Predictions: What COMPANIES Should Expect From Google and SEO in 2013

Because Google provides such little information regarding the inner workings of its algorithms, it’s extremely difficult to state with certainty what issues webmasters can get to handle in 2013. Digital marketers didn’t predict the widespread changes that could derive from 2011’s Panda update, just because they couldn’t foresee the scope of the 2012 Penguin change.

Google typically does about 200 algorithm updates every year, but there is no way to learn if another Panda or Penguin is waiting for you.

But predicated on the changes we’ve seen recently, it is possible to make a few predictions about how exactly the field of seo (SEO) could change through the coming year.

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The Issues

A few fundamental shifts have occurred recently which will likely continue throughout 2013:

• Google’s perpetual goal is to rid its search engine pages of spam. As the Penguin update took major steps in the proper direction, this group of changes revealed a few new loopholes that allowed webmasters with low-quality pages to sneak in to the natural serp’s. Expect further refinements of the Penguin update or a completely new algorithm change, as Google continues its battle against spam. • Link constructing continues to become more challenging. As Google’s algorithm updates invalidate popular linking schemes, the procedure of finding and securing backlinks for seo grows more challenging. Due to this fact, it would be appropriate to call the techniques which will work best in 2013 "link earning," instead of "link constructing." • Mobile internet usage grows, changing the scope of required SEO activities. With predictions that mobile internet usage will take into account up to half of all website traffic by 2014, it’s imperative that companies implement mobile SEO guidelines because of their websites.

The Players Although Google’s changes are created behind closed doors, here are a few SEO industry insiders to check out for the first word on important new updates:

• Matt Cutts: You will want to provide any updates which come from the top of Google’s Webspam team and the business’s unofficial spokesperson extra consideration. Sign up to his personal blog and pay special focus on his Twitter feed, for what Cutts calls "weather updates" — messages that indicate new algorithm changes and that data refreshes are released. • Danny Sullivan: The editor-in-chief of INTERNET SEARCH ENGINE Land is probably the rare people in the SEO industry who’s often in a position to get clarifying responses from official Google spokespeople. I would recommend following his updates on the INTERNET SEARCH ENGINE Land website and his Twitter account. • Rand Fishkin: The founder and CEO of Seattle-based SEO and social monitoring service SEOMoz is regarded as an associate of the SEO world’s "in crowd." To remain up-to-date on changes on the market, follow the overall posts on the SEOMoz blog, along with Fishkin’s personal blog and Twitter account, that offer additional insights in to the latest SEO news.

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Predictions

Despite Google’s secrecy, I’m comfortable making a few predictions about the relative need for certain elements in neuro-scientific digital marketing. Specifically, I really believe:

• ‘Structured data’ will play an extremely important role in SEO. Structured data, or "microdata," is a particular mark up language that websites may use to provide more information about their content to the various search engines. Considering that Google has relatively few indicators to objectively assess quality and given just how much it’s been pushing the adoption of the system, I really believe schema.org microdata and other styles of structured mark up can be even more vital that you website performance in the natural serp’s. • Good content marketing can be a more accessible way to website success. To be clear, "good" content marketing doesn’t involve spamming sites with fake guest posts or distributing infographics due to the fact they’re popular. Instead, valuable content on topics readers value is exactly what will help websites increase their inbound backlinks, brand reputation and referral traffic naturally. This will result in success in the search engine with significantly less effort than traditional SEO techniques. • Data-driven marketing techniques will drive out intuitive promotions. "Big data" was among the hottest digital marketing buzzwords in 2012. As the amount of information marketers get access to will still only increase, it makes sense to assume that data-driven decisions can be even more vital that you marketers this season.

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