So you’re back for more SEO tips and tricks, eh?
We’ve already talked about the importance of speed, embracing the new SERP features that are taking the front seat, and working harder to prove your relevancy. Since the work of a digital marketer is never done, we would like to bring you some additional SEO changes to watch out for in 2018.
1. The power of voice
The importance of mobile is nothing new, but have you considered how popular voice search is? Google has said that over half the teenage population and 40 percent of adults are using voice search every day and they’re definitely doing so on mobile devices. Since voice is a major convenience, it’s quickly becoming more popular than type search. When voice searchers make queries, they’re using conversational language as opposed to traditional query lingo.
What to do: Gone are the days of researching keywords alone. Your new best practice will be to research what questions voices searchers are asking about your industry. You can do this by exploring Google yourself. Examine the questions that are popping up in the search bar, paying special attention to the subtle differences in wording. Once you’ve done so, you’ll be able to weave this language into your pages and meta tags.
2. Go mobile
Mobile first has been in the works for a while, but Google has stated that it will occur in 2018 and that they will communicate all the dirty details. As the popularity of voice search increases, there are no excuses to avoid mobile optimization.
What to do: If you haven’t already, make sure your pages are mobile optimized. Your mobile layout should feature the same content but in a scrolling style. Users should not be required to pinch and expand. Make sure a click-to-call button is available on every page. If you have a brick and mortar location, give users the ability to get turn-by-turn directions via an embedded Google map. If your mobile site has none of these features, it’s time for a re-design.
3. Enhanced user experience
The amount of joy a user feels while exploring your site has always been important. If the user is having a good time, they’ll stick around and make that phone call, purchase or booking, right?
You can count on 2018 to raise the bar. In fact, Google has already announced that the new year’s focus will be on delivering a smoother online experience. When your site provides users with what they want and quickly, the search engines will recognize your efforts, thus favoring you over others.
What to do: Focus on readability, navigation structure, and speed (see our tips on speeding up your site in our previous post). Your content should be friendly and conversational while informing users of what they’re looking for. The keywords on your page always play a role in bumping your optimization, just make sure you’re incorporating them in a friendly way.
Next, note whether it’s easy for searchers to navigate your site. Mobile sites should have the standard hamburger menu in the top left corner to make it easy to access your other pages. A good rule of thumb for the desktop is top navigation. If your site diverges from these features, it’s time to make some changes.
No matter your industry, SEO best practices are always changing. The most important thing you can do in 2018 is to do you research. Once you’ve begun to embrace these slight shifts in user experience, SERPS, and mobile, you should see more traffic and revenue.