2015 has been an impressive year for the Search Engine Optimization industry. We saw the long-awaited Mobilegeddon update, which disciplined sites falling behind in the mobile compliance area, a substantial overhaul to local search engine positionings using the new local three-pack, a brand-new quality algorithm for content, and a dozen or two other small updates from Google.
Now everyone is looking to 2016 for just what's new! Let's take a look at the top 6 trends expected to soar in the year ahead.
1. Video Content Will Surpass Written Material in ROI for B2C Industries and Brands.
Right now, written content is considered the "standard," even by the considerable bulk of people who regularly insist that involving various formats of web content is a smart idea. In 2016, a handful of new innovations and the continuance of years-long trends will shift, and video will outmatch written content in terms of reach, interaction, effectiveness, and general ROI. Vine, Periscope, Snapchat, and various other video apps are partially responsible for this, establishing users' expectations to much more visual material, but the actual herald may spring from Google, which is now experimenting with video advertisements in search results. B2C companies without regular feeds of video will quickly be regarded as behind the times. B2B companies will do the same, but it will not come about in 2016.
2. Mobile-Optimization Will Become More Crucial than Desktop Optimization. For the past few years, desktop has been a basic form of search, with mobile users increasing in numbers. Earlier this year, mobile searches surpassed desktop searches for the first time, and alongside Mobilegeddon, Google announced to the entire world that mobile and desktop traffic were on fairly identical footing. Beginning today, and continuing into 2016, this transformation will definitely continue, inevitably making mobile traffic easily the more important, with desktop falling into obscurity during the next 5 years. Already, Google is asserting that a desktop-specific internet site isn't needed, and their switch to a local three-pack shows their commitment to a "mobile" experience across all kinds of devices.
3. Aggregated Material Will Lessen the Power of News and Event Coverage.
Twitter is trying out a new component referred to as Moments, which will aggregate posts, images, and video clips from live events and unfolding news stories into a singular channel for folks to view. In a sense, users emerge as the content producers, and other individuals can see events unfolding firsthand. Surely, Twitter isn't the only platform to be trying out such a live feed, and advanced algorithms are presently able to assemble news stories from numerous pieces of pre-existing details. Therefore, in 2016, the strength of a news article that isn't automatically sourced will start to decrease, narrowing the field of content marketing for everybody.
4. Social Content Will be More Readily Indexed.
Google has deals in place with Twitter and facebook currently-- search for a news item, and you'll probably see a tweet or 2 appear in your mobile search results. In 2016, a lot more platforms will come to be more heavily indexed in the vaults available to Google and various other search engines. Social posts will come with a value and a consideration similar to any independent web page, and the separation of "web" and "social media" will begin to blur much more from an SEO perspective.
5. Deep Links in Apps Will Become More Vital.
Google has been indexing apps for a number of years now. As part of the change towards concentrating on mobile users, Google is preparing for a future where apps could outdo standard websites in popularity and functionality. Search marketers can gain from anticipating this shift as well. Beginning in 2016, "deep links" to apps (meaning links which point towards a distinct page or area of a particular app) will begin to carry more meaning, similar to deep links on the web. App optimization in general, for that matter, will also grow in importance. If your medium-sized or greater business does not yet possess an app, right now's the moment to design one. If you still do not think it works for your company, at least get your company listed on as many other apps as possible.
6. Local Search Will Get Even More Local.
This is actually a thing we've watched increase a little bit this year, but we think the trend is truly prepped to burst in 2016. The onset of wearable gadgets, like the Apple Watch, and the increased sophistication of Google's local indexes are going to lead to even more certain kinds of local search. Rather than identifying businesses in relations to a city or a state region, rankings could rapidly generate based on your street corner or neighborhood.
2016 may watch these trends grow in a manner that transforms the landscape of Search Engine Optimization, or it may just see their introduction. SEO at times advances counterintuitively, moving swiftly where you least expect it and dragging its feet where you 'd foresee it striking. In any case, 2016 will be a fascinating year for search marketers, and we are certainly looking forward to it at JHG Media Group!!
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