Another year, another big shake-up to Google’s SEO minefield.
Just when you think you’ve cracked it, new changes and algorithms can undo all of your hard work and leave you needing to start again.
It’s a new year, which is always time for a change. Isn’t it good to keep things fresh anyway? SEO is one of those things that keeps getting smarter, keeps evolving, and you need to keep up with it if you want to sink or swim.
That sounds great for large companies with dedicated SEO wizards, but what happens when you’re one of the little guys? SEO for home service businesses is incredibly important, especially when it comes to local search. Well, fear not, you’re about to learn some valuable lessons about SEO, with none other than Taylor Swift as your guide.
Taylor Swift? Really? Hear us out. Tay-Tay didn’t earn Billboard’s ‘Woman of the Decade’ by sitting back and being idle, oh no. There are some important lessons you can learn from Brand Taylor to bring to your SEO in 2020.
Forget about SEO in 2019. It’s time to shake it off and get ready for SEO in 2020.
When Taylor Swift emerged on the scene back in 2006 with a sweet country twang and some catchy lyrics, who’d have ever thought she’d end up as popular and mainstream as she is today? Sure, country was comfortable and she was smashing it, but if you want to be the best then you need to change things up and try something new. Taylor changed her sound and BAM…. 50 million albums later and she’s still one of the world’s most popular artists.
In the past, knowing how to SEO was all about loading as many keywords into your copy as possible. Sentences didn’t even have to make sense for you to pop up at the top of Google’s search results. But the internet is getting smarter and smarter, so you need to be too.
Google’s customer is NOT the business advertiser, but the searcher. So in order to give its customer the best and most valuable experience, the kind of customer experience that makes the searcher only want to search on Google. Yahoo who? Bing, what?. So when someone types a search into Google, you better believe it’s aiming to show the most relevant website, the one that is going to provide the best user experience to its customers, not to whoever’s been the cleverest with keywords. Does it always get this right? No, it’s a robot, but its learning.
The lesson here? Move away from your boring old, keyword-filled copy – bring something fresh and relevant to the table, like Taylor.
The old SEO can’t come to the phone right now… Why? Because she’s not relevant!
That’s right, the old SEO is not going to work anymore. It’s time for a new approach. Organic search results are only going to get smarter as AI is learning human dialect and intent at an alarmingly fast rate. Paid for content is what is king/queen right now, and if you have any cash to spare, you should think about using it to improve your rankings. Got a product or service to sell? Then this could be a way to make sure your business stays at the top. Organic search will always exist, but it will take on different shapes than it has previously. First the yellow pages, then Google, Facebook, mobile, video, voice, the Internet of Things, what’s next?
If you’re not paying attention, you’ll blink and be left in the dust. You must always keep an eye to the future of SEO.
Whenever Taylor is getting ready to drop an album, boy can you guarantee that there’s going to be snippets. Remember when she was ready to launch ‘Look What You Made Me Do?’ Her Instagram feed disappeared and slowly but surely, the snake hints started to land. She uses the same approach with all of her album drops. There’s a bit of teasing and even a couple of songs dropped out of nowhere to wet your appetite for the whole album.
So what does this have to do with SEO? Well, it’s all about the snippets. Have you noticed that when you ask Google certain questions, like ‘what is Diet Coke?’, you get a snippet of an answer right there. With that useful tidbit of information, you might not even need to click the link!
How can you make sure you beat the snippet and still land those link clicks?
Beef up your meta descriptions, and make your content more about answering the question than posing it.
Step up the security
If you had a private phone call leaked to the press by people who thought were your friends, you’d start tightening things up wouldn’t you? Taylor had to learn the hard way after a sneak-attack from Kimmy K and Kanye, but it doesn’t have to take a scandal for your business to step up its online security.
Even the smallest of businesses need to step up their security. If you have an online appointment booking system, for example, you could risk exposing all of your client data to the world – effectively ending your business.
Google is giving preference to secure, trustworthy websites.
Turn on your HTTPS protocol and don’t get caught out by the hackers who might want a piece of your small business. Taylor learned the hard way, but you don’t have to.
Do things better
With every album, Taylor Swift seems to set the bar higher each time. She works with the best producers and fellow songwriters to deliver hit after hit, with a focus on quality over quantity always. With Spotify and other music services, whole albums need to be incredible, and not just those lead singles.
You can always do better with your website content. Instead of just offering up information about your products and services, make content that’s interesting and useful to the reader. Start with a blog or add some video content. That digital experience is important, and will give you a leg up over the competition. It’s fun to play around with new things, so why not make things interesting?
When it comes to SEO, you can’t afford to sit back and wait for things to happen. With SEO in 2020, you need to be ahead of the curve and start anticipating those big new trends. Read SEO guides and tips to help you be the best. You can guarantee that the Taylor’s of the world are already On The Maps Digital Marketing to #getontop
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