Dec 17 2012
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.
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 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.
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.