We’ve been running some internal SEO tests over the last few months and one thing has really stood out – The rate of ranking changes is increasing.
The idea that rankings change fairly often isn’t exactly a startling revelation for most SEO practitioners – as we’ve all seen rankings move about quite regularly over the years – but the rate of change is getting faster and faster.
Now if you’ve been watching search engine trends over the last 12 months – you’ll be fully aware that everyone is working towards creating a perfect “real-time” search function, and busy creating a better personalized search experience.
So are the constant ranking changes any surprise given these trends? – Not Really! But what it does mean is that our approach and expectations of SEO need to adjust also.
With permanency of rankings less predictable or reliable – getting to the top search engine positions and staying there is now more than ever, a ongoing tactic. SEO has always required ongoing maintenance – but now maintenance isn’t enough.You’ll be under increasing pressure from competitors as Google works toward indexing content more frequently.
- SEO: Adapt to the new Rules of Ranking
With “real time indexing”, “personalized search” and “universal results” changing the rules, SEO strategies need to adapt. It’s no longer just about building and optimizing some content rich web pages and then acquiring links.
You need to consider how your SEO strategy will work with real time searches, whether your listings will appear when people customize results and whether your strategy is holistic enough to cover all the universal channels (e.g. local, images, video, shopping etc).
- SEO: Content reclaims it SEO crown
Many will say that content has always been king – and in some ways it has. But now – new content is the key. “Real time” search will mean that creating fresh, engaging content vital to modern SEO campaigns.
Search engines are changing whether we like the new direction or not. If you want to continue to feature at the top of the rankings – it’s time to ensure your SEO game plan is still relevant.
To success in the new world of SEO – remember:
- There’s no time to rest on your ranking success
- Ensure your strategy is holistic and covers the new rules
- Commit to creating content – fresh, engaging, relevant
- Don’t forget the SEO fundamentals – they still matter!