Search Engine Optimization – or SEO – is a vital component of not just marketing, but existing in the digital space. SEO determines how visible your website is to your audience, where it ranks on search queries, and how easily your content is shared. Many people think of SEO solely from the perspective of websites and blog posts, but SEO matters in everything from social media to videos as well.

SEO Strategies and Google

Back in the early days of optimization, many companies approached SEO with the strategy of filling their websites with as many keywords as possible. “Keyword stuffing” as it was called, often rendered site content meaningless, even though they were still ranking at the top of search engine results. The major search engine player, Google, quickly stepped in and rectified keyword stuffing. By employing algorithms, Google dropped sites that were trying to “game the system,” leaving the experts to devise new SEO strategies.

The Evolution of Search Engine Optimization

Unless you were staying ahead of the curve or working closely with Google representatives, SEO mastery became a matter of trial and error. Content snippets – that is, short responses that would match with common queries – were extracted by Google to fit into answer boxes on search results, so businesses started including short summaries in their content. The next revelation came with longtail keywords. For example, if a business wanted to rank for “construction,” they would be facing stiff competition for that keyword on a national and global scale. Longtail keywords, such as “construction services in Fairfax, VA,” yields better results that align more closely with people Googling that phrase, or something close to it. Additionally, incorporating geo-targeted SEO is a great way for small businesses to rank in their areas.

The Importance of Backlinks

Backlinks also play a big part in successful SEO strategy. When referencing events, topics, products, and functions, businesses can implement links to outside sources that are relevant to their content. These are called backlinks. Backlinks typically go to reputable sources that also experience decent-to-high traffic, in order to boost your company’s search engine rankings. Tip: Do not link to a direct competitor or a site that offers similar products and services as your company, because that will drive traffic away from your site.

September’s Google Update and the Future of Your Business

Starting in September, Google will be switching over to a mobile-first indexing platform. While Google first introduced mobile-first indexing in 2016, ranking sites on mobile platforms before all others will be a priority moving forward. What content is displayed and how it is displayed often differs between computer and mobile platforms, so if businesses want to get ahead of the change, they will need to reconfigure their SEO and focus on mobile optimization.

At Outpace, our SEO specialists work to boost rankings for businesses across all industries. We stay on the cutting edge to keep ahead of Google’s algorithm changes and implement the latest SEO strategies for our clients. Whether you are operating Globally, nationally, or you are targeting a specific local market, contact the pros at Outpace. We will not only bring your SEO up to the latest standards, but help to future-proof your website and content against upcoming changes from Google.