As mentioned last week in our ‘Do’s and Don’ts for 2015’, digital marketing this year is going to be a very different ball game from that of 2014. Gone are the SEO days of link building and ranking highest for generic keyword phrases. Instead, 2015 will be about quality content, social media and long tail keywords; all resulting in better acquisition to conversion rates.
Deepblue have devised 8 points that should be considered for your SEO campaign throughout 2015.
Onsite content is a key driver of search engine rankings and site traffic.
Offsite content leads to social shares, brand awareness and improved DA.
You need to get a content plan in place to create and distribute high quality content for better rankings and site traffic.
Technical Onsite SEO
Keyword Research, Meta Tags, Index Penalties and Recovery - These are really the last vestiges of what was once known as SEO.
User Intent and Mobile SEO
It is a fact that having a mobile friendly website is more important now than ever in a digital marketing campaign, so much so that Google Analytics and GWT now include a whole statistical section relating to mobile users.
Google has also started penalising websites with mobile errors.
Long Tail Keywords
There has been a shift to longer tail keywords and more specific type of keyword searches, rather than the generic keyword phrase for your services/products.
People’s habits are changing when it comes to searching the web, including mobiles and tablets usage, voice search and localisation. Optimise your site to accommodate the needs of your users.
Brand Building, Brand Mentions, Citations.
Link Building and backlinks are becoming less and less important as they can be gamed. Instead, Google is looking for brand mentions and citations from authoritative sites within your sector as an indication as to how well your site should be ranked.
Google+ and Social Media
Google+ has not proven to be the Facebook killer it was meant to be. Instead, Google will be putting more emphasis on the signals generated from Facebook and Twitter, including shares, social authority and the followers you have.
Google has denied using Social signals in the past, but evidence is emerging that it is already part of the algorithm.
Although often seen as a bit of an urban myth, large companies will have to become increasingly aware of negative SEO and how to combat it. Google will try and help with this going forward, by identifying spammy link campaigns and sudden changes in activity.
No longer SEO, It is now Digital Marketing
Although SEO is definitely not dead, it has become part of the overall marketing strategy, which includes old school marketing, such as leaflets and brochures, social media, email marketing and other creative ways of getting your products, company and brand name across to your customers.