SEO is not easy to master. If it was, there would be far fewer questions about it, not to mention a lot less frustration. Understanding how it works, and how the endless changes implemented by Google affect your SEO, sometimes feels like a full-time job.
The goal is to improve the quality of results and make sure the best information is provided to the user, ensuring they return again and again for information.
Despite the changes being positive, it can be tough keeping up with the latest trends. Your best bet is to know what is coming and figure out how you can incorporate it into your marketing plan for the upcoming year.
What is on tap for 2018?
Power of SERP Features
Things like local packs, featured snippets, and knowledge panels are all going to be popular in 2018. These features are colorful and catch the attention of users.
To take advantage of this trend, track your rankings with these features and monitoring which ones are showing up for your keywords and taking traffic from you. Once you figure out what is going on with SERP features, you can determine the best way to use them to your advantage.
Structured data allows you to format HTML with specific vocabulary that tells search engines how to interpret your content and how to display it in Google’s results. It is not officially a way to boost your ranking, but it will increase your click-through rate, which means you will organically rise.
There are several formats available, but Schema is the most popular. Make sure you track the changes once they are implemented!
Here is something that has no surprise: speed still reigns supreme when it comes to ranking. Your site needs to load within three seconds to prevent potential customers from clicking away once they have headed your way.
A good way to kick off the new year is to test your pages for speed and make the necessary improvements if you find they are loading too slow.
Make Sure Your Content is Relevant
Finally, itis imperative your content is not only relevant, but that Google knows it. Relevance, according to Google, means your content includes terms that are important in your niche.
Look at the pages that are performing best in your niche and figure out what features they all share within their content – then make sure you have included the same on your pages.