Search engine optimisation (or SEO) is an ever-changing beast, and the industry just can’t stand still. Regular changes in search engine algorithms ensure that the art of making sure that you are found online via search engines is something that is always developing and evolving.
The good news, however for the conscientious amongst us, is that changes are made almost entirely on the premise of making the customer experience better and making it easier for people to find the information that they require as quickly and easily as possible. This means increasingly less spam or being directed to the wrong websites – and this can only be a good thing. Developments in SEO in 2015 will be increasingly customer focused, and this will be achieved through various different modifications and rule changes.
SEO Predictions 2015: Showing your human side
People increasingly want to spend their money with people. Gone are the days of robotic automated phone lines, or face-less companies. Customers want to feel appreciated and treated like a person, and this is one of the biggest changes that we are seeing at the moment. When you are thinking about your online campaigns you need to be bearing this in mind. Marketing is no longer about preaching to a massive audience and hoping that a few sales come out of it. It is now about finding the right people who have an interest in your product, and then engaging with them on a one-to-one basis.
If part of your SEO strategy is through blog posts, for example, you need to really concentrate on putting out there some really good, well-written and useful content. Show your potential customers that you know what you’re talking about, give them as much information as possible and they will come straight to you when they need you!
It is being predicted that 2015 will be the year of wearable technology. Products such as Google Glass, Smart watches or jewellery which controls your smartphone means that not only will internet access be more mobile, but also more constant. Businesses should be concentrating on ensuring that their internet presence is more location-focused, as well as suitable for access via mobile. It may also be worth thinking about how you can facilitate wearable technology with your search campaign.
The bigger companies are spending millions of pounds on the development of mobile in their online strategies because they see the potential that development in this area gives. Google’s algorithm changes already give priority to websites which are suitable for mobile when being accessed from a mobile device, so make sure that you adapt to the accessing of your site from smartphones and tablets.
SEO and online marketing is increasingly becoming about engaging with customers, and this is turn means that businesses have to be a lot more customer focused. Social media is allowing more people to endorse a business, but it’s also being used to name and shame those that deliver poor performance or bad service. By giving customers a great experience, you will not only avoid the criticism, but also use your social accounts to enhance your reputation rather than destroy it.
The most important thing to take away from our 2015 SEO predictions is that it your entire approach towards search engine marketing needs to become more customer-focused. You need to prioritise increasing engagement levels on your website and, above all, treat your readers like they’re human through a more personalised and less automated approach towards managing your website and social media profiles. You’ll also need to continue supplying good, useful and informative content.