Let’s deal today in detail SEO trends for 2017.
As you know, there are SEO changes almost every day, so today we will review the next factors that will have to start to take into account.
What are the SEO trends we will see in 2017?
► Penguin 4.0
The first of the most remarkable elements of the novelties and tendencies for the SEO in 2017, is the appearance of Penguin 4.0.
This is probably the element that will mark the development of search engine rankings this coming year.
As you well know, Penguin was an algorithm that Google used to penalize many websites with a bad quality profile for a long time.
However, until now, they only activated it periodically.
This means that you could be creating websites and positioning them through links of very poor quality, so that you benefited from occupying the first position for some months, until the new Penguin was set in motion.
For 2017 and in fact, this is not going to be possible, since Penguin 4.0 is already part of the core of Google and, by doing the parallelism, “is happening continuously”.
This means that you have to take care of your link profile in the best way possible and you can no longer create websites to position them in a short time and drop them when Penguin appears, because, as I say, Penguin will always be present.
This forces you to control the growth of your profile and for this you can use the tool to audit SEMrush links.
We talk recently also about the importance of the website speed and how this factor can affect your SEO. I think having a CDN can help you with this and improve many other technical factors. You can look for CDN Reseller to find the best option for you.
How to optimize a link profile so that Penguin does not kill you in 2017?
To optimize a link profile so that Google Penguin (already incorporated in the core of Google’s algorithm) does not penalize you, it is best to limit the use of overtly fraudulent link strategies.
That is, no pyramids, bad links, from other countries, themes or languages (with few exceptions in the language theme), or anything that resembles.
The goal, this time, is to build a profile of healthy links, with anchor texts varied and that add value to the user of the web that issues the link, that is, the web where you are to place your link.
The best way to do this is by creating quality content that will allow the links to reach you in a natural way.
This way, people will link you without asking, but if you want to accelerate this process you can also try it through the purchase of reviews and sponsored posts, since it is the way to get a contextual link of natural appearance.
Google more or less is clear when a post is sponsored and remembers breaking their policies.
In any case, although it remains a risk, it is a much lower risk, so it is advisable to create a link profile based on this strategy. More information about the seo company, theishansen in the City Aarhus in Denmark, here.
However, you can take some precautions that are interesting, if in the future, these types of links are also penalized, somewhat unlikely, but who knows.
You can create a screen page, which serves to receive the links and, later, redirect them to the corresponding pages of the web that you want to position.
This practice allows transmitting the positioning strength but, if there is any problem in the future, it enables the possibility to eliminate all links at once or to do so gradually, if you have built the redirects well.
Thus, you have everything to gain, because you will be receiving the strength of positioning without taking risks.
This is an interesting practice even if you do not have that fear that in the future, sponsored posts will be penalized.
After all, you always run the risk that a website where you bought a review will start doing things wrong and, if you penalize it, it can affect you negatively.
In this way, with a web screen you do not need to go to the owners of this or that web when you want to remove a link because you can do it yourself.
The screen page gives you absolute control of the incoming links that your web has.
► Optimization fo SEO Mobile
This item appears on all trend lists for the new year for at least four years.
I am aware of this, but I can not avoid putting it back as a trend for 2017 because it is a current that is still there.
The mobile penetration is huge and is becoming more and more.
The navigation through these devices is increasingly relevant and that is why we have to optimize the website so that it is easily navigable and accessible from mobile.
In addition, we will have to optimize the content strategy and keyword research to be able to face the next change related to SEO mobile, which is the voice searches and how people do their searches on Google.
However, I will discuss this in the next section.
In this first, I want to focus, especially, on the characteristics that have to have a website well optimized for mobile.
As you can see, it is not something new but it is always worth remembering, because there are still many websites that are not correctly optimized for mobile and Google penalizes this.
How to optimise your mobile site in 2017?
The keys to optimize a web site for mobile this 2017 are not very different to those that had been pointing in the past but, it is worth remembering them and also, add an extra that is novel.
On the one hand, there is the need to have responsive design.
That is to say, that your website can be seen well from the mobile and that you are not bothered everything by not having a theme or a design optimized for mobile devices that automatically readapts.
It is important to note that, although many people are limited to installing a responsive theme, it is actually important that other aspects of the design are taken care of so that content can be enjoyed.
