Search Engine Optimization is developing at light speed. By the end of 2016, it makes sense to explore the landscape of digital-marketing next year.
Over the past 10 months in SEO there are many improvements. Many of the trends of 2016 will continue to grow in 2017. In addition to constant updates Google-algorithms that keep the business in good shape, in 2017 is expected to finalize a number of other trends.
Here are some points that are worth paying attention to in the coming months.
Optimized for the user’s intent
Keywords continue to play an important role, a set of simple words lead to the issuance of ordinary results. Today, the consumer knows exactly what looking for, and search engines better recognize user tendencies. Currently, however, users are increasingly using wordy search queries to get the most accurate result.
In 2017, brands will have overestimated their content through the lens user’s intentions, rather than specific keywords. The SEO-strategy will be important:
- Learn. What are looking for people who come to your page? On what issues they are looking for answers in your content?
- Optimize. After collecting the data, and identify areas that require attention, make the changes that positively affect the position of the site. Based on your analysis tell the story of the consumer, modifying the content to reflect the reader’s experience.
- Correct. Keep an eye on analytics to understand what works and what does not and make changes according to the data.
More rapid response and enhanced snippets
We all turn to Google for answers. In response to our queries Google displays the required information in the search results in the form of useful sites, videos, or information about activities, reports and other data.
The structured data markup can help sites become more visible on the search results pages. The markup helps search engines to better understand the content of the site, allowing you to issue this information in the most user-friendly way.
Suppose you are looking for a recipe. Google offers to issue a quick response (Rich Answers) on the request, and has further extended sites with relevant snippets of information request: reviews, ratings, preparation time, and information on the calories:
The volume of quick answers in the Google search results has increased almost twice from 2014 to 2016. If this trend continues, we will see, and large numbers in the coming years.
Using a structured markup can increase the chances of your site to take a more prominent place in the extradition.
The users enjoy quick access to the information they need, so be sure to think about a structured layout for the site in 2017, if you have not already done so.
At first glance, the cross-channel and multi-channel marketing are similar, but in fact they are very different from each other. Multichannel – is to establish the presence of your brand on more than one platform. Cross-channel means that you use multiple channels to promote their brand. For example, if users search for items in a mobile application, but do not dare to buy, you can “catch up” with their targeted advertisements.
As a result of the study of cross-channel marketing by Consultancy, 73% of respondents said that cross-channel marketing has a significant impact on increasing conversion. At the same time, it is effective only if you know your target audience and their consumer preferences. The main difficulties in dealing with cross-channel marketing are:
- It sends a correct,
- determining the right time to start,
- Using the right channels.
Despite the widespread of mobile devices, cross-marketing channel is still at an early stage of development. However, the need for high-quality cross-channel marketing to grow the entire 2017.
The growth of mobile search
Mobile search is growing rapidly and shows no signs of slowing down in the future. Traffic distribution is changing in favor of mobile devices. Many sites are already receiving most of the traffic from mobile devices.
In May of 2015 Google reported that the number of searches from mobile devices has surpassed requests desktops. After that, the Internet giant has taken a lot of steps that indicate to us that it is smart phones, rather than desktop computer will be a basic user device. Google also recently announced the start of the experiment, in which the preference for indexing will be given to sites that are designed for mobile devices.
Optimizing your site for mobile devices is already an important point in SEO-strategy. In 2017, its importance will only grow.
Voice Search – the next big step
Voice Search as the technology has been developing for several years. He became one of the fastest growing search options, against which it is impossible to resist. It’s fast, comfortable and futuristic.
It is becoming less and less with every update error recognition technology requests. According to Google, for two years the number of such errors was reduced from 25 to 8% today.
The main purpose of voice search for 2017 will be even more accurate recognition and understanding of the voice queries based on the following points:
- previous searches
- accounting position,
- keeping frequently used applications,
- personalized information,
- keyword research based on speech requests.
There is no doubt that the voice search – one of the most powerful digital-trends. Due to the active development of Siri, Google Now and Cortana, marketers need to carefully examine the innovation and take it into consideration in its strategy for 2017.
In 2017, many interesting things happen. People are becoming increasingly involved in the consumption of content. For marketers, it is important to take into account these trends, to be ready for future challenges.