Search Engine Marketing Trends in 2018
In Search engine marketing , few methods are been quickly evolving as search engine optimization (SEO).
Data, Analytics, and Reporting
The success in search engine optimization (SEO) has always gone to those businesses and their agencies who have the best data driven processes and people to give attention to the detail needed to compete. Google has gradually improved their insight data sources and tools to help businesses identify new opportunities and fix problems. Smaller businesses can work with insight sources like Google’s Keyword Planner, Campaign Planner, Analytics and Search Console to help identify improvements. These services have improved through 2017 and we hope to see larger data volumes and longer time intervals than the current 180 days in Search console. Although some have proclaimed that keyword analysis is futile, given Google’s advances in personalization and semantic analysis, search engine still demands you know which keywords you are targeting.
As part of your SEO we recommend prioritizing improvements by thinking of the contents in your websites which provides different amount of value to the business according to their conversion rate and popularity.The content can be optimized by making your content better, by reviewing content effectiveness using the type of analysis below and then making improvements for SEO.
Artificial intelligence (AI) for increased search Engine
It’s now been over two years since we were first introduced to RankBrain, Google’s machine-learning AI system which helps to process its search results. Since its introduction, it’s gone from handling 15 percent of search queries to all of them.Google’s interest in AI extends much further than RankBrain, however. They have developed the Cloud Vision API, which is capable of recognizing an enormous number of objects. Indeed, Google has so much machine-learning capacity that they are now selling it as its own product.
But perhaps most interestingly, Google has now built an AI that is better at building AI than humans are. This was a project by Google Brain, a team that specializes specifically in building AI for Google. As Google continues to embrace AI and incorporate more of it into their search algorithms, we can expect search results to start behaving in less predictable ways. This will not always be a good thing, but it is something we should be prepared for.
AI doesn’t change much in the way of long-term SEO strategies. Optimizing for AI is essentially optimizing for humans, since the goal of a machine-learning algorithm is to make predictions similar to those of humans.
Enhanced SERP(Search Engine Result Page)
The search engine results page is displayed by a web search engine in response to a query by a searcher. The main component of the SERP is the listing of results that are returned by the search engine in response to a keyword query. Having rich snippets usually gives you an advantage over your competitors. It is important to note that implementing markup code is not a guarantee that Google will always show an enhanced SERP listing. Google has an undisclosed algorithm they use to determine when to show enhanced SERP listings.
As you would expect, after Ad Words, Knowledge Graph panels images are most important, occurring in more than 50% of searches. Other, more recent text-based features like Related Questions and Featured are now vital in many sectors, particularly in information queries such as needed by business-to-business marketing. Some practical tips that helps to gain visibility for the new SERPs features are given below :
- Review how you need to update your content strategy to align with voice or natural language query-based search.
- Identify gaps where voice-based search intent isn’t adequately satisfied by existing content, and create new content to improve on-page engagement and CTR.
- If local search is important to your organization, then you should explore how to take advantage of the Q&A feature for Google My Business. It’s a new feature, so untapped by many, but offers a way to improve the usefulness and relevance of content associated with your local business listing.
It’s initially rolling out on Android Google Maps only but will become available on all mobile browsers soon.
Featured Snippet and voice search
One in five mobile search queries currently comes from voice search a number that is likely to rise as Google Assistant-enabled devices such as Google Home continue to grow in popularity. And as voice search grows, we can expect to see an increase in featured snippets, from which Google often sources its voice search results.
Indeed, there is already evidence that this growth is taking place. A study released by Stone Temple Consulting last year confirmed that featured snippets are on the rise, appearing for roughly 30 percent of the 1.4 million queries they tested.If this trend continues, featured snippets may even begin to rival the top organic listing as the place to be if you want to get noticed. The Procedure of featured snippet is given below.
- Identify a common, simple question related to your market area.
- Provide a clear and direct answer to the question.
- Offer value added info beyond the direct answer.
- Make it easy for users to find on your page.