Joseph Dyson
By 2020, sales for retail ecommerce are expected to mushroom to a whopping $4.058 trillion. By 2021, the number will grow to $4.5 trillion.
Online, the world works differently. There’s a market that’s growing exponentially, and it doesn’t show any signs of mitigating the competition any time soon. Successfully driving traffic to your website and downing a large number of visitors is no longer the key to ensuring dominance in the online market: because with visitors and traffic, you need revenues. You need your visitors to perform a desired set of actions. You don’t just need visitors; you need customers.
In addition to having great products and services for sale, you need to ensure that transactions, user experience, and everything else that relates to your website is designed for the visitor’s satisfaction. Optimization, naturally, is the key.
And we have some ideas on how to best do that.
Right Content for the Right Audience
Even if you optimized every possible element on your website and landing page: from the links to the social profiles, you will be at a loss if it has been done for the wrong audience. What we mean by the wrong audience is that you need to understand what your audience is looking for: are they more interested in blocks of text or pictures and videos? Do they like bright colors or gloom? Designing your content as per the liking of your audience is vital to ensure they return to your website.
One way of ensuring this is by understanding keywords, searches, and queries. Up till now, marketers have focused on keyword phrases, when it’s time to focus on streamlining searches and providing better, more comprehensive answers to your visitors. Running a SERP is one way of knowing what other websites are up to.
Google isn’t the Only Search Engine Out There
2019 might be the year people finally realize that there’s a whole world of search engines that exist outside Google. The recent popularity of Bing and the understanding that in places like China, Google isn’t king has already shed some light on this.
Developers are more invested in topping Google rankings when they need to realize that simply ranking number 1 on SERPs isn’t enough. A website needs to be optimized for more than one search engine.
Similarly, it’s important to realize that people are running searches on apps, which is why it’s imperative to top rankings on app stores just the same. The focus should shift toward visibility in videos and podcasts, which are among some great ways of attracting user attention.
Reaching the most number of visitors is crucial in ensuring you’re roping in your target audience from all channels possible. From host content to conversational interface, tapping into all possible mines leads to success.
Making Data Findable
More and more clever developers realize that the findability of data depends on how well the search mechanism of a website is structured. Structured data is the key to nailing artificial intelligence-led optimization: this requires understanding user behavior and intent, using tags, keywords, metadata; and in general, following closely how a majority of the users are navigating the website.
In line with figuring out what the audience is looking for, using structured data through speakable data, useful fact-checks (like autocorrect) and more. The better your AI is trained, the more it would be possible to figure out how to maneuver a visitor into becoming a customer.
You Know What is King. . .
We can’t stress this enough times: content is king. Especially if you consider how Google ranks websites, and how the top ranks are dominated by websites with killer content. Educational, informational, helpful content that focuses on providing answers and solutions is respected both by users and by Google.
Link building through SEO and creating purposeful content that helps in leads is what’s important here.Equally important is using the right mix of link building services depending on the business niche. Google tunes its algorithm day in and day out, which means that simply creating content will not suffice. Creating valuable content and distributing it right is the way to go. Engage the user with the right language and the right content.
Be More Authentic and Authoritative in Your Voice
Not only Google, but Bing as well regards E-A-T (Expertise, Authoritativeness, and Trust) highly. This means that content alone won’t work; no matter how well it has been optimized. Having an authority write the content, an authentic voice taking on the subject, is how you can ensure a high place not only on search engines but in the minds and hearts of readers.
The Technical Grounds
As the New Year rolls in, the technical side of SEO becomes more foreboding than SEO on its own. Developers should look out for:
Speed: In addition to search engines, users will naturally respect and revisit a website that works like a miracle.
Java: Major search engines have a thing for well-written Java, which in itself is a no-brainer. From React to Angular, there’s a whole world of websites driven by JavaScript, making it imperative for you to dabble in some Java yourself.
PWAs: PWAs, or Progressive Web Apps, are a way of ensuring that your users are interested and invested enough in your website to keep it locked on their home pages. 2019 is a year PWAs look promising for.
Optimize Properly
On-page optimization might sound like a walk in the park, but with the growing complexities involved, users have begun finding all that digital mumbo jumbo a tad too confusing. Here are a few tips on how to secure your points with great on-page optimization:
Curate your content to answer commonly asked questions. Popular Google searches might provide inspiration.
Make sure internal links aren’t faulty and are producing results.
Simplify the conversion process.
Make things easier and faster for repeat customers. An example would be to make stocking their carts with previously picked items an easier process. Show them you remember and that you care.
In terms of queries and chats, consider the use of chatbots for the most commonly asked questions. Also ensure that your live chat option is creating relevant, business-centric answers. In short, be helpful.
Make it easy for visitors to navigate.
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