The Future of SEO – How to Stay on Top?

With major search engines changing their ranking criteria, SEO techniques have to keep pace with the latest changes and evolve accordingly. Ranking algorithms have changed tremendously in the past one year and the shift has been towards artificial intelligence. Algorithms follow human thought process to rank websites. In such a scenario, what does the future of SEO hold and which methods should website owners adopt to stay on top?

Content is the Focus for SEO

In the new regime of search criteria, content is the ultimate focus. Quality content can get webmasters ahead in the race simply because ranking these days is based on more complex criteria than depending largely on backlinks. Ask any search engine optimization company and they would agree that low quality content and spam are weeded out of ranking lists.

The definition of spam has undergone slight modification. A write up that is stuffed with keywords is also considered spam. So, semantic latent indexing is the future for good ranking. Keywords should be used in titles, headers and throughout the content in varying forms.

Every SEO company these days emphasises on creating write ups that offer useful information. In fact, such content in itself is the biggest form of SEO today.

Enhanced User Experience

SEO has to be focused on enhancing the user’s experience. Search engine spiders track user behaviour on the web page. One of the major aspects taken into consideration is the bounce rate. Search engines can analyze how much time visitors spend on the page, based on which quality of content is judged.

Bouncing can be reduced and user experience can be enhanced by making the site more usable. Essentially, it means that users should be able to easily locate what they are looking for.

Easy navigation, accessibility, user friendly web design and high quality content all lead to better experience, which in turn translates into better SEO. Good user experience also implies audience retention.

White Hat SEO

The future of SEO is completely based on white hat SEO techniques. In the simplest terms, white hat SEO refers to techniques that are focused on impressing and being useful to humans instead of search engines.

Black hat SEO is the exact opposite and the techniques focus on roping in search engine spiders “by hook or by crook”.

Also called ethical SEO, white hat techniques include proper usage of keywords in meta data and HI, H2 titles, organic link building, high quality inbound links, keyword analysis and semantic structuring of content to improve readability. The bottom line of white hat techniques is to enhance user experience.

Personalized Search Service

Personal search is going to play a major role in the future of SEO. SERPs are presented on the user’s screens to match his or her personal interests. This is done by recording the web activities of the user into Google Web History. When you use the search engine, pages are ranked not just based on relevancy to the search term, but also on relevancy to terms in the stored web history. Personalized search service grows stronger with time as history accumulates.

In addition to following these techniques, focus on making websites compatible on multiple platforms and on exploiting social media for better optimization so that sites are prepared for the future. Consider hiring a local Toronto SEO company and start optimizing your site.