Search engine optimization is a dynamic aspect of marketing your business. While certain strategies might be beneficial now, they may be obsolete in a couple months. In most cases, this evolving nature can be attributed to Google’s regular updates that affect how pages are ranked in search results. According to Search Engine Land, the search engine upgraded its Panda algorithm in March 2013, and changes to the Penguin program are also expected this year.
With so many changes, it may be difficult to use the latest search engine optimization trends when for marketing purposes. That said, it’s still possible to prepare by following these search engine optimization tips based on predictions about the changing internet landscape.
An emphasis on quality
Entrepreneur Magazine reports that Google is continuing its war on spam. Previously, small businesses and websites have found ways to game the system and rank highly without offering content that has substantive value. For instance, dozens of keywords can be added to a page so that Google thinks it is relevant to a user’s search.
The news source expects that Google will overhaul Penguin or debut a new algorithm to prevent spam from ranking highly in search results. This means you should emphasize quality content over a large quantity. If you’re continually posting new blogs that don’t include anything beyond keywords and links to other pages on your website, then your content will likely be labeled spam and buried under other search results. Remember that in most cases, it’s advantageous to post fewer articles that offer significant value and actionable information. Only post one or two new blogs every day to avoid being considered spam.
Additionally, you can vary your content so Google will rank you highly. Instead of only using articles, include videos and infographics in your content marketing strategy. Not only will this earn you a higher search ranking, but also consumers will enjoy the nice change of pace from your blog-centric initiative. Using a variety of content will help ensure that consumers are interested in your advertisements.
Mobility is key
Website Magazine points out that mobile search has been growing since the iPhone was first released. Over the last few years, this has gone from a niche topic to one of the most important aspects of every SEO strategy. Due to the sheer volume of tablets and smartphones currently in use, small businesses can’t afford to ignore mobile search as part of their advertising initiatives. Companies must ensure that they have mobile platforms to ensure that they can connect with consumers on the go.
Authorship is a necessity
Recently, Google has started accounting for authorship of pieces. Marketing Profs recently reported that authorship is tied to Google+ so you must have a presence on the search engine’s social network. Having an account on Google+ will help you maintain control over your content and prove ownership. When you post new articles, they’ll be tied to your account so that they and your profile will start ranking highly.
As you create content, the SEO value of your profile will continue to increase, and, as a result, new blogs will be placed higher in search results. Essentially, this is a form of synergy on Google – your profile boosts your articles and vice versa.
If you aren’t comfortable using your name and face for a business account on Google+, you can make a profile for a fake author. Create a pen name and then buy a stock picture for the photo to fill out the necessary fields on Google+. Even though the author isn’t real, your SEO value will continue to increase.
According to Small Biz Trends, some businesses are dominating search results as Google offers fewer spots on its pages. The news source notes that advertisements are continually taking up more real estate on Google, so there is less available room for natural search results. This means that even companies that adhere to every SEO best practice might be relegated to the second or third page of results, where few consumers will ever navigate.
Small Biz Trends recommends trying different tactics to attract web traffic to your site. One possible solution is pay-per-click advertisements. Google places PPC ads at the top of its search results, so if you use these ads, your company will look like it’s ranking highly.
How to develop valuable content
Ultimately, your SEO ranking will always be predicated on the value of your content. If you’re consistently posting fluffy pieces that don’t include worthwhile information, then you’ll likely hurt your ranking. Never reach for content – only update your blog if you have a substantive point to make. Posting an article just for the sake of posting will cause Google to punish you. Additionally, consumers will think they should avoid your site entirely.
What SEO trends are you most concerned about moving forward?