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How to Use SEO to Improve Your Business Search Ranking

Written by Libby Teager on December 06, 2023

I have been in the Digital Marketing Industry for over seven years. During this time, search engine optimisation (SEO) was and still is crucial to driving organic traffic and enhancing search engine rankings.

The landscape of SEO is in unchanging motion, so staying updated on the ever-evolving trends is key to keeping a competitive edge.

In this article, we will delve into some of the top SEO trends dominating 2023/2024 and discover ways you can optimise your own strategies to align with them.

Artificial Intelligence and SEO

Artificial Intelligence (AI) arrived as a transformative force in SEO, simplifying user search processes.

AI now enables search engines to craft summaries responding to users’ queries. So, instead of users having to click through to different websites to find the answer to the question they are looking for, they will now be displayed with a short and simple summary at the top of a search result to answer their query instead.

While, in many cases, this will result in fewer users clicking through to websites for their answers, this isn’t always the case. For example, suppose a user has a more complex question or a specific research topic. In that case, they might still be prompted to look for more detailed and in-depth information from authoritative sources. Search engines, such as Microsoft Bing, also give users the option to “learn more” by listing a few additional sites at the top of the search results for users to click on for quick access to more information.

Creating comprehensive, valuable content tailored to search intent is still pivotal to an effective SEO strategy. So, you should aim to be recognised as a credible source that provides unique and useful content to its users.
Not only that, but AI has also become a catalyst for content creation. AI tools like ChatGPT can facilitate writing content, such as ad copy and website blog posts.

As a result, this could lead to increased competition in content production and expedite content development. But, relying solely on AI for your content creation might compromise its accuracy and relevance.

The Human Touch

To harness this trend effectively, you should encourage the maintenance of human oversight to ensure quality content that is accurate, up-to-date, and relevant to your audience. This is something we ensure we do when producing content for our websites. For example, at LeadScale Labs, we want to target users interested in learning how to earn money from home. Therefore, we produce educational content relevant to users’ search, such as “The top 10 ways to make money online”.

Voice Search Surges in Popularity

Voice search through personal assistants like Google Assistant, Siri, and Alexa continues to escalate. Considering this, it has become imperative for websites to optimise based on these voice search queries. 

Attaining the top-ranking position on a search engine becomes pivotal for voice searches, as featured snippets often cater to voice search inquiries, unlike traditional text-based searches where this was not the case. 

Optimising for voice search involves adopting conversational keywords and content that mirrors natural language. Several tools can help you do this. A personal favourite of mine is SEMrush. SEMrush not only helps us to identify long tail keywords that we should use in our content, or what keywords our users are searching for, but also enables us to see which keywords our competitors are using and ranking for. It also highlights the keyword difficulty (how hard it is to rank for a particular keyword) and keyword density (how often a keyword is being searched for). 

If you’re looking to expand on your knowledge of SEO, SEMrush also offers various courses and certifications to better your learning of SEO (If you haven’t already learned enough from this article!) 

Best Practices for Link Building

Establishing high-quality backlinks from authoritative websites continues to wield significant influence in enhancing a website’s success and driving traffic. 

In its infancy, SEO saw practices where quantity often overshadowed quality. People opted to buy many low-quality links as a hack to boost website rankings. However, Google’s algorithmic shifts have categorically labelled such practices as black hat SEO, attracting penalties for websites that employ such tactics.  

Presently, it’s not merely about accumulating links to your site, but also about the content. Google’s algorithms now favour exclusively high-quality links with natural anchor texts and great content, ranking them higher in search engine results. This is an imperative consideration for the foreseeable future. 

How Can Your Website Attain High-Quality Links?

The digital landscape is increasingly competitive. Securing backlinks from top authoritative sites has become more difficult, so most websites now only manage to get low to medium quality backlinks to their webpages.  

You should consider these vital tips for securing backlinks in 2023, crucial to help with your business’ website ranking and sustained success: 

Strategic Email Outreach: 

Produce a list of sites which are authoritative and create personalised emails to use for outreach. Put together a compelling pitch to the site offering valuable content for their audience in exchange for a link back to your site.  

Superior Content & User Engagement: 

Deliver exceptional content creation, which is long-form, image-optimised and adds substantial value to the audience. A good approach would be to research existing content that is already on the web, find the top engaged topics, and produce unique and fresh content that your users engage with.  

Engaged readers are more likely to share content, enhancing brand visibility and showcasing industry expertise. 

Broken Links: 

Have you ever read an article, and noticed that a link within the article does not work or takes you to a broken redirect page? This is the perfect opportunity for you to swoop in and offer an alternative article that the website can link to instead. 

To thrive in the ever-evolving realm of SEO, understanding and implementing these latest trends is crucial. Taking proactive steps, conducting comprehensive site audits and competitor research, and leveraging cutting-edge tools such as SEMrush will empower your business to remain competitive and resilient in the dynamic SEO landscape of 2023. 

Embrace the Future, Lead the Generation

LeadScale is revolutionizing the way businesses work with lead generation. Our experts are helping companies reach new heights by driving success and efficiency through data-driven insights. So, take the first step today. Let LeadScale empower you to unlock the true potential of your business and boldly navigate growth.

Contact our team to see how you can maximize your marketing budget with LeadScale.