5 search tips by Digital Marketing Asia opening speaker Neil Patel

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In the ever-changing digital marketplace, standing out can seem impossible. Yet, one strategy consistently proves to be a game-changer and that is the optimisation and use of search engine optimisation (SEO).

According to Neil Patel, a digital marketing expert and co-founder of Neil Patel Digital, SEO isn't just about getting to the top of search engine results—it's about ensuring your business can thrive in a competitive landscape. Patel who will be the keynote speaker at MARKETING-INTERACTIVE's Digital Marketing Asia conference said that SEO is usually the biggest source of traffic for most brands. It also doesn’t depend on continual reinvestment such as paid marketing.

Catch Neil Patel live in Singapore on 1 October 2024 as he tackled the topic on Maximising opportunities using AI and the disruption it will bring to search marketing. Get your Digital Marketing Asia tickets here.

Patel emphasises that SEO is the cornerstone of online visibility, driving organic traffic, and building trust with potential customers. By optimising your website for search engines, you’re not only improving your site's ranking but also enhancing user experience, which can lead to higher engagement and conversions.

In essence, mastering SEO is crucial for any business looking to establish a robust online presence and achieve long-term success, says Patel. Below, MARKETING-INTERACTIVE shares some of his best tips and tricks straight from Patel's blog.

1. Embrace AI and machine learning

Did you know that 65% of respondents in a McKinsey study report that their organisations are regularly using gen AI, nearly double the percentage from its previous survey just ten months ago? Respondents’ expectations for gen AI’s impact also remain as high as they were last year, with three-quarters predicting that gen AI will lead to significant or disruptive change in their industries in the years ahead.

With advancements in AI, search engines are becoming smarter in understanding user intent and context. Integrating AI-driven tools for content creation, keyword analysis, and user behavior prediction can help in optimising one's SEO strategy, according to Patel in a blog post.

For one, AI is an excellent tool for data analysis, which is a significant part of designing an effective SEO strategy. From helping you spot trending topics to discovering content gaps, you can do tasks faster and more efficiently with AI-powered SEO software, wrote Patel.

One of the most important aspects of SEO is discovering hidden ranking opportunities that haven’t been exploited.

"That’s one of the areas artificial intelligence SEO is proving to be effective in helping boost your website’s rankings. Powerful AI-powered SEO tools have emerged in the last couple of years, giving you more in-depth insight into keywords you should be targeting and link building opportunities."

These and other insights that you can get from AI-powered SEO software are crucial to crafting a content strategy that will exponentially boost your website’s SEO, he said.

2. SEO is not just about keywords anymore

Search engines always put the user first so as a result, SEO is no longer just about keywords, according to Patel. Essentially, keyword stuffing is no longer going to work for your brand.

Rather, you need to think about what the ideas are behind a searcher's query, what the context is and what the most relevant answers are to a user's queries in order to ensure customer satisfaction.

"Today (and in the future), one of the main factors that impact ranking is user experience," he added. Patel also explained that to be successful with SEO, you’ve got to be authentic, use language naturally, and offer valuable content. "Essentially, you have to be human," he said.

3. Optimise for voice search

One of the fastest evolving areas of search is voice search, according to Patel. Voice search is a way of searching the internet through speech. Using artificial intelligence, a device can recognise your voice and put the query into a search engine.

"When we type, we tend to use very keyword-based searches, but when we use voice search, our searches become much more conversational," said Patel.

This means that a search engine has to become good at understanding the meaning behind words and a brand needs to make sure its SEO strategy is optimised for voice search.

Some ways brands can do this is to optimise for local search as many voice searches are for local information, create conversational and authentic but concise content, use structured data by utalising metadata and being mobile friendly as most voice searches are made through mobile devices, according to Patel.

4. Target long-tail key words

Long-tail keywords, which are longer and more specific than typical target keywords, tend to have lower search volumes but hold more value.

Patel emphasises that targeting long-tail keywords can lead to higher search intent, as their specificity aligns closely with desired user actions. A user searching "how to rank on Google" seeks a direct answer, while someone searching "Google ranking" may simply seek general information.

To effectively use long-tail keywords, Patel suggests doing the following:

Determine your website's topics and what you want to cover
Use a keyword research tool to find generic phrases for each topic
Identify long-tail keywords with high volume and low competition and utalise them
Narrow your list to keywords with high search intent, such as "how to open a credit card account for the first time" for a credit card company
Create relevant content that addresses the user's intent behind the chosen keyword

5. Include multiple media types

On the topic of making images work for your SEO, another key tip that Patel suggests in his blog is to include multiple media types in your website and posts. These can include audio files, GIFs, and even short-form videos.

This is crucial especially because consumers today watch more videos and the demand for short-form content has rapidly increased, with 66% finding the type of content to be the most engaging. This was according to a report done by Munch, an AI-powered automation platform for social media.

To incorporate more media types in your content, Patel suggests creating a YouTube channel to build a following and expand your marketing avenues. he also suggests embedding these YouTube videos in your content where relevant.

One can also include audio clips from related podcasts or use graphics and visual tools to present data and statistics in a more engaging way, explained Patel.