January – 2015 is nearly over, with that were 1/12 of the way through 2015.
Before I do though I just wanted to add my thoughts about the fundamentals of SEO and how this can be made in the future when your thinking about the evolution of SEO. A lot is said about the industry and some still don’t quite understand. Personally, the fundamentals of SEO will never change as an industry, being formed from the following three elements:
Onsite elements being two strands:
- Crawler perspective
- User perspective
Offsite elements being two strands:
- Crawler perspective
- User perspective
Strategy – falling into five stands:
- Understanding the priorities that need to be addressed first?
- What are the priority target terms?
- Campaign plan and strategy
- KPI Reporting
- Campaign review and optimisation moving forward
Why is knowing this important? Understanding the fundamental areas of SEO means that however much the industry changes from a technology point of view, these 3 elements will always be the underpinning strategy and insight moving forward for any organic marketer.
It’s knowing what to address first, onsite, offsite or strategy in these 3 elements and priortise, is where the real value, knowledge and experience comes into play -
which will be affected by the way SEO changes in 2015 moving forward, SEO in 2016, 2017, 2018 – etc – you see where I am going with this.
The technology that affects these elements will evolve but the fundamental elements will still the same.
With this in mind let me structure for you my predictions for 2015 based on onsite, offsite and strategy for SEO 2015.
Please note: I am not going to go to in depth with this but these are the areas to look out for based on the 3 elements discussed – as you will see how this all fits into place. Furthermore I have listed only a few areas that I am particularly keen on focusing on this year.
Onsite Elements – my main two things to look out for are (excuse the fluffiness):
- Mobile and tablet market growth is to be expected to surge, so it’s important to have these elements optimised for a crawler and user perspective. With rumors saying that Google are now sending usability warnings via GWT < very interesting.
- Semantic mark-up – Google wants to make life easier for its crawler and it’s users to find better content. Giving Google an easier life will naturally reward you with the ranking you deserve.
Offsite Elements – my main two things to look out for (excuse the fluffiness again):
- Links – yes links. Links will be a lot harder to get moving forward, with bloggers and publications less willing to give them out, and if given will be given the dreaded no=follow tag. Moving forward in 2015, the emphasis on anchor text distribution married with CTR and bounce rate will play a heavier weighting towards this, expect this to be in one of the Penguin updates addressed much more heavily. A poor prediction however, stop worrying about the link numbers but focus more on the over arching campaign result – that is the story to be telling.
- Penalisation of websites. Google will crack down harder on websites that they suspect to be blog networks with the use of “perceived” link value not being enough. Websites can be faked from a crawler perspective to have good link value and contextual relevancy, but if these websites do not receive real human engagement there is little to no value for Google to list these within its index.
Strategy – last but not least
I am going to tackle my prediction for strategy in a two point perspective, firstly from Google’s evolutionary point of view and secondly from a SEOs point of view:
- Firstly, the SERPs will be intensified by Google’s knowledge graph thereby slowly eating away at informational key terms. I am sure there will be data showing how organic will have a gradual drop off.
- Secondly, mentioned a lot of times, and even by myself in a presentation I done in SES Hong Kong 2013. SEO cannot be a silo, and it will not work. It sits on top and works to supplement other marketing channels in making sure that they make the most from their marketing efforts. This mean working together with the developers, brand teams, IT, merchandisers, etc in helping to improve the brand presence.
Many thanks for the read.
If you have any thoughts – drop me a tweet or a message
Have a nice day,
Pak Hou Cheung