{"id":75,"date":"2017-01-24T21:40:00","date_gmt":"2017-01-25T03:40:00","guid":{"rendered":"https:\/\/www.topspotims.com\/blog\/?p=75"},"modified":"2018-12-13T11:22:53","modified_gmt":"2018-12-13T17:22:53","slug":"seo-trends-in-2017","status":"publish","type":"post","link":"https:\/\/www.topspot.com\/blog\/2017\/01\/seo-trends-in-2017\/","title":{"rendered":"SEO Trends to Look for in 2017"},"content":{"rendered":"<p>Digital marketing is ever-changing, and it&#8217;s what makes SEO so challenging and rewarding. While there are some key changes each year, like algorithm updates, Penguin 4.0 in 2016, some of the familiar ones are being emphasized now more than ever: mobile responsiveness, voice search and user experience. Both B2B and B2C digital marketers need to respond quickly to these trends if they haven\u2019t already.<\/p>\n<p><strong>Adoption of Responsive Websites<\/strong><\/p>\n<p>With the adoption of the\u00a0<a href=\"blog\/2016\/11\/mobile-first-index\/\">Google Mobile-First Index<\/a>, a responsive site is necessary, especially since most users \u2013 including B2B customers\u00a0\u2013 are searching on mobile devices. In this new mobile landscape, web marketers need to craft their content and conversion strategies to be easily consumed on small screens.<\/p>\n<p><a href=\"https:\/\/www.techvalidate.com\/product-research\/topspot-internet-marketing\/facts\/BAE-B14-75C\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/assets\/images\/blog\/2017\/january\/techvalidatestat.jpg\" alt=\"Tech Validate Stats\" width=\"499\" height=\"235\" \/><\/a><\/p>\n<p><span style=\"text-align: center;\">The time to adapt to this design is now. After all, that\u2019s when users are searching, at the exact time and place they need something. These micro-moments, times when a user searches for information, a service, entertainment or a product, should shape the look and functionality of your website. Consider an emergency repair service for marine vessels. When a user finds broken machinery while on the vessel and only has access to a phone or tablet to find a repair service quickly, a responsive website becomes vital. In this moment, the user needs to easily find a website in Google or Bing, browse the service offerings and contact a repair person immediately.<\/span><\/p>\n<p>The urgency behind a search also affects the user\u2019s behavior. If your site takes more than three seconds to load, even if it\u2019s a great mobile-friendly design, you may lose that customer. Google reports that after three seconds, 53% of users abandon that page. With three seconds as a best practice maximum load time, faster is always better, and improving the mobile friendliness and speed of your website should be your top priority in 2017.<\/p>\n<p><strong>Voice Search<\/strong><\/p>\n<p>Voice search will also change content marketing in 2017. With devices like Google Home, Amazon Echo and many mobile phones featuring virtual assistants, content strategies will need to focus more on answering users\u2019 informational queries. The B2B customer\u00a0sales cycle can last anywhere from 1-12 months, and increasing your brand&#8217;s visibility during the research, comparison and transactional phases improves your likelihood of capturing that customer.<\/p>\n<p>Of course, there are always exceptions, particularly in emergency situations. Again, consider the example \u201cemergency vessel repair near me.\u201d A user who searches this is looking for a specific service at a certain time and place. To make your site show up for this query, your site should anticipate any questions this user may have regarding services, time and location.\u00a0This creates a better user experience, more informative content and makes your website more likely to show up in featured snippets, as Google serves results that <a href=\"https:\/\/searchengineland.com\/optimizing-google-home-search-responses-264653\" target=\"_blank\" rel=\"noopener\">answer\u00a0a user\u2019s question.<\/a>\u00a0For <a href=\"https:\/\/www.topspot.com\/b2b\/\">B2B service companies<\/a> with longer sales cycles, it\u2019s still too early to tell how voice search will impact them. However, this was the case with mobile a few years ago, and its recent impact on B2B has been immense. As the\u00a0use of virtual assistants continues to grow in popularity and become integrated within our daily lives (such as in our cars), it\u2019s only a matter of time before voice search affects B2B on a larger scale.