It is well known, Google is constantly evolving its algorithms, according to technological developments and browsing behavior of Internet users.
So, what about the year 2018 ?
If content remains king, the search engine attaches more importance than ever to quality and relevance .
As for the choice of SEO keywords , it is appropriate to adapt its strategy to voice queries and put more emphasis on expressions of the long tail.
Privilege keywords of the long tail
The voice search has changed the way people search for information on the web. Thanks to intelligent personal assistants such as Google Assistant, Siri or Amazon Alexa, it is now possible to search the Internet using his voice.
And since text input is not always very convenient on a touch screen, these new practices have something to please users, and could even eventually replace text queries.
For SEOs , this means that we should start to integrate the techniques of optimizing voice search into their arsenal. In concrete terms, this means working on the SEO of their content around the key words of the long tail .
The reason is simple. Orally, Internet users tend to express their queries in the interrogative form (what, who, how, why, …). Which means that the research becomes more natural, longer, but above all more grammatically structured. Hence the importance of putting in place a long-lasting strategy.
In addition, although Google currently has a near-monopoly on voice requests , working your long-tail SEO strategy on alternative search engines, such as Bing, Yahoo, DuckDuckGo or QWANT, is a good idea.
Keywords still have their importance in natural referencing
In the past, you were told that you only need to add a keyword in the title, in the first subtitles, and so on. to appear in the SERPs. Today, these methods seem outdated, or at least have become inefficient. Indeed, Google is now able to enter the context of an article even without a keyword.
This does not mean that the keywords have lost their importance. Far from there. These remain essential to any SEO strategy , especially in the context of on-page optimization, provided of course to integrate them intelligently.
In concrete terms, the main keyword must appear in the title tag; it’s a rule you surely know. Except that you have to make sure that insertion is as natural as possible. Otherwise, it is preferable to privilege readability to optimization and not to put keywords in the title tag.
For the case of subtitles, again, the ideal would be to be able to place the targeted keyword. But as for the title tag , it is necessary that the keyword integrates naturally.
URLs must be short, concise and describe the content. Ideally, they should contain the main keyword.
The quality and quantity of content: a key criterion for your SEO
As always, Google will attach a primary importance to the quality and relevance of content, it is still its main criterion.
And of course, it is always advisable to include keywords in the page to optimize SEO . Be that as it may, it’s important to keep in mind that quality matters more than keyword density, and ultimately the best content wins.
The quantitative criterion of textual content also has good days ahead of him; so do not forget to create pages of textual content related to your business, your business, your business, … but if it is quantitative to the number of texts in your site, it also becomes quantitative to the number of words in your page: Google prefers pages of more than 500 words now, even 800 …. so to your pencils