I was just rereading this post – 5 Essential SEO Techniques To Master In 2015 and reflecting on what the year to come may hold for the SEO industry.

There’s a key quote on this article which needs to be remembered and frequently gets lost in the more advanced technical based conversations the SEO industry loves to get involved in:

“Search engine optimization should be a part of a website for its lifetime, continuously improving its ability to make a brand (and its content) be more visible and to create a better experience for users.”

SEO is essentially about improving accessibility and refining relevance – matching a business / enterprises goals (reasons for existence) with an audience to whom those are goals are relevant. As the industry matures this is more important than ever, and is at the heart of relevant content creation matched with structural accessibility being the fundamental principles for SEO in 2016.

My personal view is that 2016 will also continue to see further growth in video optimisation both within Google (utilising YouTube  placement) and within YouTube itself. With investment in both and short and long form video content growing exponentially there will be even more focus on ensuring syndication and visibility in terms of holding marketing budgets to account.