Brands and digital marketers are pushing to incorporate interactive marketing content into their marketing strategies.
They know that interactive marketing is the next big evolution in digital marketing, if not digital communications as a whole.
Interactive marketing not only improves engagement – sometimes doubling it by itself – it can even streamline the sales or buying process by eliminating entire steps.
What’s not being talked about (yet) is the impact of interactive marketing on search engine optimization.
The old SEO
The SEO of today is completely different from the SEO of 10 years ago.
The SEO of 10 years ago was:
Putting keywords in articles.
Short articles (500 words on average)
No consideration of the usefulness of the content to the user (because it did not contribute to the ranking).
The robot algorithm of Google
It’s pretty simple, but it doesn’t quite fit Google’s goal of providing a quality search experience for its users.
Google is known for constantly changing its content ranking criteria and the algorithm it uses (now a true AI).
However, all these changes are based on one central idea. Let’s see if you can figure it out.
The new SEO (and the future)
To that end, let’s take a look at today’s SEO:
A complex and sophisticated algorithm that recognizes not only the exact keywords but also dozens of relevant phrases so that….
You don’t even need an exact match to rank for a specific keyword, but rather a natural mix of phrases that are closer to reality.
Longer, more complete content that adds value to the user (usually 1000+ words when written, often 1500-2000+).
Special attention is paid to the user’s (searcher’s) experience, whether it’s the speed of page load or how quickly and easily they get the answer or solution they’re looking for.
Today’s search engine optimization rewards content that is naturally written and not stuffed with keywords. It also rewards brands that pay close attention to
How the user interacts with your platform, and
The (relevant) value you provide to the search query.
In other words, it’s 100% about improving the user experience.
How easy is it to get an answer to the user’s question?
If he’s searching for a product, how easy is it to find what he wants, get the information he needs to make a decision, and checkout?
Believe it or not, how well you convert users is directly related to your search engine ranking.
The more successful you are at this, the lower your bounce rate – meaning a user lands on your site and leaves or clicks to another page – and the longer they stay on the page.
These are real ranking factors that have a big impact on your site’s rankings.
Perhaps most importantly, the user is less likely to hit the “back” button and click through to another search entry.
The shift to user experience
If you can “end the user’s search,” as Google often says, you’re on the right track.
In other words, Google rewards brands that invest in achieving their goal.
They want users to search Google and find an answer to their question or a solution to their problem simply, easily and quickly. The more you can do that, the higher you will rank.
SEO is a more technical matter, but it’s the general principle behind everything Google does that you need to focus on if you really want to rank high in 2021.
Get an SEO edge with interactive marketing
Interactive marketing is the future.
While brands have shown great examples of it on social media, in major ad campaigns, and in popular media outlets like Buzzfeed and the New York Times, the impact of interactive post content on SEO and native platforms is just beginning.
Incorporating interactive marketing into your SEO and inbound marketing strategy will give you an advantage over competitors who are still too busy trying to figure out how to overcome the problem of gradually diminishing returns from paid advertising.