We still have not wrapped our minds around search engine changes in the 2015, and the new exciting year is already approaching. Many marketing agencies are optimizing for the Christmas sale season, while SEOs evaluate the impact of the new shifts in a bustling digital environment. Some important innovations are just around the corner while other already managed to give SEOs headaches. So, what can we expect from the next SEO year?
In 2015, for the first time in history, mobile search surpassed desktop-based one. Mobile optimization is on the roll, and it is expected that smartphones will achieve 90 percent market penetration in the U.S. by the next year. Thus, building the website structure that is able to render across multiple devices is what can make or break your website. This is already old news, but the some new implications are evident.
Namely, the surge of mobile platforms propelled many companies towards producing applications. SEOs will have to engage in app store optimization (ASO) to gain an edge over the competition. The process involves some deep-linking and other technical aspects of app management. The purpose is to make sure that app pages show in search results, especially when more and more mobile users turn to device search tools like Siri to find information quickly.
Think locally, narrow the focus
Local search is becoming more targeted, and business will have to be more vocal about their products and services. What this means is that local depots, shops and other enterprises must include local listings and schema tagging in order to adhere to the changing customer behavior. It is clear that local markets will be increasingly relevant in search results in 2016.
Many companies are also considering the reconstruction of the SEO and its separation into different phases. For example, a customer that is only considering purchase options needs to be targeted with different keywords than the one that is ready to spend. More targeted SEO campaigns better hit the mark, because user journey is more fractured, spread across various devices, and defined by numerous micro-moments.
Google is always striving to upgrade algorithms and deliver the most relevant content to its users. Content has reigned supreme for some time, but now the new aspirant is plotting to steal the crown. Interactive content will overtake written one in ROI, and outpace it in terms of reach and effectiveness. B2C brands now need to supply regular video feeds, as Google is experimenting with video ads in search results.
Furthermore, Twitter is trying to find a way to implement a feature called Moments. It is supposed to aggregate posts and visual content from live events into a single channel available to all users. This means that we can all become content creators and witness the events unfold before our eyes. Other companies have taken notice and developing their own advanced algorithms for compiling news and stories. Hence, we expect that the visibility of news articles will diminish and that the content marketing field will be narrowed for all players.
All these changes have caused quite a stir and that is only the beginning. So, the question is whether your website is fit for the shifting digital climate? You can find the answer using an SEO checker to gain insight into ways to improve your rankings. Stay ahead of the curve and keep up the pace with significant algorithm changes. Google may be leading the way, but that does not mean you should fall behind and let the internet traffic slip through your fingers.
Resolution and solution
There is no doubt that 2015 was an exciting year for the SEO industry, but 2016 is shaping up to be even more action-packed. Mobile devices are the main sources of internet traffic, and publishing content across multiple platforms has never been more important. Business owners, digital marketers, content creators and SEO experts are all on the same boat, and waiting for supreme judgment from Google. While at it, they must rethink their strategies and realize that the future is here and now. No need to wait for 2016 to accept that fact as a new year’s resolution.