How can we use SEO in real time applications?
SEO is a wide term, and it is available and useful for Websites, Mobile Apps, and real-time applications. We have compiled these articles to help you determine where best to apply your SEO strategies.
Here’s why using SEO data and real-time insights is key to optimizing for consumers and driving cross-channel digital revenue.
Consumer interests change in the blink of an eye.
Constant connectedness and AI-powered, intelligently automated technologies are driving a new standard of service. People now expect that each brand interaction will be easy, personalized, and immediately fruitful.
Consumers crave instant access to real-time information, products, and services – whether it’s “bring me food fast” with Door Dash, or “show me your inventory” on Ikea’s website, or “Alexa, is it going to rain today?”
Marketers struggle to keep pace – 77% believe real-time personalization is crucial, but 60% of marketers still struggle to personalize content in real-time.
Content and digital marketers are challenged to meet consumers in their decision-making moments with personalized, custom content and offer that answer an immediate need.
Early 2019 research shows that fully 87% of consumers want a personalized and consistent experience across all shopping channels.
When SEO professionals are under elevated pressure to find just the right people, processes, and technology to meet and prove their revenue objectives, delivering on customer expectations is requisite.
As early as 2016, Think with Google reported that:
- 76% of people who conduct a local search on their smartphones visit a business within 24 hours.
- 28% of those searches result in a purchase.
These figures underline the need to know what people are looking for when they are looking for it.
SEO has long been critical to mapping the customer journey and tapping those insights to feed decisions about content, offers, and more.
Competition for those customers is intense, and consumer expectations for immediate gratification are only growing more ingrained.
If SEO is going to play more than a long-range role in responding to – let alone shaping – consumer tastes in a meaningful way, a way that satisfies consumer demands and drives revenue growth, it needs to get faster.
SEO will need to go real-time.
Whether it’s in the form of research that establishes purchase intent or research that compares and narrows purchase options, search is central to the customer journey.
SEO is front and center in the modern-day digital enterprise. It feeds key insights to content marketing, email marketing, social media, paid marketing, and even back to customer service, product development, and operations.
Because it’s moving the needle, there are greater expectations than ever before. SEO is no longer marketing’s side project as it drives insights and revenue across multiple digital channels.
According to research from BrightEdge (disclosure: a client), SEO insights are used by a variety of marketers from content, paid, social, email, and display media.
“How can I help you?”
This simple question is implicit in most facets of modern, SEO-driven commerce, and companies are fighting for the opportunity to answer it.
The answer that best meets the customer’s criteria gets the business in SEO.
For an increasing volume of search queries, the insights that traditional, historical-based SEO insights provide mean the opportunity even to pose the question is often lost before the insights are generated.
WHAT OFFICE POLITICS ARE IN THE REAL WORLD, SO WILL IT BE IN SEARCH MARKETING
Some people know all about it. Some people know Google has something to do with it, and others are left scratching their heads wondering, “Ummm…What did they say/what does that mean?”
Instead of explaining and going into the definitions of various SEO strategies, I wanted to try and see if we can put the world of SEO and search marketing into real-life scenarios and situations, as they apply to most people’s experiences in the workforce.
In the following examples, I have listed three of the most prevalent aspects of a search engine optimization strategy today and applied them to real-life scenarios to see how they measure up or relate to common SEO jargon.
When you are heading out to a job interview, any intelligent person understands a basic correlation between how you dress and how others view you. The same interaction takes place when Google’s search spiders crawl the content on your brand’s site.
If you showed up to an interview for an executive position wearing jeans, a Dave Matthews Band t-shirt, and ripped-up Converse All-Stars, you are most likely going to be viewed as inappropriate and unqualified to meet the job requirements.
However, if you are the person who shows up in a professional suit wearing a few “business” accessories and remember to comb your hair, your interviewer will have a positive first impression of you even before the interview begins.
Search engines are now becoming much more technical and sophisticated in crawling and evaluating a particular brand’s site.
