New Content and SEO Marketing Trends to Watch
SEO still reigns over content marketing, with Google holding a market share of over 85% in the global search market. Search engines are the starting point for a vast majority of online experiences, with Google search, images, and maps accounting for almost 93% of traffic. Savvy marketing teams prioritize impact because SEO ROI can be as high as 12.2x marketing spend. To take your business to the next level, keep up to date with the following trends in content marketing and SEO.
Giving Due Importance to Core Web Vitals
Create response-based content
In the age of voice search and ubiquitous connectivity, users are unwilling to wade through tons of content pages to find what they are looking for. Creating response-based content as opposed to generic or discussion-type content can therefore be very beneficial to your SEO strategy. To succeed with this strategy, take the time to know your audience. Review your current content (videos and articles) and turn it into shorter, more relevant content that offers a concise solution to potential questions. Spend more time on content that already has high engagement, using strategic editing to answer questions. Consider expanding your FAQ section or creating FAQ videos for separate topics or products. Finally, monitoring hashtags and relying on SEO data analysis to find keywords will help you define potential queries to answer. As webconsultingandmarketing.com points out, you should constantly seek to innovate, improve and optimize your content, ensuring that it is mobile-friendly.
Structure your content to take into account the indexing of passages
Passage indexing is a new algorithm from Google that involves the use of natural language processing alongside the indexing of web pages, so that Google can understand the meaning of each individual passage on a page. In other words, a specific passage contained in an article can now appear in search results, even if it is only a small part of a larger subject. To get the most out of Passage Indexing, using a defined structure is essential. Divide your content into different sections, with each section dealing with a sub-topic. Using various title tags will help you at the organizational stage. A second strategy is to write long content containing more than 2,000 words. Research indicates that the top-ranking pages for highly competitive queries are long-form content with more than this word count. If you’re writing long passages like this, use a table of contents at the top so readers can immediately jump to the subtopics that interest them most.
SEO continues to be a high priority for marketing teams. To make sure your pages are ranking well, pay attention to your Core Web Vitals, making sure the top three metrics are taken into account. Second, take the time to create content based on responses, review existing content, and modify it strategically. Finally, structure your content carefully, remembering that passage indexing will now show relevant content in passages if it more closely matches the search.