As we reach the end of the first quarter of 2018, it is important to look for the trends and understand where your website stands in the digital competition. Are you setting these trends, merely following them, or even lagging behind?

Based on the analysis of the past year’s data, here are a few elements that will likely help you enhance the quality of your search results and will ensure that you stay ahead in the Digital Marketing Game in 2018:

• HTTPS / Secure Websites
• Mobile First Technology
• Voice Search & Featured Snippets
• Page Speed
• Artificial Intelligence & Machine Learning
• Google Shopping
• Local SEO

HTTPS / Secure Websites

Google is now being assertive in the demand for secured connections in order to safeguard the users’ personal information. Possessing a secured website will thus help you surpass the unsecure sites in rankings and will ensure that your content ranks high in the search results. Google has already rolled out unsecure warnings in their Chrome browser in October 2017.

Mobile First Technology

According to BrightEdge, “57% of web traffic comes from mobile devices.”

It is also noteworthy that mobile first content is given priority in mobile searches. Mobile users will seek more content when looking out for brands/services in their local area. Hence, to thrive in your chosen business, optimizing for mobile technology is a must in 2018.

Voice Search & Featured Snippets

This technology is changing the way we communicate and process information. Google states that 1 out of 5 searches come from voice search queries. These findings are reflected in the increase in sales of digital assistants. However,  to benefit from these developments, long-tailed search queries and a natural language that meets the user’s conversational tone are needed. This has in turn given rise to Featured Snippets.

According to the findings reported by Stone Temple Consulting, “nearly 30% of the Google results have featured snippets.”

Along with Voice Search, this trend is expected to rival the organic listings on top rank. To capitalize on these features, you will have to modify your content. This will not only ensure that your content gets noticed, but will allow you to connect to your users in a relevant and useful way.

Page Speed

Google states that a page should load under ‘three seconds.’

Indeed, nowadays, users want instant access to information and don’t like sluggish websites. So, if your page is slow, your traffic will suffer with a higher bounce rate. While speed has always been a critical factor, it will become even more relevant in 2018.

Do you know the speed of your website? You can find out on Google’s Page Speed Insights for free!

Artificial Intelligence & Machine Learning

These technological innovations have paved the way for a more personalized user experience. Google’s determination to make advances in this domain with RankBrain/Google’s deep learning algorithm is expected to soon affect the search trends and is likely to lead to further innovations. More changes in Artificial Intelligence and Machine Learning are expected to follow in 2018.

Google Shopping

Google States, “40% of shopping searches are for broad-match terms.” Yes, Product Listing Ads in Google Shopping are expected to gain prominence in 2018 to respond to the needs of the mobile shoppers, who are demanding a greater choice of products and suppliers.

Local SEO

The number of Smartphone users seeking the help of ‘Google Maps’ to search for local information is growing rapidly. Many also look for reviews, address, phone number, business hours, etc., before acquiring a product or service. For these reasons, 2018 is going to be a positive year for websites that are optimized for Local Business.

Google has also added FAQ feature to Google Maps to allow users to post questions to the business owners, which helps with local business rankings.

We would also like to share a few tips from some of the Expert Digital Marketing professionals that will help you dominate the industry in 2018:

• Olga Andrienko, Head of Global Marketing, SEMrush says, “Fast, secure, mobile-optimized websites are the future. Websites should reflect the clear purpose of the company and have an easy-to-use interface.”
• Loren Baker, Founder, Search Engine Journal mentions, “I feel that page content naturally answering user questions and expectations of user intent is going to be more important as well. It’s not just about having content that ranks for keywords but also making sure that that content is exactly what the searcher is looking for. Recently I’ve noticed the sites improving their rankings are those that address user intent and answer questions correctly and efficiently, even sites that are new or have few links built to them.”
• “Google announced it will be switching to mobile-first index in 2018. The best practice is to make a responsive website, and there’s no excuse to avoid doing that in the coming year. Otherwise, your site’s rankings and user experience may suffer,” according to Aleh Barysevich, Founder & CMO, SEO PowerSuite and Awario.
• Winston Burton, VP of SEO, Acronym Media shares, “As the SERPs continue to get more competitive, brands must be prepared for voice and mobile and should also have high-quality content and links as these are going to be the most influential factors on search visibility in 2018.”
• “Voice search is going to be more important in 2018. With the expansion of mobile and new home assistance devices like Alexa, Echo, and Google Home being developed into home products, voice search is going to grow exponentially,” says Christine Churchill, President & CEO, KeyRelevance.
• Stoney deGeyter, CEO, Pole Position Marketing, mentions, "I think the single biggest trend we’ll see in 2018 is businesses trying to figure out how to integrate AI into their content marketing strategies."

Traditional SEO techniques are still effective. Still, a number of emerging trends could significantly change the way search is optimized. The road ahead is going to be challenging, but will also be filled with opportunities. Hence, you should focus on long-term Digital Marketing strategies that will keep you competitive in the year ahead.

Mr. Duhane Williams have over 10 years of experience in digital marketing, brand management, team building, campaign implementation, market growth and new business development, coupled with commitment to growing organizational success through the provision of world-class marketing management.  Visit https://www.venttraffic.com to read more.