Once again we are going to look ahead at what is to be expected in different aspects of the industry throughout 2017. In this instance, it is SEO and as this is something that is constantly changing, then it is difficult for this to be accurate. You need to remember that the likes of Google hold this in their hands with them likely to go ahead and change things on pretty much a whim, so do note that just because points are mentioned here does not mean that they are going to happen or be as effective as anticipated at this moment in time.
1. Optimizing Keywords.
To many, this may sound basic and you could also wonder why exactly it is being mentioned as if it is something new. However, it is now the case that people are being more precise in what they are searching for and that has led to some developments that you really do need to take advantage of.
Instead of people just searching using the most simplest of terms, they are now getting more exact and complicated. We are not talking about those long winded search terms or keywords that were all the rage a few years ago, but by carrying out these exact searches it is fair to say that they want to then see exact answers.
For you, this means making sure that you understand the intent of their search and to then be able to deliver that content or product. Just throwing in keywords that you think will work is no longer going to be enough.
2. Structured Data Markups.
The emergence of rich answers on Google is something that has apparently doubled in usage in the last couple of years and this is a trend that is set to continue.
However, the main thing for you to be concerned about is the use of structured data markups in your website as part of your approach to SEO. This is going to lead to an increase in the possibility of your website or link being thrown up as a rich answer or an enhanced SERP listing and this is known to vastly increase the clicks that you then get.
If you fail to include this kind of data, then there is every chance that you will then be missing out on some rather important exposure for your brand.
3. Mobile SEO Becomes Mandatory.
SEO for mobile usage is certainly something that has been around for a few years, but the big change over the next 12 months is that it is going to end up becoming mandatory for you to include it in your SEO tactics. Basically, if you do not include it then you are not going to show up in those results and when you consider that mobile usage has now surpassed desktop usage when it comes to the Internet, then you are missing out on a huge market.
Also, Google continues to put more of an emphasis on mobile SEO and they are tailoring their results to really suit those individuals that are using their mobile phones. If you are not included, then it is only you that will suffer.
4. SEO and Voice Search.
Voice search is something that has really come a long way as technology has improved and the percentage of errors has dropped to below 10% for the first time. This means that we can expect the number of individuals using voice search to increase yet again over the next 12 months.
From an SEO point of view, it does mean that there has to be a sense of clarity over what is included in your keywords to then allow this technology to be able to find you rather than the individual themselves coming across your link. Drop the idea of your SEO having to be purely fixated on text related searches and instead make sure that you begin to incorporate this new format in your plans.
5. Increased Connectivity.
The fifth and final point is more of an observation, but it is still something that is going to play an integral role in SEO over the next year.
There is no doubt that there is a greater sense of connectivity between brands and those individuals that visit their website and that is something that is going to only grow closer and become even more important. However, it is also the case that you need to consider cross-channel marketing as part of your SEO approach so that these connections are made stronger.
There must be the same ideas and approaches used across the board meaning websites, blogs, social media and anything else connected to the brand. This will lead to it becoming easier for individuals to find that you exist in the first place.
Overall, SEO is going to change in accordance with shifts in technology and the greater understanding that individuals have regarding what it is that they are looking for. You cannot be left behind and throughout the course of the year it is important that you stay alert to any additional changes so you do not miss out.