Leverage is optimization’s greatest benefit.
This article is letter (O) of our “Your Words Have Worth" series that shows your words and online content have value. “Your Words Have Worth" looks at what's the hottest, latest, and greatest for the coming new year and beyond. Find links to more articles in the series below.
The best gift of the internet is the power of leverage. Large media networks used to be the only entities to create content and distribute that content to a decent-sized audience. Now, that same reach and quality of content can be harnessed by just one individual with an internet connection.
What Does Optimization Do For You?
The sole reason to optimize is to gain leverage. To leverage means to be in a positional advantage. Content marketing optimization involves strategically positioning your content to effortlessly gain more views, shares, and conversions.
In their eBook, Content Optimization, the content delivery company Content Rules outlines the benefits of content optimization:
- Content creation becomes efficient and streamlined as possible
- Translating content is more accurate, faster, and less expensive
- Content is easier to locate, read, and understand
- Enables delivering the right content, people, device, and language
- Spend less time writing
- Create better quality content in all languages
- Spend less money
- Get content to market faster
- Fewer technical support calls
- Have happier customers
One of the main keys behind achieving all these benefits is structure. In their eBook, they emphasize the importance of setting up a content structure. Structure makes it easy to write content, find content, store, and makes content more flexible.
- Make optimization work for you by practicing the 80/20 rule. A common rule of thumb for how to divide your time and efforts, the 80/20 rule stands for several different things.
- In the digital marketing context, 20 percent of your content generates 80 percent of your results
- Spend 80 percent of your focus on content creation and 20 percent on content promotion
Today, the digital landscape has shifted to the point where 80 percent of your focus is on content promotion and 20 percent of your time is spent on content creation.
Optimize Your Business
Ranking high with SEO is another reason to optimize content. SEO, search engine optimization, means to optimize your content to make it easy for search engines to find and index your content. When content ranks high, there is higher you will rank on search engine results. Optimization for SEO revolves around keywords. But keyword stuffing, primary keywords written in random excess, was never cool. And thanks to Google’s most recent algorithm updates, will downright ban your content.
Content optimization is an undertaking that requires considerable time, effort, and resources. Be patient, it’s not a process that can be done overnight. But, as we saw earlier, the results are well worth it in the long run. And thinking long-term is key for building a successful, long-lasting business. SEO leverages the algorithms of search engines. So SEO strategically places your content in a position where it can continue to be cost effective, attract targeted traffic, and more.
Implementing effective SEO brings your business to the next level. SEO provides the following advantages for companies.
SEO is extremely cost effective and has longer standings when compared to traditional advertising.
Just because you make a website, doesn’t mean anyone will see it. Once ranked as a top site as search results, traffic with high intent in your product or service will flood your site.
Optimized, well-designed, and high-usability. These are the ingredients that attract first-time visitors and turns first-timers into repeat visitors.
With an optimized site comes high visibility and accessiblity. Given you have a smooth process to funnel customers to conversion, it’s easy to see how more sales will follow.
One step ahead of competition.
If you’re not optimizing your site, you’re fighting a losing battle.
The aim of SEO is to be one of the top ten results for your chosen keywords. And the closer you are to the top, the better. Of course, easier said than done. But once you’re in the top ten, your site will easily reap the benefits. It doesn’t end there though. Keeping a top SEO spot requires consistent upkeep.
What’s Next? SEO Trends For 2019
SEO constantly evolves. It can be hard to keep up with as Google constantly changes their algorithms randomly and sometimes without notice. And not just SEO, but the technological world moves at a pace faster than any industry in history. The best way to keep up is to be ahead of the curve. Below, we outline trends for this coming year.
One in every six Americans now own smart speakers and 35.6 million Americans use voice activated devices at least once a month. Expect to see a lot of searches done by voice as a result. Expect to see a lot of natural language queries. Answers will be given by smart assistant voice too. So Google will start favoring short answers with the average result being around 29 words.
What does mobile-first indexing mean for you? Mainly it means creating a mobile website that loads fast and has a truly responsive design. Google views slow loading websites as one of the main setbacks to the mobile web today. So they’re using their influence to reward sites that are mobile-friendly, load fast, and have a responsive design.
Blockchain is associated with crypto-currency, but that’s only a small portion of blockchain’s true capabilities. Blockchain will influence Search Engine Optimization as well. How? By it’s nature, blockchain aims to create a secure and trustworthy record of transactions. And blockchain can help secure transactions happening on search engines too. It can verify whether a website visitor is a bot or human with 100% accuracy.
Amazon Search Engine
Google is so much a part of our everyday lives, it can be hard to imagine how Amazon’s search engine could compete. Yet, it already is. 72% of online shoppers use Amazon to find products based on a study from Kenshoo across consumers in the US. And get a load of this, 56% of consumers actually search on Amazon first before they look at other sites. Just let the numbers speak for themselves.
From these trends, not surface aesthetic makeovers, but fundamental, structural changes to how people interact with the internet. We can see 2019 turning into a more intuitive place to be. We don’t have to hunker down in front of a desktop computer. We can be on the go and pull out our mobile phones. No need to stop and type a question either. Just ask your smart assistant as if you were asking a friend. Blockchain can help protect secure online transactions. And with Amazon’s up-and-coming search engine, we can have a search engine option just as popular as Google.
Investing in optimization comes with many benefits. Among them are higher visibility, higher traffic, and more sales. Traffic will not only be higher. Traffic will be targeted since new visitors who find your site via search engines are already looking for the product/ service you offer. And what business doesn’t want that? Best of all, these results will occur almost without effort once you optimize your SEO enough to be a top search result site. As a business, SEO optimization keeps you several steps ahead of competitors.
Optimization doesn’t just stop there. SEO constantly evolves so it’s important to keep up with search engine changes. Trends for this coming year show how our relationship to the internet is changing. Mobile-friendly sites, voice-activated search, blockchain technology, and Amazon search engine will all be important in the future.
Read the article that inspired this article, Optimize To Save Time And Get Better Results With Less Work. Or, watch the video version... here!
This article is letter (O) of our “Your Words Have Worth" series where we write an article for each letter of the phrase. “Your Words Have Worth" looks at what's the hottest, latest, and greatest for the coming new year and beyond. Find links to more articles in the series below.
(R) ...coming soon
(T) ...coming soon
(H) ...coming soon