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Since the beginning of the industry, search engine optimization (SEO) has been constantly changing with updates to search algorithms, the introduction of social media platforms, and the exponential growth of the internet and its users. Starting in the industry and staying stable in its constantly changing landscape can be difficult. However, some guidance can make navigating the multi-platform world of SEO much easier.

First, we need to discuss how SEO has changed in recent years. Once we understand the topic, we can discuss how we can change with SEO. By staying flexible with the industry and its constant updates to its core facets, we can be prepared for the future of the field and be better equipped to handle anything that this profession throws at us.

How SEO Has Changed

Traditionally, SEO has been focused on website rankings within search engines like Google, Bing, and FireFox. These rankings are determined by several factors, such as optimizing certain keywords, amount of backlinks to other trustworthy sites, and much more. However, search engines have majorly evolved in many different ways, making these ranking factors much more complex.

First, traditional search engines no longer dominate the SEO world. Now, social media platforms act as their search engines, serving content to users based on their interests and past engagement history. E-commerce websites like Amazon and Etsy have developed their form of SEO by using ranking factors to determine what products best fit a user’s query.

Not only have search engines changed, but how we track our rankings has also changed. Google Analytics 4, better known by its acronym GA4, has redefined success within the SEO industry. Since its data-driven attribution model was rolled out, the industry has been changing to accommodate this new method of collecting and studying analytics.

Finally, the way that people use search engines has changed, too. Unlike the past, where users would passively use the default search engine on their devices, people are now actively seeking out information on specific platforms. Those seeking content from specific creators may visit specific social media platforms and avoid others. Users interested in buying a handmade product may seek out Etsy rather than another e-commerce hub like Amazon. Even with traditional search, people may seek out their favorite search engine and try to download the browser to their computers, phones, or tablets to increase their satisfaction with their search experience.

These three avenues are the main ways that SEO has evolved. While SEO will continue to change nearly daily, we can learn how to be like SEO and remain flexible with the constantly changing landscape of the industry.

How We Can Change With SEO

As SEO changes, we need to change alongside it. There are six main ways we can learn to adapt to these changes and remain flexible to the tides of the industry.

Optimizing Content Strategies

The first method is by leading the content creation process. By optimizing content strategies for users and search begins, we can rise in ranking within a given search engine. We can also leverage search trends and organic data by evaluating competitors and finding gaps in their content that we can fill. One of the easiest ways to develop stronger content is through the E-E-A-T system, which has been receiving increased popularity within the SEO industry.

Considering User Experience and Data Analytics

Secondly, we can future-proof our SEO strategy by making our websites easily navigable. This step may involve partnering with UX designers who can help you improve your accessibility, optimize your page speed, and design your website to be mobile-friendly. The third step is to use data analytics to track your progress. Different analytics can help you measure the effectiveness of your campaigns, such as by studying how different Google updates impact your ranking and other factors.

Accommodate Non-Traditional Search Engines

For the fourth step, we must design our SEO strategy to accommodate nontraditional search engines. The first kind is social media, which we can optimize by researching what topics and trends are relevant to you and your industry. Using descriptions, hashtags, captions, effects, and sounds effectively will help communicate your brand positioning and unique selling proposition (USP). If you work in the product industry, you should also optimize your products for e-commerce by writing detailed and descriptive titles and optimizing other key features like pricing, images, product descriptions, and backend search words.

Investing in AI Tools

Investing in AI tools is our fifth step in improving our SEO for multiplatform use. With the recent release of ChatGPT4 and other chatbot-based AIs, it is clear that artificial intelligence will be further integrated into our everyday lives. It is a delicate balance between the advancements that AI can offer and a user’s needs. But there are ways you can scale your strategy using AI without sacrificing quality. By first determining what areas AI can and cannot replace before any implementation, you can ensure you are improving the efficiency of your strategy without sacrificing your quality.

Optimizing for Voice Search

Finally, we should begin optimizing for the third kind of nontraditional search: voice search. Home AI systems like Amazon Alexa and Google Home are becoming an increasingly popular way to find users. Focusing on the who, what, when, where, and how in our content strategy can make our content more favorable for this search method. Additionally, we should design our question-based and informational keyword themes to align with how people vocalize their questions, as this can differ from how users would write out their queries.

Next Steps

These are a lot of steps, but with the help of a team of SEO industry professionals, you can execute all of them in a way that effectively bolsters your online presence for your business. Our team at BluShark Digital is highly educated and experienced in all aspects of SEO, including content marketing, off-page SEO development, website development, pay-per-click advertising, and social media marketing. To see how our team can help you improve your SEO strategy, contact BluShark Digital today!