Search engine optimization is by far one of the most important and effective digital marketing approaches there are today. For online marketers who are looking to stay at the top of their niches, it’s important to know what the future holds and make relevant adjustments to the SEO campaigns long before the rest of the world catches on.
The peril of using outdated methods
As an SEO, there are many dangers associated with using obsolete or outdated techniques. For starters, you may lose your customers to competitors that have implemented more recent techniques according to the changing requirements of your target audience.
As 2015 wears down to its final quarter, it’s time to run an analysis of the SEO techniques and industry changes this year and determine how these will affect SEO for the coming year. A few questions will be instrumental in this analytical process.
- Have there been any changes affecting the SEO industry which I can leverage to bring more traffic and leads to my site?
- Has Google made any substantial alteration to its layout and/or search algorithms?
- What is the role of click-through rates in site rankings?
- How can I leverage this information to improve my site?
There are many more questions that SEOs should contemplate when planning and mapping out the following year’s strategy, alterations and tweaks. However, of all the changes noticed this year, the prevalence of mobile internet access is the most important determining factor going forward.
2016 will be dictated by mobile technology
In the year 2014, Google announced that mobile searches in the US finally surpassed the number of desktop searches. A few other countries have caught up to these stats since then, but one factor remains undisputable: global mobile search will finally surpass desktop searches.
That means that the numbers related to organic traffic, paid search clicks and spending coming from mobile devices will outweigh those brought by desktop and laptop searches. This is not so much as prediction as it is the conclusion of a path we’re already on as we speak.
Because mobile devices are more convenient to carry around and internet mobile technology has advanced, users will likely use these devices to access the internet almost as much as they do their desktops.
As such, SEOs and internet marketers should concentrate on ensuring that all aspects of their campaign take into account the growing mobile audience and its needs, which are vastly different from desktop audiences.