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The internet and the industries attached to it can change quickly. That’s certainly the case with digital marketing. A study conducted by Adobe shows that more than 75% of marketers believe that their industry has changed so much in the past two years. In fact, they believe that the changes that happened in that short time span outweigh the changes in the last 50 years.
Aside from the major changes that have been well publicized, there are others that we don’t even know about. For example, Google makes changes to its algorithm hundreds of times each year.
When SEO started, the focus was on on-page optimization and on link building. Things have changed now to place the emphasis on providing the best user experience. The search engines are now becoming centered around ranking systems that are based on behavior.
In the past, there were ways of cheating the system. As the technology used for search engines are developed, using black hat strategies become more difficult. In order to succeed now, marketers should be able to match their content with the intent of users. That provides excellent user experience which then leads to higher rankings and then higher traffic.
Preparing for the Future
Right now, user behavior is not the main signal used by Google to determine a page’s ranking. There are other signals that are more important today, but that might not last. Google is continuously developing its algorithm and they are integrating artificial intelligence so it can be used to rank pages, just like a human would.
Google is increasingly becoming able to tell if a page is going to be liked by a reader or not. That ability is becoming evident in the search pages that are appearing. You have to be ready for the time when they have really improved the technology and a search engine can tell right away if a page is useful to a reader or not, just as if it’s the reader.
Knowing More about User Behavior
What are the metrics that you should be aware of when it comes to providing excellent users experience? Here are some:
Using User Behavior Search to Your Advantage
SEO is not just about keywords anymore. These days you have to be able to align your content when the needs of the users and what they are looking for in order for your page to rank. The aim now is for you to create content that would get users to come back for more.
Here are steps that you can take in order to achieve that goal:
Providing great content and user experience has always been important, but it is bound to become even more a major player in SEO in the future. Be one step ahead of your competition now and start making changes to your site. If you need professional help, you should get in touch with The Ad Firm now.
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