Search Engine Optimization has been on a wild ride these last 15 years. In the early years, all it took to rank well was good basic technical SEO, lots of keyword stuffing and aggressive link building.
That was then but things have really changed. Google’s engineers are constantly refining the search process to deliver an optimum search experience for each and every user and in the process have rendered the tricksters obsolete.
So what should be your SEO focus for the New Year?
There are really six things to focus on.
- If you haven’t got a responsive website – one that adjusts to the device it’s served on – your business is headed for terrible trouble. Obsolescence actually.
- Make sure you have a social media strategy that works against your overall digital agenda. Optimize your social media, build dedicated landing pages for special offers, and don’t focus on too many platforms at a time.
- Don’t forget the other search engines. Bing/Yahoo are becoming a more meaningful player and will begin to grab measurable market share.
- Worry less about raw traffic numbers and more about ROI on the visitors you are getting.
- Stop chasing links for the sake of getting links. Search engines will now punish your site if you use any link schemes they deem inappropriate. Focus on earning links based on the quality of your content.
- Focus more on niche and long tail keywords. Targeting long-tail search queries not only attracts qualified “buyer” traffic, but these terms will typically have much less competition.
Finally – be very careful about the help you hire to guide your digital future. While many, many agencies claim expertise in this realm, VERY few have the training and certifications required to use these very sophisticated tools correctly and cost efficiently.