2012 did not let internet marketers and search engine optimization specialists get bored. The world's largest search engine Google updated the algorithm and released new tools so often that not every expert managed to keep up with the innovations. Penguin, Author Rank, link converter, the increasing role of social signals are just some of the factors that made the optimizers think about changing their approach to promoting websites last year.
Yandex, the largest search engine of the runet, also improved its services. The emergence of the Kaliningrad platform, which implies the issuance of search results based on personal preferences of the user, was the most significant innovation of the leader of the domestic market last year. Personal issuance with a high degree of probability will force Internet marketers to forget about the scheme of website promotion by positions, giving preference to the promotion of resources for traffic.
However, forward-thinking Internet marketers will show good results even after all the changes. Moreover, good search engine optimization experts use the innovations of 2013, the first of which are about to appear, as an opportunity to beat the competition at the turn.
By the way, what changes are expected in the SEO market in the coming year?
Organic CTR will continue to fall
Search engines will improve search algorithms in 2013 and beyond. This will force the optimizers to change the approach to the promotion of resources. For example, the visibility of links to YouTube, Google+, contextual advertising, Google Local on the page for issuing the largest search engine in the world will increase, while links to natural delivery will become less noticeable. The same will happen with Yandex. What is there - is already happening! It has been not for the first year that we have been seeing how organic issuing of the largest search engine in the Cyrillic zone is occupied by all sorts of "witches", and various Yandex services such as Yandex.Address, Yandex.Market, Yandex.Cartinki, Yandex.Video begin to prevail in the results. Not to mention Yandex.Direct. See the illustration below. On it, you see the 1st screen (without scrolling) of the page on the request "auto service in balashikha". The red zone indicates Yandex services, the green zone indicates the results of the natural issue.
Internet marketers will bet on conversion
Positions on the first page of natural output will generate less traffic - on the one hand, this is due to the increased presence of search engines on the issue pages, on the other hand, with the global trend of increasing the length of user search queries (i.e., users can already say that went to the "low frequency"). This will force marketers to aggressively increase conversion rates.
Optimizers and sales specialists have been using split testing for many years, trying to maximize traffic efficiency. They change the design, text, and other elements of the landing pages to find the most conversion option. As the cost of promotion to the first page of natural delivery increases, optimization of site conversion will become one of the most sought-after services on the Internet marketing market in 2013.
SEO will be even more expensive
Some optimizers still underestimate the link between content quality and getting quality backlinks to the site being promoted. The entered Panda algorithm in Google forced the content requirements optimizers to be revised, and the Penguin filter revised the work with the external reference mass.
We have also repeatedly written (here, here and here) that the creation of unique and informative materials is the best way to increase the reference mass.
So, get ready to increase the costs of good copywriters to get high-quality backlinks in 2013. Do you think paid links remain a cheaper and faster way to get to the top? Well, don't be surprised when the “Penguin” comes to you.
The shortage of qualified performers in the market of Internet marketing and search engine optimization will grow rapidly in the coming years. This applies to both experts in the field of SEO, and experts in related fields.
The shortage of light heads is determined by increased demand from businesses that need to be promoted on the Internet. In addition, quality education in the field of e-Commerce in general and search engine optimization in particular is still very difficult to obtain. In wartime, orders and medals are awarded for valor in battle, and in peacetime for good drill. E-Commerce is a cutting edge. All the battles for the market today have moved online. It is in Internet marketing today that the issue of the lack of qualified personnel is very acute - we need fast hands, bright heads, we need people who are not afraid to take responsibility for the result.
By the way, recruiters and headhunters will receive the highest rewards in 2013 for “capturing” specialists who are able to plan a strategy for promoting a business on the Internet and implement it.
The value of extended snippets will grow
Extended snippets have attracted the attention of many marketers already with the introduction of uniform standards of micromarking. Their role will grow in the near future, since such descriptions are valuable to search engine users. Snippets allow you to get the desired information without visiting the site and without leaving the page of issue, which is important for search engines.
