If you want to attract targeted traffic it is time to offer content in many forms: video, audio, images, downloads, short posts and whitepapers to name a few. Couple this with the various types of sites Google is returning for your terms and the need to have a diverse presence should be very apparent.
SEO is all grown up, in 2016 you must be committed and willing to invest into SEO if you hope to build a solid presence that delivers a return. If you are one of the many businesses who will spend $24,000 per year on print and want to spend $300/month on SEO, you are not going to be successful, at least not for long.
It is Time to Diversify
Google has rolled out update after update for the past few years. These updates ranged from targeting spam to most recently reducing the local 7 pack to just 3 results, quite possibly to make more room for paid search.
Diversity is not just about using SEO and PPC though, you should identify your idea customer and focus on reaching out to them where they gather.
It is time to work with or be a digital marketing specialist to create a better diversified strategy.
Make sure your content creates a link back to your site when scraped. Keep your site current so your content is indexed quickly and consider using bot blocking software to keep your content safe from spam bots seeking to scrape and steal your content.
Links will Remain Dominant but Cannot Stand Alone
A while back Google mentioned that they tested a version of the SERPs that did not include links as a ranking signal and that the results were much worse than the version counting links as signals. In 2016 links are still going to be the primary driver of rankings but once your site is ranked, your content is going to need to demonstrate to Google that they are showing the content people wanted for those searches.
If you want a strong presence on Google that lasts, you need to earn it. Regardless of which cheap trick you use to get to the top, your website must meet the desires of the searcher or you’re not going to be on top for long, even with more links.
You need to worry about your target audience. No two industries are exactly alike and no two marketing plans should be either. If your strategies are not customized and targeted to your users, they will find someone who understands them better.
2016 going to be another year full of changes, some big enough to upset entire verticals.