SEO is becoming a popular way for businesses in India to grow, especially e-commerce brands like Flipkart, Nykaa, and BigBasket, BFSI brands like Groww and ICICI bank, and travel brands like Tripadvisor, Makemytrip, and many more. Paid channels like Google, Facebook, and others are getting more and more expensive every day, so digital marketer are always looking for ways to scale up while staying efficient and keeping their Return on Investment (ROI) stable.
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Brands need at least one of the following three things to get started with SEO:
- Brand website
- A store you can go to
- The list of brands and products in the mark.
So, how does one go about making an SEO strategy that works?
1. Responsible AI-Generated Content Integration
In 2022, all tools that make content have become very popular. We saw how DALL-E and ChatGPT got a lot of people interested. In fact, we liked hearing about how ChatGPT can change the way content is made and replace content digital marketer this year. But since the beginning of AI Content, search engines like Google have looked down on content made by AI.
All of the tools use web content to teach their models how to make AI content. This means that the content that is made is not original. Instead, it is a copy made by learning from data that already exists.
With so many AI tools to choose from, digital marketer should know how to use AI-generated content in a responsible way to get the most out of their SEO. To get started, you must use content responsibly and with care, and you must cite it correctly. AI-made content that isn’t edited by a human can kill both content digital marketer and SEOs.
AI can help your brand save time and money by, for example, writing text about your product that is generated by AI. But if the content isn’t proofread by an editor, it could have a lot of wrong information, mistakes in facts, bias, and false claims.
So, if you don’t want Google to punish your website, you should be aware of the following:
- A person should check for mistakes and make changes to the content.
- Tell users that the page they are reading was made by artificial intelligence (on that page)
- Don’t worry about how much content you have, but how good it is.
2. Content and Good content are two very different things
Google created E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness, to fight against false information and claims that can’t be proven on the web. This means that Brands will have to work to make their content better.
High E-A-T is a sign of high-quality content. The “Quality of content” is affected by how knowledgeable the writer and website are, how authoritative the website is on the web, and how well-known the website is.
Quality is more important than quantity. It will no longer be necessary to make a lot of content to rank well. Last year, Google added a new parameter called Experience to E-A-T, making it E-E-A-T. The experience factor checks to see if the content was written by people who know enough about the subject to do a good job. To rank in organic search, brands will have to show that they are experts in their field. If a lot of brands try to do the same thing, they may rise to the top of the SERP. So, brands will have to make sure not only that the content is good, but also that it stands out from other brands.
3. We’re a generation that likes pictures but doesn’t like to read
With the rise of YouTube, TikTok, and Instagram, people’s ways of getting content have changed a lot. Visual channels are becoming more popular as ways to both entertain and learn. Image searches, voice searches, and video searches are becoming more popular. Because of this, Google has changed the way they rank pages to give more weight to those with pictures and videos instead of long blocks of text.
So, if the pages for your products, services, or blog are just plain text, you might need to change your SEO plan. The SERP ranking of your page will change if you add images, videos, podcasts, infographics, tables, charts, and other interactive elements.
4. E-commerce Results are Increasingly Visible
Increased competition in Shopping Search made Google make changes to how they display results in search results. This change has led to Google adding new features such as a Shopping Graph that ranks “Popular Products” rich results, Window shopping on search, and Stock availability near users to minimize the loss of users to Amazon.
Therefore, images and videos have grown compared to the typical text results on SERP. Now, the results for any e-commerce product will result in SERPS with images. At least five results on the first page of SERP have image thumbnails along with text results.
These days, e-commerce websites have high-quality pictures and videos of the products that help customers decide what to buy. Especially for e-commerce brands, it will be important to pay attention to Image SEO in order to rank pages on SERP.
Another effect on brands is the traffic that is brought in. With a lot of ads on the first page of the SERP, followed by rich results like Images, Popular Products, Google Business Listing, etc., the CTR for a website that is ranked 1 may be lower. This also means that brands will have to deal with Zero clicks. (Searches that don’t lead to any clicks on sites). This year, every SEOS should try to use structured data to make Rich results on SERP.
5. User Experience is extremely important for online purchases.
High conversion rates and more page views per visit come from giving users a good experience. A website with good Technical SEO not only makes sure that users have a good time, but it also helps bring in a lot of traffic by making keyword rankings better.
In the last few years, Google has been putting a lot of thought into how its users feel. Updates to Google’s search algorithm, like the Page Experience updates for mobile and desktop, have been important to improve the user experience. Core Web Vitals, which Google released in May 2021, is one of these results.
Among the things that affect a good user experience are:
- Quick to load
- How the page looks and feels
- Content strategy that puts users first
- Placement of the call to action in a smart way
- Include pictures and videos
- Touchpoints on multiple devices
Google’s ranking systems also take into account signals like how well a page works on mobile devices and how safe a website is. Core Web Vitals are direct signs of how people feel when they use your brand’s website online.
