The world of search engine optimization has seen numerous developments over the past 10 months. Aside from Google algorithm updates, 2017 has been a year of trends for SEO. Most developments in 2016 continued and grew in 2017. In this article, we shall summarize the major developments that shaped SEO in 2017.
Optimization For User Intent
2017 saw brands optimizing their digital content based on intent rather than on specific keywords. Your SEO strategy should include three important activities:
- Investigate. What are users searching for that drives them to your page? What questions do they want to be answered?
- Optimize. Once you have identified the areas that need work, make the necessary changes needed to boost ratings. Alter content to address the reader’s experience.
- Adjust. Monitor analytics to see what is working and what is not and update accordingly.
More Rich Answers and Snippets
In response to customer queries, Google will often display the needed information directly in the search results, together with helpful websites, videos, movie, or event information, reviews, or specific dates.
2017 saw website owners relying on “schema markup” to help them achieve enhanced listings on search engine results pages (SERPs). It is designed to help search engines understand website content so they can display information that is helpful for users.
When you request for information, search engines will display a rich answer, followed by search listings containing rich snippets relevant to the requested information.
According to a study conducted by Stone Temple Consulting, the number of rich answers displayed in search results has nearly doubled from 2014 to 2016. Adding structured data markup to your website can boost your chance of having enhanced SERP listing appearing in a rich answer. So make sure to include schema markup in your web design.
Cross-channel and multi-channel marketing are two different terms. The former uses several channels for brand marketing in an integrated way. The latter, on the other hand, is a new phenomenon. An example of cross-channel marketing is when a user browses products on a mobile app but decides not to buy. You can send them targeted ads according to their searches through email or social media.
The 4th annual Cross-Channel Marketing Report of Econsultancy revealed that 73 percent of respondents claimed that cross-channel marketing had more impact on increasing conversion rates. However, it will only work if you know your target audience and their consumption habits.
Increased Mobile Growth
Mobile search has seen a rapid growth over the past few years and is showing no signs of slowing down in the near future. There has been a shift from desktop to mobile devices and many websites are getting most of their traffic from mobile devices. Photography logo design should now be optimized for both desktop and mobile devices.
In May 2015, Google revealed that mobile searches have overtaken desktop searches on its search engine. For this reason, the search engine giant has taken the necessary steps to make mobile search its default user experience.
Voice Search Is The Next Big Thing
Voice search is one of the fastest growing search options for a few years now. According to Behshad Behzadi, Director of Conversational Search for Google, special recognition error has dropped from 25 percent in 2014 to just 8 percent in 2016.
With huge developments to Siri, Google Now, and Cortana, Tampa SEO should now be focused on voice innovation and beyond text-based queries.