2015 has been an interesting year for the SEO field. We witnessed the long-awaited Mobilegeddon update, which disciplined sites falling behind in the mobile compliance area, a massive revamp to local search engine positionings using the new local three-pack, a fresh premium protocol for content, and a dozen or so additional minor updates from Google.
Now everyone is looking to 2016 for what’s new! Let’s have a look at the top 6 trends expected to soar in the year to come.
1. Video Content Will Leave behind Written Content in ROI for B2C Industries and Brands.
Today, written content is regarded as the “standard,” even by the substantial bulk of people who continuously insist that incorporating various formats of web content is a smart idea. In 2016, a selection of new innovations and the continuance of years-long patterns will shift, and video will surpass written content in terms of reach, interaction, effectiveness, and overall ROI. Vine, Periscope, Snapchat, and additional video apps are somewhat responsible for this, setting users’ expectations towards more graphic material, but the true herald could arise from Google, which is now trying out video ads in search results. B2C companies without frequent feeds of video will soon be regarded as behind the times. B2B companies will do the same, but it won’t come about in 2016.
2. Mobile-Optimization is Going to Be More Vital than Desktop Optimization. For the previous few years, desktop has been a regular kind of search, with mobile users growing in numbers. Previously this year, mobile searches exceeded desktop searches for the very first time, and along with Mobilegeddon, Google announced to the world that mobile and desktop traffic were on relatively identical footing. Starting today, and carrying on into 2016, this switch will definitely continue, subsequently making mobile traffic by far the more crucial, with desktop falling into obscurity during the next 5 years. Presently, Google is claiming that a desktop-specific site is not required, and their switch to a local three-pack reflects their commitment to a “mobile” experience across all kinds of devices.
3. Aggregated Material Will Lower the Control of News and Event Coverage.
Twitter is trying out a new feature called Moments, which will combine articles, graphics, and videos from live events and unfolding news stories into a solitary channel for folks to view. In a sense, users emerge as the content producers, and other individuals can see events unfolding firsthand. Needless to say, Twitter isn’t the only system to be experimenting with such a live feed, and advanced algorithms are already able to put together news stories from numerous pieces of pre-existing information. Because of this, in 2016, the strength of a news article that isn’t immediately sourced will start to diminish, narrowing the field of content marketing for everyone.
4. Social Content Will be More Easily Indexed.
Google has offers in place with Twitter and facebook already– search for a news item, and you’ll probably see a tweet or two emerge in your mobile search results. In 2016, even more platforms will become more heavily indexed in the vaults available to Google and various other search engines. Social articles will carry a value and a consideration just like any autonomous website, and the separation of “web” and “social media” will start to blur even further from an SEO perspective.
5. Deep Links in Apps Will Be More Essential.
Google has been cataloguing apps for a very long time now. As part of the change toward emphasizing mobile users, Google is anticipating a future where apps could eclipse traditional websites in popularity and performance. Search marketers can take advantage of anticipating this development also. Starting in 2016, “deep links” to apps (meaning links which aim toward a specific web page or area of an unique app) will begin to possess more meaning, comparable to deep links online. App optimization in general, for that matter, will also expand in value. If your medium-sized or greater business does not yet possess an app, now’s the moment to create one. If you still don’t feel it makes sense for your company, at least get your company listed on as many other apps as possible.
6. Local Search Will Become Even More Local.
This is something we’ve watched expand a bit this year year, but we think the trend is really prepped to explode in 2016. The onset of wearable devices, like the Apple Watch, and the increased refinement of Google’s local indexes are going to bring about even more unique kinds of local search. In lieu of discovering companies in terms of a city or a state region, rankings could rapidly generate based on your street corner or neighborhood.
2016 may watch these trends develop in a manner that alters the landscape of Search Engine Optimization, or it might just see their introduction. SEO in some cases advances counterintuitively, moving rapidly where you least expect it and dragging its feet where you ‘d foresee it striking. Regardless, 2016 will be a fascinating year for search marketers, and we are definitely looking forward to it at JHG Media Group!!