Search engine optimization (SEO) is the process of increasing the online visibility of a website or web page on search engines through free and organic tactics on search engines. There are few strategies in online marketing that are as competitive or quick evolving as SEO. Over the years, Google’s algorithm has been changed and updated, yet there are a few new SEO trends that have been observed.
Here are eight SEO trends to be on the lookout for that will help you to rank higher on Google:
1. Helpful, optimized content will continue to be the most valued website feature
Be sure to optimize your keyword strategy because quality and consistency of your content will ultimately determine the reach. Your reach to users will affect how many online users see your content and the overall success of your business.
Optimize your content to contain the most desirable and valuable information quality users look for. Users look for your content to provide what they are looking for and solve their issue at hand.
2. Google continues to develop content designing
The most effective websites are created and developed with the behavior and habits of its users in mind. The more flexible the website framework, the better it responds to the new guidelines.
Having a more flexible website will make your site better prepared to adapt to the potentially unfavorable effects of these Google updates.
Here are a few tips to help you adapt to these trends:
- Establish a captivating website presence.
- Improve your site speed.
- Use web crawler tools to check for any issues within the site.
- Think about marking up your website to help the search engines interpret and organize the information on your web.
3. Conversion rates will help notify design improvements
It is necessary to attach UTM tracking codes to every one of your major links and carefully watch everything concerning conversion rates on google analytics.
You can also spot opportunities to improve your site design with one of the indicators such as a heat map.
4. Websites will need to be more mobile-friendly
When sites do not load quickly, bounce rates increase greatly. In 2016, Google launched their Accelerated Mobile Pages project in an attempt to combat this issue.
When using a mobile device to google a keyword or topic, Google will rank sites using AMP in their top stories section of each corresponding result page.
5. Voice search features will be used more frequently
More than anything else, voice search commands are on the rise. They are being highly adopted by smartphone users to look up information and products online. In 2014 google added a new feature that allowed users to perform this form of search in five different languages.
The voice search feature is effortless and saves time. Due to the convenience, this search option is expected to change local search and the online shopping experience. The algorithms prioritize voice-activated questions over searches entered on the keyboard.
Nearly 20 percent of all mobile online searches are conducted by voice activation. This number is projected to increase to 50 percent by 2020.
Some tips to improve your site include:
- Ensure your mobile site does not block resources such as images, videos, CSS files, etc.
- Make sure to use high-quality images.
- Steer away from using flash and optimize load speed.
6. Google and web analytics will gain notability
In order to provide an engaging experience, Google continues to work with user-friendly websites. If your website has a heavy bounce rate, then you most likely are needing to improve your website.
High bounce rate indicates that users are coming to your website, but not finding the information that they are looking for and then exit the website. Making the information more accessible or adding more relevant information to the website can fix this issue.
Another indication that you need to improve your website is if your incoming traffic declines. Web analytics help you to monitor the traffic and a decline in activity indicates you are needing to improve how you position your website.
7. Brand building will instill audience trust
Building trust is an essential part of any long-term SEO strategy. It is crucial to offer users a positive experience in order to earn trust.
Be monitoring negative or harmful reviews and be quick to respond. Monitor your brand reputation and address any comments that are damaging to your brand.
8. Optimize RankBrain
RankBrain is a machine learning algorithm that Google uses to sort and categorize search results. This process helps google develop and understand search questions.
RankBrain will increase or decrease the importance of content freshness, content length, domain authority, backlinks, etc. depending on the keyword. After this, it analyzes how google searches interact with the new search result.
The main two jobs of RankBrain is to understand keywords and measure user satisfaction. The algorithm will rank your page for a variety of different related keywords that people could possibly search for.
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