Blog > SEO Trends That Will Gain Even More Relevance in 2018
Posted By Phoebe Yates
SEO or search engine optimisation can often feel like a minefield with many different resources and so-called ‘experts’ telling you the best search strategy to follow. At Create, we are always working to de-mystify SEO for you and bring you the best advice from well-respected publishers and sources to ensure that you have the best chance at having success in ranking well on Google
In this post, we’re going to look at SEO factors that we have seen rise in importance throughout 2017 and thus become even more essential in 2018. Remember if you want to go over the basics of SEO before tackling future trends then have a quick check over our SEO essentials post.
Semantic Keyword Research
Semantics are all about the meaning or interpretation of a word or phrase
Semantically relevant keyword research means that a successful SEO will have taken into consideration multiple meanings behind generic keywords and added another layer by including other terms that better explain the context of that page
This means that it is important to not just look at one term when carrying out keyword research, but multiple different related terms. Simply put yourself in a potential customer's shoes, what might they type into Google to find the product or service that you offer
This year more emphasis was put upon assuring website owners that relevant and rich content on a website was going to be rewarded. There is also likely to be more importance placed on it within the algorithm, which means that there is a greater possibility of smaller brands and websites doing well over larger brands if they have much higher quality content and relevance. This cements the importance of semantically relevant research for our Create customers
There is a fascinating article by the search engine journal that breaks this down in greater detail, including examples of the types of semantic difference and user intent for various terms.
Now Voice Search goes beyond viewing your website on your computer or laptop, it's looking into what people will say out loud to find your website
Google has released a number of new products that have voice search integrated into them, like the Google Home and Google Pixel Phones. The Google Home especially, is using the ability to read search results out loud and will only give the top 1-3 results. This means being at the top of search results is more important than ever
This again links to semantic relevance of your on-page copy though as Google will be relying upon a variety of related terms to let it know exactly what a page is about
Tech trends analyst company Gartner, predicts that ‘By 2020, 30 percent of web browsing sessions will be done without a screen.’ This is why voice search is going to be even more important, for the fact that more and more people will be searching in this way. Therefore making changes now to improve your site will help, here are some helpful tips on how to do that from Search Engine Land.
Google first properly talked about mobile-first indexing being implemented, openly, in November of 2016 in this blog post. In it they explained that mobile search is becoming increasingly important to Google customers and that they need to give their users the same Google experience regardless of what platform they’re on.
Mobile-first indexing involves matching search results on both desktop and mobile, so companies with separate mobile and desktop sites will be penalised as Google would consider it duplicate content. However, if you’re using Create you do not need to worry about this as all Create websites are automatically ‘responsive’, working across all devices, ensuring you only need to edit one set of content.
Whilst Google haven’t explicitly said that the mobile-first indexing algorithm update has gone live, it would be short-sighted to expect that they haven’t at least implemented certain aspects of the update already.
Did you know Google make multiple updates to the ranking algorithm daily? Some are little and some are BIG and seriously shake things up for websites and search engine marketers.
So make sure next year that you are taking into consideration how your potential customers are viewing your website and whether your design and content look good on mobile too. Luckily you don't have to worry about separate mobile and desktop websites with Create as our templates are responsive and adapt depending on the screen view.
If you’re looking for a quick win in terms of SEO and helping your business in the Google rankings then it's a good idea to encrypt your website with SSL. Even as far back as April of 2017 there have been studies to show that the majority of Google search results that appear on page one of results are HTTPS.
For people using Google Chrome as their browser they will also get served a ‘not secure’ banner next to the url of a site. This is explicitly telling potential customers that your website is not encrypted and at a greater risk of being hacked and compromised.
It’s really easy to enable your Create website’s SSL encryption, take a look at our helpful guide and we also have an even more detailed breakdown of why your website might benefit from SSL encryption.
2018 is going to be a busy year for search marketing with continued updates to the algorithm, so make sure you’re ready. Let us know if you have any further questions in the comments below, or contact your Account Manager.