In the realm of digital marketing, search engine optimization (SEO) has undergone a significant evolution. BrightEdge has reported that organic search drives 53% of all website traffic, the majority of which is captured by the first page of search results. In this digital age, businesses must understand and adapt to the changing landscape of SEO to stay competitive, those operating in Wellington, New Zealand’s vibrant capital.
For any enterprise seeking an effective digital strategy, employing SEO in Wellington isn’t just an option—it’s a necessity. Here are some evolving trends in SEO that businesses should be aware of.
User Intent is Becoming Paramount
The era of stuffing content with keywords to rank higher is long past. Today’s search engines, particularly Google, have grown adept at discerning user intent. They aim to provide results that best match what the user is looking for, beyond mere keyword matching. In 2021, Semrush found that over 50% of Google searches resulted in zero-click searches, where users found what they were looking for directly in the search results. Therefore, businesses must focus on fulfilling user intent with quality content, rather than merely playing the keyword game.
Core Web Vitals and User Experience (UX)
In May 2021, Google announced Core Web Vitals, a set of metrics related to speed, responsiveness, and visual stability, to evaluate a site’s performance. Sites that offer superior user experience, measured by these vitals, are favoured in Google’s search algorithm. According to a study by Sistrix, a shift of just 0.1s in site speed can influence the ranking by one or more positions. Consequently, businesses must pay attention to website performance and overall user experience in their SEO strategies.
Mobile SEO: A Necessity, Not an Option
With mobile internet usage surpassing desktop usage worldwide, mobile-friendly SEO is a must. As of March 2021, Google primarily uses mobile-first indexing, meaning it predominantly uses the mobile version of a website for indexing and ranking. With over half of the global web traffic coming from mobile devices, SEO strategies must prioritize mobile optimization.
Voice Search is Rising
The proliferation of AI assistants like Siri, Alexa, and Google Assistant has spurred a rise in voice searches. Studies predict that by 2022, 50% of all searches will be voice-based. This trend signifies a shift in the way people interact with search engines, necessitating a rethinking of keyword strategies towards natural language.
Local SEO: Capitalizing on ‘Near Me’ Searches
Local SEO is becoming increasingly critical as ‘near me’ searches continue to grow. According to Google, there has been a 200% growth in “open now” + “near me” searches. For businesses in Wellington, local SEO provides an opportunity to capture a sizeable local market and drive foot traffic.
Conclusion: Adapting to the Evolving Landscape of SEO
The world of SEO is dynamic, driven by technological advances and changing user behavior. As these trends shape the future of SEO, businesses in Wellington must understand and respond to these shifts to maintain their digital competitiveness.