How many times have you noticed that your company website isn’t loading very fast? But just because you notice things like loading speed, you probably won’t notice other issues that affect user experience (UX). UX now forms the basis of Google’s rankings and has been touted as one of this year’s ranking factors for the internet giant. So, here’s how you can ensure you stay on top of the three biggest SEO and UX trends in the new financial year.
1.Build the utmost user experience with High Page Speed. Page speed becomes increasingly important, especially since we are all now in the midst of the mobile-first era: remember, mobile means providing an impeccable and fast web experience for those who are constantly on the go, and any delay, even for a split second can cost you a great deal.One way to provide an excellent mobile experience is by using Accelerated Mobile Pages (AMP). AMP pages are designed to provide a smoother, more engaging experience on mobile devices. Brands that want to optimise their websites for better mobile experiences should seriously consider using AMP pages.
2. Tap into user intent by leveraging local SEO. The truth of the matter is that you have a pretty low chance of standing out and will struggle to outrank the “blue chips” in the search results. So your best strategy is to use other solutions Google can offer – Google Search Engine Results Page (SERP) features, and especially the Local Pack.But why should you care about Google’s Local Packs? Its Local 3-Pack appears in the #1 spot 93 per cent of the time when a local search is performed and 46 per cent of all searches on Google are of this type. Meaning that businesses that are optimised for a Google local search have a better chance of ranking at the top of the search results page, virtually every time. In other words, this is a major advantage for small to medium businesses in Australia.
3. Up until now SEO had more to do with ranking for that sweet #1 position in SERPs, 2018 is all about trying to get to position zero. Featured Snippets are the on trend element of search engine optimisation right now. After all, if you manage to get a featured snippet, you’ll get that visibility you’ve been craving since day one of your online presence. And keep in mind that the key to a featured snippet is to have content that builds the utmost authority for your page. After all, all your traffic comes from the users finding your content in less time than your competitor’s content. Instead of using tips and mere tactics to optimise for search engines, try to really get into the user’s head. What do they mean by typing in “best romantic restaurant for a proposal”? Make sure your content addresses their needs and keep in mind, that people don’t need content for the sake of content, or for keywords or backlinks. They need answers, so your main objective should be to answer their questions.
Although, when it comes to search, it becomes more and more obvious that achieving success is impossible if you aren’t leveraging any other non-SEO-related (in the strictest sense of the term) channels – social media, PR, influencer marketing and so on. . Otherwise, all of your SEO efforts will go straight down the drain.
Olga Andrienko, Global Head of Marketing, SEMrush
