The year 2014 is officially here! And for our white label online marketing resellers who are eager to know which online marketing services are likely to boom in 2014, we already published a list right here. But exciting as the New Year may be, bear in mind that there will also be possible challenges you need to look out for in the next 12 months.
We predict at least six trends that will steal the online marketing spotlight this year. As an SEO and online marketing consultant, you need to know what these trends are and how they can impact your clients. By anticipating these trends, and the possible challenges they bring, you’ll be able to better service your clients and tailor your marketing approach to attract more new prospects. Here are the six online marketing trends SEO resellers need to watch out for in 2014:
SEO Shifts from Keywords to Context
SEO in 2014 will be about understanding your target audience’s search context, specifically their intent, when making a search on Google. Knowing the most popular keywords will no longer suffice; you need to dig deeper and get to know which keywords are associated with the desired intent as well as the desired page visits and desired action. One way to do this is to analyze web traffic with the help of Webmasters Tools. Look at what devices and browsers they use, where they are searching from, which pages they visit the most, and which visits converted. Then, tailor your content and your SEO approach based on your analysis.
Remember, Google wants marketers to focus on creating helpful web pages for users, not on stuffing cookie-cutter articles with keywords. The unleashing of Hummingbird, the new algorithm that promises better search results by understanding a user’s search context, is proof that Google wants SEOs to steer away from keyword-rich anchor texts to creating high quality content that users will find depending on the context of their search.
Mobile Responsive Becomes the Standard
Getting a mobile responsive website – one that loads properly on all devices and screen sizes – seemed like a fancy option in 2013. This has been changing to a necessary measure and this will be more prevalent in 2014.
This year, there will be more mobile Internet users than desktop users. Research firm comScore made the prediction in 2012 and it seems to be right on. Today, nearly 40% of all Internet traffic is driven by mobile. In 2013, Google warned of possible penalties for non-mobile friendly sites. A study by the same search engine also showed that customers favor a mobile friendly site. As more and more business owners realize these facts, they will be shifting to a “mobile first” strategy.
As SEO reseller / consultants, you can help clients prepare for the long haul by getting a mobile responsive website, which by the way, is Google’s preferred configuration when it comes to optimizing for mobile traffic. Now is the time to check who among your clients is yet to have a mobile friendly presence, and evangelize the importance of this move to your prospects.
Marketers Optimize for Richer SERPs
2014 is the year businesses go beyond working for traditional search results. Producing high-quality, in-depth articles is great but your SEO strategy must not be limited to one approach. Google has been testing various elements on their search engine results pages (SERPs) and by targeting other elements, you can increase your chances of appearing on SERPs.
Apart from web pages, you can also optimize social media accounts, maps, local listings, reviews, and advertisements, among others, to ensure your client appears when Google displays its new SERP features, such as the Local Carousel and the Local “Near” Results. Particularly on local front search, you can use Local Buzz to dominate maps, listings, check-ins, and reviews. This year, help clients expand their approach beyond typical blog posts and on-site articles.
Google+ Gains More SEO Weight
Google’s very own social network made some dramatic growth last year. Its monthly active user base rose to 500 million in October from only 190 million in May. It has also been predicted to surpass Facebook by 2016 when it comes social sharing. But there’s another area Google+ is likely to flourish in in 2014: SEO. Correlation studies by Moz and Searchmetrics showed that high ranking web pages tend to have higher social metrics, particularly +1’s.
Chaotic Content Marketing Finds Order
Content marketing was a huge buzz word in 2013. The use of content for SEO will increase this year but it will be more organized compared with the past year.
In the 2014 edition of B2B Content Marketing Trends, the Content Marketing Institute and Marketing Profs found that the “most effective” marketers have someone overseeing their content strategy. Only half of “least effective” B2B content marketers employ such personnel. The most effective marketers also have a documented content strategy. So this year, we can expect marketers to have some sense of organization when it comes to publishing content. On the latter part of last year, we noticed more SEO resellers acquiring our Exclusive Reseller Marketing subscription, which ensures that our partners are able to publish high-quality content on a regular basis, each month.
Social Media Gets More Time, Budget
Social network user bases grew last year but in 2014, social media’s application as a marketing tool will be more apparent. In HubSpot’s 2013 State of Inbound Marketing, it was found that 16% of companies now employ a full-time social media marketer. Social also eats up most of the time of full-time marketers at 16%, more than email marketing (11%) and content marketing (10%).
Businesses will not just spend time on social, they will also spend money on it. In Webmarketing123’s State of Digital Media Report 2014, it was found that 60% of marketers plan to increase social media optimization spending this year. Only 2% will cut their budgets for it.
Online Marketing Resellers: Be Alert, Adapt Quickly
More online marketing trends will surely emerge this year so our private label online marketing reseller partners should be alert. While in general, these changes help Internet users better find your prospects online, they may also bring challenges if you are not quick enough to respond.
So as a closing piece of advice, always be informed about the latest Internet marketing developments. Read SEO and online marketing news, and stay tuned for our latest blog posts. You can also connect with us via Facebook, Twitter, and Google+.
Endlessrise is the pioneer in white label online marketing and web design. We stay alert for major industry developments and ensure our services address these. We make sure our SEO reseller partners are up to speed through our social accounts and our official blog. You can also sign up as an Endlessrise reseller here to get access to our email newsletter and bi-weekly VIP webinars.