The days of judging SEO success purely based on rank are long gone.
Panda, Penguin, Hummingbird, the Knowledge Graph, Google Carousel, and most recently secure search mean that there is no longer a linear path to achieving rank, nor is there only one rank metric.
Rank is a fluid, multi-dimensional metric, and it still has everything to do with your business.
Focus on the Page/Content Based Approach to SEO
The page/content based approach to SEO is important for 100 percent of SEO professionals – and 85 percent said it would be more or much more important for them in 2014 compared to 2013.
But what specifically about the page-based approach to SEO is going to be important for marketers in 2014?
- 84 percent said that understanding the business impact of the page or content in terms of actual traffic, conversions and revenue would be more important. SEO success goes far beyond traffic – it affects the bottom line.
The Basics of SEO and Rank
With an increasing number of ranking variables, what’s on the minds of marketers when they think about rank?
- 71 percent said understanding the correlations between social sharing and rank will be more or much more important in 2014. This is where the cross-functional role of the SEO comes into play: SEO professionals must increasingly bridge the gap between departmentsto drive business success.
Rank Is More Complex
We all know that rank is no longer a list of 10 blue links, page after page. Rank differs across devices, locations. One result can have multiple links, links can be served in a pack, or they can appear as images on the above-mentioned Carousel.
Which ranking variables are brands most concerned about as they head into 2014?
- 85 percent said measuring rank across mobile devices such as tablets as smartphones would be more or much more important in 2014. This is not surprising, as traffic from mobile devices approaches one-third of all Web traffic.