OK, so we don’t have a Crystal Ball but here’s our view on the SEO trends for 2018. These pointers will help your website and your business do better in 2018 and beyond.
Today I’m going to share with you what I believe are going to be the SEO trends for 2018.
Okay so just quick recap for those of you don’t know: search engine optimization means the stuff that you do on your site and around the web pointing back into your site to help your website rank better in the search engines
And if you do a good job with this you will not only rank well with search engines but you will also get traffic to your website and hopefully people will pick up the phone, buy from your ecommerce store or send you inquiries about what it is you have to offer.
So let’s get cracking with what so like I said what I believe will be the things that you should be doing and should be aware or for SEO in 2018.
First things first let’s cover content.
Content is the biggest thing you can do on your website to make it rank well. And it means not just the pages on your website but also additional content such as blog posts, articles, testimonials, case studies, client stuff etc. It all adds up to a picture that should grow in the Google or the search engine database that’s all about your site and all about what your site is ultimately about.
Based on your content is something called latent semantic indexing and we did a video on this a couple of weeks ago and I’ll share a link below to where you can find it
In short, latent semantic indexing is all about topics and subjects and keywords and phrases that are around your core topic.
Ror example if you sell car tires in Leicester you would want all of your topic, all of your content and your blog posts in some way shape or form – about car tires especially in Leicester. The idea is that if somebody searches on the search engine for car tires in Leicester your site is well ranked.
But it also goes throughout your whole website. You should have variations on the phrase car tires in Leicester. You could have all weather car tires in Leicester, it could even be snow tires in Leicester. There’s also economical tires in Leicester, high end tyres in Leicester and so on.
However, if you put something on there about football, for example, Google will come along say hang on a minute that makes no sense it’s no it’s no correlation with the rest of the content and then likely mark your site down.
So think about latent semantic indexing or LSI which is all about phrases and stuff to do with your core content on your site.
Voice search is going to become HUGE!
Something else that I think is going to be really big, in fact it’s already pretty big but it will only become more prominent, is voice search.
What I mean by voice search is that you’ve got things now like a Alexa, Cortana and also Siri where people can use their voice to tell their search engine on their device what to look for. This means that your website is going to need to be built and also written with natural language that people might want to use to find what it is you do.
The easiest way to tackle this is to make sure that the text is clearly visible to the search engines. Your web guys should be able to help you with that.
When you write the text for your website have a think about what somebody genuinely searches for. Especially if you’ve written it from a technicians point of view. Write language that people would in everyday terms actually use to talk. Maybe you should take into account that in Britain people’s reading age is somewhere around 15 years old, that’s the average
So if you’re writing in technical terms or you’re writing in English that you learned sometime in the last century then you really ought to have a think about whether is this conversational terms. Ask yourself “is someone likely to say this?”.
A good question to ask is “if somebody asked me what I did in a pub, would I say what I’ve written on my website?”. And if you wouldn’t I would suggest go back and read it because voice search is going to become huge. It’s already growing at a very rapid rate and it will only get bigger. Your website needs to be able to stand head and shoulders above the rest in its search ability when somebody literally tells their search engine Siri, Cortana, Alexa what is they’re looking for.
Make sure that you’ve gone to town but making sure that your website is in plain English.
Video marketing will continue to become more important!
Something I’ve touched on before and it’s growing at a massive massive rate is video marketing and video embeds into your website.
I really can’t stress this enough: YouTube is the world’s second largest search engine and it’s currently the third most widely used website in the world. Why wouldn’t you want to be on there? Why wouldn’t you want to be putting videos into your website? There’s no technical skill involved in doing that any more so I would say get on with doing some video.
You don’t have to stand in front of a camera like I do, you could simply just talk over a PowerPoint presentation while recording your screen. There’s free video software that you can get out there.
Facebook live for example is becoming increasingly popular too and LinkedIn launched something like Facebook live.
It’s only going to get bigger so I would urge you in 2018 to get into video.
Tracking and re-marketing cookies are being blocked…
Something else which is in the process of happening and Apple have announced that they’re going to start blocking tracking cookies on websites that are used through an apple device.
This means that really technical online marketing like remarketing and re-advertising to people who visit your website is likely to become that little more difficult going forward. And because Apple have done it the chances are good you’re going to get browsers like Firefox and possibly even Chrome that going to start blocking that as well. In fact I don’t think chrome will do it because it’s owned by Google and Google make a lot of money out of the advertising. Thinking it through maybe chrome won’t but chances are good Firefox will because they often follow Apple’s lead.
So you’ll have to be aware if you are using remarketing tools and tracking cookies on your website your statistics may be skewed in things like analytics. But also some of your remarketing efforts, particularly if people use Apple products like Mac, then you’re may not may not necessarily get the impact or the penetration that you used to get.
Oh, and what are folks saying about you?
And finally and I know this has been touched on a load in the past but the more I think about it the more I see it happening and that’s reviews.
People read reviews more so than ever. If you own a restaurant you need to be on TripAdvisor for example. If you’re you do a trade or a plumber you know being on trust-a-trade or a Trustpilot. It is so big now that a lot of people are putting their badges from a lot of these review sites on their websites. That’s only going to become more popular.
The great thing is, if you do a good job, encourage people to write testimonials and reviews. An even better thing is if you get Google reviews as well. It will only help your website to move up the search rankings.
Not a complex thing, it just takes a little bit of extra thought during your sales delivery process. Simply saying “would you mind giving me a review?”. Like I said it’s not complex but I think in my opinion that’s become going to become even more prevalent.
My other half, for example, never books a hotel unless it’s been well reviewed. Even if that’s just the wide variety of things like TripAdvisor, Google reviews and all the other websites for reviewing. So take that into account.
Write on your website consistently 🙂
And finally, and I’ve said this over and over again, if you’re going to put stuff onto your website do it regularly and do it consistently.
If you want to write a blog please write a blog. It’ll only ever be good for your website if you do it regularly. There’s no point in putting on a couple of blog post this month and then leaving it for another six months, you’ll do yourself no favours in the search engines. Google loves content. They want relevant up-to-date timely content that’s good for them, good for your audience, good for your website.
So again all of this stuff needs to go into some kind of plan. It great to hear your thoughts so please write comments below. If you have any questions please feel free to ask but I hope you’ve had plenty there in what I believe will be the SEO trends for 2018.
You can check out the video on Latent Semantic Indexing (what it means and how you can use it) here: youtube.com/latent-semantic-indexing