Trying to keep up with SEO trends is like trying to hit a moving target while sitting on a speeding train. The landscape and perspective change so rapidly that it can be impossible to keep up. But you have to try. The good news is there are some new trends on Google that can help boost your visibility – if you know how to leverage them. There's a bit of a learning curve here, but we'll break it down for you, telling you how to take advantage of each trend... so that 2018 can be your best year yet.
Take advantage of Google's new SERP features
You will no doubt have noticed that Google's search results have changed over the past few years. Where there used to be a list of ten links per page, you now have all sorts of features available, including:
- Knowledge graphs
- The local three-pack
- Selected snippets
All these things can help you get more visitors. For example, strong local SEO, including local keywords and links, can help you secure a spot in the „threesome“. With great tutorial content, you can secure the ‘Featured Snippet’ position, which appears above the organic search results.
Use structured markup to improve your SERP listing
Have you ever noticed that some companies have images, star ratings, and other relevant information next to their link on the SERP? You can do that too. With Structured Markup, you can give Google instructions using HTML on what to display when one of your keywords is searched for. For example, you can specify that this should be displayed:
- A picture of your company
- Your business hours
- Your average star rating
A detailed explanation of how to do this can be found here. It is important that you consider what people searching for your keywords most likely want. You can then use structured markup to include these things in your SERP entry. Another advantage is that with structured markup, you can increase your chances of getting a spot in the Featured Snippet or Knowledge Graph on the page.
Increase the relevance of your content
Every time Google updates its algorithm, it becomes harder to appear at the top of the SERPs. And why? Because Google is getting better and better at determining a page's relevance – the new RankBrain features are a good example of this – which means you can no longer get away with subpar content. Of course, there are things you can do to increase your relevance.
One of the most important points is the use of LSI (Latent Semantic Indexing) to strengthen your keywords. LSI terms are those related to your main keywords. You can find them by searching for your keyword and scrolling to the bottom of the page. LSI terms appear under a heading that reads: „Searches related to [your keyword]“. Using LSI in an organic and informative way can improve your relevance and help Google index your site. It also reduces the likelihood of your site being penalised for low-quality content.
Add keywords for voice search to your website
If you've ever said „OK Google“ to search for something on your phone, you'll know that voice search is on the rise. In fact, voice search usage is very likely to increase in the coming year. To make the most of it, you should research the questions and search terms that people are most likely to use with voice search.
A tool you can try is Rank Tracker (There is a free version.) Some of the search terms you find may contain spelling mistakes. You then have to decide whether you want to try to rank for them. With the introduction of Google RankBrain, it has become easier for Google to ascertain the wishes of searchers. It can harm your credibility if you use clumsy expressions and misspelled words on your website.
Ensure your website loads in three seconds or less
Three seconds isn't a lot of time, but if your website takes longer to load than that, you risk frustrating potential customers and causing them to hit that dreaded „back“ button. Both mobile and desktop users are impatient. The first thing you need to do is test your pages – and it's essential to test each page of your website individually. Your homepage might load quickly, but if even one of your landing pages is slow, you could be losing out. Google offers a Free tool an, with which you can check your loading speed. If your website loads quickly, everything is fine. If not, you will receive an explanation for the slowness and some tips on how to fix the problem.
Make use of Google's personalization to your advantage
Google (and other search engines) are increasingly tailoring the SERP to the searcher's preferences and history. This means they use the searcher's data:
- Location
- Past searches
- Demographic information (age, gender, etc.)
- Social media profile (think Google+)
If you'd like to take a look at your unbiased SERP, use an incognito window to do so. You need to do your best to earn yourself a spot at the top, but once a user clicks on your listing, you will become a favoured listing for them. One of the most important things you can do to take advantage of personalisation is to use local keywords and SEO to improve your ranking.
Cultivating unlinked mentions
Building links is a cornerstone of search engine optimisation – but what if you didn't need to link to your page to benefit from SEO? This seems to be the way things are heading. Bing has already confirmed it uses unlinked brand mentions to rank pages. There's reason to believe Google could do the same. This means that anything you can do to encourage people to mention your brand by name can help you build authority and improve your SERPs.
SEO is constantly changing…
But you can keep up! The seven trends mentioned here are likely to have a big impact in 2018. If you start now, you can get a head start on the competition – and win the lion's share of clicks and sales.
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