Seo strategy

6 Changes Your 2015 SEO Strategy Should Focus On

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SEO is constantly evolving. New updates are released, new trends are discussed, and new strategies are developed. It is something that will constantly evolve.

In 2014 alone, there have already been 13 Google Algorithm Updates, according to Moz’s change history. These are just the most notable and public ones – there are almost daily refreshes and changes behind the scenes.

My company, Market Domination Media, constantly adjusts our clients’ SEO strategies based on a number of factors. We recently sat down and discussed the biggest changes that SEO efforts are going to have to adapt to as we enter 2015. Let’s take a look at six of them right now:

1. Create and optimize for mobile traffic

Back in 2012 ComScore predicts that mobile traffic would overtake desktop traffic in 2014, and they were right. Google has always said it believes responsive websites provide the best user experience, and recently started including a “mobile-friendly” rating next to websites in mobile search results that are indeed mobile-friendly.

You can see if your website passes Google’s mobile-friendliness test by click here. Bing also said it prefers a single responsive URL.

Related: Why Every Entrepreneur Should Focus on Local SEO

2. Optimization for Bing, Yahoo and DuckDuckGo

Could 2015 be the year some other search engines start taking more market share? It seems to be the million dollar question every year, but some recent developments suggest it could be possible.

firefox threw Google to the curb and Yahoo will now be the browser’s default search engine. Google’s deal is also in place with Safari in 2015, and reports have both Bing and Yahoo trying to secure this place. The option of change default browser in iOS 8 and OS X from Google to DuckDuckGo also exists.

With non-Google options becoming increasingly popular and accepted, it will be important to have visibility on these search engines in addition to just Google.

3. Shift your focus from keyword rankings to ROI metrics

If you or your SEO company is still focused on keyword rankings and determining campaign success based on keyword positions, it’s time to wake up. Ranking reports can be pretty and some SEO companies will even target useless keywords just to say, “Hey look, you’re number one!”

If you are a business owner who spends money every month on SEO, what would you rather hear from your SEO agency?

  • “Congratulations, you’re number one for ‘buying blue widgets online,’ but we don’t know what that translates to in dollars.”
  • “The infographic we posted last month generated 67 links and also generated 45 conversions and $22,480 in revenue.”

Do you want a sophisticated PDF ranking report or do you want to know what your return on investment was?

4. More targeted approach to social media

Social media used to be just a platform to share content, so companies would sign up on every social platform under the sun and spread their content everywhere. Social media is now a marketing channel as well as a customer service channel. Your social audience expects your brand to interact with them on a more personal level.

Related: How to Improve Your Google AdWords Campaign This Holiday Season

It’s more effective to focus on two or three social media platforms and be very active and accommodating. This not only helps you generate more leads, sales, and revenue, but also builds a very loyal following that will share your content. It can introduce your brand to new people and even provide opportunities to earn links.

5. Earn links instead of building links

Through all the updates and algorithm changes over the years, one thing remains the same: inbound links are the most influential signal of trust and authority. That’s not going to change – not in 2015 or anytime soon.

Gone are the days of link building on irrelevant blogs and chasing large amounts of links to search results. Earning a unique link on a relevant, high-quality website is valuable for several reasons, including SEO, attracting referral traffic, leads, sales, and brand exposure. To look for Traditional PR and SEO work more closely together in 2015.

6. Target more specific keywords and search phrases

The days of broad keyword targeting are coming to an end. Although they tend to have huge search volume, they don’t attract highly targeted traffic and their rankings are expensive. Targeting long-tail search queries not only attracts qualified “buyer” traffic, but those terms will generally have much less competition. Keyword research as well as understanding the target consumer’s buying and shopping habits can help identify search terms and phrases to search for.

Businesses will always be hungry for organic search traffic, and search engine optimization is the way to drive that coveted traffic. What SEO changes do you foresee in 2015?

Related: How to Optimize Google Search Results for Images as Well as Words