Search Engine Optimization (SEO) is changing. Along with the World is round, the fact that SEO is changing is a statement of the obvious. It will continue to evolve. Better to say it will “revolve” in that an SEO revolution is taking place.
SEOs that are written rife with keywords, and those that write them, are the MS-DOS version of the industry and will soon go the way of the five and a half inch floppy disk if they don’t catch up.
Specifically the three things we’ve learned for 2014 are:
Go Mobile or Go Home: If your SEO is not geared toward the mobile market then you are missing the fastest growing place to be. You’ve already invested in your “app” for the mobile world, then take the next step and get an SEO to find it. More than half the adult population in the civilized world have mobile Internet access and are searching “on the fly” using multiple operating platforms, and in order to reach these targets the SEO needs to recognize how Google, Yahoo and Bing find you on each platform.
Take a Deeper Dive: Google is taking the lead in its latest algorithms that return in-depth content. What that means is articles and blogs in the 2,000 to 5,000 word range are now more prominent in search results. For the SEO it means engaging even more creative talent in authoring original and in- depth subject matter. On top of that, if searchers are members of the Google community with Gmail, Google+ and other applications, Google will recognize you and return “tailored” results to your individual preferences from your profiles. These deeper dives from evolving search algorithms simply demand a more sophisticated SEO to provide the content that will land your site near the top. The lesson here is that if the SEO provider is still using keywords, well remember the five and a half inch floppy.
Connect the Dots: Microdata is the operative word (note I didn’t say “keyword”) here. The search algorithms among the big three (Google, Yahoo and Bing) scan initial search results for these “dots” of information to further filter results and return what the user is looking for. This is a fairly complicated array of site embedded links that help search engines find you. The site that has developed the Microdata insertions, or the language that translates human vocabulary to search engine readable language, is Schema.org. If your SEO provider is not versed in Microdata, then it could be time to send them to the land of the five and a half inch floppy.
The SEO world is changing. The World is round.