Take into account the main trends of 2017 to improve the SEO promotion of the site in Google.
By the way, let’s be clear before the beginning of the article: I’m not an expert in SEO-promotion. Just knowing English well and having an increased interest in this topic, I started looking for the best (people, articles, materials) in this field. They are so many now on the Internet.
In this article I will give you the materials (trends of SEO in 2017), which are more or less supported by the official materials of search engines, in particular Google, which will be discussed today. With the help of them, you take note of what you need to pay attention first to be ready for any changes / updates that the system will roll out in the future.
This will save you both time and money, and will allow you to stay on top positions in the search for a long time.
A small note: backlinks are still one of the two main ranking factors in Google. This is widely known, so this article does not cover backlinks.
And, of course, the most important thing that is important for Google: high-quality, relevant content, user-oriented, and fully satisfying their needs.
About links and content is understandable. Now we go deep into the trends of SEO in 2017 for website promotion.
1. Artificial Intelligence is rapidly changing SEO in 2017
RankBrain just so called Google its new development of the algorithm of artificial intelligence, which will facilitate the process of finding information in the search engine.
This is officially the third ranking factor for Google.
This algorithm is constantly trained. Without human intervention. Yes, yes, the rise of machines is coming soon 😉
One of RankBrain’s main goals is to show the user the content that is really relevant to his request, even if the phrase is really unique and Google first sees it.
It turns out that it is already difficult to deceive Google by some kind of “gray” promotion. Simply put: focus on publishing content with practical information that meets the needs of the audience, and maximizing its distribution, wherever possible.
Yes, earlier you could write empty articles and, using the “gray” methods, go to the top for key queries. Now it does not roll. RankBrain is not slumbering.
Search engine optimization in Google is developing faster than ever before. You should quickly change your promotion strategy and adapt to the “smart machine”.
- Practical content should detail the topic and close all user problems
- You must conduct keyword research before writing
- Information should be modern (not obsolete)
- You need to distribute your content wherever possible
- On your site people should easily navigate
2. You need accelerated mobile pages (AMPs)
According to research, up to 60% of Google searches are made from mobile devices.
Accelerated Mobile Pages (AMPs) – accelerated mobile pages – a necessary set of technical criteria that allow you to download your sites faster. AMPs is not a ranking factor. However, it should be implemented for several reasons.
Google has already shown that download speed on mobile devices and ease of use are the main metrics for indexing. And this will spread further, because More and more people are using mobile devices.
Studies show that slow sites correspond to low involvement (up to 40% of visitors leave the site if it did not boot in 3 seconds). And yet, now only 23% of SEO optimizers report the introduction of AMPs.
Developing AMP is a great opportunity to jump ahead of your competitors.
- Send these documents to your development team today.
- Check AMP in Google Search Console (Look in Search – Accelerated mobile pages)
- Enable AMP Tracking in Google Analytics
- Really! Take advantage of this and become one of the first to introduce yourself.
3. Sites with extended snippets will fill out the search results
The time has already passed when, in the Google search results, 10 blue links were shown on the first page. Micro-markup and advanced snippets have allowed to fill out search results with attractive content, which includes images, asterisks, lists, accordion-style elements that can be clicked and displayed directly on the Google page.
Such results can be achieved by implementing structured data on your website. They are often called Schema or micro-markup, although Schema and the extended snippet have different meanings.
What was previously considered superfluous is now an important necessity – visual details are decided. If you were to choose what to click: the usual blue link or such as in the screenshot below. What would you choose? I think the answer is obvious.
The number of such links with an extended snippet has doubled in the last 2 years, as studies show. And this trend will continue.
There have also been many observations that click through rate (CTR) increased due to the introduction of Schema markup for extended snippets.
In addition, when you embed structured data into your content, you help Google understand the deep meaning and essence of your content. Thus, it better adapts your content to search queries.
Mark your site as large as possible and stay tuned for updates. Google often introduces new settings. It does not matter in which area you work – extended snippets will be an excellent tool for further advancement.
4. Algorithms of voice search create additional opportunities
Voice recognition programs such as Siri, Cortana, Google Voice, Amazon Echo are becoming more sophisticated. We use them to find information more and more.
In fact, the frequency of speech recognition errors has decreased from 25 to 8 percent. And the use of voice search has increased 7 times since 2010.
Obviously: voice search is on the rise. Especially in our generation.
