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Customer expectations and usage, along with Google’s algorithm updates, keep us on our toes and any marketer worth his or her salt knows that change is the only thing that’s constant on the Internet.
If you’re complacent, your rankings will be destroyed. Remember that over 90% of online experiences start with a search. You need to prioritize the most effective digital marketing and optimization practices if you want your website to succeed.
That said, take a look at the newest SEO trends for 2018:
A scheme markup is now very crucial and it makes it easier for Google and other search engines to understand your website. It’s also particularly helpful when search engines (Google in particular) display rich answers, like Rich Card.
At the moment, rich snippets are displayed for videos, AMP articles, recipes, local businesses, reviews, music, movies and TV shows. There’s a chance it will change in the future, but using schema ensures your website is always ready.
Internet users are now very sophisticated and brands that have matured in modern marketing are seen breaking down silos that divide their online marketing departments. Now mobile internet users can access their emails from their phone or redeem coupons from their desktop computers.
Those who click on PPC ads demand a consistent user experience. You’ll need to run hybrid campaigns if you want to continue to reap the rewards of digital marketing.
On average, searches with commercial intent show a higher number of ads at the top of the page, which means the CTR (click-through-rates) are lower for organic searches as compared to those with very few ads at the top of the page.
You need to know which terms offer organic results above the fold and prioritize this. Paid and organic search teams need to work together in order to boost ROI.
Mobile and Speed
In 2015, Google highlighted the importance of speed on mobile devices. Slow page loading times affect user experience and even a second delay can reduce conversations by 7%. With AMP, Google further elaborates on the importance of speed.
Although it was initially created for new websites, the AMP project is very useful for established websites as well. If you use AMP, your website’s load time will improve by up to 85%.
In 2018, search engine optimization is likely going to be just as exciting and surprising as it has always been. Your job is to use the latest trends to your advantage and to always keep yourself updated.