Today we bring you 5 SEO trends to master them all in 2018 . Well, maybe not at all (Amazon is our eternal frenemy ) – but here are the aspects of SEO that are most influencing the rankings at the end of 2017 and which we predict will be maintained in 2018.
Nor are we saying anything new – or at least nothing we have not insisted on for two years. The devices are becoming increasingly sophisticated and 4G is reaching the level of penetration of 96% in some markets (you can check the statistics of Open Signal on LTE ). In addition, smartphones are achieving a democratization in the consumption of web content – given their high penetration in traditionally non-digital countries. In short, we live glued to the mobile , Google has realized and will show increasingly optimized mobile results.
The importance of mobile SEO will influence to a greater or lesser extent in the rest of the trends that we are going to discuss here. But it has also accelerated the development of new web technologies to respond to mobile needs : AMP and PWA (what we like an acronym in English).
The websites and ultrafast media in AMP are already a reality. From blogs or newspapers to pages or campaign landings, everything happens to lighten our website and reduce loading time.
The real revolution in 2017 has been the development of advertising formats for AMP : AMP ads. For SEO it’s not the most revolutionary, but Google is starting to have revenue in AMP websites – and if it’s good for Google, we better consider it.
Progressive Web Apps are another consequence of searching for the best mobile user experience . Combining the lightness of a website with the functionalities of a mobile application seems (is) the panacea of the webmaster and Google is betting strongly on this technology.
The handicap ? It is not available for iOS , with a very high level of penetration in key markets such as the United States. But as soon as it’s available for Apple devices … like get ready!
First consequence of mobile searches: voice searches. Asking OK, Google, Siri, Alexa or any other robot for questions or queries has become a common practice. The US market is more developed in this sense, but every time we see more search queries that are actually questions (‘how’, ‘what’, ‘with whom’) direct to the search engine.
How has this change influenced SEO? To get started. we recovered the fashion of the blogs (that like the mom jeansand the brown lipstick never went away completely). The blogs or landings of CMS are perfect tools to respond directly to user questions about our products or services.
To continue we mark the content with the appropriate schemas in each case . Within Schema.org there are templates for all types of content: everything is structured and Google appreciates knowing clearly what kind of content we are offering.
To finish, we observe the impact on the results page … which leads us to the next trend.
So far it is clear to us that we use the mobile more than ever and that we interact with it in a different way. But … how does the mobile (and the computer) respond to us?
The search results have been filled with content boxes, questions and answers, lyrics, etc. In short, the results page and any device is increasingly rich in information and we tend to stay in the search engine.
In the search pattern, we observed several behaviors – although for what we are interested in today we will mention two (whose names we have clearly invented to explain how it affects SEO): the Trivial consultation and the pre-purchase research.
Are those searches that users do to verify a data (usually to be right in an argument with your brother-in-law). In response, they usually need biographical, historical or scientific data such as ‘when was the Mexican revolution’ or ‘is a planet pluton’.
Normally, Wikipedia responds to these trivia and in many cases the answer is even before reaching the results page (as we see in the screenshot below).
However, depending on the sector, we can take advantage of it to appear in the search engine. For example, in pages of pharmaceutical products it is advisable to have an explanatory section (for example ‘what is the good cholesterol’) for users.
The bad news is that the CTR will be low – because the most normal thing is that it appears in the search engine itself as a question. And along with that question, many other related questions and related user searches that will keep us from getting out of Google. The good news is that if we can position ourselves in any of these formats, we will achieve brand visibility that little by little we can capitalize on our organic traffic.
Online shoppers are great detectives: your shopping experience depends on a thorough investigation of the product. The searches that precede a purchase basically seek to know opinions and prices of the products . For this reason, the structured data are fundamental: stars in the reviews, comparative tables, hierarchy in the headings.
Local searches are another consequence of the mobile boom. Not only searches, but also visibility into search results.
The presence of a local business in Google not only go through an optimized website (which also) – but also to have a good presence in Google My Business. And since we do not want to bore you again with this topic … remember that here you have our Google My Business Guide with detailed information on how to register your company and start having visibility on the results page.
Finally, an extra ball: the machine learning. The theme is extensive, dense and very interesting, we will not cheat you … and I, as we said before, do not want to bore you.
However, during 2018 it will be worth investigating and experimenting on the search results with semantic content analysis tools . Basically, Google will seek the satisfaction of the user, who will be satisfied if the content is high (very high) quality – because it is definitely a positioning factor.
Google will take into account factors such as the time spent on a page, the CTR or the volume of brand searches to give visibility to one page or another. Understanding machine learning will help us understand how Google reads and consumes our content to configure its results page. We recommend this reading to start pulling the thread … but keep in mind that this is just the beginning.