These tactics rely more on boosting the customer experience, determined by the influx of available data, instead of search engine algorithms to bolster SEO.
Though we’re already into 2015, there are still many opportunities to refine your search marketing strategies. For years, SEO has been one of the key foundations of digital marketing. To maintain that value in every enterprise, it must be sustainable, renewable, resilient, and a core strength of transforming digital marketing into the global customer-facing entity it must become. Otherwise we risk losing the customer’s trust, loyalty, and advocacy for our expert knowledge, products, and services.
Ask yourself this question. Is your SEO strategy focused on satisfying the search engine algorithms or is it focused on improving your user’s experience, answering their needs, and facilitating their search for knowledge?
SEO Returns to Its Organic Roots
If you’ve been reading my columns, you know I’ve been talking in 2014 about structured authoring, semantic search, natural language processing, localization, and more recently with the concepts of Hummingbird, co-citation, and co-occurrence. If anything is changing in SEO in 2015, it’s the return to best practices in organic search to determine rank, authority, and importance in search query results.
