SEO: semantic search and longtail keywords

SEO: semantic search and longtail keywords

The so-called "algorithm" at Google is constantly changing. Online marketing is, therefore, a constantly changing world. In 2017 there are again some SEO rules that you can apply to optimize your website. Not long ago, Google mainly looked at search terms. For example, if your most important keyword was "photo," and you used it 10 times in a paragraph, there was a chance that Google would score higher. In 2017, web pages will be indexed and assessed for the context around that keyword (semantic search). The search engine, therefore, becomes 'smarter'. When writing a text for the web, it is important that you always keep your visitors in mind. You write for them and therefore it must be relevant and valuable. Also, synonyms and related words around that keyword are important. An example of the word 'photo': image, photography, portrait, studio, snapshot, etc. It is of course also important for SEO that you add the optimized content to a technically strong website. The way we look nowadays has also changed a lot lately. We will use longtail keywords more and more. These are less common keywords that are used in a sort of sentence to search more specifically. So keep this in mind when writing your content. You can, therefore, incorporate the Google suggestions into your page titles. In this example, a title can be: "How do I start a webshop?"

Omnichannel approach: experience is central 

For consumers, it's all about the experience. Your target group searches and buys through various channels, both online and offline. A multi-channel approach is therefore important. But that is not enough. Both your webshop and physical store must respond to the experience. So it's about combining the best of online and offline communication into a focused omnichannel approach. For example, there are furniture stores that give you a tablet at the start of your store visit that you can use to go through the store and put together your own product or device. Know your target group, put them at the center and engage your visitors or customers through interaction!

Personalization: know your client

Close to an omnichannel strategy, the fact is that personalization is becoming increasingly important. Knowing who your target group is one thing, but you also have to really give your customer the feeling that you know them and coordinate your communication per target group. You read that right: per target group. Because as a company you usually have more than one, so here too you have to make a distinction. The first step in achieving this is to develop buyer personas. Know the profile of your customers and communicate in a targeted way. Also, take into account which phase of the customer journey they are in. Although social media was primarily intended to reach the masses, users are increasingly in need of having 1 on 1 contact with your company through this route. Personal interaction via social media, therefore, becomes more important. It is also a way to respond faster to questions or complaints.

Response speed

Customers want to be helped as quickly as possible at any time. This definitely applies to online service and web care. The expectations in terms of reaction speed are clearly higher than in the past. This is also largely due to the rise of social media. As a company, you must be aware that online service is becoming increasingly demanding. Various studies have shown that consumers expect you to respond ever faster. So keep this in mind in 2017! A response speed, we can also immediately refer to the loading time of your website. It is now also a requirement for visitors that your page loads quickly on both mobile and desktop. You can already test this for your website via the Google PageSpeed ​​Tool. We also think of chatbots. A chatbot is a kind of robot or automated conversation partner. Facebook has announced this year that they have created an additional platform: 'Bots on Messenger'. It offers even more customer support and so customers have the feeling that they are just having a conversation with you. As a company, you have a private conversation with your client, so to speak. It even goes so far that you can make restaurant reservations and such via a chat conversation.
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