Much like fashion, the mysterious world of SEO has its own trends as well.
Much like social media and fashion, the mysterious and magical world of SEO (Search Engine Optimisation) has its own trends as well.
The transformation of users’ habits, the way users consume search results and queries of internet users are some of the many factors that impact the evolution of the Google algorithm.
So whether you are an SEO novice or just started your website, here’s all you need to know about ranking up high on Google in 2017.
Trend 1: Google Is Showing More Featured Snippets
A featured snippet is a summary of an answer to a query displayed on the top of the results page. Most of the time, these answers are presented in a list of actionable points or steps. Google wants to help users find answers to their searches as quickly as possible.
These snippets help users find information they are looking for without the need to click on the links generated in the search. Google is now showing these snippets in more than 32% of the queries and this number is expected to rise dramatically in 2017 and beyond.
Get In On The Trend
The featured snippets are taken from the content of the website that Google deems to have the best answer to that particular query. To address this, try to think about what questions your consumers are asking. Write text that directly answers these questions. If possible, present your text in the form of bullet points with questions on top as it will increase the chances of Google choosing your site’s content to display in the featured snippet.
Trend 2: Users Are Entering Longer Queries With More Specific Intents
Users are becoming more discerning in their searches as they become accustomed to Google and other search engines. Their search queries are getting more specific as they want the best possible answer. Instead of just looking for ‘skirts’, an information seeker today is more likely to look for ‘women’s black pleated leather skirt’. In response, Google is getting better at displaying results that match the specific intent of the users.
Get In On The Trend
To optimize your site, you want to know what your consumers are specifically searching for. The more you understand their specific intent, the better chances you have of nailing your SEO. Try to target long tail keywords, at least 3 -4 words long, that capture what your potential market wants.
Say you are a pizza place owner in the south of Singapore. You do not want to target
Keywords like ‘pizza’ or ‘cafe’ as these words are too broad. Big name chains like Pizza Hut and Domino’s will almost always rank top. Targeting a long tail keyword like ‘artisanal pizza in Harbourfront’ will increase your chances of showing up high on Google.
If you cannot incorporate these keywords into your main website, this is one of the reasons why some companies integrate a blog on their website. For instance, if the pizza place owner owns a blog that is linked to the main website, he or she could write a blog post about ‘pizza recipes’ or ‘the best pizza topping combinations’. These long tail keywords, ultimately, increase the likelihood of getting found on Google.
Trend 3: Google’s Taking A Bigger Piece Of The Search Pie
Like all businesses, Google wants to make a profit. As such, Google is sending more search traffic to ads or websites that they own. In fact, Google is giving preference to the sites that can earn them the most clicks, and hence more moolah. A whopping 49% of Google search traffic is going to Google owned businesses like YouTube and Google My Business
Get In On The Trend
To get high up on Google rankings, promote yourself on all the google-owned sites like YouTube and Google Maps. If it is in line with your business, create a YouTube channel. Also, make sure that you have a profile on Google My Business to ensure that your business can be found on both Google Search and Google Maps.
Trend 4: Going Mobile
In 2015, mobile searches surpassed desktop searches. The number is expected to rise, understandably. Google announced in November last year that they will be releasing a ‘mobile-first’ index where mobile sites are prioritised over desktop sites when determining your Google rank. This means your mobile site will matter more than your desktop site when it comes to SEO ranking.
Google also prefers Accelerated Mobile Pages (AMP), which load faster on mobile than regular pages. AMP creates mobile-simplified content for your web page that shows up instantly on all mobile devices. Websites with AMPs tend to rank higher on Google.
Get In On The Trend
Firstly, you would need a good mobile version of your website. Make sure that your site is easy to navigate on mobile phones and looks great as well. Long scrolling is one of the techniques you can use to make your mobile site more user-friendly. If possible, help your pages load faster by enabling Google AMP on your site.
Above all, ensure that you have covered all bases when it comes to upping your Google rankings.