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SEO (Search Engine Optimization) is changing. Here’s how you can keep up

Optimize for Discovery: Google with it’s AI algorithm, it is becoming more of a Discovery Engine. Here is what Google search results in mobile.

1. Content: Content has always been an important ranking signal for a long time, but now useful, relevant content is the key to rank your content. If you are writing, Google prefers Long form content, high quality In-depth articles, research which provides answers to the users. Here is an example of long form content: How to Pick a Career (That Actually Fits You) http://bit.ly/2Pnb8cZ Google not only looks for keywords, it also looks for the theme or topical content that is relevant to the Title and the message. From title, to headers H1, H2 to synonyms to relevant references, links to how the content is presented, does your content tells both side of the story, who has written it, length and depth of the article, is it well researched and giving the facts, the number of reactions (claps, shares, engagements)
2. Optimize for multiple form of content: Blogs, videos, podcast(Audio), PDF’s/PPT’s , eBooks, Infographics. (Some of the basic principles of SEO — Doing your keyword research, Having the keyword in the Title, Description, URL, Header tags in content with synonyms applies for all form of content). How to optimize? All platforms includes You Tube, Sound cloud, slide share gives you the option to add a Title/Caption with description, category, tags. Add relevant keywords (please don’t stuff with keywords)
3. Personal Search: In 2018/2019 Personalized search is on the rise. Examples of personal searches like Is ____ right for me?
   60 % + Growth in Mobile searches for “for me” in the past two years 80 % + Growth in Mobile searches for “Should I ” in the past two years. Source: Think with Google. So how to optimize for personal search? well how would you answer if someone asks you a question, while optimizing for personal search, write as a personalized answer
   Listen more about Rise of personal search here >>>THE RISE OF PERSONAL SEARCHES — FIR Podcast Network
4. Voice Search/Conversational Search & SEO: In 2018, its about optimizing your content (website is just one of many properties you can optimize. Example: blogs, YouTube, audio) based on topics and relevancy. Google wants to give the users the best possible answers. Especially someone is using Google Assistant, Google Home, Amazon Alexa and other Voice Assistants If you want to rank well for Voice Search, then your content should provide the best answer. Take a look at this video on how Google gives the results in Voice Search. https://www.instagram.com/p/BcYir2vDncC/
5. Visual Search: Visual search examples — Google Lens, Amazon app has the AI search functionality when you search for a product, similarly Pinterest Visual Search. In order to rank for those product you have to optimize your products with proper meta data including product ID, descriptions and relevant content. The Future of Visual Search in India. Google Assistant, Google Home
6. Mobile friendly website and Page Speed: One of the ranking factors today in mobile is the page load time and speed. Google gives preference to websites that loads faster especially when there is a slow internet connection. Average load time less than 3 second. Test your website and recommendations from Google here>>> Mobile-Friendly Test — Google Search Console
7. Usability: Another ranking factor (this is not new) Google always want to give the user the best user experience. Learn more about Usability here >>>> An Introduction To Website Usability Testing — Usability Geek
8. Technical SEO: Today SEO is also bit technical. Basic understanding about HTML, programming will help. AMP(Accelerated Mobile Pages. “The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms” Learn more here>>> Accelerated Mobile Pages Project
   I have written a detailed QUORA answer with useful links to learn by yourself here >>>>> Suresh Babu’s answer to What do you think will be the biggest change in SEO come 2019?
9. HTTPS: If your website is not secured, Google Chrome gives a warning saying this page is not secured and will impact your user experience and SEO. Know more about Why HTTPS matters here >>> Why HTTPS Matters | Web Fundamentals | Google Developers
10. Customer Centric Approach, Customer-centric marketing backed with Data/Insights will help understand the customers better
11. Structured Data: In other words, an organized data structured within your website. This helps search engine discover your website easily. Even thou its debatable if Google is using structured data, it is a good user experience, so anything good for the users is good for the search engines too. Learn more about how you can use structured Data here >>> Structured Data Testing Tool
12. Google My Business/Knowledge Graph: Google local, Google maps, local listings in Google is another important listings for a local business. Any local business can submit to Google for free. It is the easiest and fastest way to get into Google. Things to keep in mind while optimizing your local business: NAP — Name, Address, Phone number, description, category, reviews, Pictures. Google posts now allows you to post (just like blogs) events, products, offers for free: https://www.instagram.com/p/Bnh-Q2vFBpg/?utm_source=ig_web_copy_link
13. Video SEO: Optimizing your video, be it You Tube or any other video hosting website, basic SEO principles works, apart from basic SEO.
    (Some of the basic principles of SEO — Doing your keyword research, Having the keyword in the Title, Description, URL, Header tags in content with synonyms applies for all form of content)
14. Google also looks for the words within your video, video watch time, response from the owner of the videos, number of reviews
    Here is a free course by Google You Tube Creators: https://creatoracademy.youtube.com/page/course/camera-lighting?utm_source=YouTube%20Marketing&utm_medium=Studio&utm_campaign=yoda

Finally if you want to hire a SEO, Google gives some recommendations in this video:

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