It has been an incredibly eventful year in terms of updates from Google. Major 2013 changes included...

1. SEO in 2014: How to Prepare for Google's 2014 Algorithm
Updates
It has been an incredibly eventful year in terms of
updates from Google. Major 2013 changes included further releases of Penguin and Panda,
Hummingbird taking flight, and the shift away from providing keyword data thanks to encrypted
search.
Many have gone so far as to ask whether SEO as a profession is dead: for one interesting
perspective, see my recent Forbes interview with Sam Roberts of VUDU Marketing. My own take is
less alarmist: Google has taken major spam-fighting steps that have shifted the playing field for SEO
professionals and anyone trying to get their site on the map in the year ahead.
At the same time, the need for an online presence has never been stronger, while the landscape has
never been more competitive. The potential to make a real ROI impact with your company's online
marketing initiative is greater than ever. But defaulting to so-called "gray hat" tactics no longer
works. Instead, SEO professionals need to step up and embrace a more robust vision of our area of
expertise.
You might call it a move from tactician to strategist: the best and most successful players in our
space will work to anticipate Google's next moves and respond to them with laser focus. In a sense,
the infinite digital game of chess that is SEO will continue, but the rules of the game have become
more complex.
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Through a mix of what I'm observing and reading and what I'm seeing working out in the field today
for my clients, here are some suggestions for companies and SEO professionals that are thinking
ahead to 2014 for their digital strategies.
Everything You Learned in 2013 is Still Relevant, Just Amplified

2. When you look closely at the targets of the 2013 updates (ie, websites that cheat their way to the top
of the rankings or provide no value to visitors), I anticipate seeing these carried forward throughout
2014. We can continue to expect micro adjustments to Panda and Penguin that continue to target
both link quality and content quality.
Smart marketers will benefit from keeping a close eye on their link profiles, and performing periodic
audits to identify and remove inbound links built unnaturally. High quality content investments will
remain critical.
A solid SEO performance in 2014 is going to be built on a foundation of really understanding what
happened in 2013, and what these changes mean both strategically and tactically for SEO. SEO
really has changed in critical ways.
Content Marketing is Bigger than Ever
Content marketing will move from buzzword to mature marketing movement in 2014. From an SEO
perspective, Google will be looking at companies that have robust content marketing efforts as a
sign that they're the kind of business Google wants to support.
Think of all the advantages of a good content strategy:
Regular, helpful content targeted at your audience.
Social signals from regular sharing and engagement.
Freshness or signs that your site is alive and growing.
Increasing authority connected to your body of work.
Sound familiar? It's the very approach to SEO that all of Google's recent updates have been designed
to shape.
What changes you need to make in 2014 depends largely on where your company stands now in
relation to an active content marketing strategy. Companies with existing content strategies will
need to assess the role of mobile, specifically.
If you've just begun to move in the direction of content marketing, it's time to really commit and
diversify. If you haven't started yet, it's time to take the plunge.
Social Media Plays an Increasingly Visible Role
Social media has been a major player in the digital marketing landscape for the last few years. First
we saw the rise of mega platforms like Facebook and Twitter. In the last couple of years, visual
content from networks like Pinterest, Instagram, and various micro-video services haa swept
through.
Today, diversification is a major trend: depending on who you're targeting, it's no longer enough to
be active on a single network. In fact, The Content Marketing Institute recently released a study that
the most successful B2B marketers are active on an average of seven networks. Companies and SEO
professionals will need to be asking the following questions in the year ahead:

