In the world of search engine optimisation, time never stands still.
SEO has had to evolve to stay relevant. Gone are the days of keyword-focused optimisation.
Google’s algorithm changes saw to that one. The focus is now on optimisation for quality and social shares. But what of 2015? What sort of changes are SEO experts expecting in the next 12 months? Will there simply be more tinkering around the edges, or will there be more seismic shifts in best practices?
Well, according to industry experts like Simon Serrano, SEO manager at Bigcommerce, SEO will have to continue to evolve in order to cope with, and cater for the growth in mobile search. Speaking to the B2C website, he predicted that the two big trends that will disrupt the small business SEO ecosystem in 2015 will be mobile SEO and Local SEO, and businesses had better be ready for these changes or face the consequences.
According to Mr Serrano, Google is focusing all its efforts on optimising for mobile search.
The reason for this is that Google believes in the next 12 months search queries from mobile devices will outstrip search queries from desktops. Therefore, he believes it’s vital that every business which trades online should have a fully-optimised mobile version of their website that provides a great user experience. He believes that the days of trying to fob off audiences with a desk top version of their site for mobile users are numbered. Businesses that continue with such practices will see their mobile search engine rankings drop.
He also believes that the growth of mobile searches will have a knock-on effect on Local SEO. Local SEO has already been changed by Google’s Pigeon update, but 2015 will more than likely see further updates. As mobile searches increase, he believes the number of local searches will increase too. So his advice for businesses is simple: if you want the maximum visibility on mobile-local searches, make sure your website is listed and optimised to show in Google’s local results, and claim your Google Business listing.