In every year since the Internet was first created, it has continued to rapidly expand to more users with more devices to access it with. Now with the New Year in its first month, it would seem logical that the same change is ahead for 2015. Considering that SEO is a dynamic field, it’s no surprise that best practices are constantly evolving and changing each year.
In 2015, companies can expect some shifts from the “go to” SEO practices of previous years, consequently affecting the overall SEO strategy. Below are three things that will gain importance and require action in the coming year.
1. Mobile SEO will be even more important
The increased use of mobile phones has continued on an upward trend for years and that movement is not projected to stop anytime in the near future. During 2015, in fact, it is predicted that the volume of mobile traffic will overtake the volume of normal web traffic. Even with these projections, many companies don’t take advantage of the opportunity to reach their customers and followers through mobile devices, but instead persist on normal web traffic as being the only route.
Creating a mobile website and SEO strategy does not have to greatly differ from your current SEO plans, but it does require some adjustments, especially in design and ease of use. Businesses will need to focus on changes that enhance mobile use such as creating a responsive design, having a mobile sitemap and optimizing embedded images and videos. By remembering that mobile phones are the future of internet access, your company can get ahead of the game by connecting with your consumers on their phones sooner rather than later.
2. Social media takes over
The dominance of social media in 2015 is not something that comes as a surprise. Similar to smartphones, social media has been on the rise for years. The number of Facebook users has increased to more than 1.5 billion since its creation a decade ago and new platforms are popping up on a regular basis. Whether your company seeks a more professional network or a network to post their most recent video creation, there is a social media platform that can be optimized.
One important trend for social media in 2015 is the necessity to be present in a real-time context. Consumers have become accustomed to having information and communication available to them when and where they want it. The implication for companies is to utilize online analytics tools to continuously tweak SEO and other online marketing campaigns according to the real-time data it receives.
One final trend to keep in mind for social media is the growing importance of videos in the online space. A recent survey showed that customers are 64-85% more likely to purchase a product after watching a video promotion. As a result, the amount of video SEO increased 57% in 2014 and is expected in increase even more in 2015.
3. Content is king
Every professional who works in a digital marketing company knows the uphill battle of staying up-to-date with the latest Google algorithm. In 2015, Google is expected to reduce the value of links and keywords and increase the importance of the content itself. Websites and pages will be indexed and ranked based on what it thinks your site means rather than what links you include.
To increase the reach of your high quality content and continue to improve your SEO, it is important to connect to your social media presence, email campaigns and other marketing initiatives at your company. Email marketing is one of the most well provenmediums for reaching a large number of clients in a targeted manner. With the overload of real-time data consumers will be processing on social media and online, it will be extremely important to send a well-designed email with personalized content as well.
When it comes to content, it is important to remember that it doesn’t all have to be new content. Small and large businesses alike are working to optimize and update existing content that had a big impact on traffic and leads. By focusing on what worked in the past, the company is well positioned to continue the success into the future.
Mobile SEO and a continued presence on social media are two staples of 2015. If there is one major trend to keep in mind, however, it is the importance of content in the SEO landscape. To get the best results, know the magic equation set by Google but don’t live or die by it! Everything you do should work towards providing excellent content to your users and not be focused on outsmarting Google. In 2015, it is predicted to value good content over than keywords and linking, a win-win situation for your company’s SEO and your customer’s experience.