I actually tweeted this article out into the WebDrafter Twitter stream yesterday (which I’d love for you to follow if you’re not already!), but I wanted to take a closer look at it and examine some of the possibilities.
An Australian site called StartupSmart published an article yesterday titled “5 SEO Trends to Lookout For in 2012.” Being someone who works at the intersection of social media and SEO on a daily basis, it was of particular interest to me. I want to go through each bullet point from the original article and give you my take on whether or not I think that particular change will manifest itself this year.
“Social media will be an even bigger factor in Google’s algorithm.”
The safest bet of the bunch. Social is already a bigger signal in search engine results than some would care to admit. Google’s search engine is only getting smarter as time goes on, and Google is starting to realize that, as good as some of their algorithms are, humans do a better job filtering the junk and curating the best content. 2012 will be a big year for social in search, no doubt.
“The search results page will continue to feature less organic rankings and more paid.”
Google puts a lot of focus on usability and simplicity. While the search engine results pages have gotten a lot more busy since Google first started out, I can’t see them reaching a point where paid search ads outnumber organic search results. In fact, I believe some of the newer formats Google is trying out are meant to increase conversions and revenue without having to put more ads on a page.
“Paid search will become more important in supporting SEO efforts.”
With the rise of “not provided” in Google Analytics, good keyword data is going to be a bit more difficult to come by — unless you’re also running AdWords campaigns. This one is a definite.
“Spammy SEO practices will get targeted even harder.”
What SEO is becoming is what it should have been all along — a process to make a site the most quality result for a keyword search, not through spun articles or conveniently-phrased keywords, but through genuine usefulness, with legitimate link and word-of-mouth endorsements through other websites and social media. The march toward this eventual goal is only going to continue, and Google will leave a lot of bloodied, down-ranked sites in its wake.
“SEO will become even more competitive than ever.”
This is going to be the year SEO and SEM as they are known today start to die. Search engine optimization companies that are skilled at developing great content and online relationships on behalf of their clients will thrive. The multitude of companies who add more useless content to the Web will see what little success they’ve had start to vanish.
Thoughts? Shoot me a tweet (@shawn).