Organic search tends to be a love-hate sphere of marketing for many brands. Keeping up with the latest algorithm changes, writing unique content and always needing to improve the quality of output has a knack for putting people off. Especially when money can be thrown at the problem.
Yes, advertising in many respects is much easier than SEO. But with the cost of ads these days — and the certainty that they will continue to increase –, SEO is the most cost-effective way to keep brands in front of customers and clients. Plus, Google says it’s not going anywhere.
Although machine learning is advancing nicely, and many have speculated that this could see Google able to understand websites without requiring further optimisation, Webmaster Trends Analyst at Google, John Mueller, says he doesn’t believe that prediction is on the cards.
Much like how the CMS didn’t make website development obsolete, Mueller explained, new technologies and tools are more likely to make the job of creating really good content much easier, rather than eliminating the need to do it at all.
The Future of SEO
While SEO will not become obsolete, machine learning will most definitely help to create tools that make SEO easier for brands. Mueller predicts automation that takes some of the boring SEO steps off our hands. Perhaps our CMS’ will be able to automatically write H1, H2, and so on, tags. Or ensure the most important content is included in the heading on the page.
For now, however, SEO remains the same. And getting strong rankings today will help you to keep them in a future where SEO optimisations are easier for everyone to implement.
If you’re not investing in SEO already or not prioritising it enough, the time to act is now.
Thankfully, you don’t need to fuss over keywords and heading tags personally. Next&Co have a team of experts who actually enjoy those fiddly bits of work and love nothing more than watching SERP rankings climb.