An SEO specialist’s favourite pastime is predicting the elements of the next Google algorithm update and monitoring new developments in online marketing to work out how to create a competitive advantage for our Clients – improving and maximising the natural rankings in search results and traffic of Clients’ websites for a commercial benefit.
Recently there has been a buzz around the boost brands have been given in their rankings and the impact this has had. Already this week Google has announced more improvements to search results pages:
1) An expanded and more advanced “related search” list
2) Longer snippets in the search results (great for search queries longer than three words)
We are all aware the Google algorithm is in a permanent state of change and small changes are made to it continually, but what will be the next big thing? Which predictions should we be concerned with? It is incredibly difficult to know for sure how the search algorithms will evolve, although the current industry buzz seems to reconfirm our own search engine optimisation approaches;
Getting the basics right has always been the starting point for any optimisation and content rules here. Content is still king, although now more often found in the form of video and other engaging media formats.
Being aware of Universal search (although slow to emerge here in the UK) and embracing video content and other forms of highly engaging content will certainly help to future proof your natural rankings.
Make sites for users not search engines.
Again another mainstay of optimisation basics, search engines love sites which are full of useful content for users and will favour them in the rankings, but with personalised search becoming more widespread with the use of SearchWiki (by Google users who are logged in), allowing the user to organise search results as they see fit, and so engaging your customer at the very first sight of your result snippet will be essential.
Measurement - more than keyword rankings in the search results.
Future measurement of SEO performance could well be in the form of monitoring visitor behaviour but at present measuring your organic traffic levels and the commercial worth of that natural traffic is an important key performance indicator of the success of your SEO campaign.
There you have it, make users and content your priority, be prepared to embrace new formats and ideas to keep your site updated and continually improved and the visitors will keep coming.