<\/p>\n<p><a class=\"fancybox\" title=\"Search Comparison\" href=\"\/assets\/images\/blog\/2017\/january\/vessel-example.jpg\" data-fancybox-group=\"\u201cgallery\"><img loading=\"lazy\" decoding=\"async\" style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/assets\/images\/blog\/2017\/january\/vessel-example.jpg\" alt=\"b2b and voice search\" width=\"507\" height=\"427\" \/><\/a><\/p>\n<p>Along with composing great content, online marketers need to properly markup their information to make it easier for search engines to organize through schema, JSON or other appropriate markup. Quick Answer content is often used as the responses from Google\u2019s Virtual Assistant, Alexa and Siri, making featured snippets central in a voice search landscape. Overall, the quality of content and its ability to thoroughly answer users\u2019 queries should continue to be a focus.<\/p>\n<p><strong>User Experience<\/strong><\/p>\n<p>Search Engines have come a long way from scanning a page for relevant keywords. While written content is still important to show up for certain queries, user engagement metrics and the way search engines determine a site\u2019s usability is much more sophisticated. <a href=\"https:\/\/moz.com\/beginners-guide-to-seo\/how-usability-experience-and-content-affect-search-engine-rankings\" target=\"_blank\" rel=\"noopener\">User engagement metrics<\/a> that can have an indirect effect on a site\u2019s organic visibility include time on site, bounce rate, page views and direct traffic. Mobile usability and speed, as mentioned earlier, are also aspects search engines consider when determining the quality of a site.<\/p>\n<p>To improve these metrics, content marketers can develop more opportunities for engagement on their sites. For example, an industrial equipment manufacturer can include a video that describes the process of part creation or the utility of an additional service they offer. Slideshows and interactive tools are other visual ways to keep users on your site, explain your company\u2019s capabilities and give them valuable information about your product or service. Strategic internal linking and an intuitive navigation can also lead to more page views and time on site.<\/p>\n<p><a class=\"fancybox\" title=\"Find Your Filter Tool\" href=\"\/assets\/images\/blog\/2017\/january\/filter-example.jpg\" data-fancybox-group=\"\u201cgallery\"><img loading=\"lazy\" decoding=\"async\" style=\"margin: 10px auto; display: block;\" src=\"\/assets\/images\/blog\/2017\/january\/filter-example.jpg\" alt=\"SEO Trends 2017\" width=\"470\" height=\"290\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><em>Example of an interactive search tool<\/em><\/p>\n<p>When choosing which keywords to target, you must consider the intent behind a user\u2019s search and how your content meets their expectations. For example, if a user searches for \u201cbenefits of metal roofing,\u201d they are likely in the research phase and their intent is to learn more about metal roofing in general. Pricing and technical information would not meet this need, but a list of the top reasons to buy a metal roof or how it compares to other materials would. If you provide this research phase content and give that user a positive experience with your website, they may be likely to come back directly to you for pricing and purchasing information.<\/p>\n<p><strong>More to Come<\/strong><\/p>\n<p>2017 is sure to bring changes to the search engine landscape. Digital marketers must listen to users\u2019 needs and address mobile responsiveness, site speed, voice search and overall user experience to remain competitive and prepared for what\u2019s to come. But it&#8217;s not just SEO that&#8217;s affected by these trends &#8211; be sure to read our <a href=\"https:\/\/www.topspot.com\/blog\/2017\/01\/ppc-trends-in-2017\/\">2017 Paid Search post<\/a> as well!<\/p>\n","protected":false},"excerpt":{"rendered":"Digital marketing is ever-changing, and it&#8217;s what makes SEO so challenging and rewarding. While there are key changes each year, some of the familiar ones are being emphasized now more than ever: mobile responsiveness, voice search and user experience. Both B2B and B2C digital marketers need to respond quickly to these trends if they haven\u2019t already.","protected":false},"author":4,"featured_media":216,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,1222,4],"tags":[],"coauthors":[24],"acf":[],"cp_meta_data":{"_edit_last":["15","15"],"_edit_lock":["1575472716:31"],"_thumbnail_id":["216","216"],"_wp_old_slug":["seo-trends-in2017","seo-trends-in2017"],"_yoast_wpseo_content_score":["30","30"],"_yoast_wpseo_primary_category":["4","4"],"_yoast_wpseo_metadesc":["Digital marketing is ever-changing, and it's what makes SEO so challenging and rewarding. See the trends to expect in SEO for 2017.","Digital marketing is ever-changing, and it's what makes SEO so challenging and rewarding. 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