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Top SEO & Marketing Trends In 2014

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web

page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier

(or higher ranked on the search results page), and more frequently a site appears in the search

results list, the more visitors it will receive from the search engine's users.

Boost ability is an expert resource for SEO and local search services. We spoke about crisis PR,

of course, but we also discovered we are kindred souls in our passion for the increasingly better

ways marketers are discovering to make SEO really “work”. Of all the developments in the word

of SEO, what are the trends marketers need to be aware of as we have moved into 2014, and

what should they do?

The Ever-Changing Google Search Algorithms

Since February 2011, in fact, Google has released 25 updates that affect its website content quality algorithm known as Panda. Other includes website layout and the devaluation of generic product or service keywords in the domain name known as the “EMD” (Exact Match Domain) update. Examples of a domain that would have been devalued by the EMD update would be DaytonOhioPlumbing.com or iPhoneAccessories.net, in an effort to take away the “unfair advantage” of hits to a company whose name precisely matches the generic search term it answers.

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In 2013, the Panda algorithm logic was merged with the main Google algorithm, so

updates for the Panda algorithm have ceased. But Boost ability estimates that changes that could amount to another 10 Panda updates in 2013 could bring the real number of

major changes in 2013 to 25.

Google has been relentless during 2013 in its pursuit to squash link building in cases

where the intent of the link builder is to manipulate Google’s algorithm rather than add genuine value to users. Thus the advent of the new Google algorithm, Penguin,that the

company applies separately from the main Google algorithm about once a quarter.

These updates may seem daunting, but they actually level the playing field and give web marketers the opportunity to step in and make their sites more competitive in the

context of Google’s new rules. Google’s desire, of course, is to give search engine users great results, not the results that contain the highest level of spammy link profiles.

Optimization of websites for Multi-Screens and Smart Phone &

Tablet

In June 2013, Nielson reported that of mobile phone users in the U.S. 61% of them

now use smart phones. That is a 10% increase since early 2012. The study “Why We Don’t Buy: Consumer Attitudes on Shopping Cart Abandonment,” by Bronto Software and Magento said that 54% of people who buy online daily or weekly own a tablet and 64% own a Smartphone.“You can’t afford not to have a mobile friendly website in 2014,” and notes that having a mobile-friendly website implemented wrongly could hurt your site’s performance in Google searches.

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For optimal success Google recommends “responsive web design”. This phrase

refers to website design that adjusts the layout or size of the website according to the screen or window size of whatever device or web browser is being used to view it. So

whether your website users are using an iPhone, Android, tablet or desktop PC, the

HTML code used to render the page is the same for every URL. This eliminates the need to host separate mobile sites at a different location than the main website. Essentially,

the main website is the mobile website as well.

Local Search Competition on Search Engines

The Google Places Stats and Facts page says that “20% of searches on Google are related to location.” According to comScore, 56% of mobile phone users use their

browser for local searches, raising the importance still further for small and local businesses to establish themselves online.

There are about 250,000 new claimed listings on Google a month (Mike Blumenthal’s 2011 estimate), and the implications are tremendous. The need for your business to have Google & Bing optimized business listings is vital for your success in 2014. Internet marketing firms such as Boost abililty that are catering to small and local firms have seen tremendous growth. In the first week of 2013 Boost ability reported 3,347 SEO accounts with local intent. On Nov 27 they had 6,229 accounts, amounting to

a staggering 86% rate of growth in localized SEO business in 11 months.

As demand for pertinent local search results rises, so does supply. Getting your business on Google+ and Bing is not difficult. Whether you hire a third party or do it in house, you should optimize local search for all of your business locations in 2014. If you’ve already done this, look into improving your standing further by optimizing the profile, adding new images, coupons, and updating the hours of business. Freshening up your profiles in the coming year will produce a better return than ever before.

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Remember More Users in HTML 5 Compatible Environments than in

Flash

StatCounter’s data, quoted in the Google study “Unlocking the HTML5 Opportunity:

What’s the Holdup,” says that in May 2013, the number of users who have HTML 5 compatible environments overtook users with FLASH compatible environments.

HTML 5 is important as it allows for dynamic and interactive content like FLASH, but is compatible a across multiple devices, browsers, and screens. Soon, the need to have multiple technologies such as FLASH and Silverlight for your company’s ads and creative on content will all merge into HTML 5, saving development cost and time to execution

FLASH will still be compatible with regular desktop browsers, but HTML 5 content will soon be compatible with every browser on every device.

You’ll notice from the graph we’ve provided that HTML 5 compatible websites will continue to grow in general. But is it growing among your website’s user base? Start to

track if, you haven’t already, how much usage there is on devices and browsers that are compatible with HTML 5 vs. FLASH that use your website.

If the trend is positive for HTML 5 on your website then start to incentivize your in-house teams to learn HTML 5 if they have not done so already. What you pay for trainings and workshops will be an investment well spent.

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