Staying on top of Google algorithm changes can seem a laborious task, even for the most seasoned of marketing professionals. So let me summarise for you what has happened in 2017 and what the SEO future has in store for content marketers.

Make your content mobile friendly

2017 started with Google introducing a mobile intrusive interstitials penalty. Showing a pop-up on mobile covering the main content of the main page will hit your rankings. If you do not fall foul of this rule, though, pop-ups on a landing page can be a smart part of your inbound strategy. After all, inbound marketers love to generate leads for their sales teams!

Google rolled out its Mobilegeddon algorithm update in the spring of 2015. Since then it has been using mobile-friendliness as a ranking signal. So in 2018 more than ever, you should put in place a responsive website which renders well on mobile devices.

Serve growing demand for voice-based search queries

At least one out of five queries on Google’s mobile app and on Android devices are voice searches now. Queries are becoming more and more conversational and longer tail. This means that you should focus less on a handful of lead keywords and more on relevant topics. Then invest in creating high-quality content on these topics in a conversational style. This will also take care of any relevant longer tail searches.

Offer a secure browsing experience

October 2017 saw the launch of version 62 of Google’s browser Chrome. This marks HTTP sites with password or credit card fields as “not secure” in the address bar. As a result, companies with an HTTPS site carry a significant SEO advantage over those with HTTP sites.

Get the basics right

In this fast-moving world, you will still get the best results investing in “classical” SEO. Here is a roundup of the most important ones:

  1. Focus on quality rather than quantity of inbound links. Invest in high-quality content which will make people want to link to it. Bad inbound links should also be high on your SEO to-do list. You should at least disavow them and get them removed completely, if possible.
  2. Meta descriptions have no bearing on search ranking but do affect click-through rates. Make sure you make them descriptive and inviting to the user.
  3. The H1 is no longer as important as it used to be for SEO. Search engine algorithms recognise these days the primary purpose of an H1 tag, that being to reference font styling and size. It is far more important to place your most important concepts and message at the top of your content.
  4. Images represent a huge SEO opportunity. Give them an alt text and relevant file name to ensure Google know what the image is about.

All of these factors combined will give your SEO scorecard a massive boost and should set you up for success in 2018.


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