Happy New Year everyone!
Another year, another set of new challenges and more exciting achievements to look forward to. Like most Online Marketing Coordinator’s, I spend a lot of my free time researching the latest trends in online marketing, web design, social media, and search engine optimization. I keep track of what’s hot, what’s not and what may be hot in the very near future. Keeping that in mind, I thought it would be a good idea to list a few of my own personal predictions for online marketing in 2013, then come back next year at this time, revisit it, and see how many of my predictions were right and how many were wrong. I’m going to do my best to make these predictions as diverse as possible, but I’m a big fan of small business SEO so if there are a few more SEO predictions than others, I’m sorry!
- More and more businesses will hear about Facebook’s EdgeRank and get upset about it. If businesses haven’t heard of Facebook’s EdgeRank yet, they will in 2013. EdgeRank is Facebook’s algorithm used to determine which Facebook business page posts appear in fans News Feed and which don’t. Many online marketers are already complaining that their posts Reach (Number of people who have seen their Facebook post), are way down from last year and chances are that trend will continue. The reason Facebook is doing this? Simple, they want you to purchase more views of your posts by paying a $5-$12 fee per post.
- SEO’s will begin talking about Co-Citation or Co-Occurance when it comes to backlinks. For a long, long time, one of the biggest SEO factors was keyword driven text-links to websites you were optimizing. For example; you would get a backlink to your site with your keyword in it like “Affordable Contact Lenses”. While this practice is still somewhat beneficial, many believe Google has changed their algorithm to detect keywords in anchor tags. That means SEO’s had to find a new way to gain Google’s trust. That’s where Co-Citation comes in. Co-Citation is getting a link back to your website with something like this; “Easily the best and most affordable contact lenses are available at Jon’s Eyeglass Store”. Notice the difference? The keywords aren’t what are linked; the actual store’s name is linked with text nearby that has the keywords in it.
- Pretty much a no-brainer here, but 2013 will be the year of mobile website design. Like I said, this one is a no-brainer. Many businesses were already jumping on having their websites redesigned for mobile devices in 2012, and that trend will continue upward in 2013. Recent research suggests that nearly 25% of all web traffic is from a mobile device, yet only 20% of all businesses have their website optimized for mobile. That means over 80% of businesses could be losing traffic when someone visits their site from a mobile device. I predict that the number of businesses with mobile websites will double to 40% in 2013. Businesses need a mobile website in 2013, don’t believe me? Here are just 5 of the many reasons why.
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- LinkedIn will become a bigger source for B2B marketing, advertising and sales. Being an online marketer I’m basically programmed to love or at least see the benefits of each and every social networking site, however I have to say I’m one of the few people in my own personal (not professional) circle who really likes LinkedIn. With LinkedIn’s 2012 upgrades to layout of personal profiles and more importantly layout to business profiles, I think LinkedIn will be huge for business in 2013. I think more businesses will use LinkedIn to gain contacts and leads and I also think more businesses will find that purchasing ads on LinkedIn may work better than buying ads on Facebook, especially B2B businesses.
- Businesses will no longer be able to avoid Google+, mostly because of how it’s linked to Google Places. Yes, Google+ continues to grow and yes it’s mostly because of the way Google is taking all their other products (Gmail, Youtube etc.) and integrating them into Google+, but Google+ is no longer something that can be ignored. When Google integrated Google Places into Google+, there was no denying it. Businesses, especially local small businesses, need to be there. When you do a local search, the Google+ page for businesses now comes up. It’s an easy way for businesses to gain some organic search results and it’s a quick setup that can be optimized to your businesses customers.
- The (not provided) keyword analytics reports will continue to grow and grow. If you used any type of Analytics reporting service for your website in 2012, you undoubtedly have seen the (not provided) keyword listed in your account. These (not provided) results are listed because someone did a search in Google either while they were signed into their account, or if they were using a secure https:// to perform a search on Google. Google claims they have done this for privacy issues, but most think Google has another agenda. Regardless, many online marketers hate this because they cannot properly track how users are organically finding their site. Sadly, the (not provided) result is here to stay and will only continue to grow in 2013.
So there you have it, my 6 predictions for online marketing in 2013 and only one was SEO based! I know a couple of these are probably no-brainers; however they still needed to be mentioned. It will be fun to come back in 2014 and see which of these predictions came true and which I was completely off on.
All the best in 2013!