The various algorithmic updates launched over the past two years have unsettled the industry and increased the hard work required to achieve positive rankings. Still more changes are expected to be introduced by Google and so the battleground is set to evolve further. But whatever happens, SEO in 2013 will still be reliable and will amply reward hard work.
Mobile SEO is already very important and is set to get more significant in 2013. Tablets and cell phones already make up one-third of all the search traffic. Websites need to be compatible in mobile phones if they are to be really successful. Websites not supporting mobile browsers will be significantly affected in the rankings since they would not appear when users search for related stuff from their mobile devices.
Facebook vs. Google+
Though Google+ has not yet come up to the popularity and user-friendly appeal of Facebook, it isnâ€™t going to give up. Facebook is sure to get greater competition from Google+ this year. The search engine giant is trying various means for pushing businesses to maintain active profiles in Google+ and use it to bring in more traffic to their site and thereby attain higher rankings. Facebook wonâ€™t be sitting quietly either. Whatever happens, this Facebook-Google+ battle will play a much bigger role in your SEO performance in 2013.
Social Media Influence
Social media already has, and is sure to have, a greater influence on SEO. Webmasters should seek to secure a spot for themselves in these social media platforms. Twitter, LinkedIn, Facebook and the other social media venues should be used to share content dealing with your website, blog or products and services. Popularity in the social networks will have a positive effect on your rankings.
Equivalency Score Algorithm (ESA)
A major algorithmic update that is expected to be launched in 2013 is the Equivalency Score Algorithm (ESA). Working like the Quality Score of Google AdWords, ESA assigns points for each keyword after considering various factors. The best keyword score will be used along with the advertiserâ€™s bid amount which will help in the ads being ranked. If this update comes through, it would significantly impact online businesses.
Content and Its Importance
However, one thing that is likely to remain constant in 2013 is the importance of content. Content having the following features would significantly bring success to your SEO efforts:
- It should be original – Copied and pasted content can be easily detected by search engines, even if it is from another website ranked much lower in the SERPs.
- It must be grammatically correct – Algorithms will quite easily detect a typo or misspelled keyword. Optimizing for misspelled keywords will result in a penalized website.
- It must present factually accurate and research-based content
- It should not be overstuffed with keywords
- It must be updated regularly – Content not updated continually will make the website appear older to the search engine algorithms. Websites with such content are likely to rank low.
- Keywords and important terms can be emphasized.
Communicating visually is one of the most effective ways to explain your concepts and ideas to readers. Using smart infographics, you can attract people more quickly, thereby attract more readers to your websites and blogs. Some of the smart tools that are available for creating infographics are Easel.ly, Piktochart, Infogr.am, Visual.ly, Tableau, Balsamiq and OmniGraffle.
Personalized Search Results
Personalized search results which are already offered by Google would also become more crucial to your SEO performance as would digital marketing.