Most interestingly, in conjunction with RankBrain, Google is increasingly beginning to show results based on user requests ( I type as I think), and not on morphologically correct queries. This means that the optimization of keywords will be in 2017 more conversational.
How can you use this trend?
- Give priority to long keywords (with a tail), because People tend to enter long queries, rather than 1-2 words
- Use structured data (mentioned above) to provide additional context
- Create content in the FAQ format to answer questions about what, how, when, where and why
- Use the video as part of your SEO strategy
- Explore conversational queries using the “what else people were looking for” feature, as well as what Google himself suggests when autocomplete
- Monitor social networks and interact with users there to understand what they are looking for actively.
5. You must use the HTTPS protocol on your site
Trust is important on the Internet. People like to feel safe when visiting a new site and many visual signs make it possible. Green lock in the URL line, or the word “Reliable” indicates that the site is safe to visit.
Google recognizes this and gives priority to those websites that use SSL or newer TLS encryption (HTTPS sites).
And that is not all. As of January 2017, the world’s most popular web browser (Google Chrome) will begin to label non-Https sites that transmit passwords and / or request credit card information as “not secure.”
Nevertheless, Google’s tips should not be ignored. Constant attention to trust is reinforced, HTTPS is expected to become an integral part of the forward movement.
- Thoroughly plan to redirect your site from HTTP to HTTPS – this can be a very complex process with many pitfalls.
- Use Google’s UTM-tagging for marketing campaigns and, get accurate statistics.
6. Articles will become more “dense” and less like a “sheet”
Recently, long posts, or so-called “sheets”, which were created to achieve maximum organic coverage, have become popular. It was found that most of the articles in the TOP-10 Google results had 2000 words or more.
While the long content works well, however, there are a few notes:
People want more value, less bullshit. Plus, Google prefers fast loading of pages (both on desktops, and on mobile devices).
Our attention is dissipated. And to read a long post – it takes time, which is always lacking. 2000+ words of dry content – it’s too tiring. Therefore, Google adapts to this. In the information age, we want the articles to be as concise as possible and convey the essence.
Although the articles in the “sheets” format also work very coolly – do not be afraid to edit your content and leave the very essence there: reduce the article from 3 to 2 thousand words, remove unnecessary pictures, unnecessary design elements.
7. Personal branding is needed now more than ever to stand out
And last but not least, let’s talk about the practice of personal branding.
Personal branding brings to the forefront a real person (or) the face of your company.
If you want to defeat Google’s algorithms, personal branding is how to do it. How many people in your industry have a Name? And if you pump your brand, your name – who do you think will be displayed in Google search results?
It will be you. Everytime.
Moreover: people want to do business with people, not with companies. This again returns to the notion of trust.
Personal branding is extremely powerful and plays an important role in mentions, links, webinars, podcasts, guest posts, partnerships, and, of course, with customers.
In addition, social media platforms such as Facebook are constantly improving their algorithms in favor of personal pages, rather than business pages, which means less coverage (visibility of posts) from company pages.
Choose a CEO (or several employees who have been working with you for a long time) to start constantly promoting, translating yourself through blogs, social media, and elsewhere.
These people should build relationships in their field and devote their time to create a strong presence, where they would be viewed as a leader-opinions. After that, they become more and more popular and in demand – so your brand is created.
This is not an easy task. Personal branding should be one of the most effective SEO strategies for 2017.
Whether you are an expert in search engine optimization or just looking for new SEO strategies, understanding the main trends of SEO in 2017 and implementing the necessary tools at home, will provide you with the best position of your brand in Google now and in the future.
As mentioned at the beginning, it all boils down to creating valuable and practical content that contains meaningful and relevant keywords (in an informal, conversational tone).
Your site should also show your hands-on experience, which will be useful to the audience.
Note: get rid of annoying pop-ups. They have a negative impact on your Google ranking as of January 2017.
Really listen to your audience to discover their pain points and any questions they may have. Then focus on the answers and tips for them in your content.
In the end, as always, the most important thing is to provide value to your visitors. The value generates attention, trust, social activity, back links, and ultimately the top Google rankings.
- Backlinks, content and RankBrain are the top-3 ranking factors for Google.
- Maximize your content using a personal brand.
- Make sure that your website is technically sound in terms of structured data, AMP, and SSL / TLS.
- I now see a lot of content devoted to SEO 2017 trends. However, most of them rest on just some technical small details that may not even be significant, and in general do not influence the progress.
In the article , trends are shown globally. They fit me the most. So I decided to share them with you.
I hope it will be useful 😉