Though nearly 70% of all online activities begin with a search engine, 75% of people never check the second page. If your search engine optimization (SEO) strategy is lacking, your rankings could drop. Then, consumers might struggle to find you online.

Unfortunately, Google makes 500 to 600 search engine algorithm updates each year. Each update can impact your SEO strategy and rankings.

Read on to discover how to adapt your SEO marketing strategy to the latest algorithm updates. With these tips, you can rank ahead of the competition with ease. Set your brand up for success with these tips today.

Understand Your Target Audience

Google’s machine learning abilities now allow it to understand humans better than ever before. As a result, it now looks for content that matches the user’s search intent. Their search intent indicates what they expect to find during an online search.

Search intent is often:

• Informational
• Navigational
• Transactional

You can build an intent-driven funnel to align your keywords and messaging with the consumer’s search intent. Matching their search intent can help boost your SEO rankings. Google will want to display your content for relevant searches.

As a result, Google is able to improve the user’s online experience.

To align your content with the user’s search intent, you need to add audience research to your SEO strategy. First, define who your customers are based on demographic and psychographic details. For example, you might consider their:

• Age
• Location
• Gender
• Marital status
• Salary
• Buying behaviors
• Interests
• Hobbies
• Pain points
• Education
• Language

Start segmenting your larger audience into smaller buyer personas. Creating personas will help you create content for each group. Then, you’ll have an easier time aligning your content with the user’s search intent.

Focus on personalization when creating your blog content, too.

Over 70% of consumers expect companies to understand their needs and expectations. Meanwhile, 52% will choose your competitors if you fail to personalize content. About 90% of marketers have experienced a lift in business results due to personalization.

Meanwhile, 80% of consumers are more likely to make a purchase after brands provide personalized experiences.

Personalization can help you connect with customers through your content. They might feel more inclined to trust you if you show them you understand their needs.

Once you’ve defined your target audience, you can start gathering keyword research.

Target Longtail Keywords

Your keyword research can help define your content and SEO marketing strategy. When gathering keyword research, focus on longtail keywords.

Longtail keywords are more specific, which could help you align your content with the user’s search intent. Most longtail keywords have lower search volume and lower competition. You could find they’re easier to rank for, too.

Don’t start writing content without a keyword in mind first. Instead, write relevant content based on the queries your customers have. Otherwise, your longtail keywords won’t look natural within the content.

When adding the focus keyword to your content, make sure it’s placed in the:

• URL
• Page title
• SEO title
• SEO meta description
• Opening and closing paragraphs
• An H1 header
• Body text
• Image file name
• Image alt next

As you review the latest search engine algorithm updates, you might hear about image searches. Consumers can now use images to find the information they need or related websites. Optimizing your images with your focus keyword can help you appear for these searches.

Your alt text ensures accessibility, relevant context, and optimization.

Update Your Website

One of the latest search engine algorithm updates brought us Google’s Core Web Vitals. These user-centric ranking factors focus on creating a positive user experience (UX).

Work with an experienced web design and development agency to improve the UX on your site. Otherwise, focus on speed, mobile optimization, and security.

Become an Authority With EAT

EAT stands for expertise, authority, and trustworthiness. Writing with EAT in mind can boost your brand’s credibility. Then, you can generate brand trust to attract new customers.

Try writing more thought-leadership content to show consumers you’re an expert in your niche. Add author bios to your blog, too.

Reference resources within your blog to support any claims you make as well.

Make sure to add different types of media to your posts, too. For example, you can add infographics and videos. Videos can help you appeal to the Google algorithm update that brought us featured snippets.

Featured snippets appear at the top of search engine results pages. Ranking at the top can help you generate more traffic.

You can use schema markup to rank for more snippets.

Diversify Your Links

As you update your SEO marketing strategy, you should focus on three types of links:

• Internal
• External
• Backlinks

Internal links will send readers to other pages on your site, which can improve their dwell times. Consumers will have an easier time finding the information they need. Meanwhile, bots will have an easier time crawling and indexing your content.

External links can help support your EAT strategy. You can boost your credibility by linking to resources, studies, and references within your content. Adding supporting resources can help consumers trust your content.

Backlinks are the most important of the three. In fact, backlinks are one of Google’s top ranking factors.

These links send readers on other sites to your content.

Writing quality content could encourage other blogs to create backlinks to your posts. Otherwise, add guest blogging to your SEO strategy. You can also work with an experienced agency to get started.

Diversify your link-building strategy. Quality backlinks can boost your SEO rankings.

Remain Aware of New Changes

Continue tracking the latest algorithm updates and keep adjusting your SEO marketing strategy. Adjusting your strategy over time will help your rankings improve. Otherwise, your competitors might take the lead.

Stronger SEO: Keep Up With Google Algorithm Changes for Better Rankings

Keeping up with the latest Google algorithm changes can help boost your search engine rankings. Higher rankings can help you reach more customers online. Get started by applying these SEO strategy tips.

Otherwise, consider working with an experienced agency to start reaching the top of search engine result pages!

Eager to get started? We can’t wait to help.

You can learn more about essential Google algorithm updates for 2022 here.