SEO (Search Engine Optimization) as a content marketing tool is being truly optimized and spruced up with every passing year. What were considered to be the most impeccable techniques for SEO in 2014 have undergone a massive evolution in 2015. It’s therefore time to shake your SEO team out of any complacency to take stock of new techniques and strategies that are proving to be effective.
You could begin by taking note of these 6 trends:
Trend #1: Mobile SEO
Mobile marketing is the hot kid on the block. Your site may be very well tuned and optimized for SEO and it needs to be so for mobile technology too to be ranked high up. Some important parameters to keep in mind are page speed, site design, titles and meta descriptions. Google Webmaster has made it possible for users to analyze their site’s performance on mobile devices as well.
Businesses have to identify the differences by comparing mobile and desktop users. Mobile users searching with a voice feature could be searching for specific content to achieve certain tasks on the go from various locations, across time zones. If you have not got your SEO strategy optimized for mobile SEO, you are probably falling behind.
Trend #2: Organic SEO
More than focusing only on keywords, organic SEO stresses the relevancy and quality of content on offer. Just like the growth of an organism, it refers to a widespread network of links directing users to relevant content created. Search engine rankings end up lasting longer and there is a great loyalty built in the minds of customers through this technique.
The good news is that organic search engine optimization is free! It does take some consistent effort to make it pay off where rankings are concerned. If some very engaging content that you have published goes viral and is tweeted or someone shares it on Facebook, search engines feel that a larger population of users is interested in the content. This makes your content hold a very good place in the world of search engines.
Trend #3: SEO goes technical
Content marketing and SEO were used synonymously not so long ago. This trend is undergoing a big modification. Content marketing will continue to be the number one manipulator in increasing search engine visibility. SEO will now focus on the technical facets of online marketing. It will complement content marketing by taking charge of title tags, indexing issues, meta tags, keyword density and penalty recovery. Working with top notch content will be required to deliver results from these two working in tandem to realize noteworthy search engine visibility.
So while content marketing is working on driving search engine rankings, SEO will focus on back-end and on-page rudiments.
Trend #4: Knowledge graph
Google launched the Knowledge Graph in 2012. It tries to connect data around people, places and things. Its main purpose it to help Google better its search application and also provide Knowledge Graph boxes. Globally, it seems to be something that is trending on the SEO circuit currently. By making the most of the amount of space that your content occupies on a Knowledge Graph, your search results get optimized.
How does it work? Suppose a user types a search query for a particular entity, maybe a famous sport icon. The Knowledge Graph will throw up information about the icon and several links to related content. If your content is relevant and of splendid quality, it could become a part of the Knowledge Graph. Google’s Knowledge Graph definitely pulls data from Google+. So, any content marketing exercise must ensure linking their websites with Google+ to up its chances of being picked up.
Trend #5: Control negative SEO
It’s survival of the fittest quite literally. SEO has really evolved since its first use and some competitors today even indulge in unethical practices to disrupt your company’s rankings. It could be done through many ways like creating numerous spam links to your website, content plagiarism, pointing links to your site using abusive and unethical keywords and also hacking your website.
Negative SEO can be a threat to your site and can ruin all the good work that you are doing to up ranks. Preventive strategies must be put in place to halt this. Safeguarding the best back links on your site, securing your site from hackers, protecting your site from malware and constantly checking for facsimile content are some ways. Take note that larger entities with huge online presence in competitive slots are prime targets for negative SEO.
Trend #6: Look at search engines other than Google
Yes, we agree that Google has become synonymous with ‘search’ and data only goes to prove this. With nearly 70% of the search engine market space, Google is the undisputed leader. The other 30% matter too! SEO is now trying to focus on the others as well. Be it Yahoo!, Ask, Bing or StartPage, your SEO strategy will not be comprehensive if it is only Google-focused.
The good news is that even though Google has been your target till now, search engines like Bing can be optimized in similar ways. The foundation for all remain the same – rock solid content, multiple front and back links, fast-loading pages, amongst others. Some search engines rely heavily on keywords so it’s imperative that you pay more heed to titles in such cases. Make sure your contact information is always up-to-date, as someone searching may prefer to use a less global search engine.
There is no right or wrong where SEO trends are concerned. SEO is evolving and companies need to pay special heed to that and move with the same agility. Specialized SEO knowledge is needed to optimize one’s website to increase search engine rankings. The days of adopting short cuts have gone far behind. Get your hands dirty if you want to seriously stay in the game.
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