Google is investing heavily to be the best. Optimizers are trying to adapt to subsequent changes. This is how SEO trends are born. Let's see what trends will matter in 2019.
To be on top of the wave, think about your SEO strategy in advance. Fast track to success: learn about trends and develop an action plan for each of them.
This year, Google shook the world with its mobility and speed. As a result, most SEO efforts next year are expected in this direction. However, some non-Google changes also affect how we build our SEO campaigns. Let's look at these trends and how to use them.
1. Mobile indexing
In short, mobile indexing means that Google uses the mobile version of your page for indexing and ranking. Since March 2018, Google has begun the process of moving sites into an index for mobile devices. It may happen that Search Console has already notified you about this.
Remember that the Mobile first index does not mean "only for mobile devices." There is still a single index for mobile and regular versions. However, Mobile first means that Google will use mobile versions for ranking first !.
Since your mobile version is the main one for ranking, there is no reason to postpone - you need to develop a mobile version of the site!
Any mobile version will do. Just keep a few points in mind. Google analyst for trends John Muller said: "If you want to be responsive, do it better before launching the site."
So, if your site does not yet have a mobile version - do it now. In addition, Google strongly recommends not using m-dot, as this confuses scanners.
2. Page speed
Google is crazy about the best UX and page loading speed. The loading time of a desktop page has been a ranking factor for a long time. In July, another “weakness” of Google appeared - the speed of mobile pages became a ranking factor for mobile devices.
This important change requires an understanding of which metrics are important to Google in terms of page speed.
Previously, the site was evaluated only on the basis of technical parameters. Now, both for desktops and mobile devices, it is classified into two different indicators: optimization and speed.
So, which indicator has the greatest impact on the rating? According to the SEO PowerSuite experiment on mobile page speed, the correlation between the page optimization index and its position in search results is strong (0.97). And there is no connection between the position of the page and its speed. In other words, Google can now rate your site as slow, but your ranking remains the same.
However, the speed indicator is new, so it’s clear that Google is testing it. Over time, these correlations may change.
Optimization is what's important for rating. Fortunately, website optimization and tracking of results is completely in your hands. Google has provided a handy list of recommendations.
3. Brand and reputation as a ranking signal
Gary Illis, a Google webmaster analyst, said that Google uses brand references on the Internet in its search engine.
Thanks to references to the brand, the search engine learns about it. By further analyzing all the areas in which it is mentioned, Google gets a more accurate picture of the brand.
Next, we examine the context in which the brand is mentioned: reputation, trust, advertising, resolution of complaints, etc. Using the context, Google learns to distinguish the good from the bad. For example, his Search Quality Guide states that reputation matters for ranking. Consequently, the mood around the mentions of the brand can affect the rating of the site.
Backlinks are still a strong ranking signal. However, quick networking is rarely an easy task ... Then use the power of backlinks without links! Mention your brand online when you have the opportunity.
Try to solve customer problems, interact with
them, let satisfied clients mention you. Keep track of your brand references online.
Find opinion leaders willing to talk about you or who are already talking about your brand.
Look at your competitors. After reviewing their strategy, you will evaluate your own search engine optimization efforts holistically, rather than one-sidedly. To do this, look at the references to competitor brands to see how they raise awareness about themselves. Or do an in-depth analysis of your competitors' strengths and weaknesses.
GDPR is a General Data Protection Statement adopted in the European Union. It regulates a very unpleasant problem - who owns the data created as a result of user interaction on the Internet. From now on, it is defined by users, not corporations. Consequently, users can now request what personal information the company has about them, and request their correction or export. If a company does not comply with the rules, serious fines can be imposed on it (20 million euros or 4% of the company's annual profit).
This regulation affects EU companies and customers. However, international companies must also comply with the GDPR. As a result, Google decided to make changes to its analytics. Now all personal user data disappear after 26 months from the moment of their collection. Such data includes demographic and similarity data (previously stored forever) and does not include sessions and goals. However, each site owner can change this default data collection period. In addition, you can now delete individual users' data upon their request.
If you do not have European customers:
You can switch to “do not automatically expire” option in Google Analytics. Remember that in this way Google disclaims your responsibility to protect user data. In addition, these efforts to control user data can extend far beyond the EU.
If you have European customers:
- View all sources that collect user data on your site. Make sure you do not accidentally send some personal data to Google Analytics
- If you use Google Tag Manager, activate IP anonymity. Do not worry, you will still have a general idea of where your traffic comes from.
5. Amazon search
Amazon is not a universal search engine. But its algorithm is similar to Google and is used for internal search on Amazon pages. What then fuss? Well, more and more people go straight to Amazon to shop. According to the study, 56% of consumers visit Amazon first if they want to buy something. 51% check at Amazon after searching for something else.
These numbers tell us that Amazon is becoming a “google” for e-commerce. This means that if you sell something and do not use the services of Amazon, you miss all these 56% of potential customers.
Thus, if you are a bookseller of music, electronics, etc., Include Amazon optimization in your SEO strategy.
Run a keyword research for Amazon:
- Make the title and description of the element effective and user-friendly (+ clever use of keywords);
- Provide quality images;
- Correctly write "keywords backend" (or meta tags, if in terms of Google). They tell Amazon that a specific item targets a specific keyword on the site;
- Track customer reviews
Do you have any SEO predictions for the next year?