With every coming year, there are new hopes, new dreams, new targets. But in case of SEO (generally means SEO for Google only as Bing and Yahoo rarely matter for many), there is always uncertainty in its direction. Hence the question arises about the future of SEO in 2015.
The relevancy of SEO in 2015 is not only limited to ranking in Google.com but also the return on investment. With major Panda, Penguin updates, the focus is more on unique content and careful link building. The cost of SEO has been increasing with every update as more and more predictions come out. The period of automation (around 2006-07) was the easiest when it came to SEO. Softwares like Scrapebox, Xrumer etc can be fired on day and night and then it was followed by quick rankings. This automation led many small internet marketers to taste the success of search engine rankings.
However, with blog comments, forum profiles being devalued, the era of blog networks started with some massive networks like Authority Link Network rising in quick fame. It was the peak period of publicity of such networks when Google struck hard on them and wiped many public blog networks.
Currently, everything revolves around quality content and the era of softwares has been fading. There are still software usages at very decreased levels in SEO but a minor mistake can just throw away the site somewhere in the deep black holes of Google.
With Google coming out with updates, the small budget affiliate marketers are facing hard time in getting their sites fetch any results. The future of SEO in 2015 is thus more dependent on bigger budget. If you can invest well in quality content, links from high demanding websites, then you can expect good results.
Obviously the term “natural link building” is obsolete. Why would any authority site link to a site teaching ways to increase height? Usually authority sites have their own expert writers in various fields who can chunk out any number of articles in almost any field. So here is where the budget comes into play.
Getting links from relevant sites also seems to be fading as people usually do not link to competitive sites because of the fear of loss of traffic and link power. While sites like Forbes.com, Huffingtonpost.com can get hundreds of likes, tweets on almost any article they publish, an affiliate marketer would have to search for some shortcuts to compete with that level at low budget.
Calculating the Future of Seo in 2015 using Return on Investment:
The return on investment was way higher at the time of automation as you required some softwares and mostly a 24 hour running VPS. But after updates, you need unique articles, post on high authority blogs, constant monitoring of keyword diversity, article type, bounce rate etc. This has increased an average expenditure on SEO by at least 5 times. However, even after spending that much, you are not immune for long as the updates now are very much frequent compared to earlier. In such a case products with recurring income can make a decent return on investment. Hence it will be wise to promote products which provide recurring income.
Albert Einstein defined INSANITY as “doing the same thing over and over again and expecting different results”. However in case of SEO, doing same things yields different results. The exact link building approach you adopted to rank a site higher earlier may now trigger penalty.
One other thing about SEO is that you have to be actively monitor activities and updates every month. Suppose of a new internet marketer who lands up to an old article on building backlinks using directly blasting site with software, what would his fate be? So you need to be continuously updates on what’s changing in SEO?
Although from the side of Google, it is very much relevant to make sure that the user gets results within least search but it would also be an exaggerating prediction to think that small internet marketers do not offer quality and are always in mood of quick money. If that thought would be given place, then search results would be packed with only a monopolistic handful of sites.
The ideal position for Google would be to make a user satisfied with the first search and click. This needs tracking user behaviour on part of Google which it has been doing and is now more active on using user behaviour as a key component for their search results.
Suppose a person searches a keyword on Google, goes to the first website listed on Google and then clicks the BACK button within few seconds. This can happen mostly in case of unsatisfied user. However it can also happen that the search takes few seconds to make the user satisfied like searching for PIN CODE. The user searches PIN CODE, gets to website, finds it and presses back button. But however, pressing back button fast in an indicator of bad user experience.
Some other reasons why the person had pressed the back button within few seconds could be:
1) The loading time of site was slow
2) Website didn’t look professional
3) The searcher was on mobile and the site did not display correctly on mobile.
4) Too much advertisements on site
So from these things, some pointers can be called out like site must have fast loading times, must look professional, must be mobile optimized, must contain less ads. The other ways are adding relevant videos so that users stay longer, adding long and researched article with internal linking to relevant content so as to make the user stay longer on your website.
However, despite good design, researched content and all such factors, an initial push is required to get that content to some people and see their reaction and get some social activity possible. And here comes the concept of outbound marketing strategy. The overall experiments which Google is conducting every now and then in name of various updates are nothing but an effort to make the user satisfied with the least amount of searches.
If you are looking for temporarily chasing these algorithms, then you will have to change your SEO strategy every time a new update comes around. But in case of many small affiliate products, you cannot think of building long term contacts as many of such small products and services may be for onetime.
What still can be the future of SEO in 2015?
1) More focus on social signals, social presence
2) More focus on being authoritative in your subject
3) More focus on sites with good navigation, load times, and low bounce rate
4) More relevancy on trust of sites linking to your content
5) More focus on brand mentions on other sites
Also, there are heavy predictions on Google incorporating word linking and understanding capabilities as it wants to incorporate voice search feature. With that all being said, the future of SEO in 2015 will be overall influenced more by user experience and less by backlinks. Google will do more of A/B split testing among websites to se e which have better CTR and more time on site. This will case more fluctuations in search results. Overall SEO will still be relevant but now you have to take care of multiple things as opposed to just backlinks and keywords earlier.
Do leave your comments to add your thoughts…