We interviewed top experts to identify the internet marketing trends for 2018. We also asked our readers to share their views.
Here’s what they predict for this year:
Mark Porter, Senior SEO Manager at Screaming Frog:
ogle can take them away without notice.
They're likely to still play a huge part, especially in voice search, but at this moment in time they're very volatile.
Bill Slawski, Director of SEO Research at Go Fish Digital:
1. Search by Photography at Google, as described with Google Lens, which will rely in part upon site owners including Schema markup on their websites that provide additional information about entities identified in those photos.
2. Structured Data will become available for a wider range of industries. There is an extension process for Home - schema.org, that allows outsiders to submit extensions for Schema. In 2017, we saw FIBO (Financial Industry Business Ontology) Schema and other Schema, including "Howto" schema added to Home - schema.org. I'm expecting that Schema will be an area where SEO continues to grow.
If you aren't trying Schema out on client's sites, it is something that you should probably be using, to have information included in knowledge panels and in rich snippets. Make it a part of client campaigns that will continue to grow in importance and usage, because it likely will. You may get the chance to help build schema extensions - learn as much as you can about how Schema grows and is updated. It is worth the effort.
Vytautas Palovis, SEO Team Lead at Oberlo (Shopify):
The first trend which comes to my mind is Featured Snippets optimization. Winning a zero-position on Google SERP could drastically increase your CTR% from the organic traffic.
It's also strongly related to the searcher's intent. Google algorithms are becoming more and more sophisticated and nowadays the context of your website is becoming increasingly important. It's no longer about keyword stuffing and loading your website with a huge amount of exact match keywords or numbers in an attempt to manipulate a site's ranking in Google search results. Nowadays it's more about providing the best possible answer to a user's search query and understanding the search intent of the specific search queries.
Another trend I see coming is voice search. It could be another big thing after the mobile. However, it's still in a very early stage and I doubt that it will be fully operating in 2018. But, I'm quite sure that by the end of 2020, voice search will be very common, and there will be many talks going on in the SEO world on how to optimize the content for a voice search, similar how it's now about mobile.
How to follow these trends? The key factor to success is to understand the searcher's intent and to provide the best possible answer. Also, you should try to be even one more step ahead - think about what else could be important for that user. Think about that topic, what is related to that original search query, what the user will be doing next, and try to provide the user even more valuable information than what was originally expected.
The form in which your website provides the content is also very important. It could be video content, text content, images, or even a podcast, depending on what the user is searching for, and what content is being expected.
Another thing to keep in mind is the competition. Each year it's becoming tougher to compete in the SEO field among other well known brands and high trust websites. The SEO is evolving and now it's becoming very dependent on your content marketing strategy. SEO can't stand alone without good content. In order to compete, you need to provide better content than your competitors. So at the end you need to understand two things: a. A search intent and b. Your competitors profile - why did they deserve those high rankings.
According to the survey, 77% of our subscribers voted for user experience as the main SEO trend for 2018.
Then comes mobile optimization, (AMP) with 69%.
And the third one is comprehensive and in-depth content (59%).
Check this post to learn what other experts predict: Digital Marketing Trends For 2018: Expert Roundup And Audience Survey Results
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