With Google updating its algorithm hundreds of times each year, the world of SEO is built on constantly shifting sands. The one fact that remains stable throughout, however, is the huge value of having a website that is discoverable through organic search. Even if your main business is an offline one, the statistic that 40% of store purchases first find their feet online means you simply cannot ignore the value of a high-ranking website.
By delving deeper into some of the key statistics surrounding SEO, it is possible to gain a deeper understanding of the main areas to focus your attention on, enabling you to hone your future digital marketing strategy to your advantage to ensure you continue to feature high in search engine rankings.
More Than 160 billion Google Searches Take Place Each Month
With more than two-thirds of all online searches being conducted through Google, there is no getting away from the fact that if you want to ensure your SEO strategy is successful, you have to follow the rules laid out by the internet search giant. While ranking high on Bing or Yahoo has a certain value, the statistics make it clear that companies that feature highly on Google are going to be getting by far the most business. Indeed, further studies show that 95.3% of clicks go to the top 4 results.
These statistics also add emphasis to the importance of keeping up to date with any changes in the Google Algorithm and of carrying out regular audits with diagnostic tools such as Search Console to learn how people are reaching your site and identifying the strengths and weaknesses in your content.
Searches Are Becoming More Specific
51% of searches are now four words or longer. It means that, unlike the early days of the internet when search engines were far less sophisticated, users are now taking advantage of the ability to utilise more complex terms.
Rather than searching for “SEO” or even “what is SEO” a user might now look for a term such as “how can I improve my SEO rankings?”. The content you have on your website needs to reflect such changes to ensure users who are directed towards your pages find exactly what they are looking for.
Combine Quality With Quantity
Top-quality content pages contain on average 1,200 words. In short, the longer your content, the higher it is likely to rank. Quality matters too, of course, but well-written content that reaches such word counts will naturally provide far more detail and therefore far more value to visitors.
This statistic works hand in hand with the trend towards the use of longer search teams, known as long-tail keywords. If users are looking for something specific, they are more likely to find it within a longer piece of content than a shorter one. 75% of marketers agree that the key to SEO is content creation so make sure you offer both quality and quantity.
User-generated content in the form of reviews is also incredibly valuable as 90% of online users will use the information they contain to assist in their purchasing decisions. If your site doesn’t naturally lend itself to the inclusion of content, consider adding a blog. Websites with WordPress blog receive 93% more inbound links than those without a blog and having one in place also provides an additional pathway through which you can share information or provide updates without having to alter your entire website.