2. The death of keyword data
Goodbye my dear friend, we wish you well! For as long as there has been Google search, there has been keyword research. The idea that you can get to the top of Google’s search results with the right keywords is a great idea, but unfortunately this idea is becoming harder to understand.
Last year Google dealt a major setback to search-optimized websites everywhere when they decided to remove Google Analytics.
However, a bigger setback to keyword research is the focus on the intent of the searcher. Google cares about the context of what the user is looking for in the first place.
This is what Amit Singhal, SVP, Engineering at Google meant when he said, “It’s why we’ve been working on an intelligent model — in geek-speak, a “graph” — that understands real-world entities and their relationships to one another: things, not strings.”
His example of the Taj Mahal perfectly illustrates this point. The Taj Mahal is a beautiful monument in India, a casino in New Jersey, or a Grammy winning singer. Keyword data doesn’t apply here because it is not complex enough to understand the meaning of the Google search.
3. SEO marketing will need to invest in a holistic content marketing strategy that is more than just writing, but also ads and branding.
The other issue is that content marketing, which is at the forefront of today’s search strategy, will need to be amplified by other search strategies.
Schema is a huge part of updates that Google has made over the past few years. A retail company that focuses solely on content to the exclusion of schema will not attract targeted visitors.
If there’s no schema when a visitor comes to the site, you’ll need to increase investment in retargeted ads. An old sales idiom is that customers buy after saying no seven times. While this is not true for every buyer, the majority of buyers come to your site once and then bounce off the site never to be seen again.
Retargeted Google search ads are a perfect complement to content marketing. Bring visitors to the site with useful content, and then come back with specials after they trust you.