Search Engine Optimisation (SEO) is arguably dominating the digital marketing world currently; Verb has received more requests for SEO than any other service as of 2018.
In order for your brand to compete, it is integral to not only formulate a clear SEO strategy but stay aware of the latest SEO trends. In this article we go through what’s trending right now as well as our prediction for 2019 and how you can take advantage of them.
1. Voice Search
Voice assistants have become the norm in many households and places of work. Google has found that 72% of people who own a voice assistant speaker say that their devices are often used as part of their daily routine. In addition to this, it is estimated by comScore that 50% of all searches will be voice by 2020. Popular devices include the likes of Siri, Alexa and Google Home. It is because of this that it is becoming more important for brands to get their content to land as a result on voice search.
Our team of SEO experts strongly suggest starting off by auditing important sections of your website including making sure the technical aspects are optimised. Another factor to consider is the quality of your content; It should be unique, interesting and relevant to the user. The same rule applies for voice search.
However, it is important to note that the tone of the content will need to be altered for voice queries. There is evidence to suggest that we unconsciously change our behaviour in response to voice search. It is for this reason that the content should be delivered with a natural and conversational tone. We suggest using long tailed keywords and conversational phrases for landing your content on voice search.
The last aspect to consider is the degree of intent. There are different degrees of intent, from when the consumer is interested in a product to where the consumer is ready to take action. Developing content to answer specific queries that align the with user intent is key.
If brands want to be considered for voice results, optimisation needs to be done as soon as possible. They will also need to think about optimising structured data, schema and local SEO, so that you cover all bases and should therefore impact the chances of appearing on voice.
2. Mobile First Indexing
In March 2018, Google started transitioning first indexing from desktop to mobile. It is estimated that 60% of Google searches have been done on mobile in 2018. Promisingly, Statista also forecasted that there will be 4.68 billion mobile users worldwide by 2020.This indicates that marketers should be prioritising mobile over desktop moving forwards.
Details such as page speed, user experience and the implementation of concise content specifically, will need to be considered when brands optimise for mobile. Google actually awards mobile friendly websites which subsequently improves mobile rankings on SERPs.
User experience on mobile is also essential as evidence shows that if users have a negative experience, they are 63% less likely to make a purchase. There is certainly a strong case to prioritise mobile.
It is the case that Developers are now being urged to start website builds for mobile first, then desktop. Some are actually moving over to Accelerated Mobile pages due to their suitability; benefitting the mobile page speeds, boosting mobile SERP ranking and improving server performance.
However, it should be noted that it’s not suited for all businesses as AMP pages come with limitations. These include issues with implementation due them not being as straight forward. AMP pages are normally recommended for news publishers. Companies like The Guardian have seen a higher click through rate, gaining 60% more mobile traffic from AMP pages than non-AMP pages.
3. Artificial Intelligence
Algorithms have drastically evolved and will continue to in 2019. As a consequence of this, AI will effortlessly be able to detect black hat SEO, making it even easier to punish those practising bad SEO and trying to manipulate search results.AI has already changed the way we do keyword research by favouring a more informal tone.
Google ran Brain, an algorithm learning artificial intelligence system, which is predicted to improve significantly in 2019 with the aim of getting closer to understanding humans and the way we think.Google rewards websites that contain long, valuable content and create a positive user experiences. It is imperative that brands coordinate and align with AI, as well as coordinate with web developers and specialists to deliver an optimal service to their consumers.
4. Content Optimisation
The most prominent trend in the industry is content optimisation. As discussed,quality content plays a big part in SEO. Google favours fresh unique content so getting this spot on is key.
According to HubSpot, 1 in 10 blogs posts see a gradual increase in organic traffic over time,offering a long-term ROI. We suggest aiming to offer the best content for a particular topic on the web. Niche content encourages the reader to engage for longer which positively impacts SEO performance. This may also boost chances of users sharing on social media as well as increasing your chances of gaining valuable backlinks from high authoritative websites.
Writing reactive content that is relevant to the current environment is another a good way of optimising your SEO. You can do this by keeping track of the latest and upcoming trends by using tools such as:
- Google Trends
- Google Suggest
- Uber Suggest
- Answer the public
Please note as Google is constantly updated its algorithm, we can only predict what’s going to be the hot topics of 2019 based on what Google already regards as key quality sites. However, following these guidelines your site will adhere to anything that awaiting around the corner
We will be hosting our next LEARN on the 19th of February on SEO content strategy. If you would like to learn more about how to best optimise your SEO register here.
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