2016 has flown by and as we enter our final quarter of the year it’s time to start thinking of next year’s digital strategy.

As we know SEO is a subject that hangs around for no man. It is ever changing, developing and it doesn’t take much to be left behind.

Adjustments should constantly be made to your strategy. This will ensure that your rankings remain in premium positions and that your current strategy is up to date with Google’s latest requirements.  In recent research, study shows that 93% of website interactions and online experience starts with search. If you’re website is reliant on remaining in the top spots of Google then it’s critical that your digital marketing strategy is not compromised.

In this post we are going to look at some of the trends of 2016 and get ready to gear up for 2017.

Schema Markup

Schema mark-up is being used much more frequently now and it is even more important that it is being used correctly in line with the latest trends in Google. Schema mark-up essentially makes it easier for Google to interpret your website.

Schema is used more frequently in Google to display bite sized bits of information.  It Is more frequently recognised in Google as one of the following;

  • Rich Snippets
  • Recipes
  • Videos
  • Local Businesses
  • Music
  • Reviews
  • TV & Movies

Schema Mark-up helps present this information to Google. Google will then be able to pull the relevant info required dependant on the relevant search.

In 2017 we expect to see this be used more readily and have a more comprehensive understanding of its application. Google have talked more recently about RankBrain and artificial intelligence. It’s going to become increasingly more important for companies to ensure that their website can be easily read by anyone or anything, artificial computers included. Schema Mark-up will ensure that your site is ready for anything that the future holds.

Breaking Down Barriers and understanding your user

Your 2017 strategy should be just as focused to SEO as it is your user. The way users search and interact with your website is an on-going development in itself. Mobile devices are most commonly used for email and daily browsing. Desktop users will frequently interact with social media and more so redeem social promotion. PPC users have a high expectation to the landing page they are first bought to upon clicking your PPC advert.

It’s important that as a business you have clear defined digital goals and strategies. Whilst this is seemingly obvious, it is just as important that your team is all pulling in the same direction to reach the targets and goals you’ve set.

Google Search Engine Results Pages (SERPS)

Throughout the year Google has been trailing different SERPS. In particular meta descriptions and titles have been seen with higher character limits.

We know that this hasn’t officially been rolled out in Google and it has only been seen in a few sectors. Depending on how this pans out we can expect to see this more readily available to all sites in 2017.

It’s important that page titles and meta descriptions are clearly written with good usage of your primary keywords. If you are lucky enough to be provided with an extra allowance of character limit, then make good use of this.

Ensure keywords are contained in both your page title and description

Use any extra space to extend your meta descriptions to include more clarity

For extended meta descriptions anything less than 100 characters will get lost with the new larger format

Is mobile really becoming increasingly more important? …. Quite simply yes, yes it is!  

We know that slow loading can cause major issues when it comes to the User Experience of your website. Google have made this very clear and mobile experience has got to be a big part of your 2017 strategy. If your not mobile responsive by now, why not? This will be having a big impact on your search results if you want to be competitive in Google.

Google has shown recently that a 1 second delay in your page loading results in a 7% reduction in sales conversion. Mobile is becoming more about micro moments and micro interactions.

It’s very common for users on mobile devices to want a set criteria of information or they require support with an immediate need.

They usually come in the form of one of the following;

  1. I want to know
  2. I want to go
  3. I want to buy
  4. I want to do

We need to ensure that our mobile experience satisfy these moments. If you can do this, then you will be well on your way to an optimal mobile experience. In the long term this will have a positive effect on your digital reputation within Google. Therefore, resulting in higher search engine listings for your required search terms.

Speed really is of the essence. Customers do not have time to wait on poor loading websites. To improve speed you can ensure images are scaled correctly so that they do not take copious amounts of time to load.  Where possible compress your website to promote quicker loading times.

Grey Coffee is a digital agency, that offers expert Digital Marketing and SEO to businesses in Nottingham and around the UK.

We pride ourselves as web design and web development experts.

We are happy to talk through any new projects or how we can support your business needs.

If you would like to get in touch with us, then email us or call us 0115 798 0699