Understanding where SEO is heading and how to best prepare your website for it
Search engine optimisation (SEO) is a process that helps to improve the visibility and ranking of a website in search engine results. SEO should be considered essential for any business that wants to succeed and there are several benefits to employing SEO strategies on your website.
It can increase the visibility of your website, which can lead to more traffic and potential customers. It can also improve the user experience of your website by making it easier for users to navigate and find the information they are looking for. This can lead to higher levels of engagement and lower bounce rates.
It is also widely understood that ranking high in search results can increase the credibility of your business, as it shows that your website is relevant and trustworthy. In a similar way the reviews build rapport and credibility, SEO can also drive people to trust your business and the products and services that you offer.
SEO is a cost-effective way to drive traffic to your website, as it targets users who are actively searching for the products or services you offer. This can be more cost-effective than traditional marketing methods, such as paid advertising.
A look back on the history of SEO
When we look back at the history of SEO and how it has developed, we can clearly see identifiable trends that influence the decisions that are made about how websites have been structured and designed, content written and optimised. To give a brief overview of the evolution of modern SEO:
- 1990s: The first search engines, such as Archie and Veronica, were created. These search engines used simple algorithms to rank websites based on their relevance to the search query.
- Late 1990s: The first commercial search engine, Google, was launched. It used a more advanced algorithm called PageRank, which ranked websites based on the number and quality of links pointing to them. This made link building an important part of SEO.
- 2000s: As search engines became more popular, businesses realised the value of ranking high in search results and began to invest in SEO. The focus shifted from keyword stuffing and link building to creating high-quality content and improving the user experience.
- 2010s: The rise of social media and the increase in mobile usage led to the development of new ranking factors, such as social signals and mobile friendliness. The emphasis on high-quality content and user experience continued to grow, and businesses started to invest in content marketing and responsive design to improve their search rankings.
- Today: SEO is a complex and constantly evolving field. In addition to traditional ranking factors, such as content quality and keyword usage, search engines now consider factors such as the user’s location, search history, and voice search queries. The focus is on creating a seamless and personalised experience for the user.
Predictions for the future of SEO
It’s difficult to predict exactly what the future trends in search engine optimisation will be, as the field is constantly evolving. However, there are a few potential trends that we may see in the future which may impact on the way that we build and design website and conduct SEO optimised strategies.
Increased use of artificial intelligence (AI) and machine learning
Search engines are likely to continue to use AI and machine learning to improve their algorithms and provide more relevant search results. This could mean that SEO strategies will need to focus even more on providing high-quality, relevant content that satisfies the user’s intent. It is unknown whether AI algorithms will also work alongside AI generated content and the impact that it will have on the search ranking results when comparing user generated content to AI content.
With the proliferation of data and the increasing use of AI, it’s likely that search engines will become even more personalised in the future. This could mean that the search results a user sees will be tailored to their individual search history and preferences. We are already starting to see the snippets of this in tailored search results to specific locations and use of the GPS locating to identify ‘service near me’ queries.
Rise of visual search
The popularity of visual search tools, such as Google Lens, is likely to continue to grow. This means that businesses may need to optimise their images and other visual content for search to ensure that they are easily discoverable. We have already started to see Google rank and prioritise images that have appropriately named images with optimised alt tag names associated with it, so it will be interesting to see in the future if images will play a more crucial role in how website can rank for certain queries. Notably, we are also starting to see a glimpse of AI scanned images as well, allowing search algorithms to potentially scan unique images for content markers and deliver search query results based on this.
Increased importance of user experience
As search algorithms continue to evolve, the user experience is likely to become an even more important ranking factor. This means that businesses will need to focus on providing a seamless and enjoyable experience for users on their website. This will include all factors of websites including design, layout, content, and responsiveness.
The role of social media
The relationship between social media and SEO is likely to continue to evolve. Social media platforms, such as Facebook and Instagram, may increasingly be used to discover and interact with websites, which could impact a website’s visibility in search results. It seems that the importance will be placed on businesses having an active social media presence, allowing customers multiple ways to interact and how content placed on social media in relation to a businesses product or service offering will be used to assist with search visibility.
How can businesses prepare for the future of SEO
The future of SEO is expected to involve a combination of technical optimisations and a focus on providing a high-quality user experience. To prepare for these potential future trends, businesses should focus on creating high-quality, relevant content and optimising their website for mobile and voice search. If your business wants to move forward with current trends for SEO, then Jezweb can help. As experts in the field, and assisting many businesses receive page one results with strategised SEO campaigns, we know what’s trending and how to prepare your website for the future of SEO. Talk to our team today on 1300 024 766 or get a quote online.