The art of search engine optimisation, or SEO for short, has been harnessed by digital marketing specialists over the last decade to improve rankings, increase traffic, and generate site conversions. Following search engine giant Google’s introduction of personalised search results in 2005, SEO has become an extremely detailed and tailored expertise, with websites, content, and ads optimised daily for the greatest results.
An ever-expanding marketing strategy, SEO has undergone a number of interesting transformations over the last twelve months. We take a look at what the future may hold for SEO, and what new developments may be in the pipeline for 2014.
1. Mobile is gaining more attention
With increasingly more people accessing the internet through mobile devices, a logical step for Google would be to to encourage the expansion of mobile by providing higher search engine rankings for mobile-friendly websites.
Opening new possibilities for precise, personalised searches, mobile devices may assist search engines in terms of accuracy. For example, searching “Mexican food” from a mobile device could allow a search engine to use your location to return an accurate listing of mexican restaurants in the vicinity.
2. Content marketing
During 2013, Google has demonstrated that synonyms and related phrases are just as important as the keywords themselves.
Original and engaging content has also been favoured in rankings over unimaginative, repetitive, and plagiarised text. A trend expected to continue throughout 2014, businesses will be able to form strong content marketing strategies to provide real value for their audiences.
3. Social media
With black hat SEO tactics practised across the world wide web, Google has shown a clear preference for trusted, long-term white hat practises, especially when it comes to social media.
Controlled directly by Google, Google+ is one of the more trusted social networks in terms of rankings, and identifying genuine, active accounts from newly created profiles for SEO purposes is now an easier task.
Recent studies confirm that +1’s from influential, active Google+ accounts positively impact a site’s SEO ranking. It has also been noted that while Tweets and Likes provide some SEO value, the results are usually temporary.
4. Local searches
According to another recent study, 43% of Google’s queries are ‘local’, meaning that they are related to location or carry a local intent. There is no doubt that Google will adapt to its users’ needs by enhancing local searches in 2014.
5. Personalised results
Since the introduction of personalised results almost ten years ago, Google and other search engines have been experimenting with a variety of tools to return more accurate and detailed listings.
Signing into Google+ while using the search engine will instantly give Google access to personal information including location, previous searches, and searches performed by friends. Combined with local searches and mobile device usage, it is believed that Google will utilise this information to enhance the accuracy of personalised results.
SEO Success in 2014
Keeping abreast of major SEO developments will be key to your marketing campaign’s success in 2014. Constructing clear content marketing strategies, utilising the Google+ network, and adapting your website for mobile could also help propel your business and score higher in search engine rankings.
If you need help optimising your SEO campaign, we can help at Banc Media. We are always think how best to use SEO to help you achieve your business goals and give the best return for your investment with us. Interested? See our SEO Services or get in touch today.