As 2017 is starting to close, the search engine optimisation landscape has changed drastically in just a span of 7 quick years. The internet follows Moore’s Law too, with research even estimating that the internet doubles in size every 5.32 years. The changes in the landscape the past 7 years have been so significant that in another 7 years, we are expecting advancements that are beyond our imagination.
One of the now fully realised potentials of 2010 search engine optimization is mobile search. In 2010, the latest phones were on a much more rudimentary scale compared to today’s processing monsters. 2010 had the release of Samsung Galaxy S and iPhone 4 as amongst the first forays to search mobility. In just 7 years, the world has zoomed past “pioneering”.
Now, the mobile search and mobile marketing industry has become exponentially bigger since 2010. Whilst the use of mobile phones as portable social and computer devices were just trial runs that were gaining traction seven years ago, now consumers spend up to 15 hours a week searching on their smart phones. This means the value of mobile SEO is more important now more than ever.
SEO Beyond Matching
The maxim of SEO for the past decade or so has been focused on targeting important singular keywords or small head phrases that can help you rank in SERPs like Google and Bing. Whilst this is still an important aspect of optimisation, the value of ranking has died now that the keyword market is a hard to penetrate shell.
Modern search engine optimisation focuses more on a push to better engagement, improved audience relations and trickling visibility through great marketing. It focuses more on the ROI for the clients and anyone who is unable to understand that website management went beyond simplistic ranks can assure themselves a brutal wake up call.
Voice Search and Personal Virtual Assistants
Voice search and personal voice assistants have evolved to a staggering level, so much so that we believe optimising your website for such a fast-growing system deserves to be discussed separately. Digital voice assistants like Apple’s Siri, Google’s Google Assistant and Amazon’s Alexa has reinvigorated different facets of search.
Local SEO, geo targeting keywords, business based searches and natural context have sent SEO to an entirely different path compared to how it was in 2010.
Latent Semantic Indexing
In 2010, many SEO techniques focus on one thing: singular phrases or keywords for long-term rankings whilst using long-tail keywording for shorter term, low competition ranks. Specificity was the game back then.
Now, context is everything. Google has developed latent semantic indexing and artificial intelligence to take care of the context of searches. It’s not just about having the same keyword anymore – it’s about the level of context that the searcher provides through their search history and word-combination.
Fully Realized Social Media
Social media in 2010 was just a budding project that had a lot of potential. Facebook and Twitter were only a few years old, Youtube was only 5 years old and mainly catered to user created videos and Instagram didn’t exist. Social media marketing was full of potential and influencers are becoming more and more viable in the grand scheme of things.
Now? Modern websites can survive lower page ranks and domain ranking if their social media game is strong enough. Social media relevance has created word of mouth marketing that can help bypass search engines and push your audience directly to wherever area of your website. This has made search engine optimisation push towards targeted audiences instead of trying to shoot for everyone.
Context and Human Catered Content
The number one way people drove SEO just a few years ago is also much different compared to now. Here’s the thing: because search engines originally followed a match system instead of a contextual LSI, what writers did, such as myself, was to game the system. We used to write articles for search engines.
Whilst keyword density, word count and formatting are still important elements, the most valuable different of then and now is that content is now written for human consumption. If your content is unreadable, SERPs will notice. If your write-ups don’t have useful information, people will not engage.
Context and value is important in today’s SEO marketplace – something you can’t truly say back then.