The year-end hustle and bustle is on, marketers. We’ re all finalizing next year’ s tactical mix and technique, refining targets, and setting goals— all with the intention of generating bigger, badder, and better results within the new year.
When it comes to setting your SEARCH ENGINE OPTIMIZATION strategy for 2019, here’ s a significant stat to keep in mind: 61% of marketers say enhancing SEO and growing their natural presence is their top incoming marketing priority.
For more than two decades, SEARCH ENGINE OPTIMIZATION has been a foundational digital marketing strategy. And as algorithms have been refined, articles has proliferated, and innovation plus technology have changed how we search— competition in the organic search landscape provides hit an all-time high.
What does 2019 have in store for us in the SEARCH ENGINE OPTIMIZATION realm? Here are our top SEARCH ENGINE OPTIMIZATION predictions and trends marketers ought to know now and keep an eye on to the new year.
#1 – The Mobile-Friendly Flag Will Fly Higher Than Actually
Right after more than a year of experimenting, Search engines released its mobile-first indexing within March 2018. With over half of all website traffic coming from mobile devices , this move reflects Google’ s i9000 continued commitment to serving the highest quality content to searchers when and where they’ lso are searching.
Mobile-first indexing simply means that Search engines is now using the mobile version of the given page for crawling, indexing, and ranking systems— rather than the desktop computer version, which had previously already been the default. According to Google, mobile-indexing doesn’ t provide a ranking benefit in and of itself, and is individual from the mobile-friendly assessment.
However , as cellular web traffic has begun to dominate the particular search landscape, sites need to be mobile-friendly to remain competitive and consistently appear in mobile search results. A poor cellular experience can lead to a decrease in additional ranking factors, like bounce rate— as illustrated below.
Source: Think along with Google
While many search entrepreneurs have seen this shift coming, Google’ s study showed that “ for 70% of the mobile landing pages all of us analyzed, it took more than 5 seconds for the visual content over the fold to display on the display, and it took more than seven mere seconds to fully load all visual articles above and below the collapse. ” The mobile benchmark they’ re setting for load period is under three seconds.
All this implies that 2019 is absolutely the time to firmly place your flag strongly in the mobile-friendly camp. This will mean evaluating your own web presence, SEO strategy, and happy to ensure you’ re able to give the best possible mobile experience. If you’ re unsure where you stand, you can start along with Google’ t Mobile-Friendly Test tool to test exactly how easy it is for your audience to see pages on your website.
#2 – Tone of voice Search Will Continue to Raise the Articles Stakes
The metaphorical cat is out of the particular bag when it comes to the ease of voice lookup. One in six Americans right now owns a smart speaker, according to TechCrunch . By 2020, Gartner predicts that 30% of web browsing sessions is going to be done without a screen. Lastly, there were more than one billion voice searches monthly as of January 2018. And with tone of voice search platforms recording an error price of under 5% with organic language processing (in English, with least) it stands to reason this development will continue to grow as customers find more reliable results.
However , the particular switch to voice search will come with a brand new set of challenges for marketers— plus that’ s natural language. Since May 2017, almost 70% of requests towards the Google Assistant are expressed within natural language versus typical keyword-based searches like those typed in to a search bar.
As a result, in 2019 plus beyond it will be increasingly important for marketing experts to optimize and create content that will lends itself to voice search. From a specialized perspective, the usual suspects of web page speed, site security, and website authority will play an important role right here. But at the end of the day, it’ s about ensuring your site content can be effortlessly found via voice search.
What will that will content need to look like? Backlinko found that the typical word count of a voice lookup result page is a whopping two, 312 words— and those words are usually written at a ninth grade degree.
Additionally , considering and striving to match lookup intent will be more important than ever. Marketing experts will need to focus on what we like to contact “ being the best solution . ” What this means is focusing on answering those question your own ideal audience is and will be asking— whether they’ re speaking to a good speaker, smartphone, or web browser.
“ Search engines is essentially an answer engine, ” TopRank Marketing CEO Lee Odden said not long ago . “ If businesses want to be the ‘ best answer’ for what their potential customers are searching for, they’ ll want to invest in articles that is comprehensive and engaging within the topic. ”
#3 – Escalating Privacy Demands Will Tip the particular Search Scales
From the two recent Google Plus information leaks affecting over 50 mil users to massive data breaches at some of the world’ s biggest companies, we’ re all significantly aware of the amount of personal data suspended about the digital realm.
This coupled with a good innate distrust in marketing messages— not to mention the “ creep factor” of being followed around by ads— consumers and B2B buyers as well are looking for more privacy and safety on the web.
For several years, HTTPS has been considered a ranking transmission . And Search engines made their stance on HTTPS encryption well known this year. Ahead of the launch of Chrome 68, Google strongly advocated web sites make the HTTPS switch by Come july 1st 2018— or risk their web site being stamped “ not secure” in the browser.
In 2019 and further than, marketers can expect Google and perhaps additional browsers to double down on this particular. In addition , with new data defense laws like GDPR in the Eu, marketers can expect new privacy plus security to take shape. This will definitely continue to impact paid search attempts, as new rules and limitations will cause platform target changes. Which means that smart organic SEO will discover a revival.
Of course , GDPR doesn’ capital t technically affect US-based customers, subsequent data protection guidelines can only assist your cause in building rely on and keeping Google happy.
#4 – Expanding Market of Alternative Research Platforms
Google is still the king associated with search. But its market share is being questioned by more traditional search engines with a turn, as well as “ non-traditional” search systems. Case in point: Amazon.
A recent eMarketer report shows that Amazon is currently the third-largest digital advertising system, behind Google and Facebook. Additionally , according to Kenshoo , a whopping 72% of shoppers now use Amazon . com to find products, and 56% discussed that they typically look on Amazon . com before any other sites. So , as Amazon . com search continues to find its hip and legs in the digital advertising market, it’ s worth considering their audience dimension and growth as your finalize your own 2019 budget.
