How Mobile Search is Changing the Culture of SEO
Over the past 2 years, the increased usage of mobile devices within search has opened up a whole host of new opportunities for search engine optimisation. The way that we report on our campaigns have changed and in particular, the way that we look at keywords has dramatically altered.
The Death of the Keyword
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Ok, maybe that’s slightly over-dramatic and, if I’m honest, I don’t think we’re anywhere near seeing the death of the keyword. What I definitely have noticed is the difference in the way that we track our SEO campaign performance.
Traditionally we would start an SEO campaign by targeting some keywords that are relevant to the client’s niche, location, products/services, etc. When it comes to the end of each month we would drop through our nice little report that said ‘keyword X is now on page X position X’. This kind of reporting has now become increasingly difficult, especially since the introduction of personalised search, heavier localised results and a far greater number of blended search results – it’s actually become almost impossible to say the definite ranking of any given keyword within the SERPs because it is so dependant on lots of contextual factors.