The world of digital marketing is always changing, and while it may be impossible to predict entirely what’s on the horizon for the next year, we can certainly make an educated guess. 2014 saw big changes in Google’s search algorithm, and the cry of “Content is king!” was heard around the SEO world. Content will continue to be a major player in 2015, with increased focus on the types and quality of that content. Here are our SEO predictions for 2015.
1. Apps and mobile are more important than ever.
If you don’t already have a responsive or mobile-optimized website, you’re doing it wrong. And if your company doesn’t already have its own app or plans for one, 2015 is the year to start thinking about building one. Mobile traffic is set to overtake desktop web traffic in 2015, and websites that don’t perform well on mobile will be penalized for it. 2014 saw more big brands getting on board with their own apps, and app downloads are predicted to surpass Facebook or Twitter followers for most brands in 2015. While an app might not be a fit for every brand, for those who can create and utilize an app, it can mean big growth.
2. 2015 will be the year of video content.
We’ve been hearing more and more buzz about video content and it’s importance for online marketers. Research shows that video increases conversions, and we’ll see more brands integrating video into their overall marketing strategy for 2015. As with everything, it’s about quality over quantity. If you’re shooting videos on your mobile device, take care to shoot in landscape (horizontal) format rather than portrait (vertical), and consider hiring a professional video production company to up your game.
3. Word co-occurrence & contextualization will be the buzzwords of choice.
After years of dubious keyword stuffing and black-hat practices by many SEO companies, Google cracked the whip earlier this year with their latest search algorithm update. Keywords alone no longer carry the same weight that they did in years past. As Google and other search engines aim to anticipate the intent of searchers, and as voice searches from mobile devices increase, the context in which related words occur is more important than ever. Big words like “word co-occurrence” and “contextualization” will get tossed around in the world of SEO in 2015, but the heart of the matter is simple: be as genuinely descriptive and helpful as possible, and create content that is helpful to your user and anticipates any questions they may have. The more you can write content that answers your customer’s questions in a way that they would naturally speak about your product, the more likely you are to show up in their searches.
4. Local search will focus on proximity to provide relevant results.
Another factor that Google is focusing on with their most recent search algorithm update is improving local search. Google has made a lot of updates to their own local business listings in the past year, adding new features like Google My Business Locations for improved management for businesses that have multiple storefronts. As searches from mobile devices continue to increase, local search is more important than ever, and therefore staying on top of local business listings like Google My Business, Yelp, or TripAdvisor is a must.
5. Social signals will overtake traditional link-building.
As we move away from link farms and link-building for the sake of links alone, one way that search engines will continue to see the value of content is how it is shared through social media platforms. Whether it’s Facebook, Pinterest, or Reddit, sharing links on social sites serve as social proof and a vote of confidence. We predict that these social signals will become more important than ever in the coming year, which is good news for our clients, who are wisely already integrating social media into their everyday marketing strategy.
In 2015, creating a holistic online marketing strategy will be more important than ever, as SEO becomes more closely aligned with social media signals and responsive web design. Smart businesses will seek out opportunities to integrate all of these components into their marketing strategy, which is something we here at FSC Interactive do on an everyday basis. Contact us today about building a smart strategy for 2015.