Jon Morris| Inc
If you are not ranking in the top of the search engines, most likely you are missing a huge opportunity. I have seen the impact it can have on businesses both big and small and it can be quite substantial. That being said, it is becoming more difficult every year to obtain rankings in the search engines. Google’s goal is to ensure the search results are as targeted as possible to the keyword searched. To do this Google is constantly trying to determine new ways that will ensure the results are more accurate. Working with Julie Perrigan, Rise Interactive’s SEO manager, we believe that the four major trends to focus on in 2013 are authorship, social, mobile, and quality content.
One major shift gaining a lot of traction is that Google is giving a lot more weight to individual content authors, which they refer to as Author Rank. The more content an author creates and syndicates, the more authoritative they will be considered in a particular field. Have the experts in your organization publish content to establish themselves as industry thought leaders, and Google will reward your efforts in the search rankings.
Due to the growth of social media, it is easier than ever before to share content in the social media stratosphere. From Google’s perspective, the more a piece of content is shared (through Google+, retweets, Facebook shares, etc.), the more relevant it is to a larger audience, and thus, its search rankings will increase. Create engaging, shareable content and actively participate in conversations on social media.