How Us Marketers Will Keep Up With SEO & Google in 2017
- SEO |
Here is a post I wrote to help you guys understand the changes to Google and how to further optimise your sites for SEO.
With the 17 major updates in Google's Panda algorithm, us online marketers have seen no sign of Google slowing down their goal to becoming a machine learning platform. These major updates not only have changed the users search experience, but have increased the difficulty to rank up on Google and have made it a long complex puzzle for many SEO professionals. This is why marketers will have to keep up with SEO & Google in 2017 much more than previous years.
2017 will show many differences in how you should approach online marketing and SEO. With the slow decline of PPC and the lengthening of search queries, marketers will have to diversify their strategy to gaining authority online.
With the distribution of clicks, and an increase as now 51% of clicks will go to non-google results (meaning your site) SEO has never been so valuable. Less people are moving towards advertising as only 1.19% of clicks are distributed to ads or paid promotions on Google. Learning to optimise will be a very important concept in 2017.
Here is a new updated list of the top sites that are receiving traffic from Google:
Youtube.com
Wikipedia.org
Facebook.com
Amazon.com
Stackoverflow.com
Pinterest.com
Reddit.com
Ebay.com
Zillow.com
Imdb.com
Linkedin.com
Yelp.com
Quora.com
Tripadvisor.com
Walmart.com
Answers.yahoo.com
Nih.nlm.ncbi.gov
Netflix.com
So what can we expect from 2017 in terms of SEO and online marketing,
1. Diversify your Traffic
As you all know, Google knows where your sites traffic is coming from,
whether its desktop, or mobile.
It also knows referers, so where people are coming from before they land on your site, and where they go to next.
So, in 2017 you must make sure you're getting more inbound traffic from other sites not Google. Make sure a majority of your inbound traffic is coming from high authority sites such as Facebook, or Linkedin or even Twitter. Try your best to diversify where all your traffic is coming from. This is why email marketing will be even more important, as getting referers from your email newsletter will let Google know inbound traffic is coming from outside of Google.
Remember, YouTube is the second largest search engine in the world. So, try and create a YouTube channel that is highly relevant to your website, and create informational videos that will allow viewers to click on your link.
2. Evolve Keyword Targeting As Google Becomes More Sophisticated
As more and more users are coming from mobile devices, Google has minimised the desktop search experience. With the use of Google Answer Box users are very likely to click on the first link which creates a large predetermined answer to a question being searched.
Do consider the click-through-rates when choosing a keyword. As keywords with higher CTR will potentially give you more traffic to your site. However, don't forget that being diversified with other pages will allow more people to find your site, and not have you behind many other high ranking sites for a certain keyword.
Google Trends is more accurate than Google's keyword planner tool. So drop that, and use Google Trends.
Google is also moving more towards LSI keywords to more accurately index your page on the SERP. Read my post on the simple way to find LSI Keywords.
3. SERP's are changing, Use Searcher Intent to Break Through Google's Changing Results
As result pages are changing more and more frequently, you need to analyze and find out which types of SERP's appear with the keywords you are most focused on.
Less result pages are showing just a list of links nowadays. Even on mobile devices, they are now showing apps to download when you search certain terms.
Some pages are even harder to target, as Google will now result lists such as 'Points of Interests' which automatically give the user an answer they are looking for.
Thus, you need to try to influence search suggestions, such as adding terms at the end.
In 2017, you will definitely need to use related topic keywords in your page to help you target better. And, making sure your content is matched to what searched are seeking is absolutely critical. So, be certain that when a visitor visits your site, their questions will be answered.
Make sure you meet all these principles in 2017, for ultimate success:
Fulfill the Searcher's Goal and Satisfy their Intent
Make sure your site is super FAST
Avoid elements which dissuade visitors
Make sure you use Keyword Targeting
Related Topics Targeting (LSI Keywords)
Snippet Optimization
Unique Value - Diversification
4. Link Strategies That Scale
Use Moz's flywheel as an example. It is a great strategy that scales, as more good content you post and share, the higher you will grow your social media and domain authority. In turn, you will earn more search traffic, and rank higher for more competitive keywords.
This is key, so follow this flywheel as much as possible in your link strategies.
5. Searcher Engagement is KEY
It is important to understand how Google works. Google uses user, usage, and engagement data to determine how to rank its content.
Make sure bad pages, with low quality links let your site drag down. Find pages with low Avg. Session Duration, and figure out why they are so low.A basic equation to see your sites search engagement reputation:
Quantity of Pages Earning SERP Visits /
Relative Time on Site, Bounce Rate, Searcher Satisfaction
User Experience will be a key cornerstone to your SEO strategy. So think like the user, and built your site to match the users needs and allow a quality UX.
In conclusion...
These five future strategies will help you maintain a great ranking on Google. Algorithms that determine how your site is being indexed and ranked are constantly changing on Google. So, follow these tips to make sure you are the ready for marketing and SEO in 2017.
