Google Algorithm Changes Gut Search Marketing
Digital marketers are overwhelmingly at the mercy of Google's algorithm updates. The 2011 Panda update and 2012 Penguin update created widespread changes in the way that digital marketers do their jobs. Though the future is murky, put down the magic 8 ball. Here are some issues and predictions to be aware of when you're planning your 2013 digital marketing strategies.
- Google's perpetual goal is to rid its results pages of spam. Expect further refinements of the Penguin update or an entirely new algorithm change, as Google continues its battle against spam-- and expect turbulence as traditional methods of marketing on Google become outdated.
- Link building continues to become more difficult. Instead of focusing on targeting for back links, think about "link earning," rather than "link building." Focus on providing great resources on your website.
- Mobile internet usage grows, changing the scope of required SEO activities. With predictions that mobile internet usage will account for as much as half of all web traffic by 2014, it's imperative that companies implement mobile SEO best practices for their websites.
- 'Structured data' will play an increasingly important role in SEO. This data lets websites provide additional information about their content to the search engines. It is highly likely that microdata will become even more important to website performance in the natural search results.
- Good content marketing will become a more accessible path to website success. Valuable content on topics readers care about is what will help websites increase their inbound backlinks, brand reputation and referral traffic naturally.
- Data-driven marketing techniques will drive out intuitive promotions. Because the amount of information marketers have access to is only going to increase, it's wise to assume that data-driven decisions will become even more important to marketers this year.