Sometimes, for example, the theme resizes well but the typography is too small.
These elements must be corrected because, otherwise, users leave the web and bad metrics can affect you negatively.
On the other hand, we must talk about the loading speed.
For different reasons, the loading speed of a website on desktop and on mobile varies.
That is why you have to do the appropriate load speed tests to see if it loads well on both devices.
And in this sense, Accelerated Mobile Pages have become very fashionable in recent times, which are pages that are tremendously optimized and load in just a few tenths of a second.
There is debate about whether to use them is positive for the SEO itself but, what is clear is that they are indirectly positive in that they offer a much lower loading time and that yes is a positive factor for the positioning.
► Voice Searches
As I said before, the second change that occurs in the field of SEO mobile, is a change in the ways of searching information on Google.
Earlier concrete searches were done and questions are now being asked.
This is a reality that, every time, is increasing.
And it is natural because voice recognition systems are getting better, better interpreting what you are trying to say and offering you results.
The problem, however, remains that, on many occasions, Google is not able to relate the question to the answer and does not return the best results.
That is why we must change the keyword research and, above all, optimize the content.
As for keyword research, the changes do not have to be too drastic.
You can continue to do so in the traditional way but keeping in mind that these searches, to a large extent, will be in the form of a question.
And in the area of content creation, there is a bit more to talk about, so, let me tell you more in detail:
How to create optimized content for voice searches in 2017?
When creating content optimized for voice searches there is the following problem: the transition has not yet been made to the point that Google understands well the questions and the answers that must give.
The good news is that the transition to voice search has already begun.
So, if you want to get the most out of it, you should try to exploit both the response system and the traditional keyword system.
We have to take advantage of the questions as the keywords themselves to position.
To avoid having problems now or in the future, it is best to use questions yourself in your titles and throughout the text, so that Google uses its traditional system of keywords.
However, in addition, you should respond to the user as soon as possible because that is probably the most decisive positioning factor once Google’s system of understanding questions is deeper.
In the future, it is more than likely that Google will be able to extract the content of the websites and throw the response directly into the SERPs (which they already do many times).
However, this can be understood in three periods.
The first one, which is the one that we are finishing but not yet completely gone, is the system of working with identical keywords. The user searches “what is the best restaurant in Barcelona” and SERPs show the best results for that long tail keyword.
The second, which we are entering now, will be to ignore the use that is being made by the web owner of the keyword in question and will focus more on the response (thanks to the Latent Semantic Indexing of which I will speak then).
The third and final, in the future although it can already be seen in some cases (yes, very few in relation to the total information and searches that can be done), the answer will be extracted from the websites and will be shown directly in the SERPs.
► Latent Semantic Indexing
Latent Semantic Indexing has been around for a long time.
In fact, Google Hummingbird was, to a certain extent, a revolution in this regard.
However, we continue to work on it in Google so we will continue to see changes.
However, many experts do not quite understand what the Latent Semantic Indexing and its LSI Keywords are.
It is important to understand the concept of Latent Semantic Indexing because it helps to understand where Google can go in the future.
Latent Semantic Indexing is nothing more than a system that seeks to change the way information is indexed and retrieved, from being based on a keyword to a more semantic understanding of that keyword.
This allows solving a problem that has been in the search engines since the beginning of time: The one of polysemy and synonymy.
That is, the problem you have when you are looking for “Gato” (referring to the animal) and the tool arises or when you are looking for “SEO On Page” and “SEO On Site” and it gives you different results.
The Latent Semantic Indexing tries to solve this and, therefore, tries to make the Google index a much more powerful engine, which yield results much more oriented to the needs of the user.
In addition, the Latent Semantic Indexing has extra functionality and is that, by better understanding the relationship between words, it allows users to answer a user’s questions much more easily because, to some extent, understands them.
This is related to the above mentioned about voice searches but it is important to emphasize that the understanding of voice searches is not exclusively based on Latent Semantic Indexing and that Latent Semantic Indexing is not limited to voice searches.
How can you take advantage of this in your business and, specifically, in SEO positioning?
Well, I have to explain it a little more carefully.
How to leverage the Latent Semantic Indexing in my SEO strategy in 2017?
