These SEO trends will dominate 2018

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Trying to stay on top of SEO trends is like trying to hit a moving target while on a speeding train. The landscape and perspective change so quickly that it can be impossible to keep up. But you have to try. The good news is that there are some new trends on Google that can help boost your visibility - if you know how to use them. There's a bit of a learning curve here, but we'll break it down for you and tell you how to take advantage of each trend... to make 2018 your best year yet.

Use the new SERP functions from Google

You've no doubt noticed that Google's search results have changed in recent years. Where there used to be a list of ten links per page, you now have all sorts of features at your disposal, including:

  • Knowledge graphs
  • The local three-pack
  • Selected snippets

All of these things can help you get more visitors. For example, strong local SEO that includes local keywords and links can help you rank in the three-pack. With great educational content, you can secure the "featured snippet" position that appears above the organic search results.

Use structured markup to improve your SERP listing

Have you ever noticed that some companies have images, rating stars and other relevant information next to their link on the SERP? You can do that too. With Structured Markup, you can use HTML to instruct Google what to display when one of your keywords is searched for. For example, you can specify that should be displayed:

  • A picture of your company
  • Your business hours
  • Your average rating in stars

You will find a detailed explanation of how to do this here. It's important to think about what people searching for your keywords are most likely to want. Then you can use structured markup to include these things in your SERP listing. Another benefit is that with structured markup, you can increase the chances of getting a spot in the featured snippet or knowledge graph on the page.

Increase the relevance of your content

Every time Google updates its algorithm, it becomes more difficult to appear at the top of the SERP. And why is that? Because Google is getting better at determining the relevance of a page - the new RankBrain features are a good example of this - which means you can no longer get away with low-quality content. Of course, there are things you can do to increase your relevance.

One of the most important points is the use of LSI (Latent Semantic Indexing) to strengthen your keywords. LSI are terms that relate to your main keywords. You can find them by searching for your keyword and scrolling to the bottom of the page. LSI terms appear under a heading that reads: "Search queries for [your keyword]". Using LSI in an organic and informative way can improve your relevance and help Google index your website. It also reduces the likelihood of your website being penalised for low-quality content.

Add keywords for voice search to your website

If you've ever said "OK Google" to search for something on your phone, you'll know that voice search is on the rise. In fact, the use of voice search is very likely to increase in the coming year. To make the most of it, you should research the questions and search terms that people are most likely to use in voice search.

One tool you can try out is Rank Tracker (there is a free version.) Some of the search terms you find may contain spelling mistakes. You then need to decide whether you want to try to rank for them. The introduction of Google RankBrain has made it easier for Google to determine what searchers want. It can damage your credibility if you use awkward phrases and misspelled words on your website.

Make sure your website loads in three seconds or less

Three seconds isn't much, but if your website takes longer to load, you can frustrate searchers and make them click the dreaded "back" button. Both mobile and desktop users are impatient. The first thing you need to do is test your site - and be sure to test each page of your site individually. Your homepage may load quickly, but if even one of your landing pages is slow, you could lose out. Google offers a free tool which you can use to check your loading speed. If your website loads quickly, everything is fine. If not, you will receive an explanation for the slowness and some tips on how to fix the problem.

Use Google's personalisation to your advantage

Google (and other search engines) are increasingly customising the SERP to the preferences and history of the searcher. This means that they use the searcher's data:

  • Location
  • Previous searches
  • Demographic information (age, gender, etc.)
  • Social media profile (think Google+)

If you want to take a look at your unbiased SERP, use an incognito window to do so. You need to do your best to earn a spot at the top, but once a user clicks on your listing, you become a favourite listing for them. One of the most important things you can do to take advantage of personalisation is to use local keywords and SEO to improve your ranking.

Cultivate linkless mentions

Link building is a cornerstone of search engine optimisation - but what if you didn't need a link to your site to reap the benefits of search engine optimisation? That seems to be the way things are going. Bing has already confirmed that it uses unlinked mentions of brands to rank pages. There's reason to believe that Google could follow the same path. This means that anything you can do to encourage people to mention your brand by name can help you build authority and improve your SERP.

SEO is constantly changing...

But you can keep up! The seven trends mentioned here are likely to have a big impact in 2018. If you start now, you can get a head start on the competition - and win the lion's share of clicks and sales.

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