Did you spend a good chunk of 2017 wrestling with the Google algorithm? Well if so, be prepared for another 12 months trying to second guess the workings of the world’s dominant search engine. There are some search engine optimisation (SEO) tactics which are proven to work, but nevertheless, each time Google moves its goal posts we are forced to take stock and adjust. So what are the SEO developments which could stand out in 2018? Read on!
The problem with personalisation?
“Not another algorithm change!” we hear you cry. Not yet, but there are signs that Google could be moving towards personalised search. With voice search taking off, along with advancements in the way in which search can be tailored to a particular user, we might see Google move – at least part of the way – towards personalised search. If Google begins to use a user’s specific search history as a way of ranking sites in relation to search terms, we could see a scramble to adjust tactics accordingly.
Visual video search
Up until now, videos have been seen to be included in standard search results and identified by the keywords which are used in the title or description of the video. Hand in hand with video’s increasing prevalence, that could all be about to change. It seems Google are looking at ways in which videos can be recognised visually, with this information being translated into search results.
Say hello to the Knowledge Graph
You might have noticed the emergence of Featured Snippets as a feature on Google over the past few months, as the search engine highlights specific information in relation to specific search terms – providing an ‘answer’ to a question posed by a searcher. Now – judging by reports in December 2017 – it appears that Featured Snippets will be replaced to some extent by the Knowledge Graph, which offers a whole hub of information to a user looking for information on a certain subject or posing a question. Now for the challenge – how to get our sites into the Knowledge Graph?
SEO developments for 2018 – where to get more help
Whatever your sector, it’s all shaping up to be another exciting year in the world of SEO! To find out how we can help you prepare, get in touch today.
Read about our SEO services that can help your business climb the Google rankings.