Archiv für den Autor: Andreas

How to Choose Dynamic Images for Your Blog Posts

I’m a content writer, not a graphic designer. My job is to make the words dance, to convey useful information in an entertaining way.

As such, for a long time visuals were just an afterthought for me. Yeah, a blog needs a header image. So after I’m done writing I’ll slap something on there, check that box, and send it off to the client.

As content continues to proliferate, though, that laissez-faire approach isn’t enough. Your potential audience has far more content available to them than they’ll ever be able to read. That means they’re actively looking for reasons not to read your content. A weak—or worse, missing—visual is a perfect excuse to move to the next thing.

The right visual does more than take up space. It captures attention, creates a little mystery, invites the reader to dig into your carefully-crafted text. Good visuals are doubly important for amplification, too: Your Twitter, Facebook, and LinkedIn shares will all include an image. The visual alone can stop the endless, half-engaged scrolling people do on social media, buying you crucial seconds to compel a click or a tap.

I challenge any and all content creators to up their image game. Let’s stop with the schlocky stock photos and give people something that’s worth their attention.

Here’s how I find scroll-stopping visuals for my blog posts.

Ditch the Schlock Stock

It’s trendy to bash Shutterstock for schlocky stock photos, but that’s like blaming Netflix for your binge-a-thon of Fuller House. There’s plenty of great content available. It’s up to you to find and choose it over the cliché stuff.

Whether you’re using Shutterstock or any other paid photo site, start by avoiding these cliché photo types:

  • Minority Report Computer Displays. Seems like every B2B blog is required to use one of these nonsensical things at least twice a week.
    businessman using futuristic computer interface
  • Stark White Offices. It’s futuristic! It’s so clean! It… looks like no place anyone has ever worked!
    people gathered in stark white office building
  • People with Arms Crossed. Do you pose for pictures like this? Does anyone? Then why are there thousands of these on stock photo sites?
    man with arms folded
  • Cupped Hands with Floating Icons. Sing it with me: “He’s got the [abstract concept of my blog post] in his hands…”
    businessperson holding floating icons in cupped hands
  • Anything in front of a Chalkboard. STAHP.
    Businessman in front of chalkboard with muscular arms drawn in

I could go on, but you get the idea. These are the hoary clichés that give stock photos a bad name. They’re not unique; they’re not authentic; they’re not visually stunning.

To avoid the stock photo blues, I tend to start my search on royalty-free sites like Pixabay, Pexels, and even Creative Commons-licensed photos on Flickr. But even if the boss demands you use an approved paid site, there’s good stuff to be found. Here are a few ways to kick your visuals up a notch.

Make It Weird

For my blog post on mobile advertising strategy, there were plenty of obvious ways to go. Someone looking at a phone in a coffee shop, at an airport, at a concert… people look at their phones everywhere, so there are no shortage of safe options.

So of course I went with this one:

Visual Content Marketing Dog with Sunglasses and Cell Phone

Why is the dog wearing sunglasses? What type of phone has a pawprint for the unlock button? Why didn’t he use the front-facing camera for his selfie? Any one of those questions is enough to give the reader paws. Er, pause.

Make It Beautiful

Instagram is a social media network that’s almost entirely visual. It was designed for image sharing, boy howdy, do its members share. There have been over 40 billion photos posted on Instagram since it launched 7 years ago.

So it makes sense to take a few design cues from Instagram when you choose your photos. Find something beautiful, striking, and with an evocative filter. Like this image I used for my comedy in content post:

Visual Content Marketing Clown in Forest with Instagram-Style Filter

Find a Metaphor

Get a little creative with your content, and you can get more creative with your visuals. Introduce a metaphor in your opening paragraph that will unite your content and give you more options for a header image.

