Search engines are getting smarter, and competition in search is higher. Artificial intelligence technologies that affect issuance are no longer new. And the device, based on the interaction with which is voice search – are sold in millions.
All this creates new challenges that need to be well prepared, and such tendencies should be clearly followed. Therefore, we made a selection of the most important trends in SEO, which can have a decisive influence on the search marketing market in 2019.
Understanding and tracking them will help you adapt well to the rapidly changing online environment.
Optimization for user intent (intent)
“User intent” literally means “user intent”. The bottom line is that the real meaning of the request may differ from its form or change over time. For example, in different periods of time for the query “Skoda Scala”, the user can search for:
Search algorithms need to understand what exactly of the listed things a particular person wants to see in a particular case, and give it to him.
Voice search and virtual assistants
The greater the share of mobile Internet, the more we move away from the good old printed text. It is expected that about a third of all online traffic will be accounted for voice calls in the next year or two.
Massive tangible transition from a set of keywords in search engines to voice communication with smart devices clearly does not happen overnight. But the process has already begun. Given the difference between these ways of finding information, the impact on digital marketing and SEO can be significant.
Smart speakers and voice search
Have you heard of the Yandex.Station column with the voice assistant “Alice”? In our country, such multimedia platforms are just starting to appear, and overseas Amazon Alexa, Apple’s Homepod, and Google Home are like hot cakes All these devices are controlled by voice, and more and more of them appear in modern families.
Local SEO in the spotlight
According to Google statistics, 58% of people who used the voice search used it to find information about a local business or place of interest. Most of them include the phrase “next to me”, and the results are derived from geolocation technology.
This is just one of the facts that confirms the rapid growth of the role of local SEO, which is waiting for us in the near future. Small business owners get incredible opportunities to attract customers from the Internet, even if they opened their business just a week ago.
This is still a novelty for us, and for many years now abroad there have been Internet marketing agencies that specialize exclusively in local search.
Google My Business and Yandex.The Handbook make it possible to clearly mark the position of your office on Maps, add a detailed description, high-quality photos and display extended information about the company in the search results.
Artificial Intelligence in Search Algorithms
Machine learning algorithms began to be used by search engines a few years ago. And although they cannot be called ideal yet, but now in many aspects it allows to get results better and faster than if people did everything.
When the capabilities of artificial intelligence begin to penetrate the search more actively, the reality of SEO will become even more dynamic, ranking factors will differ from the request to the request, will depend on the user experience, take into account the context, the features of the site itself, etc.
AI in search algorithms
At the same time, site owners who do not violate the rules of search engines and strive to provide their audience with quality answers, as before, there will be nothing to fear.
To remain competitive, it is necessary to focus on understanding the intentions of users, work on improving usability, create high-quality content written in natural language.
It no longer makes sense to rely on some clear limited criteria such as “% of the occurrence of keywords in the text”, since these very criteria may change already tomorrow.
Increasing CTR snippets
In addition to the blocks of contextual advertising in the issuance of Yandex and Google, according to a variety of requests, show data from various proprietary services — YouTube videos, image searches, products from the Market, knowledge graph, etc. And Google added extended answers to this (Featured Snippets ).
Extended Snippets at Google
All this encourages the user not to go to sites, as he receives information directly to the search results. And the results with links to sites are gradually shifted beyond the bounds of the first screen.
In such a situation, it becomes extremely important to work on the snippet clickability so as not only to get more transitions, but also to generally stay in the Top. And for this you need.
From pages with bad CTR even in Top will be little benefit.
Brand mentions as a ranking signal
Mentioning a brand is a kind of social proof that confirms the credibility of a business. Dissemination of information about the company, its credibility and good reputation – all this contributes to the gradual growth of branded traffic, which guarantees receiving referrals from the search, regardless of the change in algorithms.
You can increase the number of references to the brand in different ways:
distribution of fragmented content, such as photos, videos, PDF books, etc.
Brand name traffic
Most likely, search engines will increase the weight of this factor, since its correlation with the quality of possible answers is quite obvious.
SEO becomes not so difficult, but rather more multifaceted. You can’t do one thing well and expect to hit the top. And the site and its individual pages need to work in a complex.
People are increasingly looking for information using smartphones and on the go, use the services of the business that is next to them, and want to get an answer as quickly as possible. Moreover, even the monopoly of smartphones may soon be destroyed, and the initiative will go to smart devices, the interaction with which is carried out by voice.
But something remains unchanged – as before, the key to the success of any site is to ensure a high-quality positive experience and the needs of users. Simply, the methods of achieving these goals gradually differ from those used previously.