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Optimising through SEO

The Affiliates and CMOs Conference brings all the latest in SEO trends to the table

by Gerald Fenech

Search Engine Optimisation, or SEO for short, and for the uninitiated aims to draw the most clicks for a website by bringing it to the top of a search engine’s request. This is vital for businesses who have a strong online presence, and moreover even more important for those companies who do not have a physical storefront but rely wholly on their internet presence for business. Companies utilise SEOs to maximise traffic to their site, and therefore possible business. Additionally, profit can be made purely from traffic on a pay-per-click basis.

The beginning of artificial intelligence one could argue is talking to your phone, or asking Siri or Cortana a question directly. This is especially helpful if you have your hands full, or simply cannot be bothered to type a term or a question into a search engine. If you want your article to be more noticed, trying to anticipate what question the user will ask will definitely get you more attention.

Security is becoming an increasingly more important and talked about concept in today’s world of big brother. This is no different when searching the web. An easy and relatively cheap way to ensure your website’s success is paying from around 40 dollars a year to turn HTTP into HTTPS, the “S” standing for secure. This is especially relevant now that browsers like Chrome are flagging sites deemed to be unsafe and warning users to go “back to safety” and continuing onto the aforementioned website would not be safe for their computer or their data.

In another case of computers becoming smarter and smarter, search engines now try and guess what the user means rather than what is being searched for verbatim. Though this can at times yield hilarious, or at times brutally honest results - algorithms are being improved in order to look beyond magic “key words” and give more important to context or related terms.

Videos are also becoming increasingly popular, and a wealth of information is available on sites like YouTube and Vimeo. Millennials take to video sites to learn anything and everything, from languages, to video game hacks, reviews on makeup and technology and even advice on how to manage your money and your love life. The advantage is that you can multitask while listening to a video in the background. Or if you are learning a skill, you can change the pace of the video according to need. Lastly, it requires less effort to watch a video than to read and understand a manual in a world where our brain is constantly bombarded with information and is struggling to keep up.

With social media becoming more powerful, and the younger generation seemingly living their entire life online, it will not be a surprise to most that if you harness the power of social media, then you have the potential to reach a huge amount of people. Likes, retweets and shares are the new currency on social media, with the latter being the holy grail of validation. When another person deems the information or website you have shared is good or powerful enough to share it on their own media profile.

Additionally, and again a surprise to few, the mobile renaissance is still very much with us and almost getting worse. Having a site optimised for mobile devices - smartphones and tablets are definitely the way to go to increase traffic on your site. Site speed is also an important factor in today’s world when everyone wants to use their site as efficiently as possible.

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