For a recent content marketing tips post, I could have stuck with a generic “businessperson” or “office” header image. Instead, I added a personal note about Lego in the beginning, and found a dynamite visual that helped introduce the metaphor:

Visual Content Marketing - Colorful Assortment of Lego Bricks

Take Your Own Photos

The best way to ensure your header is original, authentic, and eye-catching is to take the photo yourself. Last year, Jason Miller held a photoshoot with his LinkedIn Marketing Solutions crew. They captured a ton of wonderful moments that the team used as header images for months:

LinkedIn Marketing Solutions Team around Laptop

I love that even though this image is a parody of a stock photo, it’s undeniably original. You can see the cool art in the office. The people are actually the folks who create content for LinkedIn. The laptop is a well-loved machine with a LinkedIn sticker on it, not a pristine stainless-steel model. Unlike a stock photo, this picture actually tells you about the people behind the brand.

Even a cell-phone quality image can get the job done. When our team covers marketing events, we always take a candid photo of the presenter as the header image. My colleague Caitlin took it a step further for her Ann Handley roundup, with this adorable selfie:

Visual Content Marketing Selfie with Ann Handley

It’s genuine, it’s unexpected, and it’s a photo the reader is guaranteed to be seeing for the first time.

As with Written Content, It’s about Personality

It used to be that all B2B marketing content had to be “professional,” interpreted as “impersonal, flat, and unemotive.” Old-school stock photos are a perfect match for that kind of content. Here’s a guy in a suit standing with his arms folded. Here’s our white paper written like a software end-user license agreement.

Now we know better. Readers want content that has warmth and personality. They want to feel that another human being is communicating with them.

Visuals need to evolve in the same way. If you’re writing great content and still using stiff, stock images, you’re doing your content a disservice. Make sure your visuals are every bit as distinctive and authentic as your writing is, and you can earn your reader’s attention.

Do you love to create great content? Do you excel at eye-stopping imagery? TopRank Marketing needs you on our team.

Disclosure: LinkedIn Marketing Solutions is a TopRank Marketing client.


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© Online Marketing Blog – TopRank®, 2017. |
How to Choose Dynamic Images for Your Blog Posts | http://www.toprankblog.com

The post How to Choose Dynamic Images for Your Blog Posts appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

How businesses can optimize for Google’s new Question & Answer feature

Back in August, Google introduced a new feature called Questions & Answers, or Q&A, in Google Maps.

This feature allows you and other people to ask and answer questions about your business.

Like reviews and other user-generated content, this update could have an impact on your business‘ reputation, so it’s important that you take an active role in managing your Q&As.

Here’s what you need to know to make the most of this feature.

What does Google’s Q&A feature mean for businesses?

Google’s Q&A feature lets anyone ask questions about your business. These questions show up on your Google Maps page. You can answer these questions yourself, or other people can answer them. As the business owner, you can also preemptively ask and answer questions that you think might be useful to customers.

Examples of what the Q&A section looks like in Google Maps. Source: onlineownership.com

The new Q&A feature is undoubtedly handy for customers – who hasn’t wished they could ask questions about a business or venue before actually going there?

For business owners, though, keeping up with Q&As means adding one more thing to the to-do list. There’s no way to opt out of questions and answers if you have a Google My Business listing.

While you could choose to ignore the feature, that’s not a good idea – it’s best to represent your own business online whenever you can, instead of letting others do it for you.

Will this feature be good for your business? Maybe. Like reviews, Google’s Q&As have the potential to build your reputation online. A variety of questions and thorough, high-quality answers on your page can boost your business‘ professionalism and trustworthiness in the eyes of customers.

But it remains to be seen whether this will actually bring more customers to you, or just prevent you from falling behind your competitors who make good use of Q&As.

There are some potential downsides to this feature. Like any other crowd-sourced information, Google’s Q&As are vulnerable to spamming and abuse. You obviously don’t want spam on any page associated with your business, even if it’s not your fault it’s there.

And if your competitors have a mean streak, it’s not out of the question that they might try to sabotage your business by planting false or harmful information in your Q&As.

