Over the last three years, HubSpot’s State of Inbound report has shown an interesting trend in inbound marketing projects. Respondents were most interested in expanding their organic SEO presences in 2015 and 2016. In 2014, the objective only placed second to blog content development.
Today, organic SEO matters more than any other marketing activity, because without visibility, brands cannot expect to earn leads and close deals. This year’s State of Inbound report offers further insights into organic SEO.
The Changing Nature of Organic SEO
SEO is a moving target. The tactics and best practices for gaining search engine visibility routinely change. Without constant attention, a company can go from high profile to obsolete in a matter of months. SEO underpins every other digital marketing and sales activity, which is why it will likely remain a top priority in coming years. Many of the same principles apply, from fleshing out metadata to researching keywords, but everyday practices can make or break SEO success.
How to Improve Organic SEO
Many marketers and digital business professionals understand the importance of SEO and individual components of an SEO strategy, such as metadata optimization, relevance, and proper link building. Simply understanding the value does not improve online visibility. Here are some actionable tips from HubSpot’s report that businesses can use to boost organic SEO and gain visibility online:
1. Keep it relevant.
As search engine algorithms evolve, relevance stands out as a key differentiator. Links, keywords, metadata, and titles must all match the content for your website to remain relevant to search engine crawlers. In the future, search engines may also look for trustworthiness and accuracy in website content. To future-proof your digital presence, keep the content as relevant and accurate as possible.
2. Invest in market research.
B2B and B2C companies use market research to tailor content. Market research can be as deep or as high-level as you want, but every business needs data to drive online activities. Posting a poll on Twitter, evaluating trends on Facebook, and purchasing a report from a research company are all market research activities. Compile data to more accurately match your content with the needs of your audience. Businesses need syntactically and semantically valuable content to benefit from SEO activities.
3. Earn an answer box in Google’s results.
This is a condensed snippet that appears at the top of the page in response to a search engine query. Google catalogs high-value content with a clear purpose and a concise explanation among its answer boxes. To earn one of these coveted spots at the top of the search list:
- Optimize your content for the keyword.
- Use simple phrases featuring action words.
- Create simple and straightforward titles and headings.
4. Embrace automation.
The future of marketing and sales lies in technology. While HubSpot’s report indicates marketers and sales teams hesitate to buy into and use high-value tools, technology remains an important factor in SEO, content development, and measurement. Change and the ability to adapt to new technology serve as hallmarks of strong businesses. Invest in proven automated services that deliver accurate data, content management, SEO reports, and more to stay ahead of the competition.
Organic SEO remains one of the most effective and valuable components of inbound and outbound marketing. Research the latest trends in SEO and invest in organic practices to improve visibility, generate leads, and maximize conversions. Download HubSpot’s State of Inbound 2016 report for more insights into SEO and other marketing and sales priorities.