The evolution of search engine marketing continues, with the introduction of new technologies and software coming into the picture. While 2015 experienced a considerable shakeup in the industry (e.g. Mobilegeddon), 2016 is seeing a rapid rise in SEO techniques that are adapting to the way the user experiences search.
Desktop has seen its fair share of fanfare, but the attention is now resting on mobile, which is where most SEO strategists are, or should be, betting their money on. Here are the 2016 SEO trends that are dominating at the moment.
Mobile responsive design is crucial
Yep, mobile is where it’s at, as we said. With new smart devices entering the fray, mobile optimisation is the pinnacle of a successful digital strategy. It has taken over that of PC, and for good reason. There are over 2 billion smartphones on the planet, and they’re the most preferred mediums for information access.
The implications go beyond just responsive designs, as these technologies are also enabling the user to interact with the web very differently than they would on a desktop. This brings us to our next point.
Digital Assistants are changing the way we search
While we sometimes use digital assistants to ask silly questions and get hilarious answers, they do have a practical application. As mobile AI – such as SIRI and Cortana – begin to evolve, they’re changing the way people query information. This is now challenging marketers to become craftier about long-tail keyword phrases.
Undoubtedly, the challenge is to create content that mimics spoken language to ensure that digital assistants pick it up easily and feed the result to a user.
Dynamic content is becoming more essential than ever
It used to be that a blog is what you needed to engage your audience. However, the introduction of new applications is changing that. The customer wants to be wowed with relevant content, and not a wall of text, which is creating a new era of dynamic content.
This is further being enhanced by the introduction of applications such as Facebook Live, and Twitter Moments, both of which allow you to create a story. Video is undoubtedly the best source of information for most, with 55% of shoppers saying they often look to visual content to make an informed decision on what they want to buy.
Apps are becoming a top source of information
2015 saw apps usage grow by more than 50%. With the growth, Google has been indexing apps, and is now planning to introduce deep links. In other words, specific pages or links in an app will now be indexed and carry more weight. This means apps will also now need to be better optimised for the search, but most important of all, apps might take centre stage over traditional websites soon. So businesses without, might want to start thinking of developing their own apps.