The role of extended snippets in confirming authorship to Google will remain. Sites working in the field of e-Commerce, will more actively use the extended descriptions for a better and more informative display of product pages in the issue.
Farsighted internet marketers who invest in a timely manner in creating high-quality and relevant snippets will achieve a CTR increase due to this tool. This is especially important against the background of the fall in CTR in organic issue.
Increasing the role of non-search promotion
On the one hand, the market already in 2012 (and even earlier) realized that there are other methods of attracting targeted traffic to sites. The role of classical contextual systems (Yandex.Direct and Google.Adwords) was already clear 5-6 years ago. Since then, the PPC market has only continued to heat up. As a result, on many topics, the same Yandex.Direct has ceased to be a sales tool, and has become a tool for expanding the customer base (that is, it is getting harder to earn on customers, the bet is no longer on sales, but on returning customers in the future). Under these conditions - when search engine promotion becomes more complex and labor-intensive, and contextual advertising does not have obvious profitability - hard work is underway to identify new channels of targeted traffic.
Since 2010, we have witnessed a rapid growth in SMM. Not today the market has already managed twice and become disillusioned with SMM, and be fascinated again. Why did this happen? According to the daily audience, the largest social networks are comparable to search engines (Facebook with Google, and Vkontakte with Yandex). First disappointment It came after, when it became clear that the behavior of the audience in social networks is fundamentally different from the behavior in search engines. It turned out that the leaders in the attracted audience from social networks are the mass media, while the sites of commercial subjects are much more difficult to obtain. But after the first wave of CMM activity (which was characterized by bots activity, likes and share wraps), the second wave came. We believe that not all agencies and not all customers have decided on new principles of working in social networks (primarily because of higher labor costs). But those who have switched already have more conversion traffic. The principles of working in social networks that distinguish the second wave from the first: working in a niche, and not direct advertising of a company (if you are a bank, create a credit community, if you are a travel agency, create a community about the most beautiful places on the planet, etc.), content -plan, work on engaging the audience in interactive, etc. And the evaluation of the work of the attracted agency is conducted on the basis of the labor costs of implementing the content strategy, and not in relation to metrics that - this is obvious - can and will be worn.
The coming year will open up broad opportunities for internet marketers who use long-term strategies and understand the essence of all innovations of search engines. The first pages of Google and Yandex will be gradually filled with inorganic links (this is a general global trend, and it is useless to fight it, you just need to take it into service and turn it in your favor), which will increase competition for the remaining places in the organic top. At the same time, farsighted Internet marketers are already working today to be present not only in the organic issue, but also in various additional search engine services.
Obviously, in 2013 the role of usability specialists in the market will grow. And there is one very important thing to keep in mind. Usability is not a theory, but a practice. Yes, there is in this area a certain competence that can be “accumulated”, a certain amount of knowledge. But in general, no usability specialist has the right to take responsibility that you need to do the landing page like this, and not that way based on theoretical knowledge only. Any usability decisions should be supported by practice, namely A / B testing (split testing). That is, the work should be based on the following algorithm: hypothesis -> split testing -> introduction of a more conversion option.
Investing in the creation of extended snippets will allow you to cope with one of the main challenges of 2013 - the fall in the CTR of organic issue. Work on improving website conversion will increase the overall efficiency of business promotion on the Internet. Investing in the search and retention of qualified professionals and the creation of high-quality content will remain the most important this year. The role of natural links from trust sites will also be high.
Increasing the role of non-search advancement will lead to the fact that the border between SEO and SMM will increasingly blur. It is already erased. After all, search engines take into account the "signals" from search engines in the ranking of sites. In other words, today it is extremely difficult to be successful in SEO, without thinking about increasing the visibility of a site on social networks (increasing quality "likes" and "sharing"). The lesson from the seo-pressing of the issue by "cheating" the reference authority of the search engines is learned. Naturally, not all likes and rassharivaniya will affect the issue, the search draws attention to who refers to you, how authoritative this or that user is, what is the weight of his link to your project.
You will achieve excellent results in business promotion, if you understand the trends of the Internet marketing market and have already prepared for any changes in search algorithms.