5 Essential SEO Techniques to Master In 2015
FEBRUARY 06, 2015
Each year, SEO evolves into a more sophisticated discipline as a result of an arms race between digital marketeers and search engines. Just as marketeers refine their skills and begin to have a “hang” of how search works, search engines change their algorithms and kick start a new phase of learning, experimentation, and mastery.
Businesses benefit from SEO. A National Retail Federation study put search marketing as the most effective method to acquire new customers for 85 percent retailers in 2014.Another report from Kenshoo claims that 58 percent leisure travelers and 64 percent business tourists start their search online.
Marketeers and businesses can benefit from the SEO in 2015. The key is to stick to these five essentials:
The loss of keyword data in Google Analytics hasn’t spelled doom for SEO, as some were predicting, because successful marketeers have adapted. They are bringing in more and more concepts from traditional marketing into SEO to create a new way to segment audiences.
To succeed in 2015, SEO practitioners will have to learn from them and adapt. They can do this with audience analysis—gathering data around topics that drive demand and figuring out which pieces of the information are useful. There are several ways to do this:
a) Coming up with new keywords.
b) Focusing on the content that performs.
c) Observing the competition.
Communication between SEO and Content
Usually content writers aren’t experts on SEO and marketeers are not always good at coming up with 1,000-word monologues at the blink of an eye. Healthy communication, in the form of cross training and other ways, between marketeers and writers will prove vital for success in 2015. It will prevent instances of mismatch between technical SEO and creative content.
People who really understand SEO have been extolling the virtues of mobile SEO for ages. Businesses and digital marketeers that have ignored them will have to change their habits to succeed in 2015—the year of the mobile.
In 2014, a comScore study claimed that mobile, not desktops, were the preferred way to access Internet for most people. Six out of 10 hours spent on digital media were from smartphones or tablet computers. Excluding mobile from any digital strategy is a recipe for failure. To succeed in 2015, marketeers will have to adopt a hybrid approach that suits mobile without antagonizing desktop users; because they still make up a big chunk of Internet users.
It pays to quantify efforts, find out what works and what does not. It’s not as straightforward as it may sound because even big brands struggle to discern successful marketing from lost cases but with intuition—that comes from experience and a never-ending hunger for knowledge—it is possible. This sentiment was ricocheted in a 2014 Adobe survey which showed nearly half of successful internet marketeers (49 percent) relied on intuition, not merely data. Digital marketeers will do well to develop an intuition than decry the loss of Google Analytics.
SEO is part of digital marketing. It pays to share SEO data with teams across the digital marketing spectrum. It gives everyone a chance to work in tandem and use the skills thus acquired to take larger initiatives. PPC can benefit from the insights gained from SEO and vice versa.
In Buddhism the stress is on journey, not just destination. Nowhere does this adage holds more true than in SEO.