What’s Hot and what’s not in SEO

Last year was certainly a year of change in the world of SEO, and it’s likely that 2020 will be no different. Here we outline some key developments and some handy hints for you to ensure your business stays ahead of them.


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1) Themes vs Keywords

In the past saw a move away from the binary relationship between keywords and high rankings. Instead, Google moved towards analysing user intent. Rather than single keywords or phrases, your keyword research will need to look at your users’ needs and interests and use themes to develop your content. Searchmetrics’ Ranking Factors report outlines in more depth how you can take advantage of this development.

2) Watch Your Word Count

Google has for some time shown a preference for longer content (generally between 1140 and 1285 words), meaning you should look to write lengthier pieces rather than pieces that only review in précis.  For the difference behind off page word count and onm page you could ask a Belfast SEO company found on links like https://www.rycomarketing.co.uk/digital-marketing-belfast/seo-belfast/.  It is also vital to make sure you have linked back to your website to build up power.
3) Ensure Your Terms Are Relevant

There is a key difference between proof terms and relevant terms. The former are those that must be used for a particular topic. An example might be ‘optimisation’ when discussing SEO. Relevant terms are those that bolster a primary keyword to deliver larger coverage of a theme. In the SEO example these might be ‘Google’ or ‘index’. You’ll need to ensure you are using both to have a coherent strategy.

4) Is Your Content Keyword-Rich?

Whatever your strategy, you should still ensure your content is full of keywords, especially in key areas such as headings, introduction and conclusion paragraphs. It is still the case that higher-ranking pages use more keywords.

5) Are You Fully Using Internal Links?

In the last year the number of higher-ranking pages using internal links has increased fairly dramatically. Importantly, however, it’s about ensuring your internal structure is seamless and not the sheer volume of those links. Industry experts Search Engine Watch have outlined some key examples of best practice.

It’s safe to say that the industry shows no sign of slowing down its pace of change. But reviewing your current plans and taking advantage of these tips will help you stay ahead of the curve.