How To Ride The SEO Rollercoaster With A Smile
I bought my son a season pass to Six Flags so he can go with other people because I cannot do rollercoasters anymore! That made me think about what my small business clients are struggling with - SEO. With Google always updating the rules just when you think you've got it figured out, it’s like riding a rollercoaster (and sometimes it can feel nauseating). This year, the spotlight is on AI-driven search, voice search optimization, and user experience (UX) enhancements. So, buckle up, small businesses, here’s how you can ride the SEO rollercoaster with a smile!
AI-Driven Search
Artificial intelligence (AI) is the fancy term for computers acting like they have brains. Google's AI algorithms (their super-smart software) now better understand what people are really looking for. This means you need to create content that's not just stuffed with keywords, but actually useful and interesting. Think of it as making friends with a robot who can read between the lines. Check out Google’s Natural Language Processing API to optimize your content.
Voice Search Optimization
When you ask Siri or Alexa a question, that’s voice search. With more people talking to their devices, you need to make sure your website understands conversational language. Use long-tail keywords — phrases like “best thin crust pizza near me" instead of just “pizza." Also, structured data markup (a way to tell search engines what your content is about) can help. See how to use structured data markup effectively.
User Experience (UX) Enhancements
User experience (UX) is how pleasant it is for people to use your website. Google now cares a lot about this. If your site is slower than a snail, it’s time to speed it up. Use clear visuals and engaging videos. Make sure the fonts are easy to read and the colors don’t make our eyes hurt. And it must be mobile-friendly! Use Google’s PageSpeed Insights to see how fast your site is and get tips on how to make it faster.
Local SEO
If your business relies on local customers, local SEO is your best friend. Make sure your Google My Business profile is as accurate as my dogs at dinner time. Beyond your address, phone number, and business hours, you should post photos and any news such as specials and blogs. And don’t be shy—ask happy customers to leave reviews. They can boost your local search rankings more than a triple shot of matcha. You can then get analytics on your profile, helping you know more about your searchers. Speaking of…
Leveraging Analytics
Analytics is just a fancy word for data that tells you what’s working and what’s not. Use tools like Google Analytics and Search Console to track your SEO performance. They’ll show you which keywords are driving traffic, how users are interacting with your site, and where you need to tweak things.
Building Backlinks
Backlinks are like votes of confidence from other websites. The more reputable the site linking to you, the better. It’s like getting a high-five from your kids. Network with other businesses, write guest blogs, and participate in industry forums to build these links. For get started on backlinks, check out Moz’s guide.
Social Media Engagement
Being active on social media can drive traffic to your website and improve your SEO. Share your content, engage with your followers, and use these platforms to promote your business. Engagment — likes, shares, comments—can indirectly influence your search rankings. Learn how to make the most of social media with Hootsuite’s guide.
Staying on top of SEO trends can feel like a rollercoaster that won’t stop, but it’s worth it. Implement these strategies and watch your online presence grow. As always, I’m here to help!