Search engine leads have a whopping 14.6% close rate
And 70% to 80% of people skip straight to organic results, ignoring paid ads completely. Click To Tweet
But you probably already know all of that. You already know how important landing within the first ten results of a Google search is. You know how that can help your business generate passive traffic, leads, and conversions. That’s why you’ve spent the last year trying to either climb your way through the rankings or maintain your current position. 2018, though, is going to be filled with some things you might not know. In particular, video is going to rule content creation, voice search will start to find its footing, and mobile results will take priority.
In this blog, you’ll learn about the most recent changes to SEO and how as a marketer you can implement strategies to get ahead in 2018.
Video is Going to Rule the Rankings
Currently, about 55% of all Google search results contain at least one video. In other words, over half of the page results you see when you search on Google have at least one video embedded within their pages. You could argue that’s because people are using video content more often. But, more accurately, I’d argue that Google is actually prioritizing pages with video content. And that’s not a huge surprise.
First of all, Google owns YouTube so it’s in their own interest to promote video content. That’s probably why, as you might have noticed, Google is slowly sneaking video results into the images search tab.
Second, 60% of people prefer video content over basic text.
Which directly contributes to why video content tends to rank better than regular blog posts. When people spend more time on a page and engage with the content rather than leaving immediately, Google ranks that page better. If video is encouraging engagement, that’s at least partly why it’s winning on the SERP.
How can marketers start to prepare for this video-loving trend? The best way is to start creating video, or in the least, use video. When writing a blog post, for instance, go to YouTube, find a video that accurately describes your topic, and embed it in the blog post you’re writing.
Kind of like I’m about to do.
Every day, 40% of adults perform at least one voice search. With the rapid adoption of products like the Amazon Echo and Google Home, voice searches have increased by 35 times since 2008. According to Google one in five searches comes from a voice query. Everything from cell phones to home assistants will have voice search technology incorporated, leading comScore to estimate that voice queries will account for 50% of searches by 2020.
Lest you think that all of that attention is just Ecuador Phone Number smoke and mirrors, consider that Google hinted in an interview they will soon be introducing better voice search reporting.
Recently, a Google Analyst stated
“I don’t know what the exact plans are there, but we have discussed something like that. To kind of make it easier to pull out what people have used to search on voice and what people are using by typing. Similar to how we have desktop and mobile set up separately.”
It’s difficult to predict when voice search will start to completely establish itself, but 2018 will surely be a year of voice search exploration. That trend will affect B2B marketers and B2C marketers alike. To prepare for that, target long-tail keyword phrases that sound more conversational. When people talk instead of type, they tend to use more words.
Additionally, featured snippets will become even more critical as searchers use their voice instead of their thumbs. Voice search tools like the Alexa and Echo and even Siri tend to prioritize these position zero snippets when they respond. Which means that if you target those snippets, you’ll rank more regularly for voice searches in the coming year.