One of the things that is both unique and frustrating about search engine optimization is that it is constantly changing. Most of these changes take place in response to Google updates and algorithm changes, but as a whole, SEO is a fickle creature.
Even SEO experts are always looking for new strategies, new tools, and new opportunities. Just when you think you’ve got the hang of this SEO game, you stumble across a webinar or article online that proves you wrong. It is simply not realistic to expect to learn everything there is to know about search engine optimization in order to better your business.
What you should be doing, however, is staying on top of the latest SEO trends and applying what you learn to your current strategy. Since 2013 is almost over, it is a good idea to get familiar with what’s to come in 2014.
The SEO world attracts its share of bold predictions. The important thing to keep in mind is that they are in fact, predictions. Don’t revamp your entire SEO strategy, but be prepared for some of the following trends to take shape:
1) Get Lucky with Local: Even though one of the obvious benefits of online marketing is the ability to reach a vast audience of consumers, there is also a lot to be said for local advertising efforts. Now that Google has put a higher emphasis on local search results, in order to improve the user experience, you need make sure to incorporate local SEO tactics into your strategy.
2) Stay in Rhythm with the Algorithm: Algorithm changes are not going to dissipate any time soon. You must keep in mind that when these changes are implemented, the goal is not to complicate things for businesses, but to make things easier and better for online users. Hummingbird is still a relatively new algorithm update, but that doesn’t mean another one isn’t just around the corner. Be prepared to adapt and roll with the punches.
3) Keep Up with Those Keywords: There has been lots of discussion about keywords ever since Hummingbird was implemented. Although keywords do not have as much weight as they used to, that does not mean that the power of keywords has been killed all together. Keyword tracking and research is still a vital component of your SEO strategy, but you need to modify your approach. Think like a consumer and be as conversational as possible.
Search engine optimization is a dynamic creature. To truly predict what lies ahead in 2014 is not rational. What we do know for certain, however, is that Google is continuously looking for ways to improve the experience of its users and provide better search results. If you apply that mindset to your own SEO efforts, the future of your online advertising success should look comforting and bright.