Navigating the Long Term of Search Engine Optimization: 5 Guidelines from HubSpot’s Senior Director of International Expansion

The search engine marketing landscape has been on a roller coaster lately, and various marketers and search engine marketing professionals are doing their best to hang on. On the other hand, HubSpot’s senior director of worldwide growth, Aja Frost, remains optimistic about the future of search engine marketing as new competitions enter the arena.

“To be honest, I think the arrival of the latest competition is definitely one of the most exciting things of the last couple of years,” he says. “By the way, we have simply all turned against Google and reverse-engineered the Google algorithm into numerous techniques through which we have stifled innovation in content promotion and search engine marketing.”

If you’re now unsure of the easiest way to change direction and keep up with the adventure of promoting search engine marketing, I’ve got you covered with 5 tips from Aja Frost on how to navigate the future of search engine marketing.

AI is your device, not your change.

I have repeated this so many times in previous blog posts, and in the same way it is advisable to get tired of paying attention to it, on the other hand I promise it is true: marketers will have to see AI as a tool or method of marketing as best as possible right friend and not instead. And Aja is of the same opinion.

“AI tools excel at searching, organizing ideas, defining and providing the scaffolding for a great content topic,” he says. And he or she isn’t simply talking about written content topics like blog posts or emails; AI can also lay the foundation for world-class film and photography.

Alternatively, that’s correct, which is why they may not be able to trade you, according to Aja.

“AI tools don’t seem to be as difficult as humans in actually building the content itself,” he says, “relating to taking an idea or concept from great to great and turning it into an actual publish or take that proof concept for a micro app.

And this, Aja says, is the moment when you, the human marketer, will have to color the lines and make the content a topic that stands out. Remember this because you are Batman and AI is your Robin.

Marketers need to evolve the previous topic of material containing simply wisdom.

Google’s algorithm was… difficult… to put it mildly. On the other hand, one thing has been consistent throughout its changes: its selection of unique, expert-driven topics that people can create more easily.

So if you find yourself creating content that you just hope Google will pick up and serve to consumers, consider going beyond standard medical wisdom and taking it into account in a creative way.

“Differentiate your content transparently from basic information types and look for deeper, further nuanced and complex questions that require human enjoyment,” says Aja.

You might be thinking, “Alternatively, is expert-driven content even a topic in a world where other people can just ask ChatGPT? Now doesn’t that make search engine marketing useless?” Well, no!

Aja explains: “I don’t think 90% of queries would be for AI engines like Google and Yahoo. Searcher behavior is ingrained and there are a lot of jobs to complete and tasks that still require standard web searches.”

Aja remembers when the search engine marketing business was abuzz with predictions that up to 50% of queries could also be handled through the use of voice assistants like Amazon’s Alexa.

“Now, the only things I ask Alexa about are the weather and setting a timer, so I definitely wouldn’t delete standard searches,” he says.

Fun and authenticity theme.

As I said before, expert-driven content material topic is a must for search engine marketing optimized content material topic. Alternatively, what will it need to appear to be? Do you simply write that you are an expert in your blog post and hope for the best? No, consistent with Aja.

“A particular person’s use of the specific principle is not robotically identical,” he says. “You need to explain why the author is in a unique position to give advice.”

For example, whenever I write about topics in which I have no public experience, I enhance my enjoyment by using:

• Sharing non-public professional anecdotes
• Link to my artwork or internet web page
• Sharing the eventualities that have shaped me as a marketer and content writer

So, while you’re establishing yourself as qualified on the topic of your content material, look for tactics to focus on your enjoyment. Show, don’t just tell.

Diversify your portfolio.

Like many SEOs and content marketers, you may notice some sharp drops in herbal guests as the search engine marketing landscape changes. Count me once I say now we’ve been there. Luckily, Aja says diversifying your portfolio can solve the problem.

“Look for additional defensible sources of the name,” he says. “For HubSpot it’s YouTube and micro apps, but it could definitely be Substack for another company.”

Aja also says that doubling down on working with creators could benefit the target audience.

“It’s about saying, ‘If Google is really changing, then where else are we investing?’” he explains.

No channel is a useless channel.

Don’t rush to delete a seemingly “useless” channel when diversifying your method.

“What bothers me is when other people say that any channel is useless,” Aja says. “Research is not useless, and neither are podcasts nor all the different channels. You will have the ability to intelligently make any channel image work in reality if you already know your character.

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