Category : SEO BLOG
Does your audience prefer text? Images? Video? Audio.
Knowing this will all be more important than ever in 2019, according to our experts.
“You need to understand what someone is expecting to find when they query a word or phrase and you need to give them the answer in the simplest way possible,” said Mindy Weinstein CEO of Market Mindshift.
Motoko Hunt, president of AJPR, agreed, adding that the interests, tastes, and preferences of your audience can change more quickly than you think.
“Even if your website content is perfectly written and optimized, if it’s done for a wrong audience, it won’t grow the business,” Hunt said.
Tomorrow’s high-ranking website is all about the audience, said Julia McCoy, CEO of Express Writers.
“If your site enhances your audience’s journey, you’ll be rewarded by Google and your visitor will invest in you,” McCoy said.
This is especially important because rankings have been fluctuating over the past year to help fit the semantic intent of a user’s search query, said Jesse McDonald, SEO specialist and director of operations for TopHatRank.com.
“It will be more critical than ever for SEOs and content specialists to focus heavily on the user intent of the keywords they are targeting while creating content,” McDonald said.
Casie Gillette, senior director of digital marketing at KoMarketing, has also noticed Google’s shift in keyword intent.
“We have to think more about the funnel and where we really want to spend our time,” Gillette said. “Do I want to spend time and money trying to rank for a broad term or should I instead shift my focus to terms further down the funnel, where buyers are more knowledgeable and more likely to be interested in what I’m selling?”
To adjust to this shift in 2019, you may have to change the way you’ve been doing your keyword research, said Chuck Price, founder of Measurable SEO.
“When doing keyword research in 2019, it’s imperative that you check the SERPs to see if websites like yours are ranking for a targeted phrase,” Price said. “If the top SERPs are filled with directories or review sites and your site isn’t one of those, then move on to another phrase.”
The time is now to stop matching keyword phrases and start making sure that your content comprehensively answers questions your audience is asking via search, said Jeremy Knauff, CEO of Spartan Media.
“Ideally, we should take our content a step further by anticipating and answering follow-up questions they may have once they receive the answer to their initial query,” Knauff said.