After every few months or perhaps years, some fresh developments make their way into the SEO industry. These developments in the SEO industry make the skeptics think whether the time for SEO is over or not.
One thing is clear that SEO has, and will always encounter developments. The room for traditional SEO has now become quite small. Note that the internet has seen a lot of changes in the past. And as long as search engines are there, the ranking in them will be a crucial parameter.
While so many of the changes are mere tweaks to the existing methods, a number of them are actually the real innovations. The latter ones have actually derived a new approach, a fresh idea, and a completely new methodology to solve the problems that were being solved previously as well.
Mobile and Voice Search are pacing up
Mobile data traffic has seen a significant rise in the last couple of years. Let us face the fact that expansion in mobile internet access has brought a change in the way people search for things online.
Applications are quickly replacing the web-based browsers. Google anticipated the future and launched accelerated mobile pages.
Besides mobile applications, voice search is becoming increasingly popular as well. Cortana, Siri, and Alexa have made it a lot more comfortable for people to integrate the internet into their lifestyle.
Artificial Intelligence Impacts the Keyword Matching Formula
Digital Marketing industry, more specifically the SEO industry, has been facing a lot of fundamental changes after the introduction of revolutionary artificial intelligence.
Every change in the industry is dedicated to the user. From penalty systems to the semantic savvy artificial intelligence, everything is introduced to improve the user experience on the internet.
Google’s supercomputers are becoming all the more sophisticated and better. They no longer need to associate the search queries with exact-match phrases. Simply put, search engines don’t need to look for matching keywords on a webpage to derive the sort of information the searchers are seeking for.
To simplify it, even more, the content is becoming the backbone of the industry. The traditional phrase duplication will now have a much lesser impact on the search visibility.
User Engagement is the future of SEO
As it can be seen from the newsfeed on Facebook, the social media platform pays much more attention to user engagement than the keywords. It simply means that the reach of content automatically boosts up which is getting a lot of likes and shares.
We can see that search engines make it hard for a website to come up on the search results which has relatively higher bounce rates and pogo-sticking. These two parameters let search engines know the dwell time, which eventually tells them that the whether the website contains any content worth reading or not.
The user engagement metrics might not have been as influential as other search ranking signals till now, but it is quickly taking up the role.
Natural Language Processing
When you feed a language processing system a piece of text, it begins to evaluate the repetition of a term or a phrase in it. It also counts how frequently are terms have been written in the text. So, basically, it calculates a thing called ‘term frequency.’
Maybe, it does not make sense to you, but it is crucial when it comes to the internet. A computer figures out the purpose and usefulness of a content through the parameters like word count and term frequency.
Machine learning comes in here now. The language understanding systems study a large dataset of text to understand what exactly is the article or text is trying to narrate to the user.
Search Patterns have become Non-Predictive
Users have been, for quite some time, using longer strings and phrases to find the answers to their queries on the internet. Google’s engineers are tinkering with the search as well.
Search results for different users vary with the change in geographical location, demographic information, and the search history. This implies that all these search engines are relying more on semantic matching, context, and contextual models to determine the purpose behind a given search string.
This has made it the search patterns a lot less predictable. Marketers and SEO experts will now have to dig even deeper to understand their target audience. Also, what the users are looking for is a matter of concern for the marketers as well.
The Context of the Search Is Becoming Important
We all know that our search patterns and search history are used to pin down the way we see the results. For search engines that look beyond just product ads, the future is getting bright.
In the up and coming future, every move of our lives will be tracked. For instance, if you want to lose weight and get fit, you will most probably everything using a mobile-based application. This data will then be used to show you relevant ads of the products and the recopies that you can consider for the purpose.
As opposed to getting any random recommendations, you will be getting more relevant and purpose specific ads. That’s a lot of work for search engine optimization experts and marketers, but at the end, the results count.
Ever since its introduction, technology has always seen transformations. A few years ago, none of us could have imagined a thing like a smartphone capturing the entire market. But if one of them launches today, that’s no big deal.
But the evolution of techniques is based on the fundamentals. Problems remain the same, but solutions change over the time.
Online connectivity today is much more important than it was ever before. With so many people looking for content every minute, winners are the ones who keep up the pace with the users.
Like other industries, the SEO industry will keep on evolving as well. New techniques will make it challenging for the experts, but that’s how it has always been.