With 2017 coming to a close, we look to the Holiday Season and New Year for resolutions, ambitious goals and change, but what changes more than the world of SEO? Now is the time to look to 2018 for trends and techniques that may take us in new directions or simply reinforce best practices. That said, let’s take a peek into what the New Year and Google hold for SEO.
Voice Search and Digital Assistants
Welcome Siri, Alexa and Cortana. The market for AI-driven personal assistants and bots will almost double in 2018, reaching more than $12 billion by 2020. The rise of voice search calls for a whole new keyword research routine: the difference being that voice search keywords take the form of natural, conversational sentences instead of the odd-sounding query lingo that often comes with a learning curve.
Visual search is another growing area of SEO that combines technological innovation and UX. As the internet becoming more visually focused, so does the development of powerful correlating search engines. This new trend is driving companies like Google, Bing, and Pinterest to invest in new ways to better understand the way we visually consume content which means your 2018 SEO strategy should act likewise and optimize your visual content.
Why is Video Content Important?
I find video content to be the most exciting trend because not only is it where our future is heading, but it also provides a whole other approach to creating content. In fact, 82 percent of all consumer IP traffic will be video by the year 2021. Video is no longer limited to social platforms like Facebook, YouTube, Twitter and Instagram and commonly shows up in page one search results. In addition to making your content stand out from your competitors, why not take advantage of having multiple players in the search world fight over you.
Mobile and User Experience
Google has set to make 2018 a focus on user experience. Now more than ever, it will be important for a site to deliver a seamless experience for its visitors and shouldn’t simply be confined to one’s experience on the home page. Instead, it should adapt the UX process to consider multiple website entry points. Doing so helps make a site better suited to organic search success. As we know, a good UX generally increases the chances of an individual interacting with the site and visiting various different pages. This, in turn, helps search engines discover which pages are favored and most useful.
If you weren’t on the mobile-friendly train a year ago, it’s time you start playing catch up. With over 6.1 billion smartphone users globally by 2020, it would be an understatement to say mobile-friendly sites are important. This will play a huge role in UX as phones and tablets are largely starting to replace computers and are projected to drive even more traffic to sites than they already do.
Be on the lookout for the new mobile-first index. This will play a new and vital role in ranking websites. While Google has not announced the date it rolls out, we know it is lurking on the horizon. Mobile user experience will play a key role in the way sites are ranked, so not having a mobile-friendly version could greatly hinder your SEO efforts.
How Fast is Your Site?
Three Seconds…That is the time frame in which Google is expecting pages to load. A high loading speed is fantastic all around, and not just for mobile-friendly sites. For example, if your site is fast, users are less likely to “bounce” and more eager to stick around and lurk deeper instead. In fact, a study by the Aberdeen Group found that “A 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customer satisfaction, and 7% loss in conversions.”
Rise of SERP Features
SERP features are increasingly stealing searchers attention and, with that, clicks from organic listings. We all know that the struggle to gain a #1 organic ranking is real, so much so that it’s often smart to consider additional initiatives. This in mind, there’s no better time than 2018 to analyze opportunities that SERP features pose. If you’re looking to take advantage and boost traffic, consider utilizing these popular SERP features:
- Knowledge Panels
- Featured Snippets
- Related Questions
- Local Packs
Making necessary adjustments with these features may even increase your click-through rate by 30 percent. As search results continue to get more diverse, it’s important to take advantage of SERP features as an opportunity to stand out. In fact, you’d better get at it right now, before a competitor does.
Guest Blogging and Link Building
Inbound links have been and will continue to be the most powerful ranking factors as we move into 2018. However, greater caution should be taken in the way they are obtained. Earlier in the year, Google warned publishers who solely rely on guest posting as a method of building links. This is Google’s attempt to decrease the amount of spammy and questionable links and it would be wise to anticipate they will keep a watchful eye on guest contributions that provide little to no value moving forward.
No need to panic. This doesn’t mean guest blogging is coming to an end. As is best practice, you’ll just have to keep it within the limits of what’s allowed taking caution to not hurt your brand’s reputation. There is no need to obtain links if they don’t align or prove to be relevant within your target niche. Google appreciates the varied strategy of link building as opposed to picking a single method of gaining links and milking it.
2018 seems to hold a lot in store for the world of digital marketing. With change consistently on the SEO horizon, it’s important to consider these best practices and what we can do to not only evolve but stay at the forefront of the industry. While traditional SEO techniques aren’t going away anytime soon, it will be important to diversify your strategy for an optimized search.
Keilah is a graduate of the University of Idaho. Working as a Jr. Digital Marketing Specialist with Circa Interactive, she has gained experience in SEO and higher education content marketing while cultivating her creative skills. Keilah strives to become a future influencer in the digital marketing world.