4 SEO Strategies to Focus on in 2015

2015 presents new challenges for businesses, especially on the web. The with the rising use of mobile devices compared to all other devices, the target audience has changed. The following strategies might help you boost your SEO initiatives.

  1. Optimize For Mobile

Mobile optimization is the top priority for businesses in 2015. A recent comScore study has shown that mobile is the leader compared to all types of digital platforms. The use of internet on mobile devices has now surpassed desktop usage. Google has also stated that their algorithms now prefer and responsible and mobile-optimized sites.

  1. Limit Tracking Keyword Rankings

It might be more worthwhile to track ROI metrics, rather than keyword rankings. Even though it might seem like good news to be at the top of ranking reports on several keywords, it is more important to determine whether these keywords are generating leads. If these are not bringing in new businesses and sales, ranking first on these keywords does not constitute of a competitive advantage.

  1. Build Fewer, Better Links

Google ranking has always favored inbound links and this is not expected to change in 2015. Moreover, link quality is another important aspect to consider, quality links from trust authority pages is perceived as better than hundreds of links from low authority sites.

  1. Focus On User Intent

With the introduction of Hummingbird, Google has changed the way it handles queries. In the past, keywords were matched to pages. Now user intent and context are used as important elements. For the business this implies that content should contain conversational phrases along with semantic terms.


Impact of Twitter’s Promoted Video Feature

A major question marketers might be asking themselves is who can be reached with Twitter’s new promoted video feature. Twitter Ads allow marketers to target audiences by gender, geography, keyword, interest or language.

Moreover, Twitter also provides a website tag for remarketing. This allows marketers to tag their site visitors and make an audience out of them. This type of tailored audience can also be created by using mailing lists, phone numbers, Twitter IDs, phone numbers, mobile advertising IDs and mobile app users (this is collected through conversion tracking).

TV Targeting represents a unique feature for brands. It helps to add reach that extends beyond a TV buy, to add frequency to already existing campaigns and to use television signals in order to estimate the demographics and user interests. This kind of targeting enable advertisers to sell content to audience engaged with certain TV shows.

However, Twitter has not yet provided a lot of information regarding Promoted Video targeting. Since, the option is not a self-serve one, TV targeting is most probably a constituent of it. There is also a lack of information regarding performance measurement of this option. Twitter has promised that advertisers would have access to various video analytics. Typical reports would consist of completion percentage and comparisons between paid video views and organic.

Twitter’s Promoted Video feature is currently only available to Twitter’s largest advertisers. More native video in feeds is expected to come soon. A self-serve video ad feature might also be available in the near future.