Search engine optimization (SEO) is subject to constant change. This one is characterized by changes and updates at Google & Co. What’s new and what can be expected in SEO 2017? Here is a look into the future.
SEO is becoming broader
Search engine optimization continues to split. In addition to the classic website optimization is optimized especially for the second largest search engine in addition to Google search: YouTube. And also, who would like to be found at Amazon should now pay attention to their own criteria, which are summarized under Amazon SEO. The same applies to rankings in app stores. Here, experts have been working for some time with the so-called App Store Optimization (ASO). This creates additional areas where companies need to target their activities.
The search behavior changes
Another change will be in search behavior. Due to the increase in mobile Internet use, voice search is being used more and more frequently. So not only with keywords, but often searched with whole sentences or questions. This should definitely be taken into account in content optimization in the future. What site owners should also be prepared to do this: Google is already trying to answer such “questions” directly on the search results page. In some cases, the search engine no longer has to be left. Google extracts the answers from websites whose content seems appropriate. The website is simply linked to the answer. Despite the increased attention, the corresponding traffic for the respective page can sink.
Structured data for rich snippets
For 2017, Google has once again highlighted the importance of structured data. With structured data, content components for Google can be made more understandable. As a result, so-called rich snippets such as rating stars or product data can be displayed in the search results. In general, the more you can make Google clear, the better the results can be displayed.
Machine Learning and Artificial Intelligence
In many areas, Google is now using machine learning, which will affect overall search results in a way that is not yet fully predictable.
At the same time, Google is already using an artificial intelligence called RankBrain, which is supposed to understand search queries that have never been so entered. According to Google, 15% of the million requests have never been made. RankBrain helps the search to classify them to deliver matching results.