Another, more subtle downside of the feature is that it could decrease traffic to your website. If customers can get all the information they need straight from Google, they might not bother clicking through to your site. Time will tell whether this will become an issue for businesses.

The good news? You’ve still got plenty of time to optimize for Google’s Q&As. The feature isn’t even available on all devices yet. When it launched in August, it was available for Android devices only. It now shows up on iOS devices as well, but still isn’t available for desktop users.

Start working on your Q&As now, and you’ll be ahead of all your competitors who wait to start using the feature.

How can you optimize for Google’s Q&As?

1. Commit to tackling this new challenge

You can’t avoid or opt out of the Q&A feature, so you might as well take a hands-on approach to it. If you don’t manage your Q&As, somebody else will.

2. Come up with a list of questions and answers

If customers haven’t asked many questions about your business yet, beat them to the punch. Write up a list of questions and post helpful, relevant answers to those questions yourself. Make sure you’re signed into your Google My Business account when you do this, so that Google will mark your answers as being from the business owner.

Posting your own Q&As lets you establish official answers to frequently asked questions before anyone else has the chance to provide potentially incorrect information.

3. Don’t be afraid to get specific

If there’s something you want people to know about your business or services, go ahead and include it in Q&A form. For instance, if your restaurant can modify any order to be vegan, that would be a good thing to include in your Q&As, even if it’s not a frequently asked question.

As long as everything you post is relevant and potentially helpful to someone, there’s generally no harm in providing a lot of information.

4. Put yourself in the customer’s shoes

As you write your Q&As, aim for helpfulness and clarity. Think about what questions you might have if you were a customer who’d never been to your business before. Phrase your questions and answers in plain English, and avoid any technical jargon that casual visitors might not be familiar with.

5. Don’t post anything spammy or unhelpful

This probably goes without saying, but keep all your questions and answers professional, helpful, and to-the-point. The Q&A feature is not a promotional tool for businesses – it’s designed to help customers. Don’t stuff your questions or answers with keywords, and don’t post Q&As that are just thinly veiled advertisements for your business.

6. Stay on top of your Q&A section

As long as you’re logged into the Google Maps app, you’ll get a push notification whenever someone asks a question about your business. Answer these questions as soon as possible. Don’t put them off, or someone else will probably answer them for you.

If you provide quick, complete, and helpful answers, other people will be less likely to chime in with less accurate or helpful information.

The Google Maps app sends you push notifications when someone asks a question about your business. Source: Search Engine Land

The Q&A feature uses an upvoting system, which makes it especially important to get your answers in quickly. Earlier answers will have more time to collect upvotes, meaning they’ll be more likely to be displayed.

7. Report any malicious content in your Q&A section

Unfortunately, you can’t hide spam, irrelevant questions and answers, or malicious postings in your Q&A yourself. The best thing to do is to report this content to Google immediately. Keep a close eye on your questions and answers so you can catch and address any problems right away.

One tip for preventing Q&A mischief: never answer a question with just a “yes” or “no.” Users can edit the questions they asked after the fact, making it look like you said “yes” or “no” to a completely different question. Provide a complete, detailed answer to prevent this from happening.

The takeaway

Google’s new Q&A feature is still in the process of rolling out for all devices, and its full effect has yet to be seen. For now, the best thing to do is to be proactive.

Take the initiative in asking and answering frequently asked questions about your business, and monitor your Q&A section to make sure it’s up-to-date and full of helpful information.

What do you think of Google’s Q&A feature? Has it helped your business? Share your thoughts in the comments!

Amanda DiSilvestro is a writer for AgencyAnalytics, an all-in-one reporting platform for agencies. You can connect with Amanda on Twitter and LinkedIn, or check out her content services at amandadisilvestro.com.

Source:: searchenginewatch.com

How to Make the Switch to Content-Driven SEO #MNBlogCon

TopRank Marketing’s Joshua Nite made his debut on the speaker circuit this past weekend at the 8th annual Minnesota Blogger Conference held at Concordia University in St. Paul.

