SEO has come a long way recently, moving from focusing on only keywords, content, and link-building to focusing on brand building and influencing search queries. This is a much more inclusive approach and goes far beyond simple link-building and creating content around a pile of keywords. Do not get us wrong, we understand that these are essential building blocks in successful SEO.
However, as time evolves we are noticing a trend in SEO that will make up its future. Here are some of the pillars of the future of SEO:
- RankBrain. RainkBrain is an algorithm update done by Google. It is highly misunderstood, even though it is the third most significant ranking factor within the Google algorithm. Although there are disputes amongst marketers regarding RankBrain and what it does and doesn’t do, there are several ideas about what RankBrain does not do that are agreed upon. RankBrain does not do any acting on your back link profile, neither does it act on your click through rate or quality content. What it does do is help Google’s algorithm to better understand search queries and then match them to relevant content.
- Accelerated Mobile Pages (AMP). Google conducted an AMP project back in February of this year. The results from this project were integrated into Google’s search results in the form of ‘Top Stories’. These stories appeared in carousel format on mobile devices. In August, Google started displaying links to these same AMP pages in the main organic search results list. Now, even if there are relevant app pages, mobile devices will be directed towards AMP pages when conducting searches.
- Knowledge Graph. Google’s Knowledge Graph was introduced back in 2012 and it is their way of organizing information and making it universally accessible. In a nutshell, search engine results gathered from a wide variety of sources are organized. For a brand manager, such as an Indianapolis SEO expert, this means that they are looking to control the queries, conversation, and impression that people have of them.
- Real-Time, Integrated Penalty Filters. This refers to Penguin, which was also integrated into Google’s algorithm. Data on your SERP is updated and refreshed every time Google re-crawls and indexes them. This helps search results to constantly fight spam.