In this blog post, I'm giving you some SEO tips not only 2018, but for the considerable future as well.
320 Character Meta Descriptions
Google now supports meta descriptions up to 320 characters long. This is a big change from the 160 it used to be. Google has began looking at snippets from the page where applicable, rather than your meta description to try and give users more relevant snippets of information, pretty clever.
So what's our tip here? Make sure all your content is up to scratch right across the site. We recommend analysing your current content, both in meta and on-page to check it's readable and well written. You could also consider extending your meta description, but only where necessary! Just be careful that on mobile, the meta description tends to cut off after 190 characters, so making content readable, concise and encourage the click through.
NAP (Name, Address, Phone)
NAP is critical for businesses hoping to rank well locally for organic search results. Make sure your directory listings, social media, Google My Business page, and quite frankly any online listing is consistent with name, address and phone number.
If a user is searching for a specific service in the area, Google tends to offer local businesses as an option, through map listings and organic results. Showing to Google consistent business details helps to build trust and prove you're a credible business. Listing in credible directories like Yelp, Touch Local, Scoot all help. Also, finding local or service specific credible directories also help give Google a sense as to where you are and what you do.
Schema has been around for a little while now, but I do feel it's a little underused. It's a powerful tool that can yield some great results. Schema markup is a snippet of code which helps tell Google specific bits of information, structured in a way they can utilise, to provide users with more rich information.
Schema tells Google what your data actually means, it gives your content context, categorising your content. There is data markup for products, articles, local businesses, restaurants, ratings and a whole lot more, so there are some good opportunities for a wide range of businesses.
Schema markup is here to stay, and as new capabilities come out, there's going to be so many new opportunities for businesses to interact with users.
Know Your Keywords Doing your homework in what opportunities are available will open up a lot of doors. Making sure your keywords are going to get users to your site is a primary requirement, but also making sure you're targeting keywords that are achievable, it's all about return of investment.
The ideal keywords is a high traffic, low difficulty keyword. We do research in trends, difficulty and also deploy marketing strategies that give your business opportunity. For example, if there's a big event going on in the city, and you're a local hotel looking for bookings, creating a blog post and/or pushing PPC advertising might yield a great return of investment.
Making sure your website is lightweight, quick to load and performs well on all devices is something that's been required for a while now. However, new tools and technologies are coming out all the time to help with speed and performance, from AMP to Service Workers (we won't go into them now, but they're super cool).
Not only is having a well-coded site a necessity, but making sure the website is setup in the correct manner to help with security. Google has had a huge shift towards https in recent years, so 2018 will see the focus continue.
I know we've used lots of jargon and industry terms in this post. We've tried to break things down in a concise way for all our readers. If you're a business who's looking to breakthrough, we've got a team of digital strategists who have experience in growing digital presence, expanding networks and getting results.