As you are probably aware, search engine optimisation is an ever-changing industry. One minute, it’s all about how many backlinks you can create in a day, the next it’s about creating content that reads like an expert wrote it. Google releases algorithm updates all the time, and therefore the game is always changing.

Over the past year, a number of trends have emerged; the overarching theme is undoubtedly quality.

1.    Write like an expert

Website content has to appear as though an expert wrote it – not someone who has been paid to slap 300 words together. It needs to be well written, informative and actually offer something of value to the reader. In short, Google is looking for content that effectively answers a search query.

As a general rule, content needs to be at least 250 words per page (product pages aside) – thin content lowers a site’s quality score. Writers should still include keywords, however only minimally (1-2% maximum). Keyword inclusion is no longer the main factor to consider.

Lastly, content cannot be duplicated. Fresh, unique content is essential if you want your site to rank.
2.    Make the most of social media

These days, one of the most popular web marketing in Wellington services is social media marketing. LinkedIn, Twitter and Facebook provide businesses with the means to access millions of people – it’s an opportunity too good to be missed.

So why is social media a top trend of SEO in New Zealand by professional company? Well, an active social media page – when linked to a business website – not only refers traffic but also boosts the authority of that site. And we all know that domain authority is important when it comes to SEO.

3.    Get blogging

Blogging has been popular for some time, but currently it’s useful for slightly different reasons. Poor quality blogs created solely for the purpose of building links are out – Google wants to see quality blogs that offer something of value to readers.

Therefore in a similar vein to website content, blogs need to be well written and well researched – and they certainly should be closely related to your business!

Blog regularly. Weekly blog posts can assist the SEO process and help you to achieve a higher search engine results page (SERP) ranking.

4.    Back off the backlinks

Google hates it and now it can do something about it.

We all know artificial backlinks are a no-no, but they can work so well to boost site authority! While once it was all about creating as many as possible, today it’s about creating natural, high quality backlinks – and therefore far fewer of them. Google’s series of Penguin algorithm updates have put an end to spammy backlinks, so don’t even think about it.

Google can tell when backlinks are fake and created just to manipulate rankings, so keep them natural and don’t make too many at once.

5.    Long tail keywords

Are you trying to rank a website in a very competitive industry with very competitive keywords? If you’re up against big-name companies with well-established websites, it won’t just cost you a lot – you may never get there.

Instead, focus on ranking for long tail keywords that still generate a bit of traffic. You may not get as much traffic, but if the keyword is very specific you’ll probably be attracting visitors with a higher chance of conversion. For example, a shed company may choose to target garden sheds in Parnell rather than sheds NZ.

Still attracting traffic, but not wasting resources trying to rank for a highly competitive keyword.