SEO is a constantly changing landscape and one where what worked only a couple of months ago, no longer does. Understanding this and futureproofing your website so the tactics you use now will work for the long term is important.


Develop a data-driven strategy

SEO Experts at Leapfrog Internet Marketing advise that you don’t fall into the trap of using assumptions to guide your SEO strategy. Instead, base all of your choices on real-world data. This not only includes online analytics but also any offline data that you have gathered about your customers or visitors. Through this information, you can develop an effective SEO strategy that provides the best possible experience for your customers.

The most reliable information is first-party data. Data in this category has been gathered directly from your visitors, either through information that they submit themselves or analytics programs. Examples of where this data may come from include email marketing subscriptions, downloads of apps, customer surveys, or online accounts. Using this information is an excellent way to get to know your customers so that you can create effective content.


Consider voice search

Devices like Google Home and Alexa are taking the world by storm, demonstrating just how popular voice search has become. Recently, Google rolled out BERT, which is the company’s latest algorithm. With this update, the accuracy and reliability of voice search results dramatically improved. Because of that, people are likely to begin using voice search for a larger percentage of their online queries.

If you want your site to become more visible on devices that are powered by Google Assistant, begin by optimizing your pages so that they are more likely to be featured as snippets. Google shows snippets like these at the top of the page in the search results. To get your site featured in this section, provide top-quality answers to any questions that your audience may ask through voice search.


Optimise for a local audience

Avoid the temptation to try to achieve a top ranking throughout the country. Instead, focus your efforts on local search. Today, search engines rely on distance and location when determining how relevant results are for their users. Add your site to local directories and make sure that your listing on Google My Business is accurate and up-to-date.

Voice search, in particular, relies on local search signals. For instance, a user may ask about local stores when searching for products in their area. In response, Google reads back the names of companies that have the highest reviews and ratings. By focusing on getting more positive testimonials on your Google page, you can naturally climb to the top of the results.

Create The Best Possible Experience For Users Once They Land On Your Site

One of the most important parts of optimizing your site is making sure that it is user-friendly. Search engines favor sites that meet the needs of their users, both by providing relevant answers and by offering a good overall user experience (UX). Through testing, you can improve the UX for your visitors, helping to ensure that they get the most out of your site.

For example, you may need to optimize your content so that users are presented with the most relevant information possible when they land on your site. You also may want to speed up loading times for your pages or improve the navigational structure of your site so that it is easier and more intuitive to use.


Focus on online and offline data

Using data from both online analytics and your CRM (Customer Relationship Management) database helps you gain a better understanding of your customers. Analyzing this data allows you to more effectively reach your visitors throughout every part of the sales funnel.

Rather than compartmentalizing your online and offline data, use them in conjunction with one another to better understand what your customers are looking for and how they interact with your products or services. By learning more about their behavior, you can more accurately determine how best to reach them.