SEO is an ever-evolving process that continues to change with the current trends and patterns. This is what makes it so difficult to pinpoint. It’s not a static process. It’s a science that is in constant flux. As a result, it’s not so much about understanding SEO anymore because the process is easy enough to understand. It’s about keeping up with the constant changes in the rules of the SEO game. The goal is to continually hone and improve the quality of search results. This is the goal even as certain ranking factors become obsolete, new factors emerge, and other factors are altered.
However, mobile trends in SEO have become quite compelling. The mobile wave has had a significant impact on SEO and will continue to disrupt and shape mobile optimization trends and strategies. Remember the mobile-friendly algorithm that gave mobile-friendly websites an additional ranking boost? This is clear evidence that mobile optimization should be a factor in everything you do to optimize your web presence.

The voice search is king

Mobile voice search is quickly gaining momentum. In fact, by 2020, voice searches will make up 50 percent of all search queries. Add this to the fact that 43 percent of all millennials have made voice device purchases. Furthermore, structured data has improved the quality of voice search, paving the way for voice search to be accepted quicker.

Use featured snippets to boost engagement and CTR

Featured snippets are engaging and increase traffic. As a result, you should focus on writing content that’s engaging and rich enough for Google to feature your content in snippets. Snippets alone boost traffic by 20-30 percent. It’s well worth tweaking your content to make it engaging enough for Google to feature in a snippet. However, many will ask what type of content Google favors when it comes to snippets. Keep in mind that engagement metrics play a major role in content that’s featured in Google snippets. Google favors content that has these elements:

  • Popular questions that your audience is asking;
  • Question and answer pages;
  • Content that clearly answers questions;
  • Provide the best answers to search queries.

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Diminished ad presence

Mobile users find excessive ads intrusive. They detract from the UX. As a result, Google did something about the rising number of ads that mobile users were bombarded with in 2014 because these ads took away from the overall UX. Banner ads and targeted offers became the solution because they don’t take up as much of the small mobile screen. Furthermore, banners can use a small amount of screen space close easily.

There are two unobtrusive apps provided by Safari and Chrome that don’t take up too much screen space. Google made changes to the way ads were displayed on January 10, 2017. The change was needed because many people use mobile devices giving rise to the need for a positive UX. The UX has proven to be extremely important when it comes to ranking and engagement. There are challenges that are associated with graphics and the overall UX when it comes to a small screen. However, adjustments are continually being made to increase the UX through as many methods as possible. For example, there are several different types of ads that interrupt and degrade the UX:

  • Intrusive popups;
  • Intrusive standalone interstitial.

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The power of AMP and speed

Speed is king when it comes to mobile searches or any query for that matter. The goal is to produce web pages that load in under 3 seconds. Accelerated Mobile Pages or AMP is one way that websites have become much quicker in loading. AMP allows a more simplified code that speeds up loading times. Test your page speed and be proactive. Take a page speed test to make sure your website measures up. If you do have a problem with speed, click on the identified problematic area for an explanation of how to fix it. Users favor pages that load quickly. In fact, this greatly increases UX. This is an area that you can’t afford to neglect. You will lose users because it will be more difficult for them to engage with your page.

Mobile first search indexing

Mobile-optimized design and content should be a strong focus in response to mobile-first indexing. In other words, primary content should be included in the mobile version of any website. This is a strong indication of what it will take to continue to have an impact and rank, in terms of search results. This suggestion is in response to changes in Google’s separate mobile search index. As a result, it’s important that primary information is made available on mobile devices. This ensures that the important content receives optimal exposure, especially since mobile searches are gaining favor and priority with Google. Keep in mind that 60 percent of all mobile searches are conducted on phones. As a result, you need to make sure that your website has a strong mobile presence for the purpose of rank and visibility. Stay ahead of the game in 2018 by:

  • Leverage browser caching for more speed;
  • Utilize structured data;
  • Avoid pop-ups and flash;
  • Don’t block images, CSS, or JavaScript.

As we all know, the rules of SEO continually change. It behooves us to follow these trends to keep abreast with the most effective strategies to stay in the game and continue to rank. Google’s algorithm and mobile indexing continue to prove that mobile optimization is intensely important for those that want their web presence to have visibility and rank. It’s also important that you strive for more than just organic search results. The more varied your search results, the more traffic and conversions you will experience. Create compelling content worth of snippets, as well as rich text. It’s been proven that both of these marketing measures increase traffic and click through rate. Make sure that you’ve done everything you can to tweak your content for mobile optimization. MObile SEO trends and strategies will continue to morph and change. As a result, it behooves you to stay informed and adapt and adjust to continue to rank.