in SEO by Jeffrey_Smith

Since you can’t peek at your competitors analytics to glean a distinct competitive advantage, you never really know how many ambient rankings they currently enjoy.
future-of-seo
The thing to consider about SEO is, over 30% of search queries are unique (which means that even search engines have never seen them).

So, although it may be easy to divulge the various peaks of semantic phrases that peer above the tip of the competitive landscape / iceberg of your competitor’s keywords and SERP (search engine result page) positioning. Ultimately it’s all about market share and not overlooking long-tail / ambient short-tail and related key phrases that provide the highest conversion.

Sure they rank for [main keyword A] and [main / competitive keyword B], but what about the hundreds of modifiers and synonymous keyword phrases that exist in the various peaks and valleys in between each of those modular keywords that you cannot extract from topical analysis?

The spaces in between are where the real ranking battles are won or lost in the SERPs. It is the mid-tail (moderately competitive) and pronounced prominent keyword combinations that can easily transform a vague visitor on a quest using a search engine on a related query into a qualified lead or client as a result of the relevance your content projects. It’s not always targeting exact match phrases that yield the highest returns, it’s what happens in between that defines your website.

Considering the model of how search engines function and why they exist, the quality of organic traffic is what determines their worth as a marketing medium. If Google’s search results stop returning relevant pages, people would take their searches, their traffic and their business to the search engine that did yield the most relevance, but why?

The reason is simple, search engines are founded on the premise of transparency and promotion. In Google’s instance, this means selling ads via PPC and contextual advertising via ad sense to drive commerce, traffic (and flowery things like good will) to relevant websites.

Regarding the stance of search engines as a business model, naturally, striving to be the best search engine ever built is important to Google (which they are). All bragging rights aside, the real revenue model of search boils down to commerce, and relevance is the measuring stick that keeps the top tier search engines in the forefront of consumer demand when it comes to executing search queries. In a nutshell, relevance is the main order of business from the top down, ensuring that market share is acquired and more importantly retained daily to their loyal audience.

It is a safe assumption to say that Google has a loyal user base (considering over 70% of all searches conducted in the USA are from Google). Without their holistic attention to detail and constantly keeping the results relevant, fresh as well as constantly in a state of flux, SEO would not even exist (so we are thankful indeed).

Yet while relevance represents opportunity to some, it represents exploitation to others, so just think of the friendly battle of quality control in the organic SERPs (thank you Matt Cutts) as a security blanket for an even larger piece of the pie (PPC ad revenue). It is a sad price to pay, that some exploit the base of a semantic algorithm, but with any breakthrough there are just as many trying to abuse it as there are who adhere to the principles of ethical optimization.

What is the future of SEO? the answer is simple, quality and content unified by a stable programming platform capable of indexing, organizing and serving categorized content at a moments notice through relevant naming conventions, descriptive taxonomy and prominent topical saturation. In other words, if you need a preview of things to come, just think of Wikipedia toned down to topical theming and internal linking augmenting by off page deep linking.

Sure, SEO will change (as all things must evolve) but will the future of SEO shift from a model of relevance, quality and content driven authority (I dare say, not anytime soon). The takeaway here is, quality is not just a metric, IT IS THE METRIC to employ, if your want your content to transcend mere rankings and become a static component of the very foundation of the web (or at least as search engines see it). 

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About Jeffrey_Smith

In 2006, Jeffrey Smith founded SEO Design Solutions (An SEO Provider who now develops SEO Software for WordPress).

Jeffrey has actively been involved in internet marketing since 1995 and brings a wealth of collective experiences and marketing strategies to increase rankings, revenue and reach.

15 thoughts on “The Future of SEO
  1. JD says:

    A extremely well written article (found you from Twitter) I am bookmarking the site and subscribing to the feed. I like what your doing with this site.. Its Quality meets professional design meets a clear call to action for visitors.

    Keep up the great work and I will be back to dig around later.

  2. As always great information. I thought it was about time I thanked you for teaching me the ‘stuff.’

    Your emails in my inbox never get deleted!

  3. @JD: Thanks for re-tweeting the post and appreciate the comment. Looking forward to seeing you are more often…

    @James

    Much respect and thanks you for taking the time to read them

    Jeffrey

  4. Jeffrey what’s your twitter id?

  5. @James:

    Twitter ID is Jeffrey_Smith

  6. peterK says:

    Very relevant and informative article. Cheers for sharing this text.

  7. I agree with you, SEO graph increase day after day. Really good perspective. Thanks

  8. I just added you to twitter (I have the crazy wonder woman avatar) – I tend to see so much good stuff there that I’m really using my feed reader less. I really like your viewpoint and wow-30% of all search queries are unique? Still think google has a lot of room for improvement in terms of relevance – but also believe they consider it of most importance and will continue to improve.

  9. Tom Piller says:

    I can see that external linking play the less important role nowdays. It was God of SEO the last several years. Now I can see in the top of the very concurent SERPs sites created 2 – 3 months ago.

  10. seo says:

    Optimizing helps search engines in producing better SERPs. I think SEO is going to stay but its form will change. That way SEOs have to be more adaptive to new changes.

  11. Its good to see continue upward progression in SEO graph.Its really good perspective.

  12. No Name says:

    SEO has future but it is a very competitive field and have to be latest up to date. We can’t hope for online business without SEO of website. But it depends on the company or person how much and what knows about all the SEO techniques that google change every day. This is the thing. To get online business a website needs dedicated work .

  13. Nice Information! Thanks for sharing us………..

  14. Bill says:

    Although Google remains king of the hill, I have moved my personal search to Dogpile. Gives me two pages of largely relevant results … not 14,000 largely irrelevant pages. If Google gave relevant results after the second page, we wouldn’t have to fight so hard to be on page one or two. But everybody knows that from page 3 onward, Google is just showing off.

  15. @Bill:

    When its time to Boycott Google, when the world of search turns upside down, it’s good to know that http://www.dogpile.com is still there. I may have to start using it again, good call.

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