SO earlier on in the year I wrote a brief blog / article / guide / call it what you will piece on top SEO tactics for 2017. With the hour glass of 2016 dwindling away I thought it was a good time to release my thoughts on what will be key for 2017 in terms of SEO and PPC.
I am not going to look back at 2016 as someone once said to me; “ No body gives a fuck about what you did yesterday, the only thing that matters is today and what you do with it” I am going to take it a little further and talk about tomorrow. Tomorrow being 2017!
Whatever you call it, SEO, PPC , Digital marketing, Search Marketing, it does not matter because it can all be summed up in one word, behaviour…. For many people reading this yes your ultimate goal will be to improve some sort of commercial metric be that leads or transactional, but in order to do that successfully you need to understand people. If Brexit and the elections have taught us anything it is that data can lie to you in face, User journeys to completion of goals has become so fragmented , digital marketers can no longer look at things as liner lines anymore.
Research and Identifying Micro moments:
Research is going to play a fundamental part in successful SEO and PPC strategies in 2017. Do not listen to this advice at your peril and expense! Before you do anything spend some time really getting underneath the skin of your audience. Where are they now, have their opinions and thoughts changed, have their habits changed. Is your marketing even your market? The chances are most of these elements have not changed, but even if one has you need to identify the change and adapt accordingly.
If you think back to the last thing you purchased or did. You probably had a moment in your journey to that thing which essentially boiled down to you getting it. They can be broken down into four categories:
- I-want-to-know moments
- I-want-to-go moments
- I-want-to-do moments
- I-want-to-buy moments
Look into these moments and identify how they relate to your business. For each there will be a variance of importance. For example if you are just online selling items with no physical store then “ I want to go moments might not necessarily apply to you. However “I want to know “ definitely will. So work out what do people want to know about your product. Once that’s established do some keyword research, form a plan to optimise for the best ones if you have not done so already. It may be that you already have these keywords in your strategy already, if that the case see how well they have performed if it’s not bringing you the results you want. Time to change or expand further. You should be doing this exercise once a quarter and applies both to SEO and PPC.
SEO AND PPC as one:
So we have no more right side adds, Google shopping ads finally came to Ireland and launched. There has been talk about Google possibly introducing a paid result to the local 3-pack, leaving PPC to play an even larger role in local search.
Here the where is gets interesting with a little insight into our client base traffic break down. Over 50% of traffic to websites comes from organic search. Additionally, another 10 percent comes from paid. This means that over 60 % of the traffic on your site arrives from the search engine results pages (SERPs) alone. While organic search is the primary driver of website traffic, the role of ads cannot be overlooked. Google has recently been taking initiatives to increase their prominence on the display page, by making ads larger and increasing from 3 ads to 4 ads for high purchase intent searches.
Customers have also become increasingly channel-agnostic, anti establishment, and to an extent non-media swaying. They interact with brands on several different devices via multiple channels, and they are interested in a variety of types of content to form their own individualistic opinions and decisions.
Brands that succeed in 2017 will need to coordinate organic and paid search marketing disciplines and understand how they can work together to build the relationship with customers this is something as a search marketing agency that specilises in SEO and PPC do with our clients consistently. The results are fantastic and it’s what we will continue to do in 2017.
Mobile first is crap!
There has been a lot of talk about making sure you have a mobile first strategy it is to me nonsense as Mobile search is all search. Instead it should be mobile all. Here is the reason why: As much as I have my mobile on or around me 24/7 and I believe in constant connectivity, and I survey I did about mobile phones even put the sanctity of marriage into question (come ask me if you want the full story). Mobile is not the beginning, middle and end of the story, sometimes it’s the end, and sometimes it’s just the middle. We are seeing up to and more than 50% of searches happening on mobile devices, but heres the rub what if I told you out of those users majority of them are doing searches on multi device including desktop and laptop. So instead of thinking about mobile first think about it all. Marketers will focus more on cross collaboration between devices to get the best return on their campaigns, and compare SERPS on desktop to mobile and vice versa.
Google has not said it’s going to stop indexing desktop versions of site, but there is going to be more of a focus on mobile and that is not going to go away. AMP ( Accelerated Mobile Pages ) will be seen more and more of and early adopters will see benefits of this. If you have a ecommerce site, blog or news site. Why not test it out on a category and see the variance between non-AMP pages to see if it’s justifiable.
Content, content and more content:
I can feel the eyes rolling back into the head already . it’s been said a thousand times and your sentiment is shared with users, being inundated with worthless short pieces of tripe over and over again with a slightly different tone, or pace. We are in a stage where the main focus is about long, lengthy pieces covering a subject in detail. Content is still going to be important, providing it has relevancy, however I feel a trend between short and lengthy pieces coming in the form of a hybrid ignoring length completely, focusing on providing as much information as possible in the smallest most practical space. Dense content. I somewhat jest, just focus on making your content as rich as possible for your audience. If you have done the rest of the trends above you’ll be half way there in terms of what best for your audience and potential customers.
These viewpoints are my own and believe they will be important factors for SEO and PPC in 2017. All that’s left for me to say is Athbhliain faoi mhaise duit! ( not bad for a Brit, living in Dublin) and I wish you all a very successful 2017.
All the best