To take advantage of Latent Semantic Indexing in your SEO strategy, you have to focus on your relationship with keyword research and its relationship to content.
On the side of keyword research you have to open your mind a little bit.
For a long time, keyword research was done based on the searches that had the keywords in question.
And it’s fine, but now it’s not enough.
You should be able to see keywords synonymous with the keyword you have selected, since you will also have searches, however few they may be.
Google, over time, will throw two pages indistinctly oriented to a different synonymous keyword but, until that time, it is preferable to use both in the text.
Luckily, this does not affect keyword research too much as such.
That is to say, you simply have to keep your mind a little open when you go to writing and not focus so much on the Keywords that keyword research has thrown you.
In addition, you should know the most common semantic related words for the keyword that you want to position, especially in the case of polysemy.
This way, you will be giving the necessary information to Google to know how and why extra keywords should position you.
► Link Baiting vs. Link Building
Derived from the fact that Penguin 4.0 happens to be part of the core of the algorithm of Google, the need to take care much more the construction of links, arriving at the point of not wanting to construct them, but of wanting to obtain them naturally.
This is not new either, since, for a long time now, the baiting link has been spoken as an alternative strategy to link building.
However, it is very likely that, increasingly, the baiting link is a “necessity” to get a good links profile.
It is still not very clear and, of course, the link building will continue to work but Google knows that there is a millionaire market that surrounds the world of link building and that is what ultimately disrupts their rankings in the results pages.
Being so, it is natural that he tries to put a stop to it and has been trying for years.
Penguin is yet another attempt to intensify the fight against SEOs who build links and will not be the last.
So, although I do not say that you have to stop building links (after all, in the first section I’ve explained how to build them so that Penguin has a hard time detecting you), I think you have to prepare to get links from natural form.
How to capture links through link baiting in 2017?
When it comes to getting links through the link baiting, it is necessary to mention two fundamental aspects:
The first, it is impossible not to be a little sensational for this strategy to work.
The second, not all businesses have the same facility to capture links.
The side of sensationalism is quite necessary and, on the other hand, obvious, because most of the websites are not interested in your motorcycle spare parts store.
It’s hard for you to say that, of course, but it’s reality.
Therefore, you have to be able to create content that serves, essentially, to attract links.
The controversial contents, funny, humorous, etc. Are contents of pure attraction, both traffic and links.
Later, you can continue with your traditional content strategy.
But, when it comes to attracting links, it is imperative that you get down a bit to the mud and that you believe this type of content.
You may, in fact, not be the best person to create them and may not be your usual editor.
You probably need an editor who is more specialized in viral content and who is capable of generating that controversy and humor.
On the other hand, the second problem that has to do with link baiting, is that not all businesses are equally viralizable and, therefore, not all have the same capacity to attract links.
This is a no-brainer, since it will always be more viral a page of interesting content for the general public than a page with content oriented to a specific niche.
It is imperative that you keep it in mind from the beginning so you do not get frustrated.
However, if you have some originality, even in a very small niche you can create more open content that attract a lot of traffic, links and social actions.
► Local SEO
Finally, there is the trend of Local SEO, which is an area that, although already quite exploited, still has many points of interest in which you can focus to generate interesting income.
The problem with Local SEO is that if what you have is a business and what you want is to get a greater amount of organic traffic, this does not help you in excess.
Let’s say you can optimize your presence in the place where your business is located but nothing more.
However, if you are a professional SEO, yes you have more opportunities that you can take advantage of in the field of Local SEO, either optimizing it for your clients or creating your own projects in this sector.
As I say, there are many opportunities in Local SEO, but you have to take some aspects into account, because despite being a relatively new area, it has already been exploited in large cities.
I will not dwell on this point to explain how you should optimize your own Local SEO or a customer, because it is a fairly extensive topic that deserves a guide of its own.
In addition, there are many local Seo guides circulating over the internet that will allow you to learn everything you need to do about it.
As you can see, the SEO trends for this 2017 are somewhat different from other years, although there are some stable elements that are always of the highest value for Google, such as content quality, quality links or good user experience.
And what do you think? Do you think these will be the trends we will see in the coming months for SEO?
Tell me in the comments and I will respond as soon as possible!