The big changes of SEO and how to take advantages from.
Every week, Google releases new changes into its search algorithm.
For this reason, the strategies that work today stop working as time goes by.
In 2017 alone Google made at least 4 major updates to the algorithm along with many many many more small adjustments
To tap into to the new changes, you will need to learn first what has changed then how to take advantages from.
Artificial intelligence (AI) will power many more aspects of search
Artificial intelligence and machine learning are already changing the way that search results are ranked. Machine learning can also facilitate the way searches take place, helping users find contextualized results.
It’s now been over two years since we were first introduced to RankBrain, Google’s machine-learning AI system which helps to process its search results. Since its introduction, it’s gone from handling 15 percent of search queries to all of them.
Unfortunately, AI is not without its issues. AIs tend to get stuck in local minima, where they arrive at a “good enough” solution and are unable to climb out of it in order to discover a better solution. They also have a tendency to confuse correlation with causation; one might even call them “superstitious” in that they draw connections between unrelated things. And since the developers only program the machine-learning algorithm, they themselves don’t understand how the final algorithm works, and as a result, have even more difficulty predicting how it will behave than in the case of traditional programs.
As Google continues to embrace AI and incorporate more of it into their search algorithms, we can expect search results to start behaving in less predictable ways. This will not always be a good thing, but it is something we should be prepared for.
AI doesn’t change much in the way of long-term SEO strategies. Optimizing for AI is essentially optimizing for humans, since the goal of a machine-learning algorithm is to make predictions similar to those of humans.
Voice search and featured snippets
Here’s a hard fact: 1 out of 5 searches already comes from voice queries, according to Google. And that’s not surprising: Voice-activated smart speakers like Google Home and Amazon Echo are on the rise.
And as the accuracy of voice assistants continues to improve, we’ll see more and more people utilizing voice search for timely search queries. That’s why optimizing your SEO strategy for voice search today is of vital importance.
In short, this means more focus on long-tail keywords and syntax used in everyday language, as well as creating well-structured content broken down into short sections answering more search queries at a time.
This brings me to the next trend called Featured snippets
How do featured snippets tie back to voice search? Well, this is the information that voice assistants return to you.
However, featured snippets are more than that.
Over the last few years, we’ve seen an astounding growth of featured snippets displayed in search results across all devices. Today nearly 30% of all search queries on Google have instant answers in the form of featured snippets.
In SEO terms, it’s the new position #1!
Featured snippets are already stealing up to 10% of traffic from top positions on the first page. With the growing adoption of structured data and, in turn, the accuracy of instant answers, featured snippets will further deprive other positions of traffic.
This trend is giving rise to new forms of content, such as Q&A content, which is optimized to provide short answers in response to long-tail search queries. SEOs also pay more attention to the formatting and structure of content to make it easier for Google to pull relevant information for featured snippets.
You will learn structuring content for featured snippets furthermore.
The rise of visual search
Visual search is an exciting area and the combination of technological innovation and user experience can take searching to the next level.
As the internet becomes more visually-focused, there is a great opportunity to explore the power of visual search. Major tech companies including Bing, Pinterest and Google have already invested in developing powerful visual search engines in a bid to capitalize on this new trend.
An SEO strategy in 2018 needs to consider the way we consume visual content and how search engines now go beyond text to explore the changing habits of search. Rich visuals now become more engaging and the use of neuroscience and innovation bring out an interesting and competitive market.
As the competition increases, more companies seem to acknowledge the potential of a successful visual search, while brands need to focus even more on optimizing their visual content for SEO purposes.
2018 is more than likely to be the year that brands realize the potential of putting mobile first, rather than catering to mobile as an afterthought. This is particularly true if Google decides to make 2018 the year it finally deploys its mobile-first index.
But even if it doesn’t, brands and businesses need to put mobile first anyway: a recent study by BrightEdge found that, 57% of web traffic comes from mobile devices. More than this, there is a significant difference between the way that keywords rank on mobile and the way they rank on desktop – so mobile-first content is needed in order to have the best chance of being visible in mobile search.
As mobile searches are all about context, brands should provide the best possible results for every question, while local SEO is going to become even more popular. Mobile users will seek for more content while they are on the go, which means that brands will face a big opportunity of marketing their business at a local context.
Mobile optimization for local users, along with the rise of voice search, can provide an excellent way to create a successful SEO strategy in 2018 by facilitating the search experience through personalized and relevant answers.
Site speed is critical for search engines and your page’s performance at the SERPs and Accelerated Mobile Pages can make a page load up to four times faster than a standard mobile page. According to Chartbeat, AMP load in a second and they also see a 35% improvement in engagement time.
Google’s focus on AMP has made more publishers consider their use, currently counting more than 2 billion Accelerated Mobile Pages.
The demand is expected to grow in 2018, helping companies improve their engagement and the overall user experience through fast and responsive mobile pages. Brands that want to keep up with the changes in mobile search has to keep up with the trend and experiment whether they need AMP or any other fixes to improve their site speed.
Featured snippets and Quick Answers
The popularity of featured snippets has increased the competition among companies trying to appear in “position 0” in the SERP. Gaining a featured snippet in search requires catering to a specific combination of factors, which has opened up SEO beyond the traditional race to the top of Google.
According to Stone Temple Consulting, almost 30% of the test Google search queries show Featured Snippets. This brings out the need for a strategy on how to optimize a site’s content to meet Google’s standards for Featured Snippets.
Lists, tables and graphs tend to be popular, while it’s also useful to create content in a Q&A format, making it easier for Google to extract the right content to show up as a featured snippet.
An interesting angle to focus on during the next year is the optimization of featured snippets for voice search. The combination of two growing trends in the search market can create a great opportunity for more companies to show up at the top of the SERPs. This will involve considering the changes in the search queries, focusing more on longer keywords and natural language.
A similar way to reach the top of the SERPs is to create content that serves as a Quick Answer. Google’s Answer Box is an enhanced type of featured snippet that aims to answer a question in a more appealing way.
It usually follows a “how” or “what” structure and is Google’s attempt to use search intent to organize the search results in a more useful way. It has been observed that the results that show up in an Answer Box can see a CTR of 32.3%.
This will bring out the need for more companies to learn more about search intent and how they can optimize their content to show up in an Answer Box. Thus, a carefully crafted Answer Box strategy can increase both a site’s authority, but also a brand’s conversion.
Be prepared for this year
As it seems, 2018 will be an interesting year for SEO. Traditional SEO techniques are still effective, but a number of trends are in the works that could significantly alter the practice of optimizing for search.
What is useful to understand while we proceed towards is 2018 is that SEO is already changing, and the ranking in the first organic spot is not the ultimate goal anymore. As search engines evolve, there are multiple opportunities to increase your search traffic without necessarily focusing on organic SERPs.
The rise of featured snippets, PPC, voice search and local SEO can often yield better results than an organic ranking. That’s why it’s useful to keep up with the latest trends and discover how your brand can maintain a successful SEO strategy for the year ahead by blending established and growing trends.
For more practical tips on how to prepare for the trends outlined in this article, don’t miss our journey !