A Trio of Important Elements for SEO in 2014
Since many of us are in the midst of planning our marketing strategies for 2014, this is a good time to think about the valuable things we’ve learned this year that should prompt new ways of thinking.
As Josh McCoy notes in the Search Engine Watch post, “3 SEO Success Factors for 2014,” marketers learned a painful lesson recently about the risks of relying too heavily on any one thing—in this case, keywords, which Google Analytics has now essentially placed on lockdown. And that’s just one of several major developments that rocked marketers this year (others included changes to Penguin and Panda, among others).
McCoy says SEO in 2014 will revolve around three main pillars: search, local and mobile. While marketers already realize the importance of all three, we now must start thinking of ways in which they converge and complement each other.
“SEO at its core will never be dead. All of the on-site needs of yesteryear will remain important in 2014. All of the newer processes of creating informational, enticing, and insightful content for link building and social digestion are still the hot topic now and will be heading into the future.”
“We need to watch the converging of our old silos into the new SERP [Search Engines Results Page] display. SEO has taken on a converging role with other mediums which impact SERP display. For example, you’ve created optimized local listings for your local business, but know that the display weighs even more heavily on reviews,” so you need to think about whether you have done your job at local-social integration.
- Don’t just submit a local listing. Allow your audience to help you build a local presence.
- Don’t just build a brand. Build a community, a socialized brand, one that can keep your audience in tune with you in real-time.
- Don’t just optimize a site. Optimize an experience for those that are mobile and content hungry.
To find out how we helped one company drive Web traffic and brick-and-mortar business through tactics such as geo-targeting keywords to boost local search results, check out the case study, “Increasing Exposure for eCommerce & Brick-and-Mortar Stores.”