Search engine optimization was once very simple, but each year the practice becomes more and more complex with there now being hundreds of possible ranking factors, filters, constant new algorithm changes and so on.
The key to surviving as an SEO is to constantly adapt to these changes and learn how to use them to your advantage so you can maximize search traffic. Below are 3 key factors that have dramatically changed the SEO front recently and will continue to alter the landscape for years to come.
1. Localization
It’s no new news that Google has made huge changes to the search results based on your location. Organic search results used to be pretty simple, but now depending on where your live, you will see local listings related to your search term integrated seamlessly into the search results.
Local results are showing up for large keywords such as “printing”, where once, the page one results for this term would have only shown websites that were heavily optimized for that keyword.
This is why it is important to optimize your website for local keywords and take advantage of great services such as Google Places, Yelp and so on to enhance the amount of local traffic you receive.
SEOs need to keep local search in mind every time they optimize a website and also when they create a search engine marketing campaign. Localization will continue to gain ground because it provides better and more personalized results for the end user.
2. Personalization
As Google continues to acquire massive amounts of data on people, search history, purchase history and so on, it will also continue to try and provide better personalized results. This has been and will continue to be more of a problem for SEOs because Google is displaying different results to individual people even if they are not signed into Google.
If you are signed into Google, Google personalizes your search results based on your web history. If you are signed out, Google personalizes your search results based on past search information linked to you browser using cookies.
Other factors are starting to create more personalized search results as well, such as whether or not you have clicked the Google +1 button on a listing while searching. More recently, Google+ posts are now being integrated into search results and based on your Google+ circle/friends you may see more personalized results.
This personalization will continue to grow more complex and that is why SEOs must think hard about how this will change the search engine optimization game.
3. Socialization
The big buzz this year has been around the incredible growth of social media and its effect on the SEO world. Growing evidence is mouthing that social votes and signals are affecting rankings directly and it is likely Google will continue to put a strong emphasis on social media as a way to determine the authority of a site.
This is why it is extremely important that all websites and SEOs start building brands, not just backlinks. You must then build a community around your brand and encourage interaction on various social media platforms such as Twitter and Facebook.
The stronger your brand and more active the community around, the more social mentions and votes you will get, which can help you stay on top in the rankings.
These keys to SEO will carry us well into 2012, so get on top of these areas quick or watch your websites fade away in the rankings!
By: Gino Orlandi
The key to surviving as an SEO is to constantly adapt to these changes and learn how to use them to your advantage so you can maximize search traffic. Below are 3 key factors that have dramatically changed the SEO front recently and will continue to alter the landscape for years to come.
1. Localization
It’s no new news that Google has made huge changes to the search results based on your location. Organic search results used to be pretty simple, but now depending on where your live, you will see local listings related to your search term integrated seamlessly into the search results.
Local results are showing up for large keywords such as “printing”, where once, the page one results for this term would have only shown websites that were heavily optimized for that keyword.
This is why it is important to optimize your website for local keywords and take advantage of great services such as Google Places, Yelp and so on to enhance the amount of local traffic you receive.
SEOs need to keep local search in mind every time they optimize a website and also when they create a search engine marketing campaign. Localization will continue to gain ground because it provides better and more personalized results for the end user.
2. Personalization
As Google continues to acquire massive amounts of data on people, search history, purchase history and so on, it will also continue to try and provide better personalized results. This has been and will continue to be more of a problem for SEOs because Google is displaying different results to individual people even if they are not signed into Google.
If you are signed into Google, Google personalizes your search results based on your web history. If you are signed out, Google personalizes your search results based on past search information linked to you browser using cookies.
Other factors are starting to create more personalized search results as well, such as whether or not you have clicked the Google +1 button on a listing while searching. More recently, Google+ posts are now being integrated into search results and based on your Google+ circle/friends you may see more personalized results.
This personalization will continue to grow more complex and that is why SEOs must think hard about how this will change the search engine optimization game.
3. Socialization
The big buzz this year has been around the incredible growth of social media and its effect on the SEO world. Growing evidence is mouthing that social votes and signals are affecting rankings directly and it is likely Google will continue to put a strong emphasis on social media as a way to determine the authority of a site.
This is why it is extremely important that all websites and SEOs start building brands, not just backlinks. You must then build a community around your brand and encourage interaction on various social media platforms such as Twitter and Facebook.
The stronger your brand and more active the community around, the more social mentions and votes you will get, which can help you stay on top in the rankings.
These keys to SEO will carry us well into 2012, so get on top of these areas quick or watch your websites fade away in the rankings!
By: Gino Orlandi
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