SEO is in a perpetual state of change. New strategies and trends are consistently being developed as well as the release of new updates. In other words, SEO is evolving each and every day.
Last year alone, there were as many as 13 updates to the algorithm in Google. But, these were just the publicized ones. There are changes and refreshes that are going on behind the scenes almost every day.
Here are some of the biggest, most important changes that your SEO efforts are going to have to adjust to for best results as you continue through 2015. Consider the following approaches in order to increase your chances of success.
1. Focus more on your ROI metrics rather than your keyword rankings.
If you’re still focusing primarily on your keyword rankings in order to determine the overall success of your SEO campaign based on the positions of you keywords, then it’s time to change your perspective.
As a business owner, if you’re spending money each month on SEO, which of the following statements sound better to you?
• “The cool infographic we published three weeks ago resulted in gaining 59 links as well as being responsible for 62 conversions and $24,567 in total revenue.”
• “Hey, we’re finally ranking in the number one spot for ‘purchase red widgets’. However, we’re not quite sure how that exactly translates into dollars.”
Would you rather have a fancy ranking report or know what your actual ROI was?
2. Develop and optimize your site for mobile traffic.
A few years ago, ComScore accurately predicted that in time mobile traffic would surpass traditional desktop traffic, and they were right. In fact, Google has always stated that it felt responsive sites would ultimately offer the best overall user experience. They just started providing a mobile-friendly memo next to sites in the results for mobile search that are definitely more mobile friendly.
3. Earn links instead of building them.
In spite of all the algorithm changes and updates over the years, there’s one thing that still remains the same. The most influential signs of authority and trust are inbound links. This principle isn’t going to change anytime soon, especially in 2015.
Long gone are the days of building links on non-related blogs and pursuing huge quantities of links in order to manipulate search results. Earning just one link on a high-quality related site is important for a number of reasons, which include SEO and attracting good referral traffic, sales, leads, and exposure for brands.
4. Besides Google, optimize for Yahoo, Bing, and DuckDuckGo.
Yahoo is now currently Firefox’s default search engine since they tossed Google out. Google’s deal with Safari also ends in 2015, with reports circulating that both Yahoo and Bing are trying to get their hands on that prime spot. Also, there’s also the option to go ahead and switch default browsers in OS X and iOS 8 to DuckDuckGo from Google.
5. Focus on more specific keywords and phrases.
Targeting broad keywords and phrases are starting to come to an end. Although they do tend to have a significant search volume overall, they no longer attract highly-targeted traffic and also cost more to rank. Focusing on long-tail searches not only attracts more qualified buyers, but these key terms usually have less competition as well. Understanding how keyword research works as well as the shopping and buying patterns of your audience can help you to better identify key search terms and phrases to pursue.
6. Remain focused on social media.
At one time, social media was simply a platform for people to share content. Therefore, businesses and companies would register for every social media channel available and subsequently blast their unique content everywhere possible. Today, however, social media is an effective marketing channel in addition to acting as a customer-based channel.
Overall, it’s better to focus on just two or three social media channels and become very proactive with them. This will help you generate more leads as well as sales and ultimately revenue for your business.
In the end, businesses and brands will always long for organic search traffic. Therefore, optimizing search engine results is the vehicle whereby you can drive that extremely coveted traffic.