Challenges Facing SEO Campaigners in 2015
Getting your website to rank high in search results for your target terms takes effort. It involves thorough understanding of the guidelines and best practices at any given time, and painstakingly implementing strategies that fall within them. To add to the difficulty, these best practices are constantly evolving. Over the past one year, SEO has changed, posing new challenges for people running new SEO campaigns. In this piece we take a look at some of these challenges.
Adapting to strategies that will bring citations
Although the traditional hyper-text is still relevant in link building, Google is now giving increased attention to mentions. This means a paragraph on another website which casually mentions the name of your brand is as important as another one that features a hyper-link to your page. SEO campaigners today are therefore faced with the challenge of content syndication and better social media engagement in a bid to gain more mentions.
Adapting to semantic search
Before now, all you needed to do to dominate the search engines was to locate low volume high competition keywords and craft content around it. Today, SEO campaigners have their work cut out as this is no longer enough to get you ranking highly. Google’s humming-bird update of 2013 shook things up, as queries are now evaluated based on the intent of the user instead of the keywords used in the search. To quote James, Click Intelligence technical SEO audit specialist, “content creators have to focus on answering questions and creating content providing a decent number of solutions to particular problems, instead of crafting only semi-useful content around keywords”.
Adapting to relationship building
Before now, SEO campaigners looking to grow their backlinks approached just about any site willing to link with keyword-rich anchor texts. Automated directories, article marketing and link exchanges reigned supreme, and low quality sites were ranking in good positions easily. Google’s Penguin update has since put a stop to this. Link building campaigns this year will involve first and foremost creating quality content and then building relationships with people in your niche with the hope that they will help your content spread. This also means that social media now has a stronger influence on link building than ever.
Adapting to local SEO
Most businesses understand the importance of SEO but only a few fully understand the importance of local SEO. In the current climes, however, local SEO has more influence on businesses than ever before. This means SEO campaigners are faced with the challenge of making sure they cater for their local demographic. Many people have tried to wave aside this part of SEO, but the statistics are making them have a rethink. One such statistic is that 50% of mobile users who do a local search will visit a physical store within 24 hours.
These are just some of the challenges facing SEO professionals this year. There are plenty more, I am sure you will agree?