The world of online marketing is constantly changing. Most of the things you think you know about search-engine optimization, or SEO, may have been true a few years ago but have changed. Here are some trends that will be coming up in the near future. Study them and stay ahead of the game.
1. Relevant content
The SEO industry has been obsessed with keyword optimization, which encouraged spammy activity and a focus on 'unique and compelling content' became secondary. Google, by removing much of the ability to analyze and monitor organic traffic based on keywords, has forced the focus is back on content.
The user experience which both search engines and website owners cared so much about is now aligned with the mechanism to generate high rankings. Ultimately, what is happening is that Search, Publisher and now SEO methodologies have been aligned.
2. Keyword evolution
According to Scot Langdon, Managing Partner of HigherVisibility.com, “Keywords are important, but the relationship between them and your rankings is now far more complex.” Keywords are still at the center of the indexing process. Google's semantic categorization, or understanding the context of the keyword on the page has improved. Keywords are not dead, they have just evolved.
3. Page Centric SEO
The focus for SEO's and those who want to rank highly on Google has evolved. Page-centric content ensures that the SEO Industry's goals are aligned with the users' goals. The keyword-centric approach will not help with your rankings. However, a page-centric approach which enables the end user and Google to understand your website is an 'authority' in relation to the content on the page will help you rank across a basket of keywords and ensure the user experience is positive.
A Keyword Centric Approach is defined by:
● Keywords repeated frequently
● relevant at keyword level
● Very Thin Content
● Poor User Experience.
A Page Centric Approach has:
● Keywords placed appropriately
● Relevant content at page level
● Relevant Rich Content
● A good User Experience.
To survive we need to adapt to our environment. Different environments encourage diversity and therefore we can tell you with 100% certainty to expect varying strategies, across devices, regions, and languages. Search engines want and need to understand the context for the search and so an ever greater understanding of a user's behavior is needed, especially across devices.
It is a giant red flag to Google if you have websites linking to you from unrelated industries. The quality of backlinks is far more important than the quantity. Having a large amount of events and content in an event calendar means people will engage more and link more to your site. By gaining backlinks, search engines infer that your site offers valuable or interesting information because it's popular with online readers and visitors.
6. On Site Factors
This is the more technical aspect of SEO. Your site should be easy to navigate by both humans and Google's bots, it should contain no dead links, and your main keywords should be repeated throughout your site, both in page titles, URLs, and main body text. As a general rule, it helps to dedicate one page for every term you want to rank for.
Don’t fall into the belief that SEO is dead. Get ahead of the game by following these six ways to use SEO to drive profit with your marketing efforts.