The Changing Face of SEO in 2014

It looks like SEO finally matured in the year 2013. The year witnessed nearly 500 algorithm changes. While keeping pace with these updates was both confusing and frustrating for some people, others seem to have gained valuable insights.

The rapid pace at which Google launched algorithmic updates in 2013 suggests that SEO experts need to shift their focus from keywords to content.

Secure search and its impact on SEO

In September 2013, Google made 100% search keyword data "not provided."This finally forced experts to reconsider their strategies.

SEO changed for good in 2013. While Google has been trying to reward good content for a long time, the search giant's Hummingbird update released in 2013 reiterated the need to create great content that users would want to like and share.

Google's Panda update in 2011 clearly indicated that it was shifting its focus to content. The gradual increase in 'not provided' keywords also suggested a shift to a ranking model based on content. When Google made all keyword data 'not provided', it made adapting to change a necessity rather than an option.

Is SEO dead? Many marketers still seem to believe so. There are also some marketers who believe that while SEO has changed, they do not have to change the way they work. These are dangerous perceptions.

Before Google made all searches secure, online marketers had access to traffic and conversion rates data by keywords. That data is no longer available. That means you need to shift your focus to other areas. Rank checking tools have also lost their importance.  In 2014, if you really want to reap success you will have to move from old tactics to new tactics and you will have to implement them across your pages, search, content, and social channels.

Future SEO

The Hummingbird update puts a renewed focus on great content. Also, secure search made it necessary to measure business performance at a page level. Now you have to make the pages on your site, the pillars of your SEO. You can still pull relevant data from your analytics software at a page level and it is still possible to know which pages bring in visitors.

Integration of multiple channels

A lot of factors including search, mobile, social, local, and global determine your position in SERPs. The truth is that now you can't afford to ignore any of these channels. While keyword data is no longer available, achieving a greater rank for your page is still essential. You also need to measure rank and conversion by the type of the device because they vary on phones, tablets, and desktops.

In 2014, you will have to approach your content the Hummingbird Way. Ultimately, it is the content that attracts visitors. That requires analyzing your content at a page level. You also need to integrate and work with Google Webmaster Tools to correlate your keyword and page data.

All Data is Connected

In 2014, you will have to use more and more sources to get a complete picture of how your SEO efforts are performing.

You will have to utilize all data at your disposal. Use multiple sources like Google Analytics and Majestic SEO. You can restore keyword visibility to a certain extent by utilizing your Webmaster Tools data. And by integrating data pulled from different sources, you can still create keyword reports.

Conclusion

It has become imperative for online marketers to adapt to change. Search optimization has always been and will always be the most predominant factor in online marketing. If there is anything that has changed, it is people's perception of SEO.