The algorithms used by top search engines to determine
rankings are ever-evolving. Search Engine Optimization (SEO)
experts are constantly analyzing the formulas used by leading
search engines like Google in the quest to cipher the keys to
search engine success.
The art and science of SEO can be a bit overwhelming, but
my goal is to simmer down today's SEO trends to offer you
actionable advice to take advantage of the latest changes in
search to improve your website's SEO.
The SEO experts at Moz recently released their Annual Local
Ranking Factors Study, and three key trends emerged. Let's take
a look at those trends and what they mean to you.
Trend #1: Proximity to searcher has increased as a factor in
determining search engine rankings.
What it means to you: You're now being rewarded for being
close to a searcher's physical location. To take advantage of
the local angle, be sure that not only your site's "About" and
"Contact Us" pages include your address and phone number,
but that this information is readily available to searchers on
every page of your site.
You'll also be rewarded in search when you confirm your
business information is listed consistently across third-party
sites, including Google My Business, Angie's List, Yelp, and
other social networks and online review sites.
User reviews also help build your dealership's visibility in
local search results, as does your engagement in responding to
them — whether they are positive or negative.
Finally, stay social! Use hashtags, links, videos and photos
to drive engagement. Avoid screaming ads. It's called "social"
media for a reason. Share what's going on inside your business
and behind the scenes. People want to do business with people
they know and trust. The more followers and engagement you
receive, the higher your pages will appear in search.
Trend #2: Behavioral signals such as click-through rates are
22 NOVEMBER 2014 OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com
Feature Story | Website Solutions
SEO Trends
■ By Colleen BrouSil
Image
above
©Istockphoto.com/nevarpp
