With November well and truly under way, many people in the online realm are wanting to know what 2014 will hold for their websites. This is why it is time for use to release a brief look at the 2014 SEO ‘Playbook’, which will provide webmasters with some important points that they should begin focusing on in the coming months.
But first, how do we know what 2014 will hold for SEO? This information actually comes from 3 sources:
It should be noted that Google genuinely does want to be helpful – their vision, so far, aligns well with good marketing practices. Just remember that anytime a Google spokesperson reveals something about their algorithm, they are doing so with an agenda in mind.
As SEO’s, we depend on each other’s positive and negative experiences to discover trends and understand their significance in terms of our work. It has become clear that, these days, observation should be less about trickery and more about best practices.
Did you know that there are researchers who scour Google’s statements about search and SEO’s observations for whatever information they can quantify? They gather measurements on thousands of pieces of data, compare them to ranking results or site traffic and publish the results.
Secondly, we need to take a closer look at Hummingbird, which is Google’s newest algorithm and was a complete replacement of the old one. It was actually implemented a month before Google said it was and affected 90% of search results – but no one noticed. This is likely because the biggest changes occurred to long-tail queries.
So, what should SEO’s be focusing on in 2014? Based on all of the information that has been gathered, we can expect to focus on content and authority.
This actually has a number of sub-categories. First, we need to use concepts – go through your current content and make sure it uses phrases that match how people think and search. Second, we need to focus each piece of content on a specific concept. And, third, we need to employ a 4-point content strategy.
This also has a number of sub-categories. First, it is important to not substitute social media for link building. Second, architecture and URLs need to be kept simple and readable for people (every page should be accessible within 4 clicks of the homepage). And, third, non-canonical issues should not be ignored.
If you work in the SEO industry, it is likely that the above information is going to prove important in the coming months for ensuring that your client’s websites continue to rank well and draw in traffic.