17 Of My 2013 SEO Predictions

At the beginng of 2012 I made some quite accurate SEO predictions so I thought I’d have another go this year and see how accurate they are again at the end of the year. Here are a few predictions that I think/hope will happen at some point in 2013. 


1. Restricted API Access

On a couple of occasions in 2012 there has been issues with API access for some large services which have put pressure on businesses to make changes if using these services. The main ones include the Twitter API where their terms of service changed back in August 2012 to make it more restrictive for people using the service. 

Another change was how Google cracked down on the usage of the AdWords API by revoking SEOmoz’s access in November and threatening removing AdWords API access for Raven Tools if they didn’t  remove their scraped rankings data. 

API access with any service makes it extremely easy to utilise their data by creating more integrated products, services and data intelligence systems. I predict that in 2013 we are going to see a lot more API access restricted throughout 2013 as more people begin to take advantage of this technology, with Google specifically having a large list of APIs they offer. 



2. Cross-Device Tracking Becomes a Reality

2012 has been the year where more people are using multiple devices during their purchasing process than ever before. Tracking this behavior is extremely difficult to do accurately due to the technologies all being cookie based for users who aren’t logged in to your website. Access by multiple devices then, in terms of analytics tracking, you are classed as two separate users with no connection at all. 

What I would love to see in 2013 is for someone to come up with a solution to this issue and for it to be possible to track across multiple devices during the purchasing funnel. This would enable marketers to fully understand how customers behave and provide data to backup why people need a mobile website, why responsive design is important, how and when people convert, what the assisted conversions are, and all of the other interesting metrics that come along with this type of tracking. 

With more and more people being continually logged into Google and Facebook while browsing the web maybe there is a solution to this here to at least provide some useful data across devices. While this is certainly not perfect (and I doubt that any system would ever be!) this could be an interesting step towards understanding the multiple-device purchasing process. 

I think this prediction is unlikely to come true, it is more of a ‘fingers crossed’ wish instead! 


Image courtesy of Search Engine Land


3. Big Businesses Gain a Deeper Understanding of SEO

Often  larger organisations don’t fully understand the bigger picture with SEO. It is often seen as something that is either a one off piece of work or something that you can simply bolt on to projects/websites. A bit like magic really. 

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