Strategies You Can Use: Leading SEO Trends for 2015
It’s already 2015 world wide web time, and people everywhere are trying to predict and prepare for what they believe the Google-god has planned for the next 12 months in the land of cyberspace. Forewarned is forearmed says the old idiom, and this no doubt is true, at least where a business’s seo strategy is concerned, and when the predictions – aka speculations – are correct. Following is a compendium of some of the most popular theories being batted about today as SEO trends for 2015.
Content and Context – Inseparable Best Friends
The need for outstanding content is expected to be even more important than in past years, but with amplified concentration on context. Keywords have evolved from their “stuffing” days to the point that they are viewed with suspicion unless they’re cozily nestled in the embrace of the aforementioned quality content, and are both “conversational” and “relevant.” If you are wondering what constitutes true quality, it’s content that is engaging, entertaining and, to a large degree, interactive, or at the very least, inspiring, and which at best, contains a clear call to action.
Exceptional content reaches out to the reader and says, “Hello there! Won’t you come on in?” with an engaging grin, and brings him out of the darkness and into the warmth and light, providing him with a sense of welcome and inclusion. It is crucial for a website’s content to be fresh and up-to-date. Content establishes authority, creates trust and helps develop a following, especially when the content is relevant and builds rapport as it informs. Good content consistently provides the reader with something worthwhile, as well as something of value for everyone within the website’s targeted sphere of interest.
It is impossible to fake good content well enough to fool Google. Therefore, it is important to have a clear vision of your targeted site traffic, and to direct your content straight to them and to no one else. It is important that your content contain contextual references to your local areas, businesses, organizations and events to boost your local SEO ranking. Google uses all of these kinds of parameters when returning search results.
Make Sure Your Show Can Go on the Road
Mobile content should continue its exponential growth. All signs indicate that the sales of tablets and smartphones will remain strong. Internet usage will continue to grow away from PCs and laptops and in the direction of tablets and phones. Forbes Magazine reports that nearly 90% of devices sold with the capability of connecting to the Internet by 2017 will be tablets and phones requiring ready access to content that has been optimized for mobile devices. More than 88% of all cell phone users today access the Internet with their phones and, in 2014, mobile web searches exceeded desktop and laptop searches combined. Phone searches are often of a more immediate nature than PC searches and require, above all things, a rapid response. Page load speed is paramount, and embedded images and video must likewise be mobile friendly. Companies that ignore the importance of meeting such needs of mobile users do so to their detriment.
Keep Up with the Continuous Keyword Evolution
Along with the volume of mobile Internet usage, it should also be noted that a growing number of cell phones have increasingly sensitive and intuitive voice recognition capabilities to encourage hands-free usage while driving, among other reasons. This has resulted in the use of increasingly conversational search queries. Then, too, is Google’s continued preference for long-tailed keywords, an emphasis that has been developing since the 2013 Hummingbird update. Shorter keyword phrases frequently fail to deliver, and are also expensive. Longer keywords and keyword phrases are increasingly relevant and almost always convert at a greater rate, primarily because of their specificity and their user’s intent to purchase. There is less competition for longer keyword phrases. The keyword evolution is still far from maturity. A 2012 study demonstrated that as many as 20% of daily search terms were brand new. As voice recognition software becomes increasingly sophisticated, longer keywords, as well as their power and influence, are set to increase. For the person offering SEO services, the challenge will become less about achieving ranking and more about specifically targeting the correct audience.
Don’t Tell Your Audience, Show Them!
Today’s Internet user is far more visually sophisticated than his predecessors prior to the advent of cyberspace. He also has a far shorter attention span. CMOs as well as Google recognize this fact, and the Internet reflects it in different ways, but primarily in the shift in the balance from plain text pages dynamic, colorful and exciting graphics, photographs, videos, drawings, cartoons, slide shows, stick figure tutorials, etc. The use of visual aids permits the talking points of a message to be communicated in an easy to understand, succinct fashion, and in a shorter amount of time than would have otherwise been the case. Long pages of text are dull, dry, and uninviting next to colorful art and design, no matter how scintillating the subject matter might really be.
If the truth is to be known, King Google rules the Internet, and Google is first, foremost and, not surprisingly, on the side of Google. Google’s second loyalty is not to webmasters, SEO specialists or site designers, but rather to the generic Internet user, primarily because this “little man” is the means by which Google feeds itself. Nonetheless, the playing field is too large to shut the SEOs out completely, and anyone who keeps abreast of current search engine optimization trends is sure to find the loopholes and learn to accommodate the changes as they come in such a way as to be able to find his targeted clientele and profit accordingly.
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