Search Engine Optimisation (SEO) strategies quickly can become outdated as the rapidly changing landscape and our behaviours evolve.
When discussing Google algorithms it can seem daunting with the options too numerous for one person to grasp but it’s important to keep a strong foundational understanding of the latest trends to stay on the right side of Google’s algorithms to build a successful and modern SEO strategy.
Even if your SEO strategy seems to be working, it is worth noting some of the more significant changes that are happening and what we can expect for this year and beyond.
Mobile devices are fast becoming users primary devices with many of us also making greater use of our device’s voice assistant. It’s more important than ever to ensure your website is fully mobile-friendly. As well, with the increased number of smart home assistants such as the Amazon Echo and Google Home, it’s easy to understand how voice search is becoming increasingly important.
Understanding the unique nature of this new search method and how it differs from the traditional typed search query is important. While we still need to optimise for both, the voice search requires more consideration of the nature of the language and the users behaviour.
Featured Snippets and Zero-Click Searches:
More than 50% of all browser-based Google searches do not result in a click and this is heavily due to Google’s featured snippets that provide answers to search queries directly on the search engine results page, so there is no need to click through.
This is the latest Google algorithm update called BERT, that is designed to consider the natural language and context of the content to deliver accurate search results based on user intent.
In order to be featured, it’s important your published content is of high-quality, intention-focused and useful. When researching strategies, also consider, in addition to your primary keywords, the “people also ask” feature — then make note of the questions to use for reference when creating content.
Another recent development is the change from multi-channel marketing to omni-channel marketing. While the multi-channel marketing approach focuses on specific strategies and goals for each channel, the omni-channel approach focuses more closely on providing customers with an integrated, seamless user experience across all channels. Developing this more holistic approach when managing your marketing channels ensures your brand is more frequently mentioned and more widely shared, which improves how Google ranks your site to be credible, trustworthy and authoritative.
Overall, this year it is important we are taking time to understand language and optimising accordingly for greater search success. This improved Google model wants to deliver the most relevant and best content for its users and therefore keeping an eye on emerging trends and tactics will help ensure your brand continues along the right path while standing out from the rest within your industry.