SEO is a dynamic industry and always changing. To get a grasp of how much the industry has changed, one needs to compare the erstwhile SEO techniques with the current ones. Link building for example, was all about quantity few years ago. More number of inbound links meant better ranking. But nowadays, search engines do not assign a website high rank unless its inbound links are natural and from real websites.
The same thing applies to content marketing. Many subtle changes have taken place in the content marketing industry over the time. It’s necessary for online marketers to anticipate the future of content and SEO industries because they are always undergoing changes.
In this article, you will read the types of trends and techniques that will dominate SEO and content marketing in the foreseeable future. Some of the future practices could be;
Optimization to become more technical
Site optimization strategies already involve a certain degree of technicalities and that’s chiefly because SEO and content optimization are not viewed separately. These days, high quality content means search engine friendly content. Such content consists of an apposite density of keywords. If the density is overdone, the content will be considered spam and if the density is below the apt level, search engines are going to pick it up.
Google has placed huge importance on content based sites by the Panda update. After the release of the update, search marketers now keep a text to html ratio of 25%-70%. In future we may get to see more considerations like this getting adopted by marketers. We may see content is being prepared based on the backend elements of the site. New practices may also get added to the list of existing on-page optimization practices.
Organic search results vary from device to device. You’ll see different search results for the same keyword if you search from different devices. This holds for majority (62%) of organic searches. Many brands have lost their sleep over this because the optimization strategies they are applying are for desktop devices often do not work for mobile devices. They are not sure how their site will rank on Google if searched from mobile devices or how content on their website will be displayed to mobile users.
The mobile user base has been steadily increasing. To keep pace with that, SEO in the future will change. As Smartphones have smaller screen and less computing power, compared to desktop, mobile version of a website would need to have less design related features and mobile friendly CSS. The sites would also need to be lightweight. Instead of call-to-action buttons for generating leads, service providing sites would need to have click-to-call button.
Structured data in content
The use of structured data in content is a big leap towards a major overhaul of SEO. Search engine algorithms are becoming more and more sophisticated and brands are looking forward to growing importance of semantic searching, which in future may consume organic SEO. The tagline of today’s SEO industry is not ‘The String’ but ‘The Thing’. In future meaningless string of keywords could be entirely replaced by meaningful content.
One of the recent updates of Google called The Hummingbird Update has revolutionized SEO. After the Hummingbird update, optimization no longer means placing a keyword in content. Optimization refers to a generic term that involves a stream of technical and non-technical practices, the purpose of which is to make search engines understand the content. This trend may continue in future and SEO altogether may become heavily reliant on semantic search.
Increased video marketing
There are numerous ways video marketing can bolster an SEO campaign. A video not only adds authenticity, it also accounts for user engagement. Video marketing can be highly profitable for
Better user engagement – A video can be shared by thousands of users on social networks. More people sharing the video means better marketing for the brand. Users prefer watching videos more than reading text based content. That’s why a video has more propensity to be shared. This could result in enhanced user-engagement.
Reducing bounce rate – This is a technical aspect of SEO and video marketing could come in handy for it. A study done in recent time has shown users stay longer on pages that run videos.
Video marketing is already in practice, and in future it could encompass many aspects of SEO that it hasn’t encompassed yet.
Changes in the SEO industry are inevitable. It’s wise for online marketers to speculate on what kind of changes (other than the ones discussed in the article) will dominate the industry. Only then would they be able to survive amid such cut-throat competition.
What do you think about the changes we’ve discussed in the article? Do you think there will be other changes? Tell us in the comment section.