2017 was an exciting year for advancements in the world of search and SEO. and 2018 is set to be no different. Before I get into what, I think, would be some important SEO factors for 2018, I think it would be fair to recap 2017.
So, I can see a pattern emerging there… mobility and data across touchpoints. At the 2017 Google Masterclass Sydney, it was all about how the interaction of moving from clicks to touch to vision and then to voice has evolved, with a huge emphasis on Artificial Intelligence and Machine Learning.
All these interaction types naturally impact SEO and I say this because people are essentially looking for information and answers, it doesn’t matter if its on a screen or if you hear it. Both direct and indirect actions will lead to someone discovering a brand that provides answers to problems they are facing.
This brings me to think of SEO as not merely an optimizing tool for the web to make sure that the code is easily crawlable, indexed and then strategized to acquire domain authority, but it goes beyond just simple signals. SEO must consider the user journey and be able to answer those micro-moments in that journey.
So, in a nutshell, SEO got a whole lot interesting and even more complicated than before. But this doesn’t surprise me. If search is complicated and the tech giants are still at it, it’s kind of obvious. No matter what business type or size, to be able to sustainably be visible for your audience it is essential to have a sound SEO strategy that not only covers what’s already there but also be able to predict future questions your customers and clients will be searching.
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