The Latest Trends in Search Engine Marketing
Staying up to date with the latest trends in Search Engine Marketing is extremely important to ensure that SEM campaigns maximize ROI and boost revenue generation.
Content remains important, but the demands for more detail is increasing
Publishing 500-word high quality blog posts a couple of times a week is no longer an effective SEM strategy. While these short blog posts still have their own following, posts that have at least a 1,000 words (‘super articles’) or more are achieving authority status. Adding high quality video, images, detailed tutorials, etc. to the blog posts also makes them extremely interesting and informative.
Content diversification and creative ways of disseminating content are important
Giving away free reports or blog posts are very a small part of the content strategy now. The focus is on using new and creative channels to disseminate content. Infographics, video syndication to different sites, interactive quizzes, creating a branded channel on YouTube, etc. are some of the out-of-the-box ways of attracting attention. With search engines like Google displaying video and images in their organic search results, creating a diverse content base also improves the overall ranking for specific keywords on the Search Engine Results Pages (SERPs).
The bar for link quality and diversifying link text is going up
With search engines constantly tweaking their algorithms to measure link quality more efficiently, tricks like creating link wheels with masked connections between various levels of intermediary sites will not be effective anymore. Link building demands better planning and ingenuity and the only way to get high quality links is to focus on a relationship-based process, which is exactly what quality backlinking is all about. Over optimized anchor text (more than 30% of the anchor text being identical) was one of the main targets of the Penguin 2.0 update. Going forward, focusing on optimization from an organic perspective will be important.
These trends clearly indicate that from now on, SEM will be less about tactics and more about strategy.
About Soumya Nalam
I've a work experience of 10 years, including 5 years as a freelancer My LinkedIn profile: http://www.linkedin.com/in/soumyanalam My Upwork profile: https://www.upwork.com/users/~010172c0a60cecf462