In 2014, the primary concern related to content marketing is going be the semantic search. Users are expected to focus on semantic search much more, therefore being keyword specific would not be enough; understanding the expectation of the searcher and contextual meaning of the search string will be given priority. Therefore, your web content needs to be focused towards being semantic, rather than keyword rich.
Last year, Google implemented – the Hummingbird, a milestone change in its raking algorithm. According to Search Engine Watch, Google intends to favor those content marketers who implement robust content marketing strategies. The Hummingbird update is intended to favor the websites that provide useful and relevant content to the visitors, not merely keyword centric content. This will enforce content marketers to revise their SEO strategies. SEO engineers often tend to stuff keywords as much as possible in to the content, without giving much thought about the relevancy, quality and meaningfulness. With Hummingbird update, they will be forced to change this approach. Further, linking the website with Google’s social network, and writing content for Google+ will help boosting the search engine ranking of a website. Therefore, SEO focused businesses will need to get active on Google+. They will need to focus on building quality links to their website content on Google+.
The Hummingbird algorithm update introduced the norm of concepts in the place of keyword matches, in favor of semantic search. Hence existing website content needs to be updated with proper semantic markup, in order to improve SEO. With semantic markup allows you to reinforce the meaning of content in to the website using HTML, so you just don’t define the site structure and appearance.
Mobile content will also be a prominent SEO challenge for 2014. Marketers need to put more emphasis mobile content accessibility. Hummingbird algorithm update enforces content marketers to include responsive content, which is accessible on any platform – be it a desktop or a smartphone. This capability will become a critical ranking factor in 2014.
Amidst of all the new challenges, the same factors that mastered SEO in 2013 would still be relevant for 2014. For the content marketers, it will be quite a challenge to stay ahead of the updates to ranking algorithms, understand them and upgrade their content strategies accordingly. Google’s already published SEO guidelines for regular content update and social media marketing promotion will still enable the successful search engine marketers to get competitiveness with their content.