With the consistent evolution of Search engine optimization, one can expect 2017 to usher in new trends that will affect the digital marketing landscape drastically. Check out the five biggest trends that will govern the future.
Understanding Intent Of User Searches
Although keywords retain their importance in the present scenario, simple keywords will beget simple results. With large queries or phrases, one would have to gather data and heuristics that will deliver the right results as part of their SEO strategies.
One can expect that in 2017, brands will have to optimize their digital content, relying on intent and intention rather than any list of specific keywords. Investigation about user intent, optimization of existing content and analytical adjustments for success will be crucial.
Importance Of Featured Snippets
Google is the prime search engine that most rely for answers. Structured data markup can aid website owners in this regard so that they can display enhanced listings on SERPs and have featured snippets as part of their SEO strategies. This markup assists search engines to understand website content, allowing them to display information to help users. Adding structured data markup to a site can boost chances of having enhanced SERP listings, and being featured in premium searches in the form of a knowledge panel.
Accelerated Mobile Pages (AMPs) And Their Continued Evolution
The Accelerated Mobile Pages (AMP) Project embodies the importance of publishers who create mobile optimized content once and display on several platforms. Google displays a carousel for every query that highlights AMP-enabled website content.
Thanks to AMP, every highlighted AMP loads instantly and hence publishers are keen on incorporating them in their marketing plans. Also, Google favors such sites, giving them immense visibility through a carousel and a small icon too and one will see them more in 2017.
Apps are now featuring in search more than ever, and users can now search for apps in multiple ways. Apps as a whole can rank higher faster as new technologies like App Streaming will allow previews in app stores directly. Even meta data is becoming inefficient and obsolete.
With deep Linking and app indexing driving app discovery, an optimization strategy that blends app meta data optimization, success metric optimization, app optimization and app indexing will surely see the light of day in 2017.
Voice search is also becoming a prime search option. The error rates of voice searches is fast diminishing, reducing from 25% to just 8% today. Voice search is now moving beyond voice recognition to understanding with help from a location-based context, frequently used apps, tailored user data and keyword research based on voice queries. With tremendous improvements to voice assistants especially Siri, Google Now and Cortana, digital marketers will surely rope in voice search in their SEO strategies and work beyond text-based queries in the coming years.