Search engine optimization (SEO) will never be more relevant than in 2015. However, unlike in recent years, the trend to delineate a clearer scope for SEO and its subcategories seems to fortify new niches and expand new markets. Users of this marketing strategy may just define it differently this year. How will hiring an SEO company for 2015 be different?
Content promotion will be more important than inbound links
Link building is still the leading practice for off-page optimization. It has guaranteed effectiveness in bringing traffic. However, as organic search gains higher value in ranking, content also gets higher points than mere links to an external page. That means a website with numerous inbound links in other reputable websites is apt to receive less success in on-page conversation and click-through rate compared to a website with less inbound links, but more mentions in the contents of the same reputable websites.
Google and other major indexing sites might just look for more organic mentions than they usually do with inbound links. Thus, focus more on promoting your contents on other websites than on leaving links. This will greatly change how SEO companies are hired in 2015 because there will be a shift in the practice of off-page optimization, which now might heavily involve content creation (i.e. guest blogging, review, advertorial).
Mobile internet marketing will create an entirely different industry
If many SEO companies started to offer mobile internet marketing (e.g. mobile ads) as part of their services in 2010, many company entirely dedicated to this segment might emerge in 2015. Smartphones and tablets are no longer seen as complementary platforms. They are now new platforms. There is a whole new market for these platforms, and it is crucial to tap them independently. You might want to check the primary platforms used in visiting your website, and if they fall on this segment, you can just focus all your marketing efforts towards this market.
Search channels will be as important as indexing sites
In the past, long-tail keywords aim to attract spiders of indexing sites. It is just be crawled or remain on the bottom of the SERP. This year, channels will play a similar role as they become a primary indicator of online reputation. These channels include Amazon, Yelp, Wikipedia, Google Store, and even social media sites, with Facebook leading the list. It simply means that presence in these sites will give any brand an advantage towards getting higher ranking.
A website with Wiki page is bound to get higher ranking. A brand with presence across the most visited online stores is bound to get higher reputation for its main sales page. Google might resort to consulting “middlemen” now, so might as well build your reputation in these “middlemen.”
SEO will now be separated from content creation
An SEO specialist could refer to an SEO writer and web administrator in the past. SEO alone could interchangeably be used on content creation and link building—but not anymore. It is predicted that 2015 is the year when SEO handles the technical elements while content creation and marketing focuses on improving ranking.
How does that change your plan? Because there will be a separation of duties, websites without concrete content plan are expected to fail. The technicalities can no longer compensate for the lack of organic relevance through contents because they now become two different entities. Meta tags will have less relevance to page contents and keyword research. Inbound and reciprocating links might complement page relevance towards higher redirection much less these days. You might need to hire two different specialists for the technical and content aspects of your website.
Long-tail keywords will have less relevance
They will still serve as the backbone of content creation, but they may not be too helpful when dealing with mobile platforms. You have seen the evolution that keywords took to become long-tail keywords, but mobile users seem to have a different set of needs.
For instance, Google has seen the increase in voice search, which is not automatically complemented by keywords primarily intended for desktop users. There is also a trend of using third-party applications in conducting research, rather than doing it directly on Google like what is traditionally done using desktops. Not hiring an SEO company that specializes in mobile platforms might hurt your chances of tapping this huge market segment.
Article produced by UK SEO agency, Bulldog Digital Media.