Search Engine Optimization Predictions For 2015

Photo by Christopher Michel via Flickr Creative Commons.

Search engines are constantly updating their ranking algorithms in an attempt to improve the quality of their index. While some of these updates are minor, others are larger and more complex (e.g. Google’s Panda and Penguin updates). So, what kind of changes can webmasters expect to see in 2015?

SEO Is Still Alive and Well

If you frequently visit some of the leading Internet marketing blogs and forums, you’ve probably heard users saying that SEO is dead. In the past, websites could be ranked by building massive amounts of low-quality backlinks on irrelevant pages. This technique has since gone the way of the dinosaur, with Google, Bing and other search engines cracking down on this manipulative practice.

The good, however, is that SEO is not dead, nor will it die anytime soon. Yes, the landscape has changed, but search engine optimization will always be around. Search engines rely on hundreds of different ranking signals to determine where and how a website or blog should rank. SEO is the practice of identifying these signals and optimizing them to rank for your target keywords.

User Behavior

User behavior is an all-too-common SEO trend that will likely continue to grow and expand in 2015. When Google turned 15 years old, it rolled out a mid-size update dubbed the Hummingbird. This update focused primarily on user behavior, observing how users act and trying to predict their next move.

Optimizing your blog for improved user behavior is a simple concept that can yield some surprisingly positive benefits. By focusing on the user and his or her behavior, your blog will reap the benefits of a lower bounce rate, better engagement, higher average time spent on page, and more. All of these elements will tell Google and other search engines that your blog is an authoritative figure in  its niche.

Content Marketing

Another SEO trend to look for in 2015 is content marketing. Search engines are increasingly focusing their efforts on providing the best possible experience for their users, which makes sense considering that’s how they generate revenue (visitors translate into ad views/clicks).

Conventional wisdom should tell you that high-quality content is indicative of a positive user experience, as most people access search engines for the sole purpose of locating content. So if you’re looking to rank your website or blog in 2015, focus your efforts on publishing quality content.