Digital Marketing

The State of Search Engine Optimization and Where It’s Going



By Jason Poulos(@TheSaganaki)

My post from last week talked about some digital trends and tactics for 2013 but I didn’t really focus too much on SEO. I talked about a few paid search trends but I wanted to dedicate a full post to really cover where things are headed and the perception of search engine optimization.

Crappy SEO is Dead

With the rise of the social web and articles like this one pronouncing “The Death of SEO” one has to ask, is SEO dead? SEO is not dead. Legit, quality content driven SEO is a thriving marketing tactic that continues to grow and deliver a high ROI. What is dead is the crappy, spammy, deceptive “SEO” of the past. The days of buying links, spinning articles and “manipulating” the search results have been killed by Google’s Penguin and Panda algorithm updates. Even the term “search engine optimization” feels a little out dated as SEO is really about content marketing and less about trickery these days. At its core, the goal of a search engine will remain to deliver quality results in a user friendly manner.

Search is Still Young

Search engines are still really basic machines that rely on keyword relevancy and link popularity signals. This is there backbone and hasn’t really changed since the inception of indexing the web. As technology evolves we should see strides in a search engines ability to index other content. The future will bring better technology that allows a search engine to crawl images and video more efficiently. What about voice recognition? A lot can and will happen with voice recognition in the future and search will be impacted by these advancing technologies.

Social Influence & Personalized Search

The rise of the social web has made an impact on search. Social hasn’t taken a piece of the search pie but the pie has now been expanded to include social media. Social is here to stay and it will continue to integrate and evolve with search. The data associated with your social activity may influence future rankings creating a more personalized search experience. Google’s jaunt into G+ pretty much verifies this theory as user are asked to “plus one” websites that they like. Social is a validation technique outside of the web but even on the web more social based search activities may start to sway algorithm based searches. Site’s like Blekko rely on human editors and not algorithms in order to personalize and socialize the search experience. With users maintaining topic tags, search results can be more relative and accurate to the query.

I barely scratched the surface on where the industry is headed but these were some of the concepts that resonated with me that got discussed at SMX East. Search is still an abundant and growing industry and it will be interesting to see where it goes in the future.

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About Jason Poulos:

With a degree in communication design from VCU as well as experience in web development and digital marketing, Jason brings a unique blend of assets to PadillaCRT. In 2012 Jason helped win 4 awards for his SEO work on PureCanadaMaple.com. Outside of his digital work, Jason enjoys brewing his own beer and restoring his1970 Chevrolet Nova. Jason is a new father and enjoys spending time with his family and his 150-pound English Mastiff.

3 Comments on “The State of Search Engine Optimization and Where It’s Going

  1.  by  Read Even more
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    A further issue is that video games are normally serious naturally with the key focus on studying rather than entertainment.
    Although, it has an entertainment aspect to keep the kids engaged, each and every game is normally designed to work towards a
    specific expertise or curriculum, such as math or technology.

    Thanks for your article.

  2.  by  Freda
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    In today’s online environment, almost everyone is aware about Search Engine Optimization (SEO) but still there are a few people who do not know about SEO and its purpose. ” With mouse trails on, here’s my first inexpert attempt.
    Falling from first to 20th in rankings can be devastating to
    a business.

  3.  by  SEOPRO Optimizacija strani
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    Please stop saying SEO is dead. AS long as there are search engines, there will be SEO <- fact. Crappy SEO is just moving around and new "crap" is constantly emerging. Quality and relevance will always work, so its just up to SEO`s to decide which route they wish to head down on ;)

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