HOW SEO WILL BE IN THE FUTURE (2017-2018)
by Gaurav Gupta
And is that, without a doubt, knowing how to predict how the search engines will evolve and work in the coming years can help us, much to anticipate them and to be able to establish optimal strategies for them.
In order to understand this evolution, we cannot focus our focus solely on one aspect. That is, we cannot predict how search engines will work in the future if we focus our attention on a single point.
Today, and this is accentuated in the future, a good SEO should incorporate into your web strategy positioning a good campaign content, a good social media strategy, a good local positioning (if applicable), good use of tools , A good study of the competition, and some more techniques.
# Social networks
The incredible development of social networks in the last decade has not been indifferent to search engines.
Google is starting to take into account this type of platform and has begun planning changes to its algorithm so that social networks are a filter for relevance and have significantly to positioning a website.
This is not something new:
At this moment, you can see that thanks to the traffic generated by social networks, certain content has increased positions in Google.
It is what is considered as an indirect factor. But it seems that the search giant wants to go further. Google is starting to flirt with Twitter with small “collaborations”. Among them, the appearance of tweets in search results of the Google app.
This type of “collaborations” may be the prelude to much deeper and important agreements in the future, such as the purchase of Twitter by Google, something is rumored about it …
But it’s not just about this anymore. The great search engine is aware of the ability of social networks to filter content by relevancy. That is why every day they make more efforts to be able to determine these parameters.
In the future, 2017 and 2018 , we must rely on social networks to position content or web pages, as search engines will be much better able to determine the importance of content according to the social interactions it has generated .
It is already a determining factor in the SERPS (search results pages).
Content has become king.
If we look at the future of web positioning, we will not only have to be aware that it is quality and well written.
In the coming years we will have to make sure that our content meets many more factors. Let’s see what they are:
#Periodicity with which content is published
We will have to meet a set of temporary rules for Google to take our website seriously:
Publish weekly :
This depends to a large extent on the periodicity with which the competition is published.
If you notice that your competition publishes once a week new content, you will, at least, have to match it.
Constancy with which it is published :
Another important factor will be the constancy in the time in which content is published. That is, if you have decided to publish weekly, you must try by all means so be it.
You must be constant. Try to post the same day and around the same time.
#Quality of content
Although this is nothing new, Google is each year more competent to detect if the content is quality, relevant and well documented.For that reason, in the future you will have to work and document much better your content for them to be relevant, and therefore their positioning is as optimum as possible.
Spelling mistakes and grammar are increasingly more punishable.
The links, both external and internal, must be of quality and have to bring value to the documented. It will no longer be worth “sponsored links” (at least those who do so blatantly).
# Content extension
This is another important ingredient nowadays, but that in the future will be even more relevant, if possible.Can I tell you how many words your articles should contain in the future to make it relevant?
Yes but no.
In general, I can tell you that the more extensive the content is , the more relevance it will take for search engines . But this will depend largely on your competition.
You will have to research, read and analyze your competitors’ articles to determine the number of keywords you need to use to be relevant in this regard.
Here’s a premise: “Do not try to match your competitors, try to beat them.”
The multimedia concept refers to the ability to display information by multiple means.The era in which the information on the web was transmitted through a single medium, the text is over.Currently the information is disseminated through various media, such as images, videos and sounds.
Today, the use of multimedia content is more a choice than an obligation. This will change very soon and in the future, if you want to have a better positioning, you will be forced to include all types of multimedia content in your articles or web pages.
#Use the Long Tail
There is no novelty in the use of the long tail keyword or long tail keywords, which is nothing more than the more specialized segmentation of organic markets.The issue is that competition is increasing exponentially in search engines, and that is why the use of more specific keywords will be the solution to be able to compete and get results in the SERPs.
The latent semantic indexing is the ability of a search engine to identify similar patterns in search terms.An example of this would be the following:
If you have used the keyword “nutrition” in your content, a semantically similar search pattern might be “feeding .Without the keyword “feed”being in the content, Google will consider it to be relevant to that directory as well.With LSI we have the opportunity to stop being redundant and write in a natural way.The LSI is still very immature, but in 2016 and 2017 will already be a widely used practice.
#the baiting link will win the match to Link building
The baiting link is a web positioning strategy that is based on the indirect obtaining of inbound links or backlinks through the content.It is becoming increasingly difficult to generate quality inbound links to a website. This is why this technique will be imposed on others such as link building (although later on we will also talk about it).
The key will be to generate content that is conducive to being linked by third parties.They will increase the costs in writing, but will be reduced in the search of links.
This technique is more ambiguous than link building and much more difficult to control, but we will have another to adapt to the algorithmic changes of Google.
The web traffic by mobile devices in Spain 1 is already one third of the total. One of every three visits that a web receives is made from a mobile device.But the thing does not end there. Predictions indicate that this data will double by 2017.
That is, 1 in 2 visits to a web page will be carried out by mobile devices from 2017.
The web adaptation to this type of devices will be decisive for the success of such a site.
Today, Google already takes into account that a website is responsive or not to condition its position in its directories. But there is no doubt that in a few years the relevance of this factor will increase, due to the exponential increase in traffic by mobile devices.
Due to the great competition to which all markets are subject in search engines today, resorting to local positioning in the next few years may be the salvation of small and medium enterprises.The local positioning consists in the use of geotagged keywords.
Let’s take an example:
If you have a website where you offer web design services, a good keyword could be “web page design “.If you want to position yourself locally, you only have to change the search term a little depending on where your business is located, or where you offer your services physically. In this case you could use the keyword ” web design in Valencia “.
Without a doubt, in the near future ( 2017, 2018 ) the local positioning will be one of the most used and recommended techniques.