On average, Google makes about 500 adjustments of its search algorithm every year. Since Panda in February 2011, updates other changes have been more ambitious and were larger in their impact in the history of Google and global SEO. The effect wanted and announced was to raise the "quality content", sanction the practices of dubious linking and spamming, and behind E-marketing of the systematic use of key words and performance data. The amendments seek to improve the quality of search results (SERPS) according to Google. For those who practice optimization for the search engines (in English SEO) the collective impact of updates has lived sometimes as confusing, frustrating and sometimes hopeless. A wave of unprecedented concern that went to shake up the most solid bases for the profession--or even the challenge.
E-marketers have attempted in 2013 to cope with all the changes of Google, which have included Hummingbird, a major revision of the Google search engine. "Whenever we respond and recover a Google update, there is another.." As said Mike Huber, Vice President of customer (Agency E-marketing Vertical Measures) in a recent webinar. "It's like a series of waves '...
Based on a survey of 60 more experts, IOC provides a picture of three questions and answers on this topic.
-Taking into account of updates Panda, Penguin, Hummingbird, and other major updates Google, we are moving towards an era post-SEO?
-This discipline will be make it in 2014 different from 2013?
-What the E-marketers, agencies and SEOs need to adapt?
1 - The SEO will always be there.
According to Brian Provost, Vice President of digital strategy of Media Group. "SEO is like the tax law. It is a set of issues and strategies to optimize compliance of the presence of business. To this end, SEO will always exist as a practice and discipline of adapting content to the market... « . Smart companies, he adds, have ceased to play 'in the algorithms Hunt, opting instead for the creation of content to base metrics "in line with the demand of the market."
2. The SEO has always focused on content marketing.
Brian Wood, senior marketing director SEO for Wayfair.com, think that the trend of content marketing is exaggerated. It is on this that the listing of quality has always been. It seems that more and more people using spammy tactics that Google has made more difficult were noted at their expense. "The same professional SEO tools white-hat used last year will be used next year. "That said, it is true that the bar is placed more top given that more and more sites focus on the production of quality content. It is also more harder to gain links with good content that bloggers that flood Google with a lot of things. »
3 SEO and content marketing become synonymous.
"If you play the game, you cannot have one without the other" according to the SEO Christian Sculthorp consultant. But the traditional SEO will always have its place, add it. "Most people underestimate the work required to optimize the search for the keyword, the markup of each page of the site structure. There is much more in SEO than spam links".
4. the Bases of SEO will never disappear. Adam Barker, SmartBear Software senior marketing director, admits that SEO has changed: "content is the new way to optimize and generate traffic." But you still have to prepare your site for keyword research and SEO Basics on the page. And he adds. "This poses the rails for the train to come - and make sure that you have good train through keyword search, which is still as important as before. ''
-Should SEO practices change in 2014?
5. search engines are becoming smarter.
"Search engines rapidly developing the intelligence to discern between Web sites that offer real added value and those that create the illusion of value," says James McDonald, analyst e-commerce for Lyon Consulting Group. "If (do) you (not) think SEO as a HTML of linkbuilding strategy, tactics of keywords that allow a site to better place itself in a search engine, then Yes, we are on the right track to for an era post-referencing.". Why? The next generation of SEO experts will avoid these techniques, according to McDonald, "and search for rather to dominate rankings by creating ever more relevant, engaging and comprehensive content.»
6. The presence on social networks will take still more important on research.
This
trend already evident in 2013, will be apparent that this year, for Ian
Aronovich, president and co-founder of GovernmentAuctions.org. "It is not that the ranking and SEO will be completed, it is always worth to invest. '' But
the share given to a strong presence on networks will become more
effective and robust to bring traffic and build brand awareness. "This
is because we can more more quickly share content on social networks,
including Twitter, Facebook, Google + and LinkedIn for Aronovich. "If
you put online content that people are willing to share, you can get
much more visibility for your company and your brand in much less time
than a traditional webranking."
7. Determine the rankings, and its reasons, will be more complicated.
Copley
Broer, CEO of LandlordStation, imagine lots of time and effort to
determine the most shared content and those who move the needle of
ranking of Google and others. Flipboard, an application of aggregation for mobile, is a good example for Broer. «Be
indexed in the Flipboard bot if this content appears is important - but
it is almost impossible to tell when the readers will display this
content on this app unless the user clicks to open it in a browser.» How do you know what Google thinks about the importance this content if you are unable to say how many people see? What
is Hummingbird will take into account Flipboard directly, or y-will you
it effect felt from the moment or someone sharing the contents of
Flipboard to Google +? »…
8. In 2014, the referencing will be especially mobile.
David
Finkelstein, Director of marketing for KEMP Technologies, notes that
more than 40% of e-mails are now seen on a mobile device. » Email remains an E-marketing "killer" application which may... create an effect of viral marketing like no other application. SEO
and related content optimized for a mobile platform that connects to
other applications via open API source will continue to be the greatest
trend, and a real challenge for traders. »
B.
Wood, of Wayfair.com, added that mobile search is the future
revolution, as grows increasingly faster compared to the desktop search.
"At some point, we can expect that Google start
weights looking for sites on mobile... which for the moment to for her
its exponential speed. '' Ultimately, not
'responsive' websites or mobile sites with only a portion of their
content will present a "bad user experience", and Google will be obliged
to integrate this variable". Wood do not however know if an update of the ranking of sites on mobile will be in 2014... «but when Google will do it, without optimization or presence on mobile sites will be in the panade. «»
9. the Local SEO will continue to weigh.
