Search engine marketing tendencies to look at in 2018


Long, long past is the days whilst keyword placement, and inbound links assured achievement in search engine marketing. As Google gathers an increasing number of information approximately us, search effects have become extra accurate, timely, and customized than ever.

As such, the search engine optimization process these days is greater than key phrases and backlinks. It’s extra than metadata optimization. It’s more than even content material.

It’s the warranty of frictionless consumers revel in at the same time as handing over the right facts at the right time—and in a timely way.

A lot has passed off in search engine optimization this yr. However, I don’t need to burden you with technicalities. Instead, I’ll talk about what I see as the most important tendencies in search engine optimization on a macro stage if you want to give you a massive-image view of where search engine optimization is headed.

You’ll observe how these tendencies construct on every other, signaling the significance of a systematic and incorporated search engine optimization strategy.


1. The rise of voice seek

Here’s a hard reality: 1 out of 5 searches already comes from voice queries, in step with Google. And that’s now not unexpected: Voice-activated smart audio systems like Google Home and Amazon Echo are on the rise. With its new flagship smartphone, Pixel 2, and an extended line of the home audio system driven by using Google Assistant, Google is advancing the adoption of voice-activated hardware.

Side note: I have a Pixel Home and a Pixel telephone myself, and I can let you know: The ease of using voice seek is noticeably addictive. Try it as soon as and you’ll have a hard time getting lower back to typing.

Plus, Google recently launched Google Assistant for all Android devices. This is essential because, contrary to famous belief, the adoption of voice search will largely take place on cellular gadgets, not on the home audio system.

As the accuracy of voice assistants continues to improve, we’ll see an increasing number of human beings using voice search for timely seek queries. That’s why optimizing your search engine optimization strategy for voice search nowadays is of essential significance.

In short, this indicates extra cognizance on lengthy-tail keywords and syntax used in normal language and developing well-structured content broken down into short sections answering extra seek queries at a time.

2. Featured snippets

How do featured snippets tie back to voice search? Well, these are the statistics that voice assistants return to you. However, featured snippets are more than that.

Over a previous couple of years, we’ve seen an amazing growth of featured snippets displayed in search outcomes across all devices. Today nearly 30% of all search queries on Google have immediate answers within the form of featured snippets.

In SEO terms, it’s the brand new function #1!

Featured snippets are already stealing up to ten% of visitors from top positions on the primary web page. With the developing adoption of based facts and, in flip, the accuracy of immediate solutions, featured snippets will further deprive other positions of visitors.

This fashion is giving upward thrust to new styles of content, which includes Q&A content, that is optimized to provide short answers in reaction to lengthy-tail seek queries. SEOs additionally pay extra interest to the formatting and structure of the content material to make it easier for Google to tug applicable statistics for featured snippets.


Recommended examination: This article from HubSpot is satisfactory on structuring content material for featured snippets.

3. A huge shift to mobile

We are probably only months far from Google’s roll-out of the cell-first index. This means that Google will rank pages based totally on the cellular version of the web page.

To this date, Google has been comparing a website’s relevance to the consumer based on the laptop page. However, as cellular searches nowadays account for greater than 60% of general searches, this ranking system has become outdated. Hence the shift to the cell-first index.

Let that sink in

It’s likely one of the most important algorithmic modifications in Google’s records that might turn page rankings the other way up.

As a result, CEOs increasingly adopt multiplied cellular pages and optimize the person revel in for the cell: from page load time to navigation, information architecture, and layout. This brings me to the following fashion

4. User revel in at the vanguard

It’s not simply cellular. User expectancies and demands for seeking are developing throughout the board. Today customers want immediate answers to their issues regardless of the device they’re the usage of.

Want a difficult truth? Google’s research has proven that websites that load longer than three seconds lose about forty% of traffic. In other words, the lowest line of your enterprise relies upon seconds!

For the sake of argument, let’s assume that your website has an excellent load time. But what occurs if the consumer can’t discern a way to navigate your website in multiple seconds? What happens if the person can’t apprehend what your article is about in a couple of seconds?

They’ll bounce!


That’s why a terrific user revel in from a search engine optimization perspective is greater than your web page’s pace. It’s the readability of your content. It’s navigation. It’s information structure. It’s designed. This brings me to the remaining fashion.

Google has made it clear that a seamless consumer enjoy is a part of their rating system. And that seamless person revels in having to be adapted for each cell and laptop, ensuring a frictionless adventure to the solution on all devices.

5. Optimization for rationale

As we’ve discovered, search effects have become extra well timed and contextual. Google does plenty on its element to combine AI into its search set of rules so that it can integrate historical records, gift context (place, device, and so forth.), and the cause of the question to return the maximum applicable and personalized solution to the consumer within the quickest manner possible.

In truth, Google has currently shown one of my lengthy-held hypotheses; that’s what Google’s ranking factors in large part rely on the keyword cause. For example, for key phrases with clear shopping for the purpose, Google will prioritize e-commerce websites to major media stores despite being more authoritative. That’s because the purpose of the searcher is to shop for, no longer to locate data.

Conversely, for keywords to find greater information, Google will more likely prioritize pretty credible media sites. That’s why CEOs are starting to the element in the rationale behind every search query and optimize the content and user revel in for this reason. As such, we see a shift from generic content optimization for keywords to greater contextual purpose-based content optimization.