2013 made it imperative for SEO to rethink and evolve their existing SEO strategies. Let’s take a look at some key drivers to watch out for going forward, for 2014 and beyond.
1. Rich Snippets-
Rich Snippets allow webmasters to include a summary of relevant information that helps their website stand out, such as ratings, reviews, customer testimonials, location, etc. as additional data in the website’s own search result. This gives the user additional relevant information related to their search without even having to navigate away from the search results page. Google initially spends time analyzing the veracity of the domain, the factual information provided in it, etc. before accepting Rich Snippets from your website. If Google accepts your website’s rich snippets, it indicates an increase in trust placed in your domain, which in turn helps improve your SERP.
2. Off-Page Optimization Changes –
Off-page optimization refers to influencing third parties that drive traffic to your site and also involves linking to what others write about you through blogs, news articles, RSS feeds, social media, and any other sources. This changes the way you communicate with influencers and write your PR literature. Millions of sites took advantage of Google’s approach to off-page optimization up until a couple of years ago. But with Google incorporating many changes since then and tweaking its algorithm to ensure that spammy, non-relevant, black hat link campaigns penalize rankings rather than improve them, SEOs and webmasters will have to be extremely careful when determining their campaigns. off-page optimization and scope of work.
3. Content is king –
In the future, search will focus on engagement and go beyond static keywords. People are evolving in the way they interact with their devices. This has led to changes in the way information is structured. Google has recognized the need to go beyond basic search based on generic categories. Changes in the Google algorithm have led to the need to review and repackage content strategies. The content has to provide answers and add value to the query. It has to be dynamic and packaged in a way that is relevant for consumption, be it in the form of text, audio, video or images. Form factors must be taken into account when designing content. A particular site’s desktop audience might expect different information, in a different context, than its mobile audience. People are not just searching, they are conversing, framing search queries as if they were asking another human being. If your website can engage your visitor and ‘respond’ in a similar way, you’re on the right track.
4. Analysis to assume a new importance –
It’s all about knowing exactly what is driving traffic and what is causing a lapse. One needs to have an idea of each metric like traffic, conversions, and resulting business profits. One will have to be realistic about measuring actual data and not rough estimates. Marketers and analysts need to collaborate to come up with smart and effective SEO strategies. It will revolve around a shift towards on-page SEO, with individual web pages attracting not only new visitors but also new types of visitors. Google has been moving away from providing traffic information based on specific keywords for the past 2 years, and most predict that by 2014, Google will make organic keyword-based traffic analysis obsolete under the guise of user privacy. That stubborn and elusive “not provided” keyword result in their analytics platform will continue to grow, and SEOs will have to come up with new and innovative ways to measure incoming traffic, using benchmarks like estimated impressions and landing. traffic statistics per page.
5. Data will fuel your growth –
Today, due to the proliferation of smart devices and the Internet on the go, data is generated everywhere. A mix of structured and unstructured data, if harnessed well, can serve as a great source for generating insights into consumer behavior, the state of the competition, what’s driving the conversation in the world of the web, etc. All of this information can generate actionable intelligence that drives your unique SEO strategy based on data generated by real users and consumers. The right combination of handpicked and curated referrals and automated syndicated data streams will increase the overall credibility of your website. Google Analytics will help you take advantage of this information.
6.Social-
The impact of social signals on domain credibility has seen a steady increase in recent years; and since 2012, that impact exploded. Facebook, Twitter, LinkedIn, Pinterest, and Google+ shares, referrals, and links are social signals that have gained manifold importance in recent times, with this expected to grow even more in 2014. Unsurprisingly, referrals and Google+ actions in particular have been given particularly high weight in determining the credibility of a website.
Google reasons that ultimately users and user experience should play a bigger role in determining a website’s usefulness, and social media is the main source of relevant data in this regard. As Google adjusts the ways in which social signals factor into its algorithm, expect an even bigger contribution from your home social networks.
Google is leading the way in achieving excellence in the way digital strategies are created and implemented. Convergence of mobile devices, tablets, laptops along with the daily influx of new apps, social media, websites, blogs, etc. it’s hard to break up the mess. Google has made changes to its search strategy and tools to focus on qualitative results instead of just quantitative ones. All of these changes point to a new era of content-driven strategies that rise above random clicks and the basic keyword-focused approach. It will be interesting to watch and learn how companies will take advantage of these changes and try to maximize their unique benefits. 2014 promises to be a new renaissance in the world of digital marketplace with Google leading the way.
Conclution
Looking back, 2013 gave us a good sense of direction in the SEO landscape. There are enough indications that Google is trying to make its algorithm as unplayable as possible; that is, they are trying to make it harder and harder to manipulate. This is great for two stakeholders: the user and the white hat SEO. 2014 is going to be an interesting year for SEO and we are proud to be a part of it.