As Google and other search engines change their ranking algorithms, SEO strategies have to change with them. For this reason, SEO is constantly adjusting and evolving. Many of the strategies that were tried and true SEO tactics in the past no longer have any impact on search rankings. Here are some of the top SEO trends that are important to keep an eye on in the coming year.

User Experience

Google has made it increasingly clear that it wants to provide the best possible experience for its users. In order to provide the best possible experience, there are a few different factors that can help. The speed of your site is very important, as a slow site will frustrate users and cause them to go elsewhere. The readability and navigation structure of the site are important as well. A site that is easy to read and navigate will ensure the best experience for users, which will, in turn, improve your search rankings.

Visual Search

The Internet is becoming an increasingly visually focused medium. Search engines like Google have image search mediums, while social networks like Pinterest are completely reliant on image search. For these reasons, everyone should be increasing the amount of visual content on their websites such as photos, infographics, and videos. Each visual should also be well labeled in order to improve its search rankings. As the Internet becomes increasingly visual, it’s essential that your SEO strategy places an emphasis on visual content.

Artificial Intelligence

AI and machine learning are drastically changing the way that results are ranked on search engines. Machine learning personalizes search, making search engines results specific to the searcher. A more personalized experience on Google means a greater emphasis needs to be placed on buyer personas. In order to improve your search rankings in more personalized search, your content should be specific to the types of customers you’re hoping to attract.

Structured Data

Structured data is a way of formatting HTML that uses specific wording in order to help search engines interpret content. This content not only helps search engines interpret content, but also how to display it on search engine pages. Structured data will not necessarily help your search rankings, but it will greatly improve your site’s click through rates. Structured data is a great way to provide useful information to your readers while improving click through rates.

Mobile

In the last few years, mobile search has become increasingly important. However, many experts have speculated that this coming year could bring a greater emphasis on mobile search than on desktop search. Accelerated mobile pages, or pages that load quickly on mobile devices, and voice search are becoming more important in this mobile age as well. All aspects of mobile search, including readability of mobile sites and mobile-specific search tactics continue to increase in importance.

ImageWorks LLC | CT Search Engine Optimization

While professional SEO services can offer many opportunities to your business, you should never depend on SEO alone for the growth of your business. The companies that thrive on the online world have a comprehensive approach and utilize both online and offline marketing strategies. SEO can be a big piece; however, it is only one slice of the marketing pie.

By integrating all of today's Web tools such as SEO, social media, pay per click, and blogs, ImageWorks, LLC can turn your site into a lead generation tool.