As we look toward the future of Search Engine Optimization (SEO), particularly in the technical realm, various trends and shifts are emerging that may redefine how SEO professionals approach their work. Chris Herbrand, a technical SEO expert, shares valuable insights about the evolving landscape of SEO practices, emphasizing critical areas such as structured data, automation, and the continued importance of SEO specialists. Here we explore some of the key predictions and insights for the future of technical SEO.
The Rise of Structured Data Markup
Structured data markup has become increasingly significant in helping search engines understand content context. Initially introduced through formats like schema.org, structured data enhances visibility in search results through rich snippets—such as FAQs, reviews, and ratings. Although Chris acknowledges this area as a core component of technical SEO, he predicts a decreasing reliance on manual structured data creation by SEO professionals.
Google’s advancements in machine learning have equipped it to interpret and recognize content structures without explicit markup. For instance, using breadcrumbs, review ratings, and other content elements, Google parses information to generate rich snippets, even if traditional markup is absent. This evolution suggests that SEO professionals should focus less on extensive structured data creation and instead ensure their content is intuitively organized for crawlers.
The Shift to Visual and Interactive Media
Another prediction underscores the increasing importance of visual content, particularly videos. Research shows a significant correlation between higher engagement metrics—such as average time on site—and improved organic search rankings. As more users prefer video content, integrating this medium will be essential in enhancing user experience and, by extension, SEO performance.
SEO specialists are encouraged to optimize their strategy by creating engaging video content relevant to their keywords. As Google prioritizes video thumbnails and listings in dedicated video sections, businesses should consider how to showcase their offerings through visual storytelling and multimedia.
Reevaluating Crawl Control Mechanisms
The introduction of new attributes for the nofollow tag—namely, sponsored and user-generated content (UGC)—marks another significant change in how SEOs will control bot crawling in the future. With Google moving away from allowing nofollow tags to sculpt crawl paths, SEO professionals face the challenge of adopting creative strategies to guide bots to essential pages.
For larger sites, where Google crawls only a fraction of available pages, prioritizing the content that needs indexing becomes crucial. This change requires a strategic mindset to enhance visibility for critical content without relying on outdated technical methodologies.
The Rise of Automation and Machine Learning
Automation is reshaping the landscape of technical SEO, with machine learning emerging as a powerful tool to streamline many routine tasks. SEO specialists can rely on advanced CMS integrations, plug-ins, and algorithms to manage tasks like page speed optimization, alt tag creation, and internal linking, which were once labor-intensive.
However, Chris emphasizes that the role of SEO specialists will evolve rather than diminish. As machine learning takes over the repetitive aspects of technical SEO, professionals will transition into a more supervisory role. They will focus on critical oversight, ensuring that automated processes align with the best practices and tweaking them as necessary. This shift allows SEO experts to dedicate their time to strategy development and creative initiatives, enhancing their contributions to broader marketing efforts.
Adapting to the Future: A New Skill Set for SEOs
In light of these changes, it is evident that SEO professionals must adapt to a new skill set that includes understanding automation technologies, data analysis, and machine learning methodologies. The focus will likely shift from performing technical tasks manually to integrating and managing intelligent systems that can enhance website performance.
Those involved in technical SEO will need to stay informed and skilled in handling new tools and technologies arising from AI advancements. By embracing these changes, SEO specialists can better support their teams, paving the way for innovative approaches to ranking and visibility.
Conclusion
The future of technical SEO presents both challenges and opportunities. As traditional practices evolve, SEO professionals are encouraged to accept change, focusing on strategic oversight rather than rote manual tasks. By prioritizing structured data relevance, engaging multimedia content, and understanding automation, they can effectively navigate the intricate world of SEO in the coming years, positioning their brands for sustained success in search engine visibility. In this continuously changing environment, adaptability will be the key to thriving in the digital landscape.
