SEO, or search engine optimization, is not a static concept.

Effective marketing takes into account the frequently changing nature of SEO and stays on top of new algorithms, trends, and strategies to ensure proper optimization.

At Salient Marketing in Ottawa, our clients understand that SEO is our specialty. We study the changing landscape of online marketing and SEO techniques to make sure our clients are receiving the most recent, and relevant data geared towards their target market. We are constantly analyzing our current strategy and researching developing trends to ensure that your website at the forefront of what consumers want to see.

SEO Statistics

Search engines beat social media by over 300% and continually rank as the #1 method for driving traffic to websites. – Outbrain

Outbound leads like print advertising and direct mail campaigns have a close rate of only 1.7%, while leads generated by SEO boast a close rate of 14.6%. – Search Engine Journal

Users in the United states conduct an average of 12 billion searches each month. – Comscore

The more content your web page displays, the more likely it is to rank higher in search engines. Most web pages that appear in the top 10 of search engine results have at least 2,000 words. – QuickSprout

The top 3 results in a search engine receive 60% of all organic clicks. – Business2Community

Over half of all mobile searches are done with a local business in mind. 61% of these mobile searches lead to a purchase. – Search Engine Watch

Most users, approximately 70-80%, ignore paid ads that appear after a search. Organic results receive more traffic. – Search Engine Land

A search engine is the first thing 93% of users see when getting online.

65-70% of the search engine market share is owned by Google.

Critical SEO Trends in 2016

1. Combining SEO with content marketing

Content marketing is essential to boosting the online presence of your business. Combining relevant and original content with effective SEO has a significant impact on search visibility. In order to increase your brand exposure and raise your rankings in search engines, you need your content to appeal to users. SEO incorporates appropriate keywords, penalty recovery, and Meta tags into an overall strategy designed to grow your organic traffic and inbound links.

2. Mobile-optimized sites

The modern era of digital marketing depends largely on compatibility with mobile devices. Popular search engines like Yahoo, Google, and Bing consistently rank mobile-friendly sites higher in search results. If your site is not optimized for mobile use, it may significantly lower site visibility.  A responsive web design will ensure that your site performs seamlessly across all devices, mobile or otherwise. We advise speaking with your web design team to make sure content, usability, and search features are the same in every format.

3. Evolving keyword strategies

More than half of all mobile searches in 2016 show a need for local information. Users may be looking for the address, phone number, directions, or business hours of your company. Optimizing your digital marketing strategy entails providing the information that you know users want to see. The easier consumers can find you, the more likely they are to bring their business.

Google’s Keyword Planner is an essential tool when it comes to optimizing long-tail keyword searches. Users are becoming more educated and their search terms are more detailed. The Keyword Planner helps you see what natural language is being used in search terms and also allows you to see how you match up with competitors.

4. The rise of Yahoo, Bing, and others

More search engines are beginning to challenge Google’s superiority in 2016. As Yahoo, Bing, and others grow in popularity, Google may find its default status in question. Users will be navigating these new search engines more frequently, leading to a change in search engine parameters.

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