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What's In Store for 2014?


SEO industry that moves as fast as ours, the prediction game can be dangerous, but the data suggests a few trends. First, it seems clear that traditional SEO is alive and well. The algorithm is changing daily, SEO is still the 2nd highest-demand service area (71% of respondents), and SEO is the top priority for both individuals and their teams.
Technical SEO, especially, is only getting more complicated. Over half (58%) of respondents reported using the rel="canonical" tag in the past year, with 25% saying that they've used the even more obscure rel="prev"/"next" tags for pagination. Well over a third (41%) of respondents have implemented schemas or microdata, and almost a third (30%) have either fought Panda and declared victory or are still fighting the Panda fight (29%). As Google keeps adding new and more sophisticated signals, the complexity of on-page SEO is only going to increase.
While the future of any given social network is difficult to predict, the influence of social media on our industry is unmistakable. Social media tops the list of in-demand services and is in the Top 5 of current service offerings, individual priorities, team priorities, marketing tactics, and content tactics. The fate of newer networks, like Google+ and Pinterest, may be uncertain, but it's clear that there's room at the table for more than just Facebook and Twitter. Social will evolve rapidly, and the influence of social signals on rankings will increase.
Companies are clearly getting more savvy about analytics and are making room in their budgets for a wider variety of tools. Free tools are changing the game, with an incredible 93% of respondents using Google Analytics, and old-school enterprise analytics tools are only going to face more obstacles in the next two years. Over half (57%) of respondents reported using conversion tracking to improve ROI, 41% employed A/B or multivariate testing, and 24% implemented multi-channel attribution. The way we use our data is only going to get more sophisticated as our industry matures.
While I admit that I'm biased, the one thing I see the most in our industry is optimism, even in a struggling economy. Companies are hiring and building new offices, new tools are exploding on the scene, and niche conferences are popping up every week. It should be an exciting two years, and we look forward to checking back in with you in 2014.

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