SEO trends expected for 2017
If you want to generate more traffic and keep ahead of the competition in 2017, make sure you’re aware of the latest SEO trends.
Search engine marketing is never easy, especially with the expansion of marketing technologies and system integrations, so you need to look for every opportunity to improve your results. Take a look at the SEO trends expected for 2017, to find out how your digital strategies can achieve optimum success.
Achieving SERP domination
Dominating the SERP for high-priority keywords improves credibility, brand recognition and trust within your target audience, turning prospects into customers faster.
Advertisers will analyse search queries for more insight into the terms that are driving real business results, including content engagement, phone calls and conversions. Identifying search terms that bring top-of-funnel visitors to your website, and writing organic content aligning with the intent behind the query, will maximise results from organic search.
Improved conversion rates
If your site suffers from high bounce rates and low conversion rates, look at the page’s overall flow. Ascertain whether the design elements attract visitors to the call to action. Analyse whether the page needs to be simplified to improve the user experience – and if so, how this can be achieved. Make sure you’re clear on what you want visitors to do on the page.
Asking smart questions
It’s time to turn detective and start asking smart questions when it comes to visitors’ behaviour. Work out why the page is preventing them from taking action. When you think you understand what elements of your page can change visitors’ behaviour, start testing your theory. When you know you’re going in the right direction with the changes, capitalise on this. Before long, you should start noticing improvements in engagement and conversion.
Capitalising on attribution insights
A B2B marketer’s focus is often on bottom-of-the funnel “qualified” leads that the sales team can follow up. Although this is important, it’s also useful to work out what content and channels are driving prospects higher in the funnel. Google Analytics’ Multi-Channel Funnel reports are an ideal place to start to analyse user behaviour across various touch points.
Using the Top Conversion Path report
Four fundamental questions must be answered to gain important marketing insights. Find out which channels have the biggest impact on conversations; which sources drive new customers to the top of the funnel; which content drives visitors through to conversion; and whether certain keywords have more impact at the top and bottom of the funnel. The Top Conversion Path report will help you find answers to these questions. Top-of-funnel visitors can be re-engaged and turned into converters using re-marketing and search re-targeting.
AdWords and Salesforce integration
The best way to understand the value of leads generated by marketing is to have access to lead outcomes tracked via the customer relationship management system. Google’s new AdWords and Salesforce integration enables the importing of data from Salesforce into AdWords – then you can optimise campaigns based on your lead goals. Use prospect and customer lists for re-marketing with the new Customer Match Lists, with your CRM data being used to maximise each touchpoint with prospects through your search marketing campaigns.
Call tracking to better understand total ROI
Telephone calls are important in marketing, as leads from phone calls can be more qualified, with a better chance of making a commitment, rather than leads obtained via an online form. When you’re looking to increase qualified leads, start by understanding what is driving qualified phone calls. When studying the ROI of a campaign, measure both phone calls and online leads from your campaigns.
Increase in accelerated mobile pages
Webmasters will be using an open-source protocol, accelerated mobile pages, to create pages that will load almost instantly on any mobile device. Simple structural changes enable the site to use eight times less data and load four times faster. Google is already favouring sites with accelerated mobile pages by making them visible in a carousel, with a small lightning bolt icon, to indicate their status. More favouritism of AMPs is anticipated in search results in 2017.
If digital marketers embrace all of these trends, using them to your competitive advantage, it’s a great way to jump-start your campaigns in 2017.