With the 17 major updates in Google's Panda algorithm, us online marketers have seen no sign of Google slowing down their goal to becoming a machine learning platform. These major updates not only have changed the users search experience, but have increased the difficulty to rank up on Google and have made it a long complex puzzle for many SEO professionals. This is why marketers will have to keep up with SEO & Google in 2017 much more than previous years.
2017 will show many differences in how you should approach online marketing and SEO. With the slow decline of PPC and the lengthening of search queries, marketers will have to diversify their strategy to gaining authority online.
With the distribution of clicks, and an increase as now 51% of clicks will go to non-google results (meaning your site) SEO has never been so valuable. Less people are moving towards advertising as only 1.19% of clicks are distributed to ads or paid promotions on Google. Learning to optimise will be a very important concept in 2017.
Here is a new updated list of the top sites that are receiving traffic from Google:
Youtube.com
Wikipedia.org
Facebook.com
Amazon.com
Stackoverflow.com
Pinterest.com
Reddit.com
Ebay.com
Zillow.com
Imdb.com
Linkedin.com
Yelp.com
Quora.com
Tripadvisor.com
Walmart.com
Answers.yahoo.com
Nih.nlm.ncbi.gov
Netflix.com
So what can we expect from 2017 in terms of SEO and online marketing,
1. Diversify your Traffic
As you all know, Google knows where your sites traffic is coming from,
whether its desktop, or mobile.
It also knows referers, so where people are coming from before they land on your site, and where they go to next.
So, in 2017 you must make sure you're getting more inbound traffic from other sites not Google. Make sure a majority of your inbound traffic is coming from high authority sites such as Facebook, or Linkedin or even Twitter. Try your best to diversify where all your traffic is coming from. This is why email marketing will be even more important, as getting referers from your email newsletter will let Google know inbound traffic is coming from outside of Google.
Remember, YouTube is the second largest search engine in the world. So, try and create a YouTube channel that is highly relevant to your website, and create informational videos that will allow viewers to click on your link.
2. Evolve Keyword Targeting As Google Becomes More Sophisticated
As more and more users are coming from mobile devices, Google has minimised the desktop search experience. With the use of Google Answer Box users are very likely to click on the first link which creates a large predetermined answer to a question being searched.
Do consider the click-through-rates when choosing a keyword. As keywords with higher CTR will potentially give you more traffic to your site. However, don't forget that being diversified with other pages will allow more people to find your site, and not have you behind many other high ranking sites for a certain keyword.
Google Trends is more accurate than Google's keyword planner tool. So drop that, and use Google Trends.
Google is also moving more towards LSI keywords to more accurately index your page on the SERP. Read my post on the simple way to find LSI Keywords.
3. SERP's are changing, Use Searcher Intent to Break Through Google's Changing Results
As result pages are changing more and more frequently, you need to analyze and find out which types of SERP's appear with the keywords you are most focused on.
Less result pages are showing just a list of links nowadays. Even on mobile devices, they are now showing apps to download when you search certain terms.
Some pages are even harder to target, as Google will now result lists such as 'Points of Interests' which automatically give the user an answer they are looking for.
Thus, you need to try to influence search suggestions, such as adding terms at the end.
In 2017, you will definitely need to use related topic keywords in your page to help you target better. And, making sure your content is matched to what searched are seeking is absolutely critical. So, be certain that when a visitor visits your site, their questions will be answered.
Make sure you meet all these principles in 2017, for ultimate success:
Fulfill the Searcher's Goal and Satisfy their Intent
Make sure your site is super FAST
Avoid elements which dissuade visitors
Make sure you use Keyword Targeting
Related Topics Targeting (LSI Keywords)
Snippet Optimization
Unique Value - Diversification
4. Link Strategies That Scale
Use Moz's flywheel as an example. It is a great strategy that scales, as more good content you post and share, the higher you will grow your social media and domain authority. In turn, you will earn more search traffic, and rank higher for more competitive keywords.
This is key, so follow this flywheel as much as possible in your link strategies.
5. Searcher Engagement is KEY
It is important to understand how Google works. Google uses user, usage, and engagement data to determine how to rank its content.
Make sure bad pages, with low quality links let your site drag down. Find pages with low Avg. Session Duration, and figure out why they are so low.A basic equation to see your sites search engagement reputation:
Quantity of Pages Earning SERP Visits /
Relative Time on Site, Bounce Rate, Searcher Satisfaction
User Experience will be a key cornerstone to your SEO strategy. So think like the user, and built your site to match the users needs and allow a quality UX.
In conclusion...
These five future strategies will help you maintain a great ranking on Google. Algorithms that determine how your site is being indexed and ranked are constantly changing on Google. So, follow these tips to make sure you are the ready for marketing and SEO in 2017.
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