Michael Epps Utley 
As the springtime finally approaches, we’re eager to see what’s coming up in this new season of online marketing. More and more people have discovered just how effective a tool Search Engine Optimized–or SEO–content can be for driving traffic to local businesses. By targeting customers through strategic keywords, we’re helping businesses enhance their online presence and make connections to the local market. Yet there are changes ahead we need to consider if we want to stay ahead of the competition.
More companies than ever before are learning how to use SEO content to market themselves online. Unfortunately, as the popularity of SEO content increases, an individual’s competitive edge in the marketplace decreases. Marketers have figured out how to “work the system” by using keywords that will show up in customers’ search results. In the midst of the SEO popularity surge, here are some changes we expect to see in the near future.
- Quality, Not Just Quantity.
There will be greater demand for higher-quality SEO content than ever before. If you want your content to stand out from the high tide of information available online, you’ll have to make sure it’s well written. Engaging and interesting material stands a much better chance of catching a customer’s attention than content that’s less interesting and just there to display certain keywords. - Authorship Transparency.
We expect that Google will require content creators (most likely by using Google Plus) to tie any published online content back to a live human being. Readers should know just by viewing the content that the author is a real-life person they can clearly validate—not just an online persona or username.
Asking for a person’s cell number or a payment method are both likely ways Google will require authors to confirm their identity and dispose of anonymity. - Connecting with Social Media.
The prominence of social media outlets will continue to rise in virtually every industry. Social media channels are nearing an unprecedented benchmark of 2.55 billion users by 2017. The challenge, of course, will be for manufacturers to identify which aspects of social media actually add value to their marketing efforts.
The advantage will go to those who spend time figuring out how to implement specific social media objectives–rather than just blindly increasing how much of their promotional content is available online. - Exclusivity is Vital.
The importance of content exclusivity isn’t anything new, but it’s not going away anytime soon. As marketers find it easier than ever to publicize their products and services online, it’s becoming more difficult for companies to differentiate themselves from others in their industry.
The chief way to stand head-and-shoulders above your competition will always be to offer something your competition cannot–and well-written, timely, relevant SEO content is no exception. - Mastering Webmaster Tools.
Getting to know Google’s Webmaster Tools will be helpful to marketers who want to improve their online monitoring capabilities. With Webmaster Tools, companies can now take more control of their online presence and identify opportunities to further promote their products or services.
This resource enables the user to work more closely with Google’s search index and streamline the process of publishing content online. It can identify errors almost immediately and make sure that content is being properly indexed as soon as possible after it’s published.
Throughout this season of transition in SEO marketing, we’re excited to look ahead at the new opportunities for us to grow and adapt. It’s by anticipating the future of online marketing that we can be a part of shaping, understanding, and out-pacing the changes in the coming days.