Charming the crowd with his unique brand of wit, creativity, mad content marketing expertise, and numerous “cats with hats” references, Josh delivered a The Good Place-themed presentation titled: “The Good News About Creative Content: From SEO-Driven Content to Content-Driven SEO.”

As someone who spent 12 years as a creative comedy writer for a video game called The Kingdom of Loathing, Josh said he was terrified by the concept of SEO-driven content when he made his transition into content marketing.

“The worst content to write, and the worst content for people to read, was the stuff that [search engine] robots liked to read to most,” Josh said.

But thankfully, search engines are getting smarter, using AI and machine learning to increasingly improve how they deliver the best results. As a result, content creators need to flip the script on how they craft content if they want to resonate with readers and robots. From Josh’s point of view, that means transitioning from SEO-driven content to content-driven SEO.

How? Below is Josh’s five-step framework.

#1 – Topic research.

Get started by digging deep into your target audience. Why? Because in order to craft content that resonates, you have to understand what they care about. Ask yourself the following questions:

  • Who are they? (i.e. demographics, hobbies, interests, etc.)
  • What do they desperately need to know? (And what keywords and keywords groups are associated?)
  • Where do they hang out online? (i.e. social media)
  • Why should they care about your content? (What value can you add?)
  • How do they search for inspiration? (i.e. Google, Bing, Q&A forums, etc.)

From there, you need to identify your sweet spot. Your sweet spot is the intersection of: 1) Your brand’s expertise. 2) Your audience’s needs. 3) Your unique insights.

Finally, leverage free and paid tools such as Google auto-complete, Google Keyword Planner, Quora, Answer The Public, and BuzzSumo to understand specific keyword topics that resonate most with your audience.


To craft #content that resonates, you have to know what your audience cares about.
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#2 – Competitor research.

Simply put, in order to beat out your competition, you need to know what they’re up to. Kick off your competitive research by simply “going incognito,” Josh said.

An incognito search prevents your browser history or cache from impacting the results, giving you a more accurate picture of the search results surrounding your priority keyword topics.

After popping in your keywords, scan the results for content gaps—gaps in quality, relevant, or helpful content. As you do this, look for opportunities to expand your keywords into long-tail variations, so you can get more specific and really let your niche expertise shine.

#3 – Content creation.

Now the fun part comes. Using your topical and competitive research, outline your concepts and document your content mission (i.e. increase ranking for “X” keyword by 10 positions in one month). Then get to work on crafting your piece.

#4 – A smattering of HTML.

As you craft your content, you need to be thinking about how you’ll organize that content on-page, as well as send “click me” signals to searchers. This involves working in some of the technical on-page SEO elements. The top three that need consideration include:

  • Title tags: This is the title searchers will see in the SERPs. Keep it to 600 pixels long so it doesn’t get truncated. In addition, aim to have the primary keyword near the beginning, as long as it makes sense.
  • Header tags: Use H1 and H2 tags to organize your content to make it easy to scan for readers and robots.
  • Meta description: From Josh’s perspective, this is the most overlooked, yet crucial part of SEO infrastructure. “This is your one shot to hook users,” he said. Keep it to 160 characters or less, include your target keyword if it makes sense, and state the clear benefit.

#5 – Optimization.

You’ve spent a lot of time getting that piece of content out the door. But fight the urge to move on and never touch it again. As Josh so eloquently said, “The real work begins after you publish.”

So, keep an eye on your analytics. Is your content getting a good amount of impressions but not a ton of clicks? Consider refining the meta description a bit. Are you getting impressions and clicks, but the bounce rate is high? Your readers may feel like they’re not getting what they were promised or there’s no clear call to action to keep them on your site. So refine the meta description and craft a more compelling CTA.

Again, you poured a lot of effort into getting this content published—so don’t let that effort be wasted. Always be on the lookout for opportunities to tweak the content and the SEO elements to improve its resonance.


