London, UNITED KINGDOM
MEHFUZ HUSSAIN (writer) with VIJAY SHAH (editor)
This article was written by Mehfuz Hussain, a digital marketing specialist based in London with expertise in online marketing concepts and Google Analytics.
Search Engine Optimisation has seen many changes in 2016 thanks to Google. From the launch of its ambitious AMP (Accelerated Mobile Pages) Project in February 2016, Google has shaken up the way traditional SEO worked. Understandably, Google knows well that the best way to dominate the industry is to be aware of how search engines are changing, and strategising SEO and content techniques accordingly. The world of SEO continues to evolve at high speed. While some SEO techniques have been a staple for several years, there will be many new ones that you will have to pay attention to. Here are some of the game-changing trends to help you stay ahead this year.
1. Mobile-first Approach by Businesses
With ongoing improvements in the mobile computing field, browsing on mobiles has become equivalent to desktop browsing if not more In many countries, mobile browsing is more popular and dominant than via traditional desktops and laptops. In the last few years, the plethora of new smartphones with internet capabilities has changed the way search engine look at them. Remember Mobilegeddon?
A few months ago, Google said, “To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.” This influenced their latest search algorithm which prioritised ‘responsive’ websites at the cost of older, mobile-unfriendly sites.
So, in 2017, your top priority is to separate your desktop and mobile measurement plans to account for the fundamental differences between mobile and desktop behaviour.
2. Machine Learning, Artificial Intelligence, and Google Rank Brain
There is no doubt, Google’s main focus in 2017 is on Artificial Intelligence. If you followed the Google I/O event 2016, most announcements were related to AI. Google also said that the speech recognition errors have reduced from 25 to 8 percent. It’s been officially named Google’s third-most important ranking factor. Voice search will grow even more in 2017, with better voice recognition and understanding.
Infographics make complex information eye-catching, shareable and easily digestible. An image coupled with information tends to stay in the minds of readers. Such content generates more social shares and also generates leads. Of course, your content should also be suitable enough to add Infographics to it, and they can really make it pop.
4. AMP (Accelerated Mobile Pages) takes centre stage
A great way to ensure better user experience is switching over to Accelerated Mobile Pages (AMP). More brands are using this option as Google also has begun to favour the use of AMP. It contains three sections – AMP HTML, AMP JS, and Google AMP Cache. Accelerated Mobile Page (AMP) allows websites to make pages equipped for loading right away onto mobile screens. Interestingly, sites that have switched over to AMP are given more visibility with a special icon in Google searches.
5. Branding gets personal
There is no denying the power of personal branding. If used strategically, it can be a powerful tool in ensuring the success of SEO campaigns. Even social media platforms like Facebook refine their algorithms to favour individual posts over branded posts. Also, once you have a personal brand in place, it gets much easier to boost user trust and engagement. This, in turn, will up the traffic to your site.
6. HTTPS Everywhere
Google has inducted https as a ranking factor in its algorithm. Since then many companies hurriedly made the transition from HTTP to HTTPS in order to protect their own and their users’ privacy. It helps even more if there is money transactions happening on the website (e-commerce) and gives consumers extra confidence about their privacy. Let’s expect more websites switching to HTTPS than ever before in the history of the Web.
7. Focus on Content Curation
Though many people do not realise it, content marketing and SEO needs to work together for better results and visibility. Include all types of content in the mix: press releases and newsletters as well as articles and blog posts. A good content mix will help you increase backlinks on authority websites and establish you as an expert in your field. This strategy will help you boost your business to the top of Google’s SERPs.
2017 will see a massive hike in Internet usage. People are more concerned about the content they read. Now is the right time to prepare a well-developed strategy to survive in the market and beat the competition. As an SEO marketer, you have to be prepared for changes. Keep an close eye on SEO trends in 2017. All the best everyone!