2015 SEO Changes

February 23, 2015

In the SEO world, things have moved on a bit since the days of meta tags and keyword stuffing. In fact, thanks to Google’s Hummingbird, search engines no longer value pages crammed with targeted keywords. Now well in the swing of 2015, it’s as good a time as any to mention some key SEO strategies for this year. There are hundreds out there, but these are the ones we think you should really embrace – essentially, it’s all about strengthening the value of your website.

Stop using meta keywords

Businesses once used meta keywords willy nilly, without actually knowing what they were or what they did. So Google decided to take them away, as they weren’t being used correctly, and even decided that they could be a signal of spam. This year, stop using them altogether.

Optimise content for users and ranking

Keyword density is no longer the thing to do – so stuffing keywords into your content should be avoided at all costs. Instead, clue-up on term frequency-inverse document frequency (TF-IDF): content that includes different phrases, some of which should be used more often than others. Content should be authoritative, engaging and search engine-friendly.

Write compelling meta descriptions

This should be done for all important pages of the site, as well as for any pages that can be shared socially. Many websites have a meta description that has been completely ignored, or (worse still) they use a plug-in or tool to generate a meta description.

Embrace microdata

Microdata should be part of every website – so anything that’s relevant should be marked up (numbers, prices, reviews, images etc.). This means that when someone searches for your business, they’ll see more information than just a title, description and URL. According to BuildVisible, this can lead to a site being clicked on 25% more frequently.

Do you have any other tips you’d like to share? I’d love to hear your thoughts.