The real work begins after your publish. – @NiteWrites #contentmarketing
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Don’t Settle

Josh summed it all up perfectly in the final moments of his presentation:

“There’s never been a better opportunity to write great content that people actually want to read and that will get seen in search results,” Josh said. “So, go forth and be awesome. And please, please—don’t settle for writing crappy content.”


Please, please—don’t settle for writing crappy content. – @NiteWrites #contentmarketing
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What does your creative content creation process look like? Tell us in the comments section below.


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© Online Marketing Blog – TopRank®, 2017. |
How to Make the Switch to Content-Driven SEO #MNBlogCon | http://www.toprankblog.com

The post How to Make the Switch to Content-Driven SEO #MNBlogCon appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Der Rand der Gesellschaft – Interview mit Annika Opfer

Eine theoretische und praktische Auseinandersetzung mit der Existenz und Problematik von Randgruppen im oberen Segment der Gesellschaft: Abschottung, Eingrenzung, Parallelgesellschaften, Isolation, Mauern und Grenzen sowie die Frage nach Heimat sind einige Schlagworte, die das Thema beschreiben.

Konfrontation. Provokation. Streifzüge durch das Umland von Düsseldorf. Das Projekt entstand als Bachelorarbeit von Annika Opfer an der HSD Düsseldorf. Wir sprachen mit Annika über ihre Abschlussarbeit.

Aus welchen Gründen hast du dieses Thema für deine Abschlussarbeit gewählt?

Viele Menschen verbinden mit dem Rand der Gesellschaft Armut, Obdachlosigkeit, aber auch alternative Lebensstile. Da ich mich in meinen Arbeiten zuvor mit genau diesen Zielgruppen beschäftigt hatte, stellte ich mir irgendwann die Frage nach den »Bessergestellten“ der Gesellschaft. Ich wollte den Blick ändern, um ein Luxusproblem zu beleuchten, das in der gesellschaftlichen Diskussion zu wenig Raum bekommt, und mich mit Ghettos beschäftigen, in denen reiche Menschen isoliert und abgeschottet in einer Art Parallelgesellschaft leben. Weg vom unteren Rand hin zur oberen Begrenzung.

Wie lief deine Recherche ab? Wen hast du interviewt und woher hattest du die Kontakte?

Der für mich interessanteste Punkt meiner Recherche waren die Gated Communitys, eine Wohnform die man ursprünglich aus den USA und Afrika kennt, die aber auch in Deutschland längst Einzug gehalten hat. Während man es in der Ferne mit hohen Kriminalitätsraten zu tun hat, sind es hierzulande jedoch selten Leben, die durch einen Pförtner oder Zaun gerettet werden. Vielmehr der Status und das eigene Ego werden poliert. Die Flucht in eine heile Welt, in denen Adressen und Prestige käuflich sind, steht der Tradition des sozial durchmischten Wohnens gegenüber. Mit diesem Wissen nahm ich mein unmittelbares Umfeld sowie die Speckgürtel der Städte unter die Lupe. Zu den Personen, die ich interviewt habe, zählen ein alteingesessener Anwohner, ein Arbeiter, der seinen Beruf in einem solchen Viertel ausübt, und der Vater eines internationalen Fußballspielers. Diese Kontakte habe ich selber hergestellt.

Welche Erwartungen haben sich bestätigt, welche wurde widerlegt?

Offen gestanden haben sich meine persönlichen Erwartungen wie zum Beispiel ein Gefühl von Anonymität und Kälte sehr schnell bestätigt. Meine Streifzüge durch die verschiedenen Wohngebiete waren geprägt von Einsamkeit, Isolation, Anonymität und einer insgesamt riesigen Kälte, die einen umhüllte. Wenn ich nun aber über die Menschen spreche, mit denen ich in Kontakt stand, lässt sich sagen, dass ich es mit sehr herzlichen und offenen Menschen zu tun hatte, das hatte ich so nicht erwartet.

Welche Rolle spielt die Gestaltung