10 SEO Trends That Will Affect the Future of Digital Marketing: On the internet, content is king. However, if content is king, then SEO is the queen. For the average internet business/ e-commerce company, digital marketing is of utmost importance. Every digital marketer worth his salt knows the critical role SEO has to play when it comes to internet marketing.
SEO is the number one factor that decides whether your website will be overrun by traffic. With SEO, Google can direct thousands if not millions of search engine users to your blog or site. As you very well know, this traffic can be converted to sales and is vital for building brand visibility and exposure.
Change is the one constant in life. Search engines are continually modifying the algorithms that determine how high your website will rank on their results pages. To be a successful digital marketer, you have to keep your fingers on the pulse.
Staying on top of the latest trends in SEO is the best way to keep your clients happy. To that end, we have decided to compile a list of the top trends that are most likely to affect the way SEO will work in the nearest future. These changes were observed by members of the Forbes Agency Council. They are:
- Voice Search
Voice searches are the cutting edge in search engine tech. Last year, at least 325 million people used voice searches to surf the internet. Virtual assistants including Alexa, Google Assistant, and Siri, use organic search results to make recommendations to users. Last year, over 20% of all Google searches were made via voice. That figure is only going to keep increasing. For digital marketers, keyword optimization for voice searches is the key to attaining long-tail success. According to MomentFeed’s Tom Kuhr, only the highest ranked results are recommended by voice assistants. The only surefire way to occupy that top spot is to match popular search phrases.
- Video Engagement
The rate at which users engage with videos on the internet has increased exponentially. Upgrades to internet speed and smartphones have contributed to the increasing popularity of video content. Search engines are recognizing this new trend and will soon start putting more priorities on sites with user-friendly videos. Ahmed Kareh, a member of Forbes Agency Councils, says that search engines will improve in video recognition.
- Recognizing Only Credible News Articles
With the recent criticism many media houses have been getting for propagating fake news, you can be sure that search engines are going to enact a change. Many blogs and sites have learned how to beat the system and disguise fake content as credible news. According to Ricardo Casas of Fahrenheit Marketing, soon, it will no longer be enough to write articles well. For search engines to recognize your pieces, they have to be backed up by accredited sources.
- Structured Snippets Will Attract Increased Focus
In the immediate past, Google’s system worked on delivering information to its users speedily. This information is usually filtered and sorted using search engine rankings. However, it looks like a shift in strategy is afoot. Today, Google is providing users with information using custom widgets as well as structured snippets. How will this affect the approach of the average digital marketer? The authority that is Todd Saunders of Adhawk says that if your content is top-ranked for frequently searched terms and keywords, it is possible that users can see that content without ever getting to your website.
- Mobile-First Algorithm by Google
The reality that Google is a pushing a mobile-first algorithm is one that digital marketers are going to have to get used to. It is incredibly crucial that digital marketers get in touch with ranking factors that affect mobile searches. Adjusting the priorities of your search engine strategies is an excellent way to get ahead of the pack. For instance, it has been confirmed that page speed is classified as a factor for ranking mobile searches. Nina Hale of Performance Digitals observes that this single factor has changed the manner in which SEOs prioritize content and website updates.
- Searches Made Via Social Media
Little by little, search engines are becoming a secondary tool when it comes to internet searches. This is because most internet users are increasing the rate at which they use social media as alternative search engines. As this trend becomes commonplace, it is more likely that content will be optimized to suit social media search results. According to Stefan Pollack (The Pollack PR Marketing Group), just like with generic search engines, paid and organic targeting will be useful for social media.
- Link Building and Influencer Marketing
Over the past couple of months, influencer marketing has shown its effectiveness in specific industries. First of all, it is a legitimate source of direct conversions. Similarly, influencer marketing has proved useful in landing high-level links rapidly. This essentially means that your client’s sites will rank higher when it comes to their services and products. For Sean Smith of SimpleTiger LLC, this will mean that you have an extra way to get links and improve site authority.
- Awareness Campaigns
Generic means of advertising such as television and print are waning in influence and reach. Advertising campaigns, on the other hand, are the new cool. Awareness campaigns involve the use of blogs, vlogs, and social media. This means that your client’s customers will come to know your brand as a function of the messages you convey via these channels. Jason Hall of FiveChannels Marketing mentioned that although these channels can be tricky to manage, they are widely useful. We agree with him.
- Quality Supercedes Quantity
For the longest period, most SEO strategies advise users to produce good content all the time to increase Google rankings. Today that is not the case. Sure, you can employ this strategy if your goal is to build brand authority. However, if you want a site to rank at the top for a competitive keyword, constant content won’t cut it. Chris Dreyer of Rankings.Io is of the opinion that more businesses should focus on quality content supported with an efficient promotion strategy to boost that content. Sounds reasonable, doesn’t it?
- Useful Media Content
The 600-word rule seems to be getting obsolete. As it stands, the addition of meaningful media to your website content is becoming a necessity. No matter how long/short your written material is, graphic/video media will increase your SEO qualifications. Tom LaVecchia who works with X Factor media reports that useful media content will keep your site visitors happy. This is a strategy that is bound to pay off in the long run.
These ten trends are sure to shape the future of search engine optimization in the coming months. Create reasonable SEO strategies to use them to your benefit. As a digital marketer, this is the only way to keep your clients happy.