The only constant in the world of SEO is change. Google search results can bring forth series of emotions.
Social media news, new technologies and Google algorithm changes will continue to keep digital marketers on their toes.
The goal of all search engines is to provide users with the most relevant results that match whatever the eager searcher is searching for. RankBrain is Google’s latest algorithm attempt to improve search results for its users. RankBrain is a machine-learning artificial intelligence system that’s used to help process its search results. RankBrain is part of Google’s Hummingbird search algorithm.
Statista.com reported that, as of 2015, there were about 1.17 billion people using Google, searching over 50,000 queries every second, which translates to over five billion searches per day.
Unlike days of past, people are looking to interact with brands. And the best and easiest way to do that is online. 2016 is shaping up to be the year of user experience.
Recently, Search Marketing Expo revealed the latest trends and takeaways in the world of SEO.
The first step a business should take is taking a hard look at their website. When was the last time it was updated or rebuilt?
Web technologies are changing rapidly and the consumer’s attention span is only decreasing, while becoming more discerning. That means your site must be mobile friendly, responsive and interesting. With local businesses, consumers are searching for driving directions, hours of operation, phone numbers, photos.
Local businesses are penalized now if they don’t have a mobile-friendly version of their website available. The new focus on better visual experience and the use of space to highlight important elements of the web page.
The future is also about https and dynamic websites. As reported by The Next Web on 12/17/15, Google is about to start favoring HTTPS sites in search results. Google is increasingly earnest in prioritizing secure web pages over regular HTTP ones in its search engine.
Social media influences purchase decisions. Consumers are looking to social for information and inspiration about which companies to choose and products to purchase. The increasing importance of social signals or Social Search Engine Optimization will continue to be hot in 2016. Facebook is moving closer to the search experience and Twitter is already there. Google’s indexation of Twitter will grow dramatically. And a significantly higher percentage of tweets and profiles will be indexed by the end of 2016. In December, Pinterest opened up promoted pins and claimed one million active business accounts. This will make Pinterest even more massive in the social media advertising arena, particularly for e-commerce.
Improve previous successful content with Hummingbird-style queries and easy-to-read formatting (bullets, tables, images).
Without a longer-term digital marketing plan, you will miss out on the opportunities from strategic initiatives. A digital marketing strategy that includes the above will also keep you agile enough to stay ahead of the curve. Mobile expansion and personalization will continue to grow in importance. Don’t miss out on what’s to come in the coming year and beyond.