As we’re nearing the end of the year, it is the perfect time to reflect on changes that have happened in the industry throughout 2018. In this blog post, we are going to take a look at what mattered in terms of SEO in 2018 (search engine optimisation).
There is only one place to begin when it comes to SEO, and this is with user experience. Google is continuing to focus on user experience in order to determine what websites are going to feature at the top. This means that you need to remain focused on your website’s content, relevancy, context, and speed. You also need to be aware of the browsing habits of your visitors so that you can make any changes that are required.
One of the more unique trends that has formed throughout 2018 is the optimisation of intent. Google has changed its search algorithm, meaning that the intention of a keyword is now one of the most substantial driving factors. Therefore, if a user has a clear intent to buy something, for example, they search “cheap laptop bags,” the search engine is going to place e-stores higher in the results.
Prior to this year, the meta description was used for the purpose of writing a brief overview of what your content was about. However, this has changed, largely thanks to the rise of voice searches. With devices like Google Home, Alexa, and Siri, instant results to questions are expected. These devices need to be able to scan your content with ease so that they can find the answers they are looking for. This has meant that businesses have had to change their SEO strategy to make sure they provide precise, short, and accurate answers that coincide with voice search inquiries and/or long-tail keywords.
Finally, you may have an incredible website when it is viewed from your laptop or PC, but if you have not made it 100 per cent optimised for mobile use, you will be in big trouble. This is because Google launched its mobile-first index this year, meaning your website ranking is based on the mobile version of the site too.
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