SEO is an evolving world. Google, Bing and all search engines make hundreds of adjustments to their algorithms throughout the year. While some of them won’t make any difference to your rankings, it is, however, vital that you keep up to date with what is going on. With this in mind, it is essential that you have the right plan in place to future-proof your business SEO.
Here are a few things you can do to get you started.
Stick to The Basics
The basics of SEO won’t change much because the algorithms are well-established. Although the major Google updates like Penguin and Panda have caused havoc with some companies, those basic premises have remained the same. While the tip of the iceberg was lopped off for many people, the main body of it stayed the same. So make sure that your information architecture and all of your content are good enough to appease the search engines, and you will be okay. Anything else you do can be changed much easier. There is a great guide to getting the basics right over at Search Engine Watch.
Search Queries Getting Longer
As people begin to understand how search engines work, they are starting to use longer search queries. They are using more localised searches, and also becoming more conversational. So. make sure that your in-house team or digital marketing company is up to date with how they use long-tail keywords to ensure you stay on top of the changes. How? Think about using Siri or Google Voice, as two great examples of how things might be changing. A lot of the time, you will ask your service a question, rather than just stating a product. And, as more people take to the new technology, it will lead to more voice searches, so expect the semantics to change yet again in the not-too-distant future.
Concentrate On Your Product
Although SEO is important, don’t put all your eggs in its basket. Your product or service is the most important thing about your business, and no amount of fiddling with SEO will change that. Yes, it’s important to get found on the search engines. But, unless you are working purely in the affiliate marketing world, getting a great ranking isn’t the be all and end all. It won’t be your Google rank that closes a new deal, or expands your business into new territories. It won’t be the fact that you’re on page one of Bing that will really wow your customers. And, most certainly, it won’t be your Yahoo! listing that helps you get funding and take your business to the next level. Getting your product right and all the SEO basics in place will be far more effective than worrying about how the new algorithm changes will affect your business.
Do you have any ideas on how to future-proof your SEO? Please feel free to share your expertise with our other readers, and don’t forget to check out the rest of the blog for more helpful tips and advice.