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By Sylvia Fowler

Preparing for future search engine optimization (SEO)

Although search engine optimization (SEO) is a process of the design and development of websites, the principles of optimization are continuously changing. Therefore, maintaining a new web site on a constant basis and offering new content is vital (Gelt, 2017). SEO is the process of boosting websites and their content, making them easily discoverable to the users searching for terms relevant to a site (What is SEO?). Search engines serve billions of users online each day, making SEO more important than ever (Chris). As mobile behavior, social media and search engine algorithms rapidly evolve, so should a website owner's web content.

Mobile behavior

Many website owners are not optimizing to confirm their websites are mobile friendly. Since mobile internet usage is progressively increasing, websites require a responsive web configuration favorable for both desktop and mobile users. Without this configuration, website owners are missing a large opportunity, which affects their search engine results.

Recently, Google launched its Accelerated Mobile Pages (AMP) project. Since these are open-source protocols, pages load instantly and at a reduced data rate on mobile browsers (Adams, 2017). Page loading speed plays an important role in user web site experiences. Not only does Google constantly work to improve page speed on mobile browsers, they work to improve desktop page speed as well.

Social media

Google's main objective is to deliver the most relevant search results with the fastest method possible. Google has met their objective with complete perfection. Since Google is the dominant player, it determines what the most relevant search result is. Trust is the main element in Google's relevancy-oriented search (Adams, 2017). Authority is very important to websites' ranking abilities. Google relies on its already trusted sites for determination of which novice sites are trusted.

It is possible to build authority over time, but only if one socially engages with others. Social media integration through Facebook, Twitter, and LinkedIn will generate traffic and additional mentions on the web (Susloparov, 2016). However, merely sharing one's own content is not acceptable. In order to build authority, one must be social, add value to conversations, follow others and show interest in their content (Adams, 2017).

Search engine algorithms

A search engine algorithm is a set of rules or a formula that determines the significance of a web page. Search engine algorithms are unique to every search engine. Algorithms are as important as keywords are to the search engine because they are the why and how of page ranking. Search engine algorithms reach beyond basic functions of search engine checking for page relevancy, individual factors of indexes, and off-page factors of linking, which makes them vital to search engine optimization design. (SEO Solutions To Increase Website Visitors What is Search Engine Algorithm?).

Preparation for the future of SEO

The days of taking advantage of certain strategies to reach the top of Google's search with irrelevant search results is over. Since Google has had to deal with dishonesty and manipulation of the system, the determination of significant search results has seen major changes. These changes are essential in order for Google to achieve its fundamental goals and intentions for the World Wide Web.

Algorithm updates

In 2011, Google added the Panda update to its ranking algorithm. Later the introduction of other updates like Penguin, Hummingbird, and many others radically changed search results as pertains to quality content (Morris & Critchlow). The purpose of these algorithm updates is to improve the user experience, eliminate spam and frauds, and boost search relevancy (Adams, 2017).

Once a site passes through Google's pillars of trust, there are 200 more aspects of Google's search for ranking. One example is how long a domain name lasts. Although vague for ranking issues and minor as a relevancy signal, this example proves that Google's numerous ranking factors range from obvious to obscure. It is possible for website owners to rank in 2017. However, there are five SEO guidelines to follow for proven success in SEO search ranking.

1. Market your content
Use high quality, or "anchor," content marketing because it delivers great amounts of value. Anchor content is located on the owner's site, but that content needs marketing on other professional highly trafficked sites on the web such as Quora, Reddit, WiseLike, and LinkedIn.

2. Improve page speed
The speed of loading pages is an influential factor in the user's experience. Google shows major concern for the user's overall experience. Therefore, improving page speed is the best way to improve user experience.

3. Focus on mobile and accelerated mobile pages (AMP)
Mobile searches are now far surpassing desktop searches. Thus, it is reasonable that the Google giant is rigorously focusing on and pushing to mobile.

4. SEO strategy must leverage the power of videos
YouTube and others are popular video platforms. Creating tutorials or explanatory videos delivers real value in a multimedia format and is accessible to all of those millions of smartphones out there.

5. Engage and socialize
Newcomers to the World Wide Web have neither age nor authority. Although Google does not consider shares as high as normal, social media integration will generate traffic and provide additional web mentions to site owners. Produce valuable content for sharing in the social media networks like Facebook and Twitter, and the results will prove successful rank growth in search engines.

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