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

GOFB

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]