3. Are we taking our social media seriously? Are we employing the pillars of strong profiles, good
content, reciprocity, and engagement?
Is easy social sharing enabled for all of our content?
Does our content strategy include a dissemination phase that includes maximizing its potential for
distribution through social networks?
Are we active on the social networks that matter in our industry?
Are we active on the social networks that matter to our customers?
Are we active on the social networks that matter to the search engines? (See below for more
thoughts on making that strategic investment).
Does our social media marketing strategy stimulate the level of social signals required to achieve
our goals?
Google's updates are likely to increasingly rely on social signals as active human curation of good
content.
Invest in Google+
In addition to strengthening your overall social media marketing position, it's going to be absolutely
critical that you are investing in your Google+ presence.
Moz's most recent study of ranking factors confirms that Google+ is playing an increasingly
significant role in a solid SEO ranking. The immediate areas to focus on include:
Establishing Google Authorship of your content, and tying it to your Google+ account. Authorship,
which brings your body of content together, will play an important role in the SERPs as well as
strengthening your Author Rank.
Those +1's add up. It isn't clear exactly how much Google +1's directly contribute, but it's fair to say
that it's a major factor in the "social signals" component of Google's algorithm. I expect this to
increase in the year ahead.
Hummingbird Was Just the Tip of the Mobile Iceberg
2014 will be the year of mobile SEO. Hummingbird was just the very small visible tip of a very large
iceberg as Google struggles to respond to the rapidly shifting landscape where half of all Americans
own smartphones and at least one-third own tablets. Those statistics will probably shift upward,
maybe dramatically, after the 2013 holiday season.
As a result, your site's mobile performance matters to your SEO rankings. Properties that you're
trying to rank need to be designed first for mobile and then scaled up for the big screen. If you don't
have a mobile-optimized website, this needs to be your top priority in terms of SEO and design
investments for 2014.
Some underlying changes that happened with Hummingbird, including the increasing importance of
both semantic search and Knowledge Graph, will continue to grow in influence. Practically speaking,

4. this is to help prepare the search engine for the rise of voice search associated with mobile. But it
also has direct implications (which we're still learning about) for broader SEO. This is one area that
you should pay close attention to, from how you structure your content to what content you choose
to put out.
The Long Versus Short Debate
Which is better, long content or short content? The answer depends on who is creating the content,
who is reading it, what it's about, in what context it's being consumed, and how you define "better."
For the purposes of this argument, which form of content will help you best prepare to rank well in
2014? Frustratingly for some, the answer is more "both/and" than "or."
Vocus recently cited a study that showed that the top 10 results for a specific keyword search
tended to be more than 2,000 words in length. The validity of that study has been debated, but it's
probably fair to say that length is a proxy for depth of expertise and value delivered to the reader.
Google values both expertise and value. As a result, we've seen a trend where the "minimum
desirable length" for text-based content has shifted from something in the range of 550 words to
articles in the range of 1000-plus words.
Yet we're also confronted with the reality of the mobile device: if I'm reading about something I'm
only moderately interested in, there's a high probability that I won't want to scroll through 2,000
words on my iPhone. That leaves content marketers faced with the challenge of producing mobile-
friendly content, which tends to be (in a sweeping generality) much, much shorter.
Proposed solutions have run the gamut from content mixes to site architectures that allow you to
point readers to specific versions of content based on their devices. This is great for the user
experience, but where it all comes out on the SEO algorithm front remains to be seen. For now, I'll
just acknowledge that it's an area of concern that will continue to evolve and that it's something you
should keep your eye on.
Advertising and PPC has a Shifted Relationship with SEO
Since Google made the decision to encrypt the vast majority of its searches, our ability to access
keyword data for research purposes has been restricted. However, there's a loophole. Keyword data
is still available for advertisers using PPC on Google's platform.
More SEO budgets may be driven toward PPC simply because access to the data may otherwise be
restricted. It's also possible that we'll see the release of a premium Google product to give us access
to that data through another channel from Google in the year ahead.
Guest Blogging Remains One of the Most Effective Tactics, With a Caveat
Guest blogging has exploded in the past year, and it's going to remain one of the most effective
means of building quality inbound links, traffic, and branding exposure in 2014. However, it's
absolutely critical that you're creating high quality content, and using extremely stringent criteria
when selecting your target sites.
In other words, you need to apply the same high ethos approach to guest blogging that you do to the
rest of your SEO efforts. If you dip a toe into spammy waters where guest blogging is essentially

5. scattershot article marketing with a 2014 update, you're likely to be penalized in a future Penguin
update.
Conclusion
This has been a year of significant change in the SEO industry. Even contemplating strategies for
2014 can feel staggering.
The good news is that looking back, it's easy to see which direction the trends are heading in terms
of the years ahead. Staying the course on solid white hat tactics and paying attention to a few
priority areas that are shifting rapidly should give you the insights needed to improve your organic
search visibility in 2014 and beyond.
What trends do you anticipate seeing from Google in the year ahead? How are you preparing?