Austin
Melton, supervisor on site for SEOscalespro.com SEO, think see Google
and Bing continue their tendency to locate search results. "It can severely impacting national research - horizontal to vertical search" add you there.
10 queries in natural language will be more important. For
Daniel LaLoggia, Director E-merketing for Walker Sands Communications,
the greatest trend SEO will try to take advantage of hummingbird, which
is less a change of algorithm that a change in the way to search for the
Google engine. The spokesman for the mountain
view giant wishes that people are able to 'speak' to the engine in the
same way that they naturally speak for rnaking. Users, meanwhile, want to see Google analyze their sentences and understand their intentions. Accordingly,
the focus on individual key words should fade and embracing a more
peripheral approach, with broad semantics: the theme of the creation of
content. "In other words, 1000 variants of key
words on a topic should be less important than great content built
around a thematic keywords node that remains to be determined"
11. The role of SEO experts will evolve.
"There will be a continuing renaissance of SEO agencies with marketing content or dispensaries of inbound-marketing. "This has already started to happen", according to Chad Pollitt, marketing director of DigitalRelevance. In addition, the SEO-PR traditional marriage will represent another trend of SEO, taking the name of 'PR' digital Finally, Pollitt expects marketing communications and public relations services down the SEO departments within large accounts.
-Your best SEO tips for 2014?
12 identify the main pain points of your customers by requesting departments and sales team members support for evaluations. "This means that these issues are not addressed on the website", for Barker's SmartBear software. «Write your hierarchy of content around these points and adjacent questions.»
13 stay honest. "Focus
on the generation of high quality content in the creation of a Web site
that really serves its users and avoid old linkbuilding tactics ' for
Halloran of Namu, travel group. "If you build a"killer app"in some way, you'll most likely attract quality links than any other technique linking."
14 be an authority, do not speak of yourself, and do better than your competitors. "Do not make business more blog to relay ads that no one wants to read. Add value. Train your target audience, says Adam Connell, Director of marketing for the United Kingdom of Linkology. "Use best influencers in your area and have them relay your content with added value." "Do not worry to be unique or to take risks, and take precedence over your competitors. This is what made Social Media Examiner, and is one of the marketing/most influential business on the planet currently blogs.
15. win attention and expand your network. Pollitt
recommends the creation of entertaining content and/or solving problems
highlighted by online media and industry influencers. "Brands that will be able to drill on the media will be the big winners in SEO". To
do this, develop a network of writers, bloggers, publishers,
journalists and influencers in the industry, because for Pollitt "these
are the people you depend to write and share your content." In addition, the weight of executives in your company as possible columnists on the industry Web sites are especially popular. Their
expertise is valuable for Pollitt, and "search engines follow links
citations from reliable sources such as an industry authority sites.
16 consider your policy of linkbuilding as another form of networking. Jason
Whitt, the «geek of all trades» Geek Propulsed Studios, note that there
were many speculations concerning the alleged obsolescence of the
linkbuilding. "Even if I can understand the reasoning behind it, I don't think that this is true," he said. "It's up to the types of relationships that you create on a Web site and the intention behind their acquisition." "These
links will become effectively obsolete, if your strategy is restricted
to paying for premium inclusions in directories and spamming the blog
comments" to Whitt. "The natural link building is hard work, and there is no quick way. The best way to watch a legitimate link building is to see everyone as a business relationship. The
more time and effort you put into this relationship, more it is likely
that this relationship will help you to reach the position where you
want to place yourself".
17. insist on a quality of content in all its forms. Yes,
your content needs to be 'unavoidable, descriptive and differential',
said Joelle Kaufman, responsible for partnerships and marketing for
BloomReach - ".. .but quality extends to the technical side of your
site.» » Identify and reduce or eliminate duplicate in your content pages. Make sure that your internal linking allows users and search engines to find their way onto your site. Identify the sources of traffic on-site and off-site to guide the content that you create, shared and retained. Make sure that your content is accessible and optimized for searching on mobile, which reached 50% of the total search traffic".
18 build a unique site for mobile and PC users. "With
the evolution of the research on the Web digital divide, there is an
increased for the adaptable web sites need to be properly consulted on
smartphones, tablets and computers", according to Jayme Pretzloff,
Director of E-marketing for Wixon Jewelers. Instead
of developing a site for each device, consider a design responsive
design, which adapts to the size of the browser and the appliance. In
addition to improving the user experience, this will boost the SEO
through an increase in visits, a bounce rate reduced, top rankings in
the SERPs and more visits and social activity.
19 find the best keywords for long tail. Kelly
Boyer Sagert, Director of content for Guru Search, the long tail
keywords are called to become more important with the release of
hummingbird, the last Google update. These include more than words, and are therefore generally less competitive as more rare. But they are also much more targeted. "When you find one that perfectly fits your target audience, this is a great find" for Sagert.
20. the Markeup will take importance. "Since the inception of the Web, the most important language of coding Web was HTML. The Web has evolved with the HTML"according to Sagert. «The latest version, HTML 5, includes sets of HTML tags that help search engines to understand the structured data. (Ces
balises sont catalogués et référencés par www.Schema.org.). these
structured data help search engines to understand quickly and easily the
different elements of a page, such as articles, events and localized
information.
Ultimately, SEO will be what it should be and always was...
+8+Dofollow+(edu,org,gov)+sites+List.jpg)
