Present SEO Trends Are The Future Of Search

by Brian Simpson, Guest Contributor

Web design, development and digital marketing concept have charged dramatically over the years to ensure better Search Engine Optimization or SEO score. Now you will see that the brand presence is not the only parameter to determine the ranking of the website. With special emphasis on the brand signal Google now uses different brand mentions online as well in its search algorithm.

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Ideally, there are two different ways in which it can use a particular brand as its ranking signal.

• First, through the unlinked brand mentions in which the search engine learns about your brand as an entity. It further analyzes all the properties that mention it. This eventually helps Google to get a better picture of the authority of your brand in a specific field.
• Second, the sentimentality and context matters are adjudged by Google that involves the trust, reputation, complaint solving, advertisement and much more. Through context, Google distinguishes the good from the bad. The Search Quality Guidelines of Google state that for ranking reputation really matters and therefore consequently it is the sentiment of the brand mentions that will eventually affect the rankings of the website.

To make sure that you create a strong brand signal you must use more backlinks though it is not a white-hat business to create building links fast. Ideally, you should make the best use of the power of link-less backlinks. You have to follow a strategic plan for this and that includes the following:

• You will simply have to mention the name of your brand online whenever you get a natural opportunity
• You must also cater to your reputation
• You must try to address the pains of your customers with your brand
• Make sure that you engage more with your happy clients as well
• Also make sure that you track mentions of your brand online
• Try using different tools to monitor and find such link-less mentions all over the Web
• You must also find influencers and talk to them about you and your brand and
• Look at your competitors.

When you employ reverse engineering to your strategies you will be able to look at the SEO efforts of your website holistically and not single-pointedly. You will also be able to look at the brand mentions of your competitors and come to know about the ways they create more brand awareness. You may also get in touch with an SEO Expert NewYork for a deeper probe and analysis of the data to know everything about the strengths and weaknesses of your competitors.

General data protection regulation
GDPR or General Data Protection Regulation is another thing that you should be well aware of this year so that you do not face any annoying situation when you find your inbox filled with Privacy Policy and GDPR mails.

• Especially applicable in the European Union, GDPR is the tools that regulate the most irksome issue that involves the ownership of data created by the interactions of the users online. With the GDPR from now on all this data will be owned by the users themselves instead of the corporations that collect it.
• Consequently, the regulation also allows the users to request to see their personal data that a company has. If on scrutiny it is found that there are some errors they can also ask the company to get it rectified or export. If the company does not comply with the GDPR requirements it can face severe fines that can be as high as 4% of the annual profit of the company.

Though originally intended for the EU companies and the European customers, all international companies however now are required to comply with GDPR.

The result of such compulsion has forced Google to introduce a number of changes in its analytics. One such significant change is that all personal user data now will automatically expire 26 months after it is collected. These specific data includes affinity and demographic data that were typically retained by the companies perpetually.

However, this does not include goals or sessions completions but each owner of a website do have the right to change this data collected after the default period. In addition to that it is also allowed now to delete any data of an individual user on their request.
To ensure that you comply with the General Data Protection Regulation there is a specific process to follow which will differ according to the nationality and demographic of your customers.

• If you do not have any European customers you must switch to the “do not automatically expire” option available in Google Analytics. However, you must be wary about the way Google will shakes off the user data protection responsibility on you. Apart from that, you must know whether such user data control efforts can be extended well outside the EU which is in the pipeline.
• If you have European customers or have plans to include them in the future you must review all the sources from which you collect the data on your site. You must make sure that you do not send any private data accidentally to Google Analytics. In addition to that, you must also update your privacy policy file as per the GDPR requirements.
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Lastly and most importantly, you must make sure that you revise the cookie consent form from time to time. This form should essentially have the following important contents:

• The type of information you collect
• The reasons for collection of such data
• The location of storing such data and
• Confirm that the storage as well as the information is safe, secure and well protected.

For best results in your efforts, you can use Google Tag Manager. Simply activate the IP Anonymization and leave all your worries behind. This will certainly help you to get a general idea about the source and quality of traffic to your website. It will be precise and most effective to ensure a better Search Engine Optimization score.
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These current trends and steps will ensure that you secure search engine results and rankings in the future.   

About the author:
Brian Simpson is a blogger having a passion for writing about his experience of the fluid world of SEO. He is one SEO Expert NewYork to follow and know how to make engaging and informative content that will leave readers anticipating for more.

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