The hardest thing in the search world is predicting what will happen next. As the main engine keeps updating and improving their SERP's algorithm and look, we on the field should not just wait to react. Where we believe we should be proactive and see past trends to help guide us.
In this following we make 3 predictions about the future of the SEO industry.
1. UX Will Play a Bigger Role
In the past, SEO was seen as the work of the IT team. It is viewed more as a technical role than a creative position. While SEO has many technical elements to it, at its core this is an art form. Today's SEO professionals not only need to have a technical understanding of how to optimize websites and different content types for search engines, they also need to understand how people interact with the web.
Google is obsessed with visitors and you should do just that. As search results become more and more customized, the visitor experience (UX) will play a larger role in search. If your content does not involve your visitors, you will lose, no matter how big your information.
For a better position on your site now, I'll invest the time to study your visitors inside and outside. Then, I will create content that not only helps them, but also involves them. You can do this by using a free analytics tool that tracks and learns what your visitors are doing.
If you're not currently tracking your online marketing efforts, you're not alone. But that's still not a good reason. Did you know that:
Just because other people do not take this serious does not mean you should not do it. Tools like Google Analytics and Search Console, which are all about 100% free tools, have enough information to get you started. Find out what content works and why, then make more of it. Think about what your users want when they interact with your brand online, and create a unique experience for them.
We now live in a divided world. Traditionally, Google operates from one document index when it pulls a search query. Currently, the process of creating two indexes, one for mobile and one for desktop, with mobile being the main index.
As we enter the first mobile world, the way we search, interact, and purchase have changed. Mobile has become our dominant device, and Google will not wait. A recent report from Hitwise (registration required) argues that in the US, mobile searches are approximately 58 percent of the overall search query.
But visitors do not just want something that looks good on mobile devices - they also want speed. In fact, Google's own research shows that 53% of people will leave sites that fail to load in three seconds or less. This is one of the big reasons Google and others have pushed the Accelerated Mobile Pages (AMP) project.
As far as we know today, AMP is not a ranking signal, but that does not mean it does not impact your search performance or your website. AMP content is featured prominently in mobile search results, often above organic listings. Do not you want your content to show up there? Additionally, if a visitor ignores sites that load slowly on a mobile device, it makes sense to prioritize the speed of a mobile page, even if you already have the top organic spots or top SEO rankings.
Furthermore, if you wait for an official announcement verification before you apply AMP, you will be too far behind to take advantage of it as it happens. So start building an AMP page for your content now!
While if we think RankBrain (or some other new AI technology) will eventually run a 100% search, and surely we all still feel away from that criteria. So first, we can start doing a better job of creating content that is an informative and interesting visitor. Then we can take the time to do the little things properly, like on-page SEO. And finally, we can start thinking of searching on an individual level. AI will look more personal than ever, and this will force us all in the field of digital marketing to think of segments in new ways.
We believe these three predictions will come true, and they are also important today. I hope you take the time to reflect on where you are, what you do and what new things need to be added to your search strategy to see better results today.
Google is obsessed with visitors and you should do just that. As search results become more and more customized, the visitor experience (UX) will play a larger role in search. If your content does not involve your visitors, you will lose, no matter how big your information.
For a better position on your site now, I'll invest the time to study your visitors inside and outside. Then, I will create content that not only helps them, but also involves them. You can do this by using a free analytics tool that tracks and learns what your visitors are doing.
If you're not currently tracking your online marketing efforts, you're not alone. But that's still not a good reason. Did you know that:
- 45% marketing still has not formally evaluated their analysis for quality and accuracy (or even worse, not knowing if they did it or not).
- Less than 30% of small businesses use website analysis, call tracking or voucher codes; 18% of small businesses claim not to track anything at all.
Just because other people do not take this serious does not mean you should not do it. Tools like Google Analytics and Search Console, which are all about 100% free tools, have enough information to get you started. Find out what content works and why, then make more of it. Think about what your users want when they interact with your brand online, and create a unique experience for them.
2. AMP Will Be a Ranking Factor
As we enter the first mobile world, the way we search, interact, and purchase have changed. Mobile has become our dominant device, and Google will not wait. A recent report from Hitwise (registration required) argues that in the US, mobile searches are approximately 58 percent of the overall search query.
But visitors do not just want something that looks good on mobile devices - they also want speed. In fact, Google's own research shows that 53% of people will leave sites that fail to load in three seconds or less. This is one of the big reasons Google and others have pushed the Accelerated Mobile Pages (AMP) project.
As far as we know today, AMP is not a ranking signal, but that does not mean it does not impact your search performance or your website. AMP content is featured prominently in mobile search results, often above organic listings. Do not you want your content to show up there? Additionally, if a visitor ignores sites that load slowly on a mobile device, it makes sense to prioritize the speed of a mobile page, even if you already have the top organic spots or top SEO rankings.
Furthermore, if you wait for an official announcement verification before you apply AMP, you will be too far behind to take advantage of it as it happens. So start building an AMP page for your content now!
3. AI Will Do a Search
When Google announced RankBrain last year, the search world lost its head. Today, we still do not know much about RankBrain, but it's among the top three Google rating factors. Personally, I think AI is a great thing for search. Over time, as machines learn patterns and understand content, the results will be more accurate. Another benefit to AI is that it will kill black-hat SEO, which I think is great for the industry as a whole.While if we think RankBrain (or some other new AI technology) will eventually run a 100% search, and surely we all still feel away from that criteria. So first, we can start doing a better job of creating content that is an informative and interesting visitor. Then we can take the time to do the little things properly, like on-page SEO. And finally, we can start thinking of searching on an individual level. AI will look more personal than ever, and this will force us all in the field of digital marketing to think of segments in new ways.
We believe these three predictions will come true, and they are also important today. I hope you take the time to reflect on where you are, what you do and what new things need to be added to your search strategy to see better results today.
