The year 2019 marked a pivotal moment for digital marketing, particularly for local businesses and SEO practitioners. Moz, a leading platform in the SEO industry, provided a wealth of insights during MozCon 2019 and through its suite of tools and resources. The data from these materials highlights a shift in focus toward aggregate strategies, the importance of human-readable quality signals, and the growing significance of websites in local SEO. This article explores the key SEO strategies and recommendations from 2019, emphasizing their relevance to U.S.-based businesses and marketing professionals.
The Evolution of SEO in 2019
In 2019, SEO strategies were increasingly centered on the balance between human readability and machine optimization. At MozCon, Rand Fishkin emphasized that more than half of all Google searches were now zero-click, meaning users were finding the information they needed directly in the search results without clicking through to a website. This trend underscored the importance of optimizing content to appear in featured snippets and rich results, ensuring that the most relevant information was displayed upfront.
Ruth Burr Reedy's presentation highlighted the tension between optimizing for human audiences and search engines. She argued that while optimizing solely for humans might be inefficient, doing so without considering search engines could lead to missed opportunities. The key was to create content that resonated with users while also aligning with search engine algorithms. This dual focus ensured that businesses could maintain visibility in a rapidly evolving digital landscape.
Russ Jones' talk on authenticity further reinforced the idea that SEO success should not come at the expense of genuine business practices. He noted that 64 percent of SEOs had promoted sites they believed were not the best answers to a query. This statistic pointed to a broader industry challenge: the temptation to prioritize rankings over user experience. Jones encouraged marketers to focus on long-term strategies that build trust and credibility, rather than short-term gains from manipulative tactics.
On-Page SEO: Beyond Keywords
On-page SEO in 2019 required a nuanced approach that extended beyond traditional keyword optimization. The Moz State of Local SEO report stressed that content quality and relevance were critical factors in local rankings. Businesses were advised to create comprehensive, informative content that addressed the needs and questions of their target audience. This meant moving away from keyword-stuffed pages toward content that provided real value.
Moz’s Keyword Explorer tool was recommended as a resource for identifying high-intent keywords and understanding user intent. By leveraging this data, businesses could craft content that aligned with what users were searching for. For instance, a local dental practice might focus on content about oral hygiene tips, the benefits of regular checkups, or what to expect during a dental procedure. Such content not only attracted organic traffic but also enhanced the user experience, encouraging engagement and repeat visits.
Additionally, the importance of structured data was emphasized. Moz recommended using schema markup to help search engines better understand the content on a page. This included marking up events, products, and services, which could lead to enhanced visibility in search results through rich snippets and other features.
Technical SEO: Building a Robust Foundation
Technical SEO remained a cornerstone of effective digital marketing in 2019. Moz Pro campaigns offered businesses a way to monitor their websites for technical issues, such as broken links, crawl errors, and site speed. Weekly reports provided actionable insights, allowing businesses to address these issues promptly. For local businesses, this was particularly important, as technical performance could impact local search rankings.
One of the key technical recommendations from the Moz State of Local SEO report was the importance of having a full-featured website rather than a single-page Google My Business (GMB) listing. A comprehensive website provided more opportunities for optimization and served as a central hub for local SEO efforts. It also allowed businesses to showcase their offerings, customer reviews, and other relevant information in a structured format.
Site speed was another critical factor. Moz’s tools enabled businesses to track their performance and identify areas for improvement, such as optimizing images, leveraging browser caching, and minimizing CSS and JavaScript files. These optimizations not only improved user experience but also contributed to better search engine rankings.
Off-Page SEO: Quality Over Quantity
Off-page SEO in 2019 continued to emphasize the importance of high-quality backlinks. Moz’s OpenSiteExplorer tool was highlighted as a valuable resource for analyzing a site’s backlink profile. The tool provided insights into the number and quality of backlinks, helping businesses identify opportunities to improve their link equity.
The MozCon 2019 case study on local rankings demonstrated the effectiveness of a comprehensive off-page strategy. The study showed that a combination of local citations, reviews, and backlinks from reputable sources could significantly enhance local search visibility. Businesses were encouraged to focus on building relationships with local directories, influencers, and community organizations to generate high-quality backlinks.
Social media engagement was also recognized as a valuable off-page factor. Rand Fishkin noted that engagement on social platforms could lead to increased visibility and more opportunities for earning backlinks. This was particularly relevant for local businesses, as social media provided a platform to engage with the local community and promote their offerings.
Local SEO: The Power of a Strong Website
Local SEO in 2019 was inextricably linked to the strength of a business’s website. The Moz State of Local SEO report emphasized that websites were the building blocks of local rankings, generating free leads and fostering customer loyalty. For local businesses, having a well-optimized website was essential for competing in the local market.
Moz Local was recommended as a tool for managing local listings and ensuring consistency across directories. The tool helped businesses verify their listings on platforms like Google My Business, Yelp, and Bing, ensuring that their information was accurate and up to date. This was particularly important for local businesses, as inconsistent or incorrect information could confuse potential customers and harm their online reputation.
In addition to managing listings, businesses were advised to focus on creating locally relevant content. This included blog posts about local events, community involvement, and customer testimonials. By incorporating local keywords and phrases, businesses could improve their visibility in local search results and attract more local traffic.
The Role of Moz Tools in 2019 SEO Strategies
Moz’s suite of tools played a significant role in helping businesses implement effective SEO strategies in 2019. Moz Pro campaigns provided a comprehensive way to track site performance, keyword rankings, and technical issues. The weekly reports offered actionable insights, enabling businesses to make data-driven decisions and optimize their SEO efforts.
For local businesses, Moz Local was an invaluable tool for managing local listings and ensuring consistency. The tool allowed businesses to track their performance across different directories and make adjustments as needed. It also provided guidance on optimizing Google My Business profiles, which was critical for local SEO.
MozBar, the Chrome and Firefox extension, was another useful tool for SEO practitioners. It allowed users to quickly view key metrics for any website, including domain authority, page authority, and backlink data. This made it easier to conduct competitive analysis and identify opportunities for improvement.
Conclusion
The SEO strategies recommended in 2019 emphasized a holistic approach that balanced human readability with machine optimization. Businesses were encouraged to focus on creating high-quality, relevant content that addressed the needs of their target audience. Technical SEO remained a critical component, with an emphasis on site speed, crawlability, and structured data. Off-page SEO continued to prioritize quality backlinks and social media engagement, while local SEO relied heavily on a strong website and consistent local listings.
Moz’s tools and insights provided valuable guidance for businesses looking to improve their SEO performance. By leveraging these tools and implementing the recommended strategies, businesses could enhance their online visibility and attract more local customers. As the digital landscape continued to evolve, the ability to adapt and refine SEO strategies would remain essential for long-term success.