Long gone are the days when a few choice keywords and some well-placed links around the web would see your rankings boost overnight. The World Wide Web becomes more congested by the day and these tried and tested methods no longer offer the impressive rewards they once did.
The landscape of SEO isn’t just changing due to the sheer volume of sites but thanks to the ongoing updates to search engine algorithms. As artificial intelligence (AI) marks a new era whereby the search engine understands content and doesn’t just base ranking solely on keywords, it’s time for us SEO practitioners to move with the times.
It may seem daunting but as you can see from the predictions below, the future of SEO brings plenty of opportunities.
After the release of the Google Penguin algorithm in 2012, link building became a controversial topic. Those webmasters buying links were now far more visible on Google’s radar and hefty penalisations were given to those taking advantage of this practice. Although, it’s easy to dismiss link building as worthless in the wake of this algorithm update, there’s still benefits to be had.
Of course, you should no longer automate the process with directory links but seek out real opportunities to add links within niche networks. Identify those markets that drive traffic as opposed to attracting search engines. Social media mentions is also important and there’s never been more emphasis on links from authoritative sites. This requires more time and effort but the rewards will be worth it.
Optimising for mobile
By now there’s very few online businesses that haven’t realised the importance of mobile search. But you may be surprised to realise just how crucial this factor is for ranking. Google have now confirmed that mobile friendly websites are considered as a ranking factor for mobile searches.
To remain on the top of the listings, it’s no longer an option to avoid the mobile movement. Thanks to Google’s deep linking, those who create mobile apps for their site can now have that seen in the mobile search queries. This low-key marketing strategy is currently starting to take off which major brands utilising their apps as a ranking tactic. As well as this, webmasters should be familiar with App Store Optimisation (ASO) – a new form of SEO specifically designed to drive traffic to your app.
As you’d expect, ecommerce is only expected to get even more competitive over the next few years. Setting yourself apart from the big and reputable brands is becoming near impossible as they dominate the organic search results. It’s not good news for the start-up or those competing in an already congested market.
Fortunately, these is a solution for those facing this uphill struggle. Why not leverage the audience of a huge brand and piggy back off their success? Amazon is becoming an attractive and viable option for most small businesses. It’s become a major Google competitor with at least 40% off consumer searches starting directly at Amazon.
This platform allows you to set up a shop and sell products, even shipping to their warehouse for use with Prime Membership rewards. Ultimately, you can enjoy the massive traffic of this web giant, reaching a far wider audience that would otherwise be impossible with a conventional site.