How can we prepare to look like SEO in the future?

One of today’s SEO questions comes from Renee at Morganville, who asks:

“What is the future of SEO in 5 years? I am struggling to find a partner who is thinking about the future of SEO, not the current general SEO deliverables. What should I know and their How to determine if they will be a strong SEO partner?

Renee, that’s a big question. You want to hire a partner who is not only thinking about SEO as it stands now but also ready for the time to come.

As long as search engines exist, SEO will exist. However, as we have already seen over the years, this is a process that is constantly evolving.


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We’ve come a long way in improving meta keyword tags and optimizing one keyword per page. Today, it’s more about understanding the seeker.

This trend will continue as search engines try to present users better in anticipation of the intent behind the search, but I believe there are other key areas that we will make even more important in the next five years. Will see.

Here are a few.

1. Answer the question

Bill Slavsky wrote an in-depth article on a patent granted to Google in May 2021, focusing on the workings of the Natural Language Processing (NLP).

Google has been using machine learning, including two-way encoder representation from the Transformers (BERT) language model. This type of language model is designed to better understand words in the context of sentences.


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Google continues to search for BERT and its recent patent machine learning and provide relevant answers to searchers’ questions.

Here is a quote from a patent published in Slovsky’s article, BERT Q&A in Google

“… The learner can recover using the Open Domain Question and Answer (” Open-QA “) task, which attempts to predict the answers to a set of questions directly to the language model. Should (for example, what is the capital California?)

During this fine-tuning phase, the learner uses their learned compatibility classification to find helpful documents to answer each question for the language model.

With mobile devices and voice search, we’ve trained ourselves to turn to search engines for quick answers. This makes the answers to the questions more important.

From an SEO standpoint, this means that now (and in the years to come) we need to go beyond the keyword phrase list and focus on the questions our target customers are asking.

Then, we need to create and improve content that responds directly to everyone.

2. Local driven results

We can also expect local SEO to be important in the years to come.

Just last week, I was looking for and looking for a local photographer. [photographers near me]. I went through the list of photographers featured in Google Maps, read their reviews, and then chose one to contact.


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One of the first questions the photographer asked me during my session was, “How did you find me?”

Consumers are relying heavily on map results to find local services and products, and I don’t see it changing anytime soon.

This means that in addition to organic SEO, we need to invest more time and resources into our local presence, assuming we want to attract close customers.

Get the Definitive Guide to Local SEO to learn more.

3. Strong looking intent.

Identifying the intent of the searcher is one of these 101 marketing ideas, but one that is often overlooked in our SEO work.


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When choosing keywords to target, we must not only focus on search volume – we must also understand the intent associated with those words and phrases. Then, we need to make sure that the pages we are developing and editing meet that intention.

This leads to the first point about answering questions. The future of SEO depends on who our searchers are, what they want to know, and how we can provide value through custom content.

To get a better idea of ​​how to focus on the searcher’s intent in SEO, download and read How to Do Keyword Research for SEO: The Ultimate Guide.


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This chapter, in particular, explains how to implement a searcher’s intent in keyword research.

SEO is by no means static. The best way to prepare for the future of SEO is to read industry news and pay attention to the changes made by search engines.

Make sure your partner is connected and knowledgeable.

More resources:


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Editor’s note: Ask SEO. Is a weekly SEO advice column written by some of the top SEO experts in the industry, hand picked by Search Engine Journal. Have a question about SEO? Fill out our form. You can see your answer in the next #AskanSEO post!

Featured Image: Metamor Works / Shutter Stock.

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