Search engine optimization includes a lot of technical details, but another key component is staying ahead of your competitors. By keeping on top of the latest changes in the SEO world, you can adjust your content strategy accordingly and ensure that your content is getting seen first.
In 2016, we saw some changes from Google. For one, Google is increasingly moving to a mobile-dominated world. If your website isn’t mobile friendly, it will see a drop in rankings. Other things Google has made known is that quality links are essential for ranking, writing to your audience is more important than writing to the search engines and deep learning is used by default in Google search.
What trends should you be on the lookout for in 2017? We cover the most important ones below.
Accelerated Mobile Pages
In October, we wrote a post about Accelerated Mobile Pages (AMPs) and the love they’re getting from Google. In a nutshell, AMPs are an open-source protocol that let webmasters create pages that have the ability to load almost instantly on mobile devices.
Google favors AMPs because they load up to four times faster and use far less data than traditional pages. They are featured in the carousel and have a small lightning bolt next them. Expect to see more favoritism toward AMPs in the next year.
It’s been a long time since webmasters were able to post keyword-stuffed content to their websites and see traffic. The more recent approach is to create content that has an original spin on it. The trouble is, people are getting tired of reading the same material that’s slightly repurposed. This is why the most successful brands are working towards “epic” content.
It’s unrealistic to think that the best content will be epic all of the time. Brands will see success creating niche-specific content that appeals to their readers, but it’s important to recognize that the best content will contain true value and originality.
RankBrain is the algorithm that Google uses, and it’s a type of machine learning technology that we can expect to be expanded upon in the coming year. This artificial intelligence system helps sort through the search results, delivering the most helpful results to users.
We can expect to see more updates in the future that build on algorithmic machine learning. In fact, we may see it extend into other areas, such as marketing automation and data interpretation.
Apps have been around for a while, but expect to see them continue to grow in 2017. In the last few years, we’ve already seen a huge increase in the use of mobile apps, including app streaming. With app streaming, users can use an app without downloading it.
While it’s too early to see apps replacing mobile websites entirely, we are in the beginning stages of this path. Apps are fast, personalized and have the ability to alert users with notifications. Many work offline and are optimized for mobile devices, making them ideal for users on the go.
It’s always exciting to see the trends emerge for search engine optimization and digital marketing in general. While we can’t be certain as to what we will see in 2017, we are hopeful that the above trends will thrive over the next year. To ensure that your marketing strategy embraces these changes, set up a friendly and free consultation with WSI Star Web Solutions.