Search engine optimization Dubai goes through many changes each year. However, the industry also unshakably holds on to some elements. For many years, the terms ‘search’ and ‘SEO’ generally applied to Google, and was mostly associated with text-based content. Now that Amazon’s Alexa is becoming popular, search results will soon become much more varied. 

Search is now also a vital aspect of digital marketing, utilizing a wide array of skillsets to increase brand visibility and to get a higher rank in SERPs than competitors. But with new technologies showing up, the trends are bound to change. This should impact the way SEO is done as well, which is why modern day marketers should closely observe the more popular trends.

Trends in 2017 that fit that category include:

• Voice search
  
• Personalized content
  
• Mobile-first indexing
  
• Keyword-less search
  
• Multimedia results 
  
• Personalized Search Engine Result pages
  

Know Your Audience and Use Technology to Devise New SEO Strategies

Rule 101 of marketing is that the marketers should clearly understand their audience and the audience’s actions. For present-day marketing, they will need to understand the many ways the audience can potentially interact with them, and how the business can thrive in each interaction. 

Most businesses would begin by identifying the keywords that lead visitors to their websites. Though keywords are important, the more sensible thing to do today from a strategic perspective is to figure out the intent behind those keywords. 

To do just that, the company can mine its CRM data, and understand patterns that indicate what engages or disengages customers. 

Topic-oriented Structuring of Website

For this, you need to map the various sections of your website to the products/services your business provides. Use landing pages to cover every way a customer might look for the services. This makes it easier for the search engines to specifically point customers to your webpages, while also making it easier for visitors to find out what they are looking for. This approach would still be beneficial to the business even if the industry experiences changes over the years. 

Look Beyond Google

Marketers have to remember the fact that search engines are just tools that handle the information given to them in a specific way. They don’t create content but locate them when demanded.

Though Google has been dominant in that particular area for years, we still have to consider factors like changing behaviors of users, new competition etc. Pinterest has quickly grown popular thanks to its visual search technology. Amazon rose as an eCommerce search platform. 

The point is, we don’t necessarily have to generate content that fit into Google’s rank results alone. We should make the content fit into a wider array of search engines. Any search engine or digital assistant should be able to locate and serve our content to users who demand it; not just Google. 

Forge a Flexible Measurement Strategy Centered on Personalization

We should be able to consistently measure the things mentioned above with a subtle measurement strategy. This would be quite challenging as personalization is a critical factor now. Search results are not static anymore. 

To measure the success of your content across social media networks and other platforms, your measurement strategy should be flexible. You will probably have content that you made for links alone, and other content to convert customers. A strategy that does this while measuring search ranking performance can actually be fruitful for businesses, and make things easier for search marketers. But the key to that strategy is good quality data. The insights from that data are invaluable for consistent business growth. 

The industry keeps changing for the better in ways that we can’t easily comprehend. Marketers need to think a few more steps ahead to reap the rewards.