Want to know what to expect from the next year in terms of SEO and how these changes will affect your business? Our Head of Search Adrian Durow offers his predictions for Search in 2012.
The more the years roll on, the less SEO is about just SEO. Over the past year, SEO has really evolved into SEO x Social x Content x UX, and unless sites take a holistic approach, then they’ll be left behind. Here are a few brief predictions for Search in 2012.
- More formats on search results / Less need to click through for specific queries? Google will utilise advanced tagging and channel info (such as Schema.org) to make the Search Engine Results Pages (SERPs) even more, Specific flight times, restaurant reviews, definitions, weather forecasts… can all be obtained from the SERPs without clicking through.
- Even more personal results Google will utilise even more data from browser history / click-through-rates / Google+ activity / location / Gmail activity in order to further personalise your results to provide a better search experience.
- Analytics data used as a ranking factor I do believe that the time (quite soon) will come when Google looks at site retention data and bounce from it’s own analytics accounts where permission has been granted, in order to determine relevance and positions in the SERPs. So if you’re not paying attention to optimising site performance and conversion rates, then your positions could be affected.
- Google providing less data We’re really gutted about the non-passing of keyword data into Analytics from logged in visitors. We’re anticipating that this could evolve with less organic-keyword-specific data being passed to Google Analytics to help us SEOs. On the flip-side of the coin… Google Analytics range of functionality has really developed in leaps and bound over the past 12 months.
What are your predictions for Search in the coming year? Leave a comment and let us know.
The arrival of integrated encryption protocol Secure Sockets Layer (SSL) into natural searches, is expected into the UK, early next year. This means that the natural search terms that bring a user to a website will no longer be visible in referral data.
Already search encryption has been introduced into the US, with SEO agencies reporting that is has been affecting client’s search traffic. It is expected that in time, there will be a knock on effect with paid search budgets as more money will have to be invested in testing keywords.
The Internet Advertising Bureau (IAB) is currently working on guidelines, in the case that Google does extend the encryption to UK search.
Another issue to affect Search Engine Optimisation (SEO) practice, is Google’s latest update, ‘Panda’ to its search algorithm. The update is designed to distinguish high quality websites from low quality. This is where producing valuable and original content on a regular basis is key.
Websites with a high proportion of adverts or sites that have been blocked by users will slip down the rankings. The other side of this is that, websites with a large number of ‘+1’ button clicks will go up, reflecting that fact that other users find the website useful.
If you’d like to find out more about how our SEO Department can benefit your website, get in touch and ask about our practical workshops and seminars. Alternatively, you may be interested in our Google Analytics Package.
Via NMA and Search Engine Watch.
1) Social Media Optimisation – As Google prioritises social influence in search, SMO will be a crucial part of marketing strategy.
2) M-Commerce – As mobile use continues to rise; users will increasingly make purchases via mobile phone. Near Field Communication (NFC) and improvements to 3G, Wi-Fi and 4G rollout will also lead to increased mobile commerce
3) Touch interface – a move towards increased touch screen devices will see interfaces being designed with touch in mind, for example Windows 8, BBC Website.
4) Digital Publishing– The impact of increasingly personalised and social digital publishing will becoming evident as more publishers move away from print as the main offering towards digital publishing. The monetisation model will also change with fewer adverts and an increase in subscriptions.
5) Tablet market – the iPad is already facing some competition from other tablet devices such as Kindle Fire and the Nook. With people moving away from the computer, the tablet could grow in popularity.
6) Social Commerce – Social media will have greater influence in purchasing habits, with brands moving towards Facebook stores
7) Social Media in Customer Service- social media will play an increasing part in customer service communications. Retail brand, Oasis has dedicated customer service section on Facebook page. Other brands will adopt similar strategy.
8) Frictionless sharing – The open graph on Facebook will result in Frictionless sharing of music, news and other content, with one click. Whilst increasing brand exposure, it will also likely raise privacy concerns.
9) Television consumption-Increasing changes will be made to the way we consume television content such as second screen consumption and cross platform broadcast strategy
10) HTML5 – web content will increasingly be built with HTML 5 including mobile apps for increased cross operating system access
What do are your digital trend predictions? Let us know by leaving a comment below.
