The self-proclaimed “Wizard of Moz”, Rand Fishkin, has in the past week with his presentation “Cracking the Code SEO for 2015: Tactics to Love vs. Leave “gave an outlook on the Search Engine Optimization in 2015.
Review: The development of SEO in the last five years
The algorithms that search engines are trying to provide the best result for a search query, are becoming increasingly complex. More and more factors play a role in the evaluation of websites. Especially in the perception of user signals and the valuation of links, Google & Co. have shockingly well developed.
The personalization of search results on the basis of previous queries, the terminal which searches and the current location of the search ends, have contributed to the rethinking of search engine optimization.
SEO has also become a standard craft that have receive them throughout the web business. Fishkin makes this clear by analyzing the job titles and descriptions in the social network LinkedIn. It is clear to see that SEO alone is no longer a job, it’s a skill that is in demand in any online jobs.
Furthermore, the detection of webspam, has greatly improved in recent years, as evidenced by the keyword ” Negative SEO , however, has developed “a challenge for all webmasters.
Further changes in recent years have resulted primarily through the Google Knowledge Graph and the lack of keyword data (“not provided”) with which users find a website on Google.
Less is more SEO – There is no longer “The Solution”
One thing is clear, considering the changes in the industry look at: SEO has changed. SEO has become more than keywords to write to the title- and the H1 tag and then “hard” on the target page to link to.
Rand Fishkin is in its outlook for the year 2015 individual SEO disciplines and shows that rethinking is in order.
For a proper keyword research data from Google rich AdWords simply no longer. Google Suggest, for example, it provides an excellent addition. Also related topic forums and social media platforms should be searched. What users really investigated what content can I offer him to really help him? These issues are important in keyword research 2.0.
It is no longer plump keywords to pack on a page and then order to rank in the top ten – Content must add value to the user to be. Requirements to modern websites content:
- Unique content, which is not available on every corner in the web in an on search engines, readable format.
- Use of related terms that will help search engines to recognize the theme of the website.
- Content that, in an efficient way to solve the requirements of the user.
- Valuable content that users may otherwise find difficult.
- Content that can be easily consumed and on all devices.
Google wants to evaluate any links that can build yourself a webmaster. Fishkin is called here the examples link buying, guest articles or spreading of infographics on various portals. Backlinks should be genuine recommendations! search engines, “real” links have now realized more and more that the controlled link building is impossible soon.
The positive correlation between social media signals and good rankings in search engines consists. However, these have nothing to do with each other with high probability. Good content is detected by search engines and, of course happily shared by users.
Rather, one should see social media as a one way link building strategy. For thus these contents reach other webmasters who are then aware of it and “real” can link to.
Not much is equally good. The publishing of content should be well thought out and pursue a goal. Who can help the content and why should he share it?
SEO is still SEO?
Phrases like “SEO is dead” or “Content is King” solve many SEOs downright aggression. But when directly viewing the development in recent years, it is found that there is always more concerned not simply matters is content to publish, but a unique “brand” to build with its contents.
SEO thus shortened in the final analysis in the implementation of a proper online marketing strategy almost gone. Which explains why SEO is not job-name more, but a skill in the entire online business.