Top Things Marketers Need To Know About SEO In 2017

Top Things Marketers Need To Know About SEO In 2017
SHARE
THIS



The countdown to the New Year has already begun and marketers need to start planning their 2017 campaign strategy to ensure that they will meet their performance targets. In this opinion piece, Nathan Elly branch manager at Digital Next Australia argues marketers can’t afford to miss these million dollar SEO marketing strategies for 2017.

The SEO marketing channel has experienced several changes in 2016 and there is still one more major change that is expected to disrupt the tactical execution once the update is released. Marketers need to minimise the risk of this potential disruption by understanding the direction that SEO is going in 2017 and how they can ride the trend to achieve their marketing goals.

Penguin 4 will impact website’s rankings based on the types of links pointing to the website.

Google is updating their algorithm and web spam identification to combat link spam. Penguin 4.0 is the major algorithm update that people in the SEO industry are waiting to see released so that a link acquisition strategy can be put forward in 2017. We know that low-quality links and unnatural links will be targeted, however naturally acquired links that form the site’s link portfolio will be rewarded by Google. The ideal link building strategy should comply with Google’s terms of service, be acquired from sites that have relevant content and that is also authoritative in your industry.

Valuable content will remain at the heart of SEO.

Google has always said that “Content is King”; and that trend will continue into 2017. Websites that provide valuable content such as long, detailed guides for their web users tend to outrank sites that publish short copy.

A content marketing strategy should be a part of your site’s SEO campaign to ensure that your site gains the maximum keyword visibility and also has the best chance to deliver the value that users are searching for.

SEO performance will be influenced by the UX of the site.

Google has said that they want webmasters to optimise their site so that it provides a valuable experience for the user. Some of the key areas that need to be focused on include:

Web page loading speed

People are demanding that they receive access to content as quickly as possible. On average, a web user is prepared to wait for 2 seconds before they move onto the next website. Google has incorporated this into their algorithm and if your site isn’t loading its content in under 2 seconds, then it is unlikely that it will rank for the top search terms in your SEO campaign.

Interstitials

Google is targeting Interstitials in the first quarter of 2017. According to their Webmaster blog, it’s being targeted in response to improving users experiences on mobile devices. At times, the pop-ups make it difficult to access the web content. Your SEO strategy needs to assess the risk of your site being targeted and what changes can be made should the site be affected.

Mobile friendliness

Smart devices from phones to tablets have taken the world by storm and Google wants webmasters to make sure that their content is optimised for the appropriate device. (See their post on mobile friendliness here.)

Responsive design layouts and mobile app integrations will gain importance for getting higher rankings in the organic search results. Google’s Developer Console offers tools that can help to display the site appropriately on different web platforms.

Google AMP

Google’s Accelerated Mobile Pages is a project aimed at improving the speed of serving content to mobile devices. As more people engage with web content on their mobile devices, Google will start to favour website’s using Google AMP in the organic search results.

Bounce rate.

Google wants to send users of its search engine to websites that will help them solve what it is they are looking for. Sites that have a high bounce rate trigger signals to Google that the web page content isn’t valuable or relevant to the user’s search query. It’s important that the website is optimised for users to engage with the website so that any bounce rate signals are avoided.

It’s great that brands are preparing their 2017 campaigns now, however a contingency plan might be needed should Google make significant changes before the new year. By prioritising the areas that have been highlighted, there should be minimal disruption to the execution of the brand’s SEO tactics.

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]