With the continued updates of Google’s search engine algorithms, SEO marketing has become increasingly complex. In keeping with the continual improvements of search engine software, Internet marketing experts are now increasingly focusing on a more holistic approach in line with traditional marketing and content marketing strategy and techniques.

Among the new trends we are now seeing is an enhanced focus on conversational keyword phrases. The move toward this new focus began with the hummingbird update by Google in 2013. With that update, numerous changes were introduced regarding the way in which keywords are actually interpreted online. Among the biggest changes made were improvements to the way that the search algorithm understands what is termed as conversational phrases. Conservational phrases are questions that are entered in a search query in order to ensure that the entire phrase is understand instead of each individual word. When it comes to website development, this means that it is even more important than ever to ensure you are providing sharable multimedia and content.

The focus toward mobile optimization and user behavior is not exactly a new trend, but it has now become more of a must-have rather than a luxury. Currently, one in five people own a smartphone. If your website does not already offer mobile support, there is a good chance that you are missing out on tremendous traffic opportunities. Moving into 2015, SEO campaigns will need to not only provide support for mobile optimization strategy, but it will be important to build on such a strategy by offering more than simply a responsive website. In order to stand out from the competition and meet the needs of your users, you will need to ensure that your site is accessible and readable from every multimedia platform and device. Additionally, your site should be optimized for each. Content and images will need to be lighter to accommodate smaller devices instead of re-adjusting to accommodate mobile devices. Ultimately, it is important to keep in mind that if your website provides a poor user-experience due to the fact that it is not properly optimized, your search engine ranking will be affected.

Finally, it is important to ensure you are focusing on social media integration. With the evolvement of the Google search algorithms into something akin to artificial intelligence, human signals are playing even more of a role in search engine optimization. If you do not already have a strong social media presence as well as a strategy that makes it possible for people to locate and share your content, you could be falling behind the competition. Social media is certainly here to stay and it is now essential to ensure you understand your target market and have a strategy in place to deliver quality content.

Search engine optimization continues to evolve and the strategies that worked in the past must be updated. In order to ensure that you stay ahead of the competition, you must be able to evolve and adapt your strategy.