Search Engine Optimization (AKA SEO) is always changing. The strategies that may have played a big role in your ranking 2-3 years ago may no longer be sufficient for 2020. Here are just a few of the things you should take into consideration when working on your new strategy.
What is the searcher’s intent?
With the extreme growth in voice search, it’s become more important than ever to focus on topical content rather than simple specific keywords. Instead of targeting words, target themes. Build your content around those themes. Consider the questions your customers are asking. “What casinos are close to me?” “Does Casino x have a steakhouse?” Design your pages around these types of questions, and provide the information your customer is looking to find. Keywords aren’t dead but don’t consider them the sole focus for your content. Your customers should always be the sole focus.
FAQs need to be consistent across multiple platforms.
There are solutions (i.e. paid services) that can help you do this. It isn’t always about paying for another service though. Just make sure that the FAQs about your business are the same whether they sourced from Bing, Yelp, Trip Advisor, etc.
Name, Address, Phone Number (aka NAP)
This isn’t a new focus for 2020. It’s something you should have looked at in previous years. Too often we see clients listed differently on different platforms. Use consistent details on all of your listings and your local results will improve. When I mention listings, keep in mind there can be hundreds of different listings you can utilize for free.
Always strive for the best user experience possible.
Most folks working in the SEO world understand that the need to work on the technical aspects of the site including, Authority, Speediness, Clickability, etc. However, you don’t want to forget that the site is for the user and not Google. Make sure your galleries look as clean and friendly. Include video content when applicable from YouTube (our preference) Make sure that you’re using all the applicable schemas including the technical info relating to facts, venues, etc.
Lastly, this can’t be emphasized enough, the best websites combine all the correct technical aspects along with a great experience for the users.
Your strategy needs to include both of these aspects to be as successful as possible. Consider the human brain for a moment. People work ideally when they utilize both the right AND left side of the brain together. Websites are much the same in this aspect.