January 13, 2013
2011 and 2012 have been incredibly important years in the world of search engine optimization and for search design trends in general. In an effort to make the web closer to something
semantic and highly responsive to the real needs of human readers, Google has performed some major overhauls to the way it ranks the websites it has indexed by its web crawlers.
These overhauls will be ongoing and will continue to develop further in 2013; creating a web popularity landscape that depends not just on classical SEO tactics but also numerous other factors involving social media, website design and friendliness to the latest browsing systems such as mobile web viewing.
Let’s go over some of these key trends that will almost certainly be really big in this new year.
1. Humanized Ranking Metrics
With Google’s repeated massively damaging blows to black hat SEO during all of 2011 and 2012, the days of effective link farming, content stuffing, keyword stuffing and other “nefarious” optimization tactics that don’t actually reflect site popularity are over. This trend will only continue and whatever black hat optimization tricks that are still working for some sites will only continue to deteriorate in their effectiveness.
Instead, Google is steadily working its way towards creating a more humanized ranking index that, in addition to reflecting other metrics which we’ll soon get to, also takes a lot of its value analysis from real time social media and human user metrics of actual popularity amongst readers.
The end result is expected to be a more “real time” search results profile for queries and an increasing amount of weight given to data collected from Twitter, Facebook, other social platforms and, of course, Google’s own array of social media tools. An important aspect of this will involve site owners connecting their content to each of these social platforms and also integrating themselves more with Google’s own network of content tracking. (despite the obvious bias in Google’s favor here)
2. Quality over Quantity
This almost certain 2013 trend is great news for a lot of content weary bloggers and site owners. Instead of giving heavy emphasis to massively content stuffed websites, Google and other search engines will continue to focus more on ensuring that their best ranked content is judged more by its quality, relevancy and freshness.
Updates like some of Panda’s iterations were a particularly good demonstration of this and played a part in giving precedence to sites whose content was most relevant and valuable for a given search, even if the sites themselves were not major content producers like some competitors might have been.
Based on this trend, site administrators should work towards really filling information needs with high quality posts without rushing to fill out as much new content as they can as quickly as possible.
3. Mobile Search
The mobile browsing landscape is only continuing to grow and soon it will completely overtake conventional web search. This means that adapting to the technical and practical details of this changing environment is a crucial step for SEO conscious site owners in 2013.
Speaking on a purely technical level, more emphasis has to be given to making websites more mobile friendly and designing them so that they are fully responsive not only to different PC browsers and screen sizes but also to thousands of different mobile platforms, from tablets to a whole array of smart phone types and operating systems.
Additionally, from other optimization standpoints, work to get your sites and their content more oriented towards mobile friendly content delivery. This could mean post design, text layout and presentation media such as video or audio
Another interesting feature of this emerging mobile search trend is the fact that a lot more of it takes place through a complex series of social network connections, bringing us to our next point.
4. Increasing Social Media Importance
We already partly covered the incredible importance of social media weight in our first major trend point, but it bears mentioning in more detail.
In 2013, you will absolutely need to develop your website’s social platform presence and integration as much as possible.
As more and more of the data about what’s trending on their platforms gets collected by social media sites, more of it will also become available for review by Google. This in turn will make such metrics more important in deciding search rank value. Ultimately Google is working to provide the most human relevant search experience possible to its users and the fundamentally human guided nature of social media popularity makes it a vital base of information for Google to achieve its goal.
Help this process along as much as possible by developing your popularity in the social media platforms and building up a base of dedicated fans that keep coming back to and repeatedly sharing what you have to offer further down the social chain. Not only will this eventually improve your essential human ranking value in the new search landscape, it will also achieve the vital site popularity building step of making you less dependent on search rank and SEO for the long run.
In essence, by developing a fan base at least partly through your social presence, you’ll be forcing the search engines to pay attention to you. Another way of looking at this is that building a deep human popularity amongst many fans and other influential websites will create a domain authority for your pages that no search engine can ignore.
Additionally, bear in mind practical technical steps that will improve your social media friendliness; things like creating multiple profiles across several popular media platforms, connecting them fully to your website through social media buttons and making it easy for people to log on through their Facebook or other social networking accounts.
5. Conversion Rate Optimization
However Google works, it has to also pay attention to reality on the digital ground. In terms of CRO, this has an enormous potential importance for 2013 because it means that a major factor in higher ranking may soon be how well sites get visitors to perform useful actions.
In essence, while many sites may have numerous visitors, the ones that optimize their pages for the best human engagement are those that actually get the readers not only to visit but also do things like buy products, click more links or opt in to a mailing list with their email addresses.
Since successfully doing all this is an obvious indicator that people are getting real personal value from a website, it’s very likely that Google will pay more attention to it in 2013.
For your own site, focus as much as possible on delivering high quality and getting maximal action or purchase conversion rates from whatever visitors you do have. Doing this is even more important than focusing on raw visitor numbers.
Matthew Ellis has written for the marketing and tech industries for many years as a freelance author. He also owns a small business that deals within those realms. When he’s not working, you can find him covering Acquirent’s sales jobs in Chicago.