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2014 was another fast-paced year in the world of SEO. From the new preference towards SSL-encrypted (HTTP) websites to the destruction of Google authorship, there was no end to the surprises. The year included at least 3 major updates to the Panda algorithm, changes to local search, and a number of other tweaks. In case it isn’t clear, last year’s SEO strategy can’t be recycled for the year to come.

Here are a few data-driven observations on how SEO has changed recently, and some expert tips on how to accommodate them:

Consumers Are Pickier

There is nothing new or novel about the Internet. Google search is about to turn 20, and consumers are well-accustomed to performing product and service research via branded content. As SEO thought leader Rand Fishkin recently highlighted in a presentation, today’s consumers demand a certain level of experience from websites. This includes:

• High-quality, informative content marketing
• An intuitive user experience
• Rapid-quick load times and mobile responsiveness

If you think SEO is still a matter of keyword matching and including meta descriptions, you’re unfortunately pretty far off base. Search engines now take an estimated 200 or more factors into account when ranking web pages. While some experts have purportedly compiled a list of ranking factors, the truth is it’s just speculation. The best thing you can do for your SEO copywriting in 2015 is take a comprehensive approach to developing a high-quality, user-friendly web experience.

SEO Copywriting Best Practices for 2015