The Rise in Rich Answers
Rich answers are direct answers to user queries in search engines. For instance, you may ask “Who is the father of medicine”, and Google will give you a direct answer: “Hippocrates”, along with the source of the information, before listing websites that have content relating to the query. Or you can ask about the conversion rate between two currencies, and Google will give you the direct answer on the search landing page.
Problem is, they replace the need for a site visit and reduce organic visibility.
How will this affect your SEO planning? Rich answers are pulled from third party websites and rely on micro formatted metadata.
Simply put, micro formats are bits of code that bookend information on your website, and tell search engines what kind of data it is.
Careful attention to that along with keyword research and ensuring you answer questions in your content are tactics to employ to ensure your website is preferred by Google for rich answer results.
Pay Per Click (PPC) writing
PPC, where the advertiser pays a publisher every time their ad is clicked, is a cost-effective advertising medium for businesses big and small. However, writing catchy copy that will get users to click can be tricky.
When writing, keep the wording concise, ad copy must reflect terms in your paid search account, don’t ask questions but rather provide answers; include a call to action; make content local and timely, and use words such as ‘special offer’, ‘official site’ and “limited offer” in your copy. When in doubt, employ a professional PPC company to do it for you.
Optimising for the App Store
App Store Optimization is the process whereby you improve the visibility of your mobile app in an app store’s search results. Moz lists these factors as important to rank higher in the results:
1: Include relevant keywords in your app name/title – you have 255 characters to play with
2: Maximise your keywords to suit the App Store vs the Google Play store. Character fields have different lengths, so optimise carefully to make full use of the space you have
3: Describe your app in a user-friendly way – i.e., write for the consumer, not the search engine index
4: Check out the competition to identify keywords that are similar to yours
5: Localise your app listing by adapting it for different language audiences
Explainer videos hit the spot
Explainer videos – short animated videos that relay a core message about a brand or business to your users, are increasing in popularity as an outbound marketing tool because they have high conversion rates and click-to-rate metrics.
They’re loved by users, and also by Google that recognizes that users love videos that entertain and educate. So simply having them has SEO benefits, too.
They’re also easily shared on social media and increase the time users spend on your site, an important engagement metric.
If you need help with any of these topics, contact Sekari today and a consultant will help you stay on top of developing technology and ensure your website stands out and is found.