SEO for experts


How did SEO evolve?

There is no doubt that the role of SEO SERVICES has changed over time. With Google, put an end to spam and black hat methods to the preferred switching of user devices. But what exactly is in the spotlight right now? Let's start with the devices. In the past, optimizers focused on desktop optimization precisely because most of the traffic came from there. However, mobile devices quickly took first place when it comes to the main device. In fact, comscore reported that mobile communications accounted for 65% of the time for digital multimedia, and officially exceeded desktop computers in 2015.
Next, let's talk about technical SEO. Technical SEO has always been and always will be an important part of the strategy. However, over the years, technical SEO has become much more a requirement than an option. You not only follow Google’s algorithms and track changes, but also keep track of new factors that are always present (page speed, mobile device responsiveness, indexing, etc.).
In addition to the changes we saw in SEO, we also saw additional changes when it comes to SEO planning, such as suppression of link schemes, growing relevant organic content, many changes made to SERP using Google algorithms and keyword research, more focused on placement than density.

What should your SEO roadmap look like?

When you attract a new customer, you may be wondering where to start and how to start developing their roadmap for success, because an SEO strategy is necessary when it comes to creating organic and qualified potential customers. Before embarking on a new project, it is important to consider the process and implement the strategy. Below is a brief overview that we use in IMI to create a high-level SEO game plan.

• Research and discovery

1. SEO: industry analysis, research and selection of keywords, analysis of competitors.
2. Content: content audit and share of voice audit.
3. PURPOSE: To understand who your target audience is, what your competitors are doing, and which keywords are talking and dominating the search results for real estate. Here you can create a common goal for both SEO and content.

• Strategy

1. SEO + content: quarterly strategy and action plan. Here you take your research and discoveries and put them into real tasks. Should a site undergo technical changes in SEO? What does the current content on the site look like? Does Local SEO Affect? What does the current landscape of links look like?
2. OBJECTIVE: To coordinate support for a multi-channel strategy to integrate SEO and content.

• Execution

1. SEO: technical audit, page optimization, link options and tips. Here your strategy and planning come to life!
2. Content: the creation and publication of content, as well as promotion and activation of influential persons (if you have a budget for this).
3. GOAL: to increase efficiency through cooperation and obtaining the necessary results.

• Measurement

1. SEO + content: monthly reports and analytics. Here you can measure what you have strategically done for your client, understand what is well done, and decide what else can use the improvements.
2. GOAL: cross-channel work and strategic recommendations.
(Source)
What are some of the most significant SEO updates?
Let's face it, Google always switches things and tweaks their algorithm. Because of this, the main role of SEO work is to keep up with and keep abreast of these changes. Throughout the history of algorithm updates, most of them go unnoticed and do not require your full attention. However, there are some important algorithmic updates that you should always be aware of as an SEO expert:

• Panda [2011]

Poor content quality

• Penguin [2012]

Keyword
Spam and poor links
Over optimization

• Hummingbird [2013]

Contextual, spoken and semantic search

• Dove [2014]

Local lists

• Mobile [2015]

Google Mobile Friendly Pages

• RankBrain [2015]

Machine Learning, Artificial Intelligence

• Opossum [2016]

Local Search Results

• Fred [2017]

Heavy, advertising and subtle content

If you still want to familiarize yourself with the additional changes that affect the earned media, the monthly IMI SEO blog is devoted to a significant part of the changes that we observed when it comes to our practice. For more information visit our site HTMLPRO

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