Job 1 -Biggest Changes in SEO over the Past Year

Optimization for mobile traffic

Many have been predicting that mobile traffic would exceed desktop traffic, and in 2014, that’s exactly what happened.  The percentage of organic traffic from mobile devices continues to increase.  As a direct result of that,  Google has been placing increasing importance on mobile-friendly sites and has been penalizing sites that lead to errors for mobile users.



Focus has switched from keyword rankings to ROI metrics

It is important for companies to know they are getting for the money being put into SEO, but many companies are struggling to track their return on investment from SEO. Companies are increasing the amount of spending on SEO, and most marketers believe that usage of SEO will continue to grow.


The importance of brand mentions

Brand mentions and implied links are less likely and less easy to be manipulated than express links.  Google is starting to place more emphasis on brand mentions, so they will eventually become just as important as direct links to sites.



The demise of Google+

Although social media experts have pushed businesses to have a Google+ presence, and in particular, Google Authorship, Google has ended the Authorship program and will be dismantling Google+.  Google+ will be split into three parts, and Streams will become the newsfeed-like service.  Businesses will likely go back to other social media platforms, such as Facebook.


Focus on building relationships instead of creating content

Simply creating content is no longer enough to maintain a loyal following.  It is now necessary to reach out to bloggers and influencers to continue to spread the brand information.  However, more connections is not necessarily better, as the quality of those connections is even more important.


SEO is becoming integrated with marketing, rather than its own department

SEO, social media, and marketing are merging together with a common goal to promote the business.  Dedicated SEO consultants will likely be phased out in the future.  Many PR agencies are picking up on the trend and are now offering SEO services to companies.


More focused social media approach

Companies originally tried to have a presence on every available social media platform, but it is better to focus on just two or three and be very active with customers.  Social media is no longer just a means of customer service, but it is a marketing channel.  Concentrating on just two or three social platforms can build a loyal audience.


Earned links are more valuable

Earned links, particularly citations from respected publishers, will improve SEO.   Quality content is one of the most important aspects to earning links, along with choosing the audience carefully.  Blogging is the most recognized method of quality content, for a targeted audience.

Executive SEO Inc.