It’s time to assess SEO practices

As the end of the year approaches, companies need to start planning successful marketing strategies to maximize their return on investment for the upcoming year. With recent changes to Google’s algorithms this year and marketers still struggling to understand Bing, it may be a good time to reassess search engine optimization strategies.

Hummingbird, Google’s latest algorithm, places much greater emphasis on content quality. Marketers may not be able to manipulate search rankings with subtle techniques anymore, according to Search Engine Land. It has been the most significant change to Google in years, with 90 percent of search results affected by the algorithm switch. Additionally, Google recently eliminated its keyword data, which is another challenge for marketers.

Since SEO is constantly changing, marketers need to be aware of how this will impact their Internet marketing methods.

Tips for keeping up with SEO

The prospect of auditing SEO and making adjustments can be stressful for small-business owners. However, establishing better rankings doesn’t have to be complicated. Since Hummingbird focuses on content, companies can ensure they stay high in the rankings by updating their content marketing strategies. A mix of good SEO and well-written content can drive results, Search Engine Journal said.

Links continue to be important for establishing authority. As sites receive more links, they will appear higher on the results page. Because an extensive presence can lead to better results, brands need to use social media to promote their content and drive traffic to their websites. Social media integration can lead to a higher number of links, which sends signals to the search engine about the site’s credibility. With the recent changes to Google, marketers will not be able to ignore social sites. Business may need to update their Internet marketing methods.