We’ve read a lot about the upcoming SEO trends from leading industry experts and we’ve carefully documented the most important takeaways to optimise your SEO processes.
Trend 1: Mobile is the internet
Nowadays mobile has become the primary source of information. The amount of mobile search is already more than 50% compared to desktop and this number is only expected to rise. In 2019 it is expected that more than 63% of the global mobile phone population accessed the internet from their mobile phone.
An expert in the field, Benedict Evans declared “We should stop talking about ‘mobile’ internet and ‘desktop’ internet. It’s like talking about ‘colour’ TV, as opposed to black and white TV. Mobile is the internet." (source: http://ben-evans.com/benedictevans/2015/12/15/16-mobile-theses )
The rapid growth on mobile is making mobile paid search revenue highly important for search engines like Google. Marketeers need to adapt their strategies to keep up with the new SEO rules of Google.
Earlier this year, Google already included app landing pages and internal app screens in the ranking of the search results. Earlier this year, Google announced that they will create a separate index for mobile search what would be for searches done on mobile only. This way Google would upgrade their service level for mobile users.
This means that websites (and apps) which are optimised for mobile in terms of experience, navigation and load time will do better in the rankings. In terms of design and UX, a mobile first approach is the new standard. One very important factor is page speed. On desktop the amount of files loaded keep increasing. On mobile this will have a negative impact. Luckily there are a few ways to decrease load time:
Scale down your images and delete unnecessary images.
Reduce your server response time.
Reduce your page size.
Keep only essential cookies.
Use GZIP compression.
Besides optimising your website for mobile use, we strongly believe that not only designers, but also marketeers need to start thinking mobile first when creating content. More about creating mobile content in our next blog.
Curious about the performance of your website? Do the mobile friendliness test provided by Google.
Trend 2: Micro Moments & Voice Search
It is important to understand that consumers do not replace desktop for mobile. Time spent on desktop is still growing. Consumers just use their mobile devices in a different way.
Research shows that mobile users have a more action-based mindset, also called micro moments (people turning to a device to answer an immediate need). Think of questions like “I want to go to.. I want to know.. I want to buy.. I want to do...” On top of this (and in line with trend #1), Google states that 20% of all searches are voice searches, for the simple reason that speaking is faster than typing, especially when on the move or multitasking. Both trends have in common that the consumer has an immediate need to fulfill on the fly.
These micro moments are serviced through smart assistants such as Google Now, Microsofts Cortana and Apples Siri, but also home assistants like Amazon Echo and Google Home.
This rapid growth of voice search and micro moments means you need to think differently about optimising your website for SEO. You need to think of what consumers would type when searching for a topic related to your business and you must take into consideration what they would say as well. Voice search changes the structure of the queries. Tips to adapt to voice search and micro moments:
Write content in a natural, conversational way.
Reformat some of your headlines using questions.
Use long tail keyword phrases for your paid search.
Try to provide direct answers to questions.
Make sure structured data is integrated into your website.
Trend 3: local Search
This trend aligns with the above trends. Consumers do not want to travel to a place hours away to fulfill an immediate need, like “I want to go to the hairdresser” or “I want to watch a movie”. They want it just around the corner. When you search in Google for a hairdresser, Google will first show the local results based on your whereabouts (IP address).
Optimising for Googles local search is important to keep up the pace and being ranked as high as possible. Make sure your Google Map information is current, try to get listed on blogs and review sites and use keywords that target your neighborhood and surroundings.
Above are just some takeaways for the upcoming year. We are in the early stages of a new era of search. Change is not something we should be afraid of.
As Bravoure we help brands master the ever changing digital landscape. Drop by for some coffee and we help you out understand the upcoming challenges regarding SEO.