New technologies and search engines that grow smarter all of the time are changing the world of SEO. The techniques that were used a decade or even five years ago to get a website properly ranked will fail to deliver the same results today. In fact, many of these techniques could potentially contribute to penalties.
SEO has changed in some ways. One thing that has happened is the increased complexity of doing effective optimization. Today, SEO is much more about reputation establishment than about keyword densities or backlink formulas.
Content – the King
Quality content has always been important but today, it happens to be one of the crucial elements. Google introduced several algorithm changes over the past few years in an attempt to purge low-quality texts from the web.
The quality is no longer measured by a keyword density or the selection of the right keywords. The texts that appeal to the audience and make it spend more time exploring the website are the ones that deliver the best results.
Social media marketing is a powerful tool for getting more traffic and boosting the popularity of a web project. These websites have also started playing a role in the world of search engine optimization.
After Google had launched its social network, SEO professionals started predicting that the new development is going to start having an impact on ranking algorithms. They were completely right.
Social media are used to build an online reputation, and online reputation is an important part of SEO. Though getting more Facebook Likes and Google +1s may not necessarily translate immediately into improved search engine positioning, the social media contribute to quality backlinks and increased recognition.
Two Changes Stemming from Mobile
The prominence of mobile devices and their use for browsing have also had an impact on optimization techniques.
Mobile browsing has affected SEO in two main ways – responsive design and local searches, as we see with this Nashville SEO firm.
To address the needs of the local crowd, many website developers began working on responsive designs that adapt to the size of the screen. Some have even built separate mobile websites altogether. Google is putting more and more emphasis on the user experience. Since the number of people browsing through a mobile device is increasing all of the time, an emphasis on a mobile-friendly design has become one of the keys to effective SEO.
Local optimization is another important component. When carrying out a search through a mobile device, people are likely to focus on a service that they need and a location. Here’s an example – you’re walking in Brooklyn, and you suddenly decide that you’d like to go to a restaurant. The chances are that you’ll carry out a search on your smartphone using phrases like “Italian restaurant in Brooklyn.”
The best SEO experts are the ones that understand the changing nature of website optimization. SEO is far from a static field. The demands of search engine users are changing. Engines like Google are constantly updating their algorithms to address these demands. Thus, having a good idea about the latest modifications is one of the keys to staying relevant and focusing on the quality that will bring a project to the top of the search engine results page.