Over the years, search engine optimization (SEO) has continued to revolve and evolve. SEO firms and experts are discovering new and latest techniques to enhance the positioning of a company over its peers. When the concept of SEO was first introduced, it was only limited to upgrading the position of a company's website when a certain product or type of product or service was searched online. But, now it has become an ocean filled with different options. And with tools such as pay per click (PPC) and search engine marketing (SEM) becoming an integral part, along with social media marketing (SMM), search engine optimization has taken a whole new shape that was never seen before.
Every year, SEO experts make predictions about the introduction and state of search engine optimization in the upcoming year. It is only a way of gauging how well does one understand and know SEO and the way the world would welcome the new ideas introduced in search engine optimization.
1. Today, not only have several new tools become a part of SEO but there are also certain ways introduced to evaluate the success of search engine optimization. One of such ways is known as the click-through rate (CTR). CTR is the ratio of the number of users out of the total lot of users that 'click' on a certain link on a website, social media page or email. When a certain campaign is run by an SEO expert for a certain company that involves clicking on a certain link then CTR is calculated to assess the success of it. This brings us to the first prediction of 2017 that is that CTR would be less than 70% for every search done through Google. Last year the rate was a lowly 40% which means that it will take a few more year for the target of 70% is touched. Making it even more possible for the results of CTR being less than 70% this year.
2. It was assumed that there would be a decrease in usage of desktop searches and an increase in searches done via mobile phones. As per the stats of SimilarWeb, there was a 2% drop in 2016 in desktop usage for searches as compared to 2015 and an increase of the same percentage of mobile searches. Therefore, there is the possibility of the same trend continuing in 2017 as well. This is simply because of the fact that our lives are on a roll. We are running from one place to the other and when in need of searching something online, people hardly have time to do it via their computers. They would take their mobile phone and make the search. It is handier and takes less time.
3. The third prediction is about the growth of, once the giants of social media, Twitter. Facebook has surpassed everyone and this has led to a decrease in demand for other social media pages such as Twitter. From 2014 to 2015, there was only a nominal rise of 3 million of users from 302 to 305 million. But, from 2015 to2016, there was an increase of 12 million users from 305 to 317 million. This shows that Twitter has discovered ways of enhancing their numbers which mean that even in 2017, they would be using the same ways and getting even better results.
4. The fourth prediction is about the search content engines becoming a regular among the masses. Checking newsfeed on every single social media page can be time consuming and hectic. Search content engine apps compile all the latest stories and shares from various social media forums onto one. While some apps such as Nuzzel, Feedly, and Instapaper have grown, Pocket's popularity has decreased. This signals that even though content engine software have become popular, there is still a lot of room for improvement.
5. The next prediction is about the New York-based powerhouse Yext going public. Yext helps update the location of all the companies from one place without having to do it separating on every information based web page. It was understood that the company would get enlisted on the stock market last year but as that hasn't happened yet, Yext is all set for a grand slam public offering this time around.
6. The next and sixth one is about the gradual unpopularity of a normal distribution. People use Google and Facebook referral websites for news and other information. Normal search results are therefore taking a hard hit. This will continue to happen and more and more news network websites would be gone from the online world.
7. Ads can be a nuisance and we all admit that but for websites, that is a big source of income. The moment a user is on the landing page, a few pop-ups and other ads welcome them. This has triggered more extensive measures taken by users for adblocking. But, this can be highly problematic for the web owners because the more adblocking users come to their page, the less they generate. Therefore, there is a chance that a new legislation would be introduced to stop users from blocking ads.
8. DuckDuckGo, the website that claims that it doesn't track the user's history will become a bigger search engine than ever before. It would rise in 2017 as it did in 2016. When search engines such as Google only saw a 10 to 15% increase in searches, DuckDuckGo rose by 30% from Jan 2016 to Jan 2017. Very impressive and it is all set to continue this marathon run of theirs.
9. Content marketing is an art. It requires a lot of skill and time to come with a proper and engaging content as the right marketing strategy. But, as the world is ever so eager to make everything simple and easy to use, content marketing software are made for the same purpose. There are a few names in the market such as Canva as the top content marketing software but there is none that is entirely focused on small-medium sized businesses. This will change in 2017.
10. While a lot of things will be making an impact on the web marketing, a few things that won't include Wearables, Internet of Things, VR and smart home. This is the last prediction for 2017.