Creating premium editorial content and tailored articles and videos for mobile are two of the best tactics for boosting SEO and ranking on the first page of Google results, according to a new infographic about the SEO trends to watch in 2017, published by digital agency MDG Advertising.
The search engine optimisation landscape is constantly in flux, so brands need to optimise their content strategies regularly to ensure that they remain visible in search and drive traffic to important corporate web pages. Changing algorithms and page rank requirements make this process a challenge, but MDG has highlighted five trends to help marketers succeed in their SEO efforts.
In-depth and engaging content is now more important than ever before, as pages that rank near the top of SERPs are typically more comprehensive, with around 1,750 words or more of relevant copy. Data backs this up, as the top three results are, on average, 45 per cent longer than those further down the list.
Another interesting trend is the correlation between high search rank and total page time. This means that a page will generally have a better chance of boosting SEO if it features interactive elements such as videos and images, which can supplement written pieces. Brands should therefore not only think about read time but also the total time that they can keep a visitor engaged.
In addition to high-quality content, brands should also tailor pages for mobile, as more than a third of people now use only their smartphones to search on a daily basis. Google has doubled down on its mobile focus during the last 12 months, and its algorithms now penalise pages that deliver a poor experience on smaller connected devices.
Mobile has also fed into the desire among consumers for more localised content, so marketers need to think about how to optimise campaigns to reach regional audiences. MDG also stated that site quality is now a key SEO factor because Google is eager to divert consumers to content that is both popular and compelling.
The infographic concluded with a warning that traditional SEO cannot be considered a competitive differentiator anymore, as so many modern enterprises are now invested in search. Brands will have to produce more in-depth, mobile-optimised content to stand out from the crowd.