As always at this time of year we give our predictions for SEO for the following year, this year we have gathered some help from our friends & other search experts in the field who have given there twist on things to come.
In 2013, the SEO Role must go above and beyond. For example, a basic SEO strategy would obviously include some amount of reporting (for keyword rankings and traffic numbers at the least); however, I find myself analyzing the data to help my client better understand their demographic. Where are visitors accessing the site from, when do they access the site, and what are they specifically looking for when they are on the site?
All of these questions—and more—are in hopes of helping them identify new ways to effectively reach their customer base and ultimately make them more successful. It is SEO’s job to provide meaningful help.
Rand says links and rankings are just means to an end, not the end itself.
What clients really want is not better rankings and more links; they want to make more money.
The SEOs who understood and understand where Google is going and what their clients really want are the ones who are still in business and doing well. For them, the job of a SEO is content relevancy (public relations), user experience, web design, conversions, traffic segmentation, call tracking, research, writing, and anything else that sells products and services and leads to more profits for the client not just short-term, but long-term as well.
Most of all, the job of an SEO is to see the future. Those who can’t will go out of business and take their clients with them.
In conclusion, each of these experts—coming from multiple perspectives–agree that SEO will become a much broader and more complex function in 2013. Yet it will also become more vital than ever before, as it converges with every variety of online presence and marketing.
SEO 2013 predictions
Currently Bing is going through a transformation of sorts, they’ve revamped their look and performance, changed up the way they do social, and tried to streamline everything overall. The current end result: in their own internal testing they’ve come out ahead of Google. A near 10% gain while Google lost 10% of their score during testing, so what’s Bing been up too?
Firstly, they’ve been working hard at incorporating more of the social web, into your search results. Earlier in the year, Google introduced their version of this idea as Search+ your world, and was met with the ire of masses. The claim was made that Google was favoring their own social network and shunning Facebook and Twitter, with Google counter arguing that they couldn’t gather information from those sources. Bing currently, manages to pull information on searches from all of these sources, Facebook, Twitter, as well as Google+. It may seem as though Google was just blowing hot air, but it needs to be mentioned that late last year Twitter did effectively block the search engine, and Facebook keeps a pretty tight handle on what gets out onto the web, even with open and social profiles. Microsoft Bing, currently has deals worked out with both of these parties to index their information, and Google+ profiles, if they’re set to public then everything on that page is indexed as a public website.
Bing used to have your social mixed in with your search results, but they decided to change that idea and went in a completely different direction. All of the social search results have been shoved off to the right side of your screen, where your friends, family and colleagues are ranked as per relevancy based on your search. Also included in those social results are people and items which may also be relevant to your search. The reason for the change according to Bing, is having the social results mixed in with organic, they felt that it diluted the page too much, and your searches would be affected.
So where does that leave us, Bing is in the process of launching their completely revamed search and social service, and they’ve made big gains in the search world, based on their own internal testing. A blog post on that point makes it a little clearer:
We regularly test unbranded results, removing any trace of Google and Bing branding. When we did this study in January of last year 34% people preferred Bing, while 38% preferred Google. The same unbranded study now shows that Bing Search results now have a much wider lead over Google’s. When shown unbranded search results 43% prefer Bing results while only 28% prefer Google results.