What the future holds for SEO?

SEO practitioners should be keeping a close eye on the changes that are affecting their ability to offer an effective service for their clients and plan accordingly to make their campaigns a success.

Google and other top search engines are constantly updating their rules and what worked a few years ago is now nearly obsolete. Take the keyword tag for example. This once central tenet of a search engine optimisation campaign that led to serious abuse by many SEOers has been removed by Google as an important ranking factor.

Now, things have moved on a fair bit and social networks, links, and content quality are very important to ranking success and combined with effective keyword targeting the benefits can be impressive.

The reasons search engines give for these rule changes are to improve search quality and give searchers a better experience to find what they are looking for. In the case of Google, website owners have received a regular dose of updates targeted at webspam and sites with artificial techniques of link building. According to Matt Cutts, Google’s Head of Webspam, their goal has been to weed out websites that break their rules and future updates will have a similar goal and webmasters should avoid spammy tactics by all means to help their SEO efforts.

So what can we expect the future to hold for SEO? As you already know, Google leads the way when it comes to search engines and anything they do has a huge impact for any SEO efforts. Each time they make a change to their search results, digital marketers spend weeks and months adapting their campaigns to these changes and improving their websites according to Google rules

Here are a few changes that we’ve seen and some of these factors are set to become more important in the evolving world of search engine optimisation:

Is Content still King?

If you have any doubts about the future of content marketing and its importance to SEO, all you need to do is read and watch what Google has to say about the issue. In fact, Google is saying you should be working on great content, good site navigation and everything else that users like and will keep them coming back to your site for more. Your content should encourage your visitors to tell their friends about it bookmark it and give them the ability to find what they need easily. Basically, Google is saying you should be working hard for your users and your site will be rewarded accordingly if you do.

Spammers Beware

Webspam is any webpage that is designed to spam Google search results and the SEO tactics used to employ this include buying links and anything against Google publisher guidelines. Future Google updates will be targeted at spam sites and any Black Hat SEO techniques such as keyword stuffing and cloaking, the latter of which involves using misleading redirects and doorway pages of websites.



Written by Duncan Cumming CEO At Cayenne Red

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