The biggest change in 2017 happened after Google released their latest Penguin update. This update changed SEO a lot and made plenty of old marketing strategies obsolete. In order to work on your SEO successfully, you’ll need to consider improving in various areas.
Before listing all major updates, let’s see how Penguin changed the SEO. Once Google released it, the majority of Black Hat community rose the voice against changes that affected links indexation and PBNs. On the other hand, White Hat community remained silent, so many experts concluded that new Google’s algorithm improved in the detection of spammy links. Those changes shifted the way people look at marketing strategies.
Almost 50% of all Google’s traffic is coming from mobile devices. Because of that, Google released its mobile-first index in 2015 and implemented major update in 2016. This was a necessary step which helped Google to meet expectations of the mobile visitors and make their experience even better. It is yet to be seen if this update will target just mobile searches or it will be incorporated across the whole search platform.
With all these changes, a lot of websites were forced to put some resources into improving their mobile platforms since Google won’t meet their requirements. This is good news since internet community will get a better experience when it comes to mobile content. There are three methods to build a mobile friendly site. In case you want to improve your SEO, you should work on responsive web design, dynamic serving and separate URLs.
Work on local SEO
In case you’re running a small business it is essential to improve local Seo in order to get the most of it. Go ahead and provide Google with your address, open hours and types of products or services you offer. It is very important to work on your link signals, which include inbound anchor text, linking domain authority and quantity. Make sure to pay attention to on-page signals, behavior signals, and personalization. The correct interpretation of those signals will help you rank better in search engine results in your locality. Get well informed about the importance of various SEO strategies for local optimization. That knowledge will be crucial when it comes to user experience and therefore traffic and ranking.
Hummingbird and Rankbrain
Google introduced RankBrain back in 2015 when this machine-learning system started to look for the most relevant results for the most complex queries. One of the goals of this A.I. is to understand the context surrounding the query. Plenty of experts agree that RankBrain is just a part of Hummingbird, which is a part of Google’s main algorithm. There’s another theory which tries to define Hummingbird as a search algorithm. It looks like Hummingbird is focused on detecting intention behind keywords, and then matches with RankBrain. All these changes can make keywords irrelevant in the years to come since machine learning brought much-needed improvement in contextualization.
SEO, SXO or UXO
SXO stands for Search eXperience Optimization and there are two points of view. One group claims it will replace SEO, and the other thinks SXO is just a new formulation of the old term UXO which stands for User eXperience Optimization. Regardless of those opposed thoughts, SXO is used for optimizing the user’s experience after they’ve clicked your link in search results.
UX becomes very important when it comes to website optimization and experts from Websitesthatsell, a reputable SEO company from Brisbane agree on that. In the years to come, Google will transfer from a search tool into an answer tool. This tech giant is taking two SXO factors into consideration when deciding which results to return. Those factors are short click and pogo-sticking. In SEO, short click means an immediate return to the search results, and pogo-sticking refers to the fact that several links were clicked before user found the answer.
Another area you need to get informed about is the voice search. As we speak, Cortana and Siri successfully display search results while taking various factors into consideration. When it comes to voice search, you should think mobile-first since almost nobody uses it on desktop devices. It is good to know that most of the people who use voice search ask about something near them.
In order to improve your ranking, you’ll need to work on local SEO and importance of that will become visible in years to come. As mentioned before, algorithms are learning to recognize more than they used to and one of the most important ranking factors is most certainly contextualization. All these changes imply that long-tail keywords will become more relevant in the future since A.I. learned to understand and not just to recognize.
The year 2017 brought plenty of changes when it comes to understanding and utilizing SEO. The best recommendation for you is to keep up with new technologies and give your best to adapt quickly. Make sure to avoid being rigid and sticking to some SEO strategies that became part of the past. It is better for your business to accept and incorporate those new changes. The results will be great, you’ll get better traffic, which will result in increased revenue and you’ll be able to scale your business very soon.