How will search engine marketing change in 2018? Let us count the ways….
Search engine optimisation (SEO) represents a crucial factor in determining how any business devises its online marketing programme. After all, Google’s complex algorithm consists of more than 200 calculation factors that seemingly change from day to day. For 2018, we recommend your business focus on these four primary SEO changes:
Off to the Races
Google rewards websites that achieve page download rates of less than three seconds. However, you should strive for faster web page download speeds in 2018 to ensure your website ranks high in the most important search engine rankings. Submit each page of your website to the test built into Google’s WebSite Auditor, which is available as a free version. After accessing WebSite Auditor, move to Content Analysis and select the page or pages you want to test for download speed. The speed testing tool presents several on-page factors that you can adjust for improving the rate of webpage downloads.
Be Smart Like Your Customers
Consumers – especially millennials – like to order products and services on the go by using Smartphones and other types of electronic communication devices. The latest statistics released for 2016 show nearly 60% of consumers used mobile devices to perform Google searches. If your website is not mobile-friendly, you are losing out on a significant amount of new business. With a mobile-first index measuring the ease of access to your website for mobile devices, you must design a website that caters to the new search engine marketing model. Under the Content Analysis tool Google provides within WebSite Auditor, you can submit each of your website pages to determine mobile device friendliness.
The Rise of SERP
2018 ushers in the rise to search engine marketing prominence of SERP features, such as Google snippets, knowledge panels, and local search packs. Achieving a page one organic search ranking to acquire as much traffic as possible will continue to be crucial, but so will targeting potential customers by using these additional descriptive elements. To take advantage of the new prominence of SERP features, you should track the rankings of each webpage and monitor the features showing up for the keywords you expect your target audience to use. The SEO PowerSuite Rank Tracker monitors 15 Google SERP features in addition to tracking organic website results. Use the Google SERP Features column to analyse all of the SERP features returned by the submission of different keywords.
SERP Gets Personal
Personalised search results factor in personal user information, such as user location, interests, and search history. Although 2017 marked the move to more personalised searches, 2018 will take personal search results to a new level. The big three search engines (Google, Bing, and Yahoo) personalise SERPs in a wide variety of ways. Even as far back as 2011, research demonstrated about 50 percent of Google searches involved some type of personalisation. The first time a consumer searches for your preferred keyword, your goal is to appear in the first page of results. Once someone clicks on your listing, the search engine will give weight to your site within that person’s personal preferences.
One More Thing
Search engine marketing in 2018 will involve implementing the best local SEO strategies. Google has already altered its complicated algorithm to account for local searches. Your SEO goal in 2018 is to create website content that targets local consumers.
For successful strategies, then, you need to be thinking more and more about your audience’s experience, motivations and interests. How and where are they searching for you? What features of your offering will connect with their intentions? Gear your search engine campaigns to your customer’s experience and you’ll be giving your business a clear advantage.