SEO Trends 2018SEO is an ever-changing field. As the way in which we use technology changes and search algorithms evolve, the best SEO strategy will never be the same as it was a couple of months ago. Therefore, paying attention to fluctuating SEO trends is important. Below are some of the trends set to make a difference this year.

Voice Search

It’s clear that mobile usage is only going to increase as time goes on, with a recent study finding that almost 60% of all searches come from mobile devices. This increase in the number of searches combined with the fact that mobile users often prefer voice search to text and the rise of home assistants such as Amazon Alexa and Google Home means that voice search is set to grow rapidly.

As more people talk to your website rather than type, making sure that your content is optimised for voice is important. To get the best results from voice search it’s important to write in a conversational and informative tone, as users often speak differently than to how they type. For example a search on desktop could be “best mushroom recipe” while with voice, this may sound like “what’s the best way to use up extra mushrooms”.

Importance of Mobile

When it comes to gaining high rankings from Google mobile optimisation is an essential part. In fact, back in 2015, an update to their search algorithm was given the nickname of “Mobilegeddon” due to the dramatic increase in the ranking of mobile-friendly pages. It has also been announced that another major pro-mobile update will be coming soon as well – possibly sometime this year.

A mobile-first search means that websites mobile qualities are analysed first, then its desktop characteristics. This means having an average mobile experience but a great desktop experience will cost you, however, if your site is responsive then you’re in the clear.

Featured Snippets

When users search for something in Google, it no longer produces a clear-cut list of results. In addition to standard search entries, users are likely to encounter include paid ads, maps, reviews, clips from top results and other features. In a recent study, it was found that clicks are moving away from organic results and are more focused towards paid ads instead.

The best tactic to beat low click-throughs is to aim for the featured content that is provided above standard search results. Following this strategy will significantly help your voice optimisation as Google Home will provide its spoken answer from the featured snippet result and send the featured website to the user’s app.

Local Search

Google recently reported that nearly one-third of all mobile searches are now related to location, with users looking for results geographically more and more, such as “Indian restaurants near me” or “Sports stores in Leeds”. Because of this making sure that your website is optimised for users in your area is important, especially if your company offers any kind of geography-based services such as a delivery zone or storefront.

It’s also important that your business is claimed in local directories such as Google My Business and Yelp, these allow you to store crucial information about your business, such as phone number and opening times. Your location can also be added to metadata to ensure that Google knows exactly which areas your website is tied to.

Importance of User Experience

Google is constantly tweaking and changing its algorithm to increase user happiness with the websites that they click on. User experience will never not matter to them, it is their ultimate goal to provide informative results for searches to drive up usage and profit margins.

So, because of this making sure that your website provides high-quality content that’s quick and easy to access will inevitably increase your SEO statistics.

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