The field of Search Engine Optimization is a dynamic world that kept on evolving since its inception in the 1990’s. SEO uses algorithms (mathematical processes) in order to fulfill the tasks that it is asked to do. Google, in particular implemented the use of “web crawlers” (automated computer programs) to sift through websites and perform indexing of their contents. In the years that followed, website owners saw the importance of SEO in the promotion and monetization for their website. Thus, SEO became one of the most important web activities to focus on in order to attain prominence and high rankings in the SERP (Search Engine Results Page) —the best links are listed first by Google. This in effect, led to formulation of various strategies and activities by marketers that many believed to be dubious and unfair. This prompted Google to initiate changes in the search engines’ algorithms to level the playing field. The series of algorithm updates have been continuing till this present day. We at SpurPress have been conducting our own in-house studies about the changes in the field of SEO. We hope that this article may help you understand the real situation without indulging too much with the technicalities.
Emphasis on Contextualization
A lot of people say content is the most important aspect in marketing. Content still is king. Nevertheless, in the SEO side of things, certain strategies tend to evolve to adapt to the users’ behavior in using search engines. More and more strategies are being developed to include the context (synonyms, niche, branding) of the keywords that are targeted. Search engine updates recently are an adaptive response to this phenomenon. Search results now tend to be wider in scope; not just focusing on the exact keyword/s but also in the context that they are being used. This is called semantic search.
Long-tail Keywords
If you compare the formulation of keywords 10 years ago to what is being practiced at present, you can see an obvious change. In the past, one or two keywords are formulated and that is it. Now, conversational type or long-tail keywords are emerging to be the optimized manner of formulation.
Branding
Google announced in recent months that identification of branding has already been inserted into the algorithms. This means that if you include your brand in your keywords, your brand/company will get mentioned someplace else, and you gain many followers for your brand; then you will earn relevance in the search engines.
Mobile –friendly Approach
One of the latest Google algorithms, Hummingbird, determines if your website works well with mobile devices. This is a sign that search engines are shifting to adapt to the fact that mobile devices will be (actually, it is now) a major platform that is used in accessing the internet. Old sites that have not included a mobile platform have been tremendously affected by this update and are now going extinct.
What does the Future Hold for SEO?
The results of studies involving the SEO of today are already giving a sneak preview of what will we see in the SEO of tomorrow. Here are a few of what to expect:
- Social media will play a major role on how SEO will evolve further. Future algorithms to be used by the search engines will give emphasis on your website’s impact to and from social media.
- SEO strategies and user behavior will continuously evolve to be more of a specific, targeted, and segmentalized approach.
- Websites will be more responsive, user-friendly, and will be filled with high quality content in order to be relevant in the rankings.
It surely seems that SEO is very much alive and getting more challenging and exciting. The future of SEO is definitely brighter more than ever with all the algorithm updates that constantly change the landscape of the business.
What do you think? Share with us your comments below.