As for those engines that look like Google, Bing will continue to be a key gamer in SEO and paid search engine marketing in 2019. It accounts for regarding 22% from the desktop search market in the US plus 4. 1% of the mobile search market . With their recent rollout of LinkedIn profile targeting , their offerings are becoming increasingly appealing to the B2B market.
Finally, alternative lookup platforms such as DuckDuckGo, StartPage, plus Mojeek are growing in adoption— and you can bet that trend may continue in 2019. In fact , DuckDuckGo is may hit record traffic by the end associated with 2018, based on AdWeek . During the time of this post’ s publishing, the particular “ internet privacy company” experienced recorded more than 8. 5 billion dollars direct queries in 2018.
While Google still reigns great, boasting well over half of the research market, marketers need to take note plus consider additional platforms when designing their particular SEO and search marketing (and content) strategies— and no just because usage is usually rising. If you’ re wanting to get the most bang for your paid lookup buck, competition on alternative systems is much lower right now— which makes it ripe with opportunity.
#5 – Enhance the Bar on Content— Or Your competition Will E-A-T Your Lunch
While it the delightful pun, E-A-T is a severe concept in the SEO game. Google has informed us many, many, several times that quality articles will help shield from algorithmic modifications and updates. Your content simply has to follow three basic principles: Expertise, Expert, and Trustworthiness.
In 2019, this means that it’ s time to double-down on high quality content creation. As we mentioned earlier, that will quality content needs to meet related search intent and strive to give the best answer for the searcher. However it shouldn’ t simply be an issue for brands that are creating content material, E-A-T also applies to individual writers.
Developing quality content isn’ t only a question of long-form or even short-form . It’ s content that’ s made up of the end-user in mind. High quality articles should inform, entertain, or otherwise offer value to those reading it. That’ s what ultimately ends up getting shared socially, which is another element in how Google views your content’ s trustworthiness.
#6 – ‘ Internetization’ Offers New Opportunities, But Demands Smart SEO Strategies
Our world is more linked than ever, thanks to what Constantine Passaris, Professor of Economics at University or college of New Brunswick, calls “ internetization. ”
“ Globalization is not an accurate descriptor of the 21st century and the internet-driven life changing change sweeping the international financial landscape, ” he wrote inside a World Financial Forum article . “ Internetization is the contemporary encounter of globalization. It includes the modern equipment of electronic globalization and sees the digital connectivity and empowerment of the internet and the World Wide Web. ”
So that as internetization continues to proliferate, B2B styles of all sizes have the opportunity to expand their global footprint. But when considering reaching new audiences whenever plus wherever their searching, you’ lmost all need a smart global SEO technique in 2019 and beyond.
“ Providing a global audience begins with knowing them, ” Eli Schwartz , Director associated with SEO & Organic Product with SurveyMonkey, told us within an interview earlier this year . “ By gaining insights in your audience through People Powered Information, you can create an SEO technique that matters to them and gets to them in the vernacular in which communicate. ”
He added: “ Depending on the possible value of these global users, it might not be prudent to translate the entire site or offer free worldwide shipping, but translating that one web page that targets the most important international key phrases is not that complicated. Additionally , companies may take the very first step towards global SEARCH ENGINE OPTIMIZATION by just having a look at where and exactly how their website ranks on Google internationally. They might very well find some low dangling fruit worth building a strategy close to. ”
By gaining information on your audience through People Run Data, you can create an #SEOStrategy that matters to them and gets to them in the vernacular in which communicate. – @5le Click To Twitter update
Just a little Reminder to Take the SEO “ Basics” into 2019
There are plenty of new plus flashy trends to keep us all active in the coming year, but that will doesn’ t mean that we should ignore the foundational elements of SEO. The Ranking Factors SEMRush Study 2 . 0 provides an superb reminder of what truly issues to Google: Domain authority, immediate traffic, content quality and web site security.
The SEMRush study shows a single clear winner in the ranking aspects category— direct traffic. This metric is typically a measure of brand recognition, and thus domain authority. Focusing on immediate traffic as a KPI for your general marketing awareness isn’ t more likely to go out of style any time soon.
Another key factor such as domain authority is the amount of inbound links.
“ Every domain that ranks for the high-volume keyword has on average 3 times more backlinks than the domains from your three lower-volume groups on the same place, ” says SEMRush in the exact same study.
Along with having an authoritative domain, it’ s also important to provide high quality content. Time on site, webpages per session, and bounce price remain in the top 5 ranking aspects this year. Content length is also an issue, as the same study shows that there’ s a 45% difference within content length between the top several and the 20th SERP position. If you would like your content to rank, make it really worth reading and engaging with.
“ The information is there, ” Lee said not too long ago . “ Customers are suggesting what they want. The question is, how to connect individuals dots of data to understand plus optimize customer experiences? ”
Using information to understand customer preferences for lookup discovery and intent will help you enhance content to become the best answer buyers are searching for.
Prepared. Set. Let’ s Go, 2019
While you gear up for 2019, keep these types of trends— and the basics of SEARCH ENGINE OPTIMIZATION and search marketing— in mind. Offering the right information, quickly and in a means that is easy will always be in style. The particular ways we get there may modify with time (or algo updates), however the focus remains the same.
Content is definitely SEO’ s beautiful stepsister. What’ s on tap for 2019 in the content marketing realm? Take a look at our picks top content marketing trends plus predictions to watch within 2019.
If you liked TopRank Marketing’ s Top 6 SEARCH ENGINE OPTIMIZATION Predictions & Trends for 2019 by Tiffani Allen Then you'll love Miami Internet Marketing Consultant