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Learning from Yesterday, Planning for Tomorrow

Both personally and professionally, people logically tend to take stock of their plans and status around the New Year. However, now that we are a few months into the year, let this be your time to check in and see how you’re doing on those plans and make any adjustments as necessary. This can be especially important in the world of SEO given its rather fluid nature. Following are some tips to make sure you are on the right path for 2015.

Stay on the Straight and Narrow

The stakes have never been higher than they are now when it comes to “bad SEO”. A single misstep can actually do more harm than multiple right steps can do good. Can you really afford to spend the better part of a year recovering from a single disavowed file? Harsher penalties are a fact of life and something you need to avoid. Make sure that your SEO plans focus as much on what not to do as on what to do.

Yes, the S Matters

The difference between HTTP and HTTPS extends far beyond a single letter. The additional level of security and authentication of both content and source that HTTPS provides to search engines offers you an opportunity to stand out from the crowd. Get noticed in the right way by making this switch.

Think Like You Talk

The power of keywords remains despite the very different appearance of them today versus a couple of years ago. Sans exact keyword matching in Google Adwords and the like, marketers and SEO pros alike are challenged to think about search terms from a new perspective—the customer’s. Yep. Your keywords should naturally reflect how people really search, which if often how they talk. You do it, I do it and your customers do it. Take advantage of that.

Search on the Go

Whether or not mobile use has actually overtaken that of desktop matters not. What does matter is that Google clearly wants you to consciously cater to mobile users for search as much as to desktop users. How can you tell? Elements like video snippets and author photos get reduced billing if any at all because they do not play well in the mobile setting. The growing importance of app indexing should be a clear signal of the importance of mobile for search as well.

Keep the Content Coming—with Purpose

The point of content marketing should not be a better search result rank. It should be a better customer relationship. Your content must become your primary nurture stream vehicle essentially. Yes, this ultimately impacts SEO but nary should a single word be penned with that goal in mind. Trust me, Google will know.

Just Be Real

In some ways, your SEO plan for this year can hinge on this overarching theme and it is exactly what we’re doing with our clients—with good results so far. Do what you should because it makes sense, because it reflects your business and culture. Post a blog or update a landing page because you have something useful to say to people. Work well within the rules and avoid costly penalties. Make these logical connections your focus this year and the SEO will come.