1. Leverage AI and machine learning
Did you know that 65% of McKinsey survey respondents report that their organization is using Gen AI on a regular basis, nearly double the percentage from our last survey just 10 months ago? Respondents' expectations for the impact of Gen AI also remain as high as last year, with three-quarters predicting that Gen AI will bring significant or disruptive change to their industry in the next few years.
Advances in AI are making search engines better able to understand user intent and context, and Patel said in a blog post that integrating AI-driven tools into content creation, keyword analysis and user behavior prediction can help optimize SEO strategies.
First, AI is a great tool for data analysis, which plays a key role in designing an effective SEO strategy. From identifying trending topics to finding content gaps, AI-powered SEO software can help you perform tasks faster and more efficiently, Patel writes.
One of the most important aspects of SEO is discovering hidden, untapped ranking opportunities.
“This is one area where artificial intelligence SEO has proven effective in improving website rankings. Powerful AI-powered SEO tools have emerged in the last few years, providing more detailed insights into which keywords to target and link building opportunities.”
These and other insights gained from AI-powered SEO software are invaluable in developing a content strategy that can dramatically improve a website's SEO, he said.
2. SEO is no longer just about keywords
Search engines always put the user first, and as a result, SEO is no longer just about keywords, says Patel. Essentially, keyword stuffing no longer works for brands.
Rather, to ensure customer satisfaction, you need to consider what the thought behind the searcher’s query is, what the context is, and what is the most relevant answer to the user’s query.
“Today (and in the future), one of the main factors that impact rankings is user experience,” he added. Patel explained that to be successful in SEO, you need to be authentic, use natural language and provide valuable content. “You have to be human, at your core,” he said.
3. Optimize for voice search
According to Patel, one of the fastest evolving areas of search is voice search, a way to search the internet by voice. Using artificial intelligence, the device can recognise the user's voice and enter the query into the search engine.
“When we type, we tend to do keyword-based searches, but with voice search, the search becomes much more conversational,” Patel said.
This means search engines need to improve their ability to understand the meaning behind words, and brands need to ensure their SEO strategies are optimized for voice search.
According to Patel, some ways brands can do this include optimizing for local search as many voice searches are for local information, creating content that is conversational, authentic yet concise, leveraging metadata and using structured data, and being mobile-friendly as most voice searches are conducted through mobile devices.
4. Target Long-Tail Keywords
Long-tail keywords are longer and more specific than your general target keywords, so they have a lower search volume but are more valuable.
Patel emphasizes that targeting long-tail keywords can boost search intent because their specificity closely aligns with a user's desired behavior: People searching for “how to rank on Google” are looking for direct answers, whereas people searching for “Google rankings” may just be looking for general information.
To use long-tail keywords effectively, Patel suggests:
- Decide on your website topic and what you want to cover
- Use keyword research tools to find common phrases for each topic
- Identify and leverage high volume, low competition long-tail keywords
- If you're a credit card company, narrow your list to keywords with high search intent, such as “how to open your first credit card account.”
- Create relevant content that addresses the user intent behind your chosen keywords.
Five. Including multiple media types
When it comes to using images for SEO, another key tip that Patel suggests in his blog is to include multiple media types on your website and posts. This can include audio files, GIFs, and even short videos.
This is especially important because today's consumers are watching more video and the demand for short-form content is skyrocketing, with 66% of people finding this type of content most engaging, according to a report by Munch, an AI-powered automation platform for social media.
To incorporate even more media types into your content, Patel suggests creating a YouTube channel to grow your following and expand your marketing avenues, and also embedding these YouTube videos in relevant locations.
They could also include audio clips from relevant podcasts and use graphics and visual tools to present data and statistics in a more engaging way, Patel explained.
Neil Patel's live session in Singapore on 1 October 2024 will cover maximising opportunities with AI and the disruption it is bringing to search marketing. Buy your tickets to Digital Marketing Asia here.
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