On-page optimization refers to a site’s ability to ensure that the basic Web page elements are “SEO-friendly.” Technically, these elements are in there anyway, even if not optimized. This includes, but is not limited to:
- Including a target key phrase or word in various strategic locations
- Adding inbound/outbound links
- Adding a clear call-to-action with a targeted key-phrase included
- Having social media icons appear above the fold, at the top right corner of the screen
On-page optimization aims to increase your authority page’s credibility and relevance for a target keyword and ultimately improve the page’s search visibility for that target keyword.
By ensuring that you address the on-page optimization points, you are basically setting your site up to show search engines that you know who you want to attract while providing an aesthetically pleasing user experience.
Most people understand that they’re going to have to deal with office politics regardless of their industry. Whether you’re managing your image and reputation or trying to figure out the best people to align with, everyone has to play the political game on some level.
Even if you are a snappy dresser and you’re able to manage your personal image successfully, a positive image of yourself can change instantly if your co-workers and colleagues see you strolling into the office with, say, a group of hard-core criminal thugs.
By showing everyone that you are friends or associated with such a bad company, you are likely to get a negative reaction as your co-workers start to associate the actions and negative image of the thugs with those of yours. As the saying goes, “Tell me who your friends are, and I’ll tell you who you are.”
However, if you are known to have connections (links) with people of authority or well-respected groups, you will most likely be viewed as having similar, if not the same positive traits that allow people to trust and respect you.
Link building is the process of acquiring links from credible third-party sites that relate directly to your audience/industry.
Gaining credible, relevant links means that you actively associate your site with other authorities within YOUR industry. If you are in the business of selling toothpaste, relevant sites would include dentists and online medical dictionaries and references; but NOT sites selling “car repair manuals.”
The more links a particular brand site acquires from well-known, respected sites like CNN or The Wall Street Journal, the more likely your site will experience a significant increase when it comes to the following:
- Search visibility
- Online authority
- Search engine listings
- Keyword authority
However, if your brand site has numerous broken links or has acquired a ton of links from irrelevant, untrustworthy, and/or low-quality websites, then systems like Google’s Penguin Update can ensure that your brand’s site is never found by online users again. Just like how all of your friends will stop hanging out with you if you start associating yourself with heroin addicts or something.
Why SEO for Apps is Vital for Your App Marketing Strategy
With Google confirming that more searches occur now on mobile devices than on desktops and having many ways in which your apps can appear in search results, it’s becoming increasingly important to be visible in mobile searches.
That being said, getting your mobile apps found in mobile search results is relevant to acquiring new users and retarget existing ones. It could happen that your users are looking for something you’re offering in your apps. Doing SEO for apps, you can make them return to your app just by clicking a search result.
People go to mobile app stores like the Google Play Store or Apple App Store to install an app. But many apps are discovered outside of these distribution platforms. To understand the drivers behind app discovery and engagement, Google partnered with Ipsos MediaCT to research consumer app acquisition and usage behaviors.
The study showed that 40% of the apps are discovered through app store searches.
But where is the rest coming from? It includes various channels such as friends, family, colleagues, search engines, company websites, and television ads. A major 27% (or 1 in 4 people) discover and install apps from search engine results.
This concludes that if you never thought about SEO for your app or aren’t visible in the (mobile) Google search, you lose 27% of the potential traffic.
Not only organic search results but Search ads are also effective in driving app downloads too. Out of all types of ads used for app promotion and installs, 50% of the downloads are influenced by search ads, and the other 50% via all different kinds of ads combined.
With search being such an important driver of app installs, every app marketer must invest in in-app SEO.
It’s pretty much clear that SEO for mobile apps is as important as any other optimization. Let’s find out what influences your app’s ranking in the search results. To sum up, it is majorly influenced by almost the same factors, and you should also watch for App Store Optimization: Keywords, Ratings & Reviews, and Quality Backlinks.
Keywords: Like any other SEO strategy, mobile apps also need the right keywords to rank higher in search results. Find the right keywords using Google Keyword Planner or some third-party ASO tool (e.g., App Radar) and strategically place it in your app’s title and description. It could additionally help when your app package holds the brand name and relevant keywords, too, since it’ll be part of your app store listing URL.
Whether it be for websites, mobile apps, or real-time applications, search engine optimization is the tool to get the search engines to start looking at you so that you may be found! Should you need help with your SEO, give RapidPage.ca a call today
Article compiled by RapidPage
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