2. Target the featured snippet When you focus on creating content that caters to the precise needs of your audience, you increase the probability that you’ll appear in the featured snippet. That’s the video, text, table, or list that appears before the Google search results when you search for something. If you’re the best at answering a specific question, Google will launch a segment from that content straight to the top of its list. This is HUGE not only for getting the attention of traffic, but for establishing credibility. 3. Multi-channel marketing Take over social media, reach your audience using LinkedIn, develop your email list and use it. The more potential points of engagement you create, the more likely you are to hit a large portion of your audience. Make sure everything drives back to your website. The algorithm will change again, as will Facebook’s and other major advertisers’. On top of understanding what works right now, you need to be prepared for continued rapid changes in online marketing. Especially when we’re talking about companies that have such massive volumes of data as social media giants, algorithms are always subject to change!
What’s the latest change to the algorithm?
You may be one of those meticulous types who’s obsessed with understanding exactly how our social media, search engines, and other online tools are directing choosing what to show us. If you’re not, here’s the short version:
Everything is determined by algorithms.
The ads you see, the people who see your profiles, how all content moves across the internet in general, is largely determined by a set of complex equations and rules. In particular, Google’s algorithm, for determining what gets prioritized in its searches, is always a topic of discussion.
These algorithms are deeply complex, and sometimes kept partially under wraps. What you need to worry about is how they impact your lead generation. Peter Roesler of Inc.com explains exactly what you need to know in his latest article:
1. The BERT Algorithm upgrade
Google’s algorithm update from late last year dictates that websites should focus less on keywords and more on solution-based content. The Bidirectional Encoder Representations from Transformers (BERT) algorithm has undergone an upgrade that will allow it to better understand the scope of information your site provides—not just the terms and buzzwords it includes.
So, you’ll need to be successfully answering the questions your target audience is actually asking in the search engine. Overviews, pitches, or broad tutorials will no longer suffice.