Responding proactively to changes in online user search habits can help firms maintain a strong online presence.
Online searches are no longer confined to basic keywords, with users now relying on longer queries to find what they are looking for. This means that firms need to start optimising their websites for longer user search queries to maintain online visibility.
Instead of relying on keyword tactics, firms should apply long-tail keywords. Long-tail keywords are topics and extended phrases that people are searching for. “Who is the best accountant in the Hunter Valley” is an example of a long-tail keyword phrase.
Because user queries are more targeted and the web is filling up with even greater volumes of content, it is also important for firms to have a niche. Your area of expertise as a firm should be as specific as possible, and your topics should give very specific answers to very specific questions.