The future of SEO

| Print |  Email
Friday, January 17, 2014

01.17.14 SEOBY JESSICA RIDGWAY | OB WEB EDITOR

More than fifty people interested or involved in search engine marketing gathered at a SEMPDX seminar Tuesday to hear how the world of search engine optimization (SEO) is changing. Content marketing is on the rise, consumers now face multiple decisions when it comes to shopping, and Google is moving more aggressively into the SEO space, changing the way consumers and businesses utilize search engines, social media and online content.

Speaker Joe Griffin, co-CEO of the digital marketing firm iAcquire, shared his predictions for the future of SEO as it continues to evolve.

  • Organic search is becoming a marketing tool. Griffin cited a Google ZMOT study identifying online search engines as the top platform for how consumers shop. According to the study, when 3,000 shoppers, both online and offline, were presented multiple channels to base shopping decisions from (TV ads, print media, word-of-mouth, online), “3,000 of the 3,000 online shoppers visited an online search engine and visited more than once.”

  • SEO will be used as market research tool. For example, brands are understanding and using search engines to research their audience. “Organic search is a channel that touches every marketing medium,” said Griffin.

  • Links: Search engines are moving away from analyzing website popularity (and other metrics) based on how many pages link to that site.

  • In its place, “People Pagerank,” as Griffin calls it, or digital authorship is on the rise. Google Authorship through Google+ allows a person to link content (video, images, written) they have published on a specific domain (like OregonBusiness.com) to their own Google+ profile, which serves as a “digital signature” for searchable content.

  • Google has patented “AgentRank,” which is a ranking system based on where a digital author’s content has branched out on the web. According to Griffin, Google has announced that AgentRank could be used in the future to show only the “most important” authors first in search engine result pages.

  • Google is becoming the next data aggregator; they now collect information from multiple public databases, Griffin uses flight searches as an example—instead of clicking multiple airline websites to find flights to Phoenix, just ask Google. This will aid consumers efficiently, but may be a problem for SEO.

  • Online reviews will matter more in 2014. Google Places now collects business reviews. Griffin describes it as “scraping reviews” from Yelp, SuperPages, YellowPages, etc., acting like a “review aggregator,” which could negatively impact a businesses’ reputation or remove a business entirely from a search engine results page.

  • Today Google can track your location and personalize your search results based on your preferences and search history. Their next move? Griffin predicts a world where Google will stream personalized information directly to you, possibly through Google Glass, depending on your location and connections.

To learn more about the next phases of SEO and content marketing, take a look at The Evolution of SEO - 2014 and Beyond from Joe Griffincourtesy of iAcquire.

 
 

More Articles

Farm in a Box

July/August 2015
Friday, July 10, 2015
BY JACOB PALMER

Most of the food Americans consume is trucked in from hundreds of miles away. Eric Wilson, co-founder and CEO of Gro-volution, wants to change that. So this past spring, the Air Force veteran and former greenhouse manager started work on an alternative farming system he claims is more efficient than conventional agriculture, and also shortens the distance between the consumer and the farm.


Read more...

Preserving the Legacy

July/August 2015
Monday, July 13, 2015
BY KIM MOORE | PHOTOS BY JASON E. KAPLAN

A New York floral and gift business takes on the iconic Harry & David brand.


Read more...

Apartment Mania

Guest Blog
Thursday, June 18, 2015
4805983977 11466ce1d6 zBY BRAD HOULE | CFA

While most categories of commercial real estate have performed well, one of the most robust has been apartment buildings.


Read more...

Flattery with Numbers

July/August 2015
Friday, July 10, 2015
BY JOE CORTRIGHT

The false promise of economic impact statements.


Read more...

House of Clarity

July/August 2015
Monday, July 13, 2015
BY JACOB PALMER

Holding a Power Lunch at Veritable Quandary in downtown Portland.


Read more...

Urban renewer

Linda Baker
Wednesday, June 24, 2015
UnknownBY LINDA BAKER   

One year after he was appointed chair of the Portland Development Commission, Tom Kelly talks about PDC's longevity, Neil Kelly's comeback and his new role as Portlandia's landlord.


Read more...

5 stats about Oregon fireworks

The Latest
Thursday, June 18, 2015
fireworksthumb001BY JACOB PALMER | DIGITAL NEWS EDITOR

Fireworks are a booming industry, even if the pyrotechnics have turned July 4th into a day fire marshals, and many residents, love to hate.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS