Every year, digital marketers and agencies keep a keen eye out for any new developments with SEO (search engine optimization). This scenario is a pleasant turnaround from a few years ago, when it was incorrectly predicted that SEO will cease to be relevant after only a handful of years.
When fast forwarding to today, you see that SEO remains as swift and dynamic as ever. This year, practitioners and clients face a slew of adjustments and improvements to maximize the benefits offered by SEO.
Going Back to Profiling
Keenly targeted marketing becomes more greatly valued in 2017, especially as customers become more savvy in the use of mobile technology and online transactions. As a result, you can expect them to be a lot pickier and cautious when it comes to digesting online content. In short, they expect to find the information they need right away.
To successfully utilize SEO for your business, you must answer the question of why your target audience is searching for the particular item or service. What brings them to your page? Why do they use certain key search words? Knowing the answers to these questions gives you a better understanding of the needs and preferences among your target market. In turn, it allows you to accommodate them better.
Guard Your SERPs
You know how Google can be very finicky when it comes to their SERPs, right? Well, you can expect them to pretty much stay the course for 2017. Shortened character counts for meta titles and word counts for descriptions can change rather arbitrarily. Since it’s not something that Google announces beforehand, it’s best that you keep a keen eye out for it.
In the meantime, what you can do to mitigate the element of surprise on your end is to err on the side of caution. Make sure to use your root keywords at the beginning of your meta title and description.
Your SEO campaign should remain consistent across the board. No matter what platform you are on, the message must remain on point and carry the same tone to avoid delivering a confusing type of branding.
That said, although your digital marketing team may be compartmentalized—from auditing to link building, and keyword mappers to content makers—all of them should be on the same page. Make room for more collaborative projects so that the different teams within your digital marketing system work in concert together.
These are just some examples of the things you can expect this year. To have a better shot at maximizing the advantages of SEO, work with professional teams such as Complete Online Strategy.
Preparing for SEO in 2017: Yes, It’s That Time Already. SearchEngineWatch. SEO Trends to Prepare for in 2017. SearchEngineLand.