1. Fill your website with keywords
No, you should not do that. You don’t help yourself (and the findability of your website) by putting a lot of keywords in your website. There is a huge competition on single popular keywords. This is also called ‘short tail‘ in online marketing. These are words that are often searched for, such as ‘buy a bike’, ‘order a laptop’, and so on. It is usually difficult to distinguish yourself on these words, so more and more attention is being paid to ‘long tail’ searches. You can add words to make the results more specific.
They shouldn’t be useless words, such as ‘buy laptop online’, because that goes without saying and you’ll probably get the same results as ‘buy laptop’. But think of useful additions like ‘laptop for word processing’ or ‘Gazelle mother bike’ or ‘pink bike for girls’. Choose words or short sentences that are relevant in your industry and for your product or service for potential customers of what you offer.

3. Emergence of voice searches
As more and more devices become smart and have voice control, the way people look up information is slowly changing. Previously all you could do was type in a search query, now you can simply ask your smartphone or smart speaker a question. Think of Siri on Apple phones and Google Assistant on smart speakers like Google Home.
Do you suddenly have to rewrite your entire website and content? No, you don’t. But you do have to keep in mind how people are going to look for answers to their question now and in the near future. Instead of ‘opening hours Albert Heijn’ they now ask the question: ‘Until what time is the Albert Heijn open?’ and Google searches (often by location) the opening hours of the nearest branch. Try to keep this in mind when writing content. For example, create headings in which you ask a question and display the answer below. As mentioned before, we sometimes call these lists frequently asked questions or FAQs. Always keep in mind that you are trying to help your potential customer with relevant information and write from the customer’s point of view.
