Google dominates the search engine marketplace. That's no secret.
Its 91% market share worldwide dwarfs everyone else's. In fact, it's higher than all other search engines combined.
So, when Google changes to its algorithm, it ripples through the digital universe, creating trends that can completely disrupt the marketplace.The changes that the search engine is making to Google Algorithm 2018 promise to transform digital marketing and web design.
To thrive in this brave new world, you'll need to track these new trends and capitalize on the opportunities they present. That can boost conversions and profits.
Below we take a look at seven SEO trends created by changes to Google’s algorithm that you need to keep an eye on:
1. Fake news algorithm update
Combatting this type of news tops Google’s agenda for 2018. It’s already adjusted its algorithm to devalue "non-authoritative information,” and added "fact check tags” to search results. Now it’s gearing up to deploy Knowledge-Based Trust (KBT), a way of judging web pages based on factual accuracy.
Introducing KBT will make truthfulness a critical ranking factor, which brands will have to account for in their web designs, content, and digital marketing materials. Failing to so could trigger a drop-off in rankings and play havoc with the marketing goals you’ve set for the year.
2. Voice search/featured snippets
One in five mobile searches come via voice search. That number will rise as Google Assistant-enabled devices become more prevalent in the marketplace. As a result, we'll see the growth in popularity of featured snippets, from which Google often sources its voice search results.
Some experts think featured snippets will eventually rival the top organic listing as the place to be on Google—all thanks to voice. Look for this trend to grow.
Another voice activated trend is quick answers to questions. The Q & A format, tables, and lists will be popular in web design and digital marketing materials, making it easier for search engines to extract the right content from web pages.
3. Artificial Intelligence
Google is embracing AI big time. It recently introduced RankBrain, its machine learning AI system for processing search engine results, and Cloud Vision API, its machine learning model that recognizes an enormous number of objects. Expect Google to embed more of AI in its algorithm, which will make optimizing for AI a driving force in web design and digital marketing.
4. Mobile-first indexing
Another change the company could make to the Google algorithm in 2018. Even if it doesn’t, mobile first will eventually dominate thanks to the huge potential it offers. But mobile searches are all about content, so brands will need to tweak their websites accordingly. Local SEO will also grow in popularity thanks to mobile.
5. Accelerated Mobile Pages
Combining mobile optimization and voice search will create a dynamic SEO strategy by facilitating the search experience through personalized and relevant answers. Look for the use of Accelerated mobile pages (AMP) to grow, since site speed is critical in mobile. Brands will need to not only explore AMP trends but also experiment with any other tools that can boost site speed.
6. Visual search
Google's already invested in developing powerful visual search engines that can help it capitalize on this trend. As it grows, brands will need to consider the way users consume visual content and how it will change search habits. To boost engagement, brands will need to capitalize more on rich visuals and the use of neuroscience and innovation in digital marketing and web design.
7. User Experience for SEO
Google is focusing on the user in 2018. A good UX boosts user engagement with pages they visit. That helps search engines unearth more useful pages, favoring them over others. As more and more users explore content on mobile devices, the need to provide a better UX will grow.
To enhance search engine rankings on Google, brands will need to deliver a smooth UX for visitors. Site speed, readability, and navigation structure will also be critical in web design and digital marketing. A closer review of users’ habits can offer helpful insights to marketers.
These are just some of the changes to Google’s algorithm that will impact web design and digital marketing. As Google’s search engine continues to evolve, it will create multiple opportunities to increase search traffic without focusing on SERPS.
Tracking the trends mentioned above can help you capitalize on the opportunities generated by changes to Google’s algorithm in 2018.