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Discussions about the possible death of SEO have been going on for a long time, and it seems that we have begun to take them for granted. Despite changes in the rules of the game and improvements in search engines, search engine optimization specialists are still in demand. However, many SEO experts are looking for new directions for development, mastering related areas.
Of course, SEO won't suddenly disappear, leaving thousands of professionals out of work. However, the concept of client-side SEO as we once knew it is becoming a thing of the past. There are several reasons for this.
The very concept of information search is changing. Previously, users searched for goods and services through search engines, but today they are increasingly turning to aggregators. If you need to choose a product, we look at trading platforms. If you want to find a used car, we go to specialized sites. For small purchases, online shopping with a wide selection is increasingly being used.
Aggregators have convenient and highly efficient search engines that satisfy the user’s needs in a specific product category much more accurately. Unlike search engines, which often lead to pages with irrelevant content, aggregators offer structured directories with relevant information.
Users increasingly know where exactly they want to go for specific information. As a result, the number of transitions directly from Google or Yandex to websites is reduced, which means that the need for high positions in search results loses its former relevance.
In addition, search engines often show aggregators in the first rows, since they already make up a significant portion of search traffic.
Small online stores cannot compete with large aggregators, and many are starting to look for ways to cooperate with them to get some of the traffic.
Until recently, SEO was simpler and more accessible to specialists. However, every year search engine algorithms become more complex, and achieving stable results requires much more effort and knowledge. In the current reality, only professionals can offer effective SEO optimization, which leads to an increase in the cost of services.
As a result, SEO has become more expensive, time-consuming, and less predictable than before. In order to take top positions, you need to be prepared for high investments, since many popular queries are already occupied by large aggregators.
Today, SEO has ceased to be an independent tool for attracting traffic and has become part of a wide range of digital marketing methods. In modern conditions, only an integrated approach, including different methods of attracting and retaining customers, can guarantee successful promotion. SEO may not be at the top of the list of most effective methods.
Companies that previously focused solely on SEO are increasingly expanding their services to offer more comprehensive SEO solutions. This process is already actively underway.
Users are increasingly choosing aggregators for commercial queries, and are also increasingly using mobile devices to search for information.
There are several important points worth noting:
First, mobile users often bypass search engines and start looking for information directly through applications that provide quick and accurate results.
Secondly, even if they do use search engines, the mobile version of the page often looks different. Advertising takes up a significant portion of the screen, and links to search services appear above the search results. This means that pages below the top positions receive significantly less traffic on mobile devices.
To improve the user experience, search engines strive to provide information directly on the search page. This allows users to quickly find the information they need without having to click on links.
To do this, Google uses Knowledge Graph technology, which shows structured and complete data about the search object, which significantly reduces the need for additional clicks.
In addition, Google is actively implementing AMP (Accelerated Mobile Pages) technology, which speeds up the loading of mobile pages. These pages load almost instantly, but all visits occur within the search engine, without bringing traffic to the content owner's site.
One of the most powerful factors influencing SEO lately is the use of neural networks. With the help of these technologies, search engines not only increase the relevance of search results, but also filter out low-quality content. With the introduction of new algorithms such as Baden-Baden, sites that do not provide valuable information to the user begin to lose their position.
In the future, most likely, only high-quality, informative content, well-structured and with a high level of usability, will occupy top positions in search results.
SEO won't suddenly disappear, but it will undergo major changes. Classic client-oriented SEO is already losing its effectiveness and relevance. However, mastering new digital marketing methods will help specialists adapt and remain in demand. The use of comprehensive strategies will determine success in the digital market.
For any question, you can contact the SEO studio "SEO COMPUTER" by email info@seo.computer.
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