Get Ready for 2011 SEO

The new year is almost upon us and 2011 will mean some major shifts in SEOland. Of course every year brings major search optimization shifts. Google makes 550 algorithm changes in a given year according to Wired magazine.

A big shift in 2010 heralds some of the changes for 2011. The Yahoo Bing merger of search results has given Bing a 25% share of the search market. Google still retains their 70%+ and will battle to maintain position, while Bing attempts to grab more market share.

So far we who toil in the SEOland trenches know that speed will be a factor in 2011. Slow loading sites and pages will suffer in the rankings. If your site relies on a slow loading Flash splash page, or your designer didn’t properly compress your image heavy pages, you will see your position erode throughout 2011.

We also know that Social Media will play a larger part in ranking algorithms. Those indicators have been creeping into search toolbars often called “Social Media Index”. We know that being mentioned in Twitter, Facebook, Digg and Technorati is monitored by Google and Bing, we don’t always know how it is affecting rankings.

One of the biggest changes we will be seeing in 2011 is the ability of Google to look at user interaction with a website and rank that site accordingly. Bounce rates, time on site, number of page views will all be a part of ranking. The signals are loud and clear – you will be judged by your industry standards. You must have a site worthy of visitors, or Google will not place your site in a position to attract those visitors via search.

What do you need to do to make it in the next year of search? Be distinct. Have unique value. Engage with your community and if you don’t have a community – build one.

Keep these four factors in mind as you look at your site from a search perspective.

  • How many good inbound links do you you have?
  • How well are you represented in social media?
  • How well do your users interact with your site?
  • How does your site compare to others covering the same subjects?

As we get into the next year, we will be heading inexorably towards the new ear of search. We will need to spend more time, effort and money on becoming Search Engine Marketers. The old “flavor of the week” game the system techniques have become less effective than ever, and 2011 may mark their permanent demise.  Gaming the system may still work somewhat, but the strategic goals of the search engines are working against it. Remember – Google and Bing have obscene piles of money to accomplish their goals. Helping them achieve those goals is in your best interests.

To do that we must think more like traditional marketers. Offer items of value, produce good content, engage your visitors. The engines are watching. They will take note of how valuable your site is to your community. Value will be rewarded.

The beauty of a more traditional marketing approach is that it will be kind to you as the years go by. As search engines improve algorithms they will do a better recognizing sites that are seen as valuable by users. Search optimization is a never ending task. There are thousands of competitors who are spending time and money trying to take over your position.

You can retain your position and improve upon it by using a holistic approach to your online marketing efforts. Then, the changes at the search engines make are likely to favor you at the expense of your competitors who take a more short-term tactical approach.

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7 Responses to “Get Ready for 2011 SEO”

  1. Great Post…

    I saw this really great site today…

  2. […] This post was mentioned on Twitter by Mary Petto, AutomateMyOnline. AutomateMyOnline said: The new year will mark major shifts in the land of SEO. We can tell you how to be prepared for what shifts will… http://fb.me/zNN1bvpm […]

  3. Owen Marcus says:

    I need to spend more energy with social media – thanks for the tip.

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