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3 MAJORSEO PREDICTIONS

FOR

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It’s all about sales-qualified leads.Not just clicks and traffic.

Organic Search

SEM & Display Advertising

Social Media Advertising

Conversion Optimization

Content Creation

ROI Reporting

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1PREP FOR THE PENDING PENGUIN UPDATE

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The penguin is coming back.

Source: SearchEngineLand, “How to Prep for the Pending Penguin Update & Ensure You’re Penalty Free in 2016.”

And, it’ll be here before we ring in the New Year!

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The penguin is coming back.4.0 hates spammy link building.

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What makes 4.0 different?

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Good link building still exists.Analyze competitor link building strategies to get started.

Link Type

Link Position

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Just in case, here’s your recovery plan:

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Get a list of your inbound links from Google Search Console.

Ask the link source to remove the link.

Use the Google disavow tool on all bad links.

Conduct a link profile audit to identify bad links.

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Resubmit your site for Google reconsideration.5

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Links are a factor in Google’s new patent.

Source: SearchEngineLand, “3 Google Patents You Need to Know About in 2016.”

The “Onsite and Offsite Search Ranking” patent application may bring a version of Page Rank back into play. This means onsite content trust signals may be based on :

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Semantic search in relation to search queries.

The position of the page content within the site architecture.

The links to a page from other pages in the site.

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Links are a factor in Google’s new patent.

Source: SearchEngineLand, “3 Google Patents You Need to Know About in 2016.”

While offsite content trust signals may be based on :

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Number of links to a page from other related pages.

Relevant data about sites affiliated with that page.

Number of times a page ranks for a search query.

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2PREPARE FOR RICH ANSWERS TO BE EVEN BIGGER

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Rich answers are already a big deal.

In fact, they’ve grown from 22.6% of search queries in December 2014 to 31.2% in July 2015!

Source: Google, “Learning the Meaning Behind Words.”

Google rich answers grew significantly over the first half of 2015.

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Rich answers are already a big deal.Here’s an example.

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RankBrain is the proprietary artificial intelligence used by Google to process and rank search queries.

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Although just announced on October 26th, RankBrain already handles 15% of searches.

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Source: Washington Post, “Google Turning Its Lucrative Web Search Over to AI Machines”

“RankBrain has become the third-most important signal contributing to the result of a search query.”

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Make sure schema markup is on point.Similar to Knowledge Graph, RankBrain is improving entity search.

Source: Google, “Learning the Meaning Behind Words.”

Google crawlers scan to evaluate relevancy. Schema makes it easier!

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Schema tells Google what data actually means rather than what it says.

Source: Kissmetrics, “How to Boost Your SEO by Using Schema Markup.”

vs.

Make sure schema markup is on point.

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Schema can help optimize the following entities:

Source: Kissmetrics, “How to Boost Your SEO by Using Schema Markup.”

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Articles Book reviews

TV episodes and ratings

Restaurants

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Local businesses 6

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8 Events

Software applications

Movies

Products9

Make sure schema markup is on point.

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Google’s Structured Data Markup Helper can guide you through the code

Make sure schema markup is on point.

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Then test with Google’s Structured Data Testing Tool.

Make sure schema markup is on point.

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Processing the 15% of search queries that Google has never seen before.

Improving search results for long tail keywords.

What is RankBrain’s role in Google search?

3 Helping to better categorize pages based on overall content – not keywords.

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3OPTIMIZE FOR A BETTER UX, ESPECIALLY ACROSS DEVICES.

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Bounce rate2

CTR 3

Login data4

Time on site

Google knows if your site is boring.

Optimize for a better UX.

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Revisit your navigation structure. How many clicks does it take to convert ?

Optimize for a better UX.

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Mobile UX plays a major role.By the end of 2020, Gartner expects 25 billion “things” to be connected to the internet.

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Mobile UX plays a major role.Late last year there was the release of mobile-friendly search label update, and this year AMP is Google’s anticipated mobile improvement initiative.

 The Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.

Source: AmpProject.Org

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. Deliver more sales-qualified leads.

Chat with our team and learn how we can help build a better pipeline today.

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QUESTIONS? ASK AWAY!

Thanks!

Robyn Winner, Webmarketing123Sr. Campaign Manager, SEO