As we near the end of another year, we begin to set our sights on the year ahead. The search marketing industry continues to evolve rapidly, and there will be no shortage of updates and alterations in 2017 .
In today’s digital era, you should already be invested in a search marketing campaign. With Google’s heavy reliance on relevance in search, you need to be aware of the latest trends in marketing to ensure you stand out in all aspects of search.
Google and other search engines are further understanding search intent, delivering new opportunities for your business to rise to the top of results. For SEO and paid SEM campaigns, take advantage of all search marketing avenues to get your brand in front of as many eyes as possible.
Like this year, 2017 will see numerous expansions, including new challenges for marketers and SEOs. It’s time to start planning for 2017, so you’re ready as we ring in the New Year.
What We’ve Seen in 2016
It seemed like there was a major new feature, a new beta test, or a new update every few weeks. As the landscape shifted and we continued to be presented with better and more relevant results, the opportunities for SEOs have changed.
Let’s look at some of the updates we’ve seen throughout 2016, which are linked to great articles if you want to read and learn more about these updates and releases.
Launch of AMP for Websites in February
Removal of Sidebar Ads in SERPs
Micro-Moments to Connect With Buyers At Exactly the Right Time
Session Quality Score Data
It’s a good idea to study these trends and features so you understand the future of search marketing and how to adjust your campaign. Strategic modifications should always be made to your campaigns, and 2017 will prove that point.
Here’s what to expect as we change the calendar over.
Accelerated Mobile Pages Will Develop Further & Become Critical to Search
As mobile search continues to grow, the importance of speed has become a focal point for users and Google alike. Accelerated Mobile Pages (AMP) has been the talk of the industry since its launch in February 2016.
With speed as a top need for brands and consumers, AMP loads quickly to provide the best user experience. The AMP pages are delivered from the Google-hosted cache version in the cloud, loading up to 30 times faster than non-AMP pages. You can see how this version ofAnna Crowe’s article is delivered by Google.
At theSEJ Summit in New York on November 2, John Shehata of Conde Nast presented on the importance of AMP. He said that although the majority of mobile search traffic is coming from regular Google search, AMP accounts for double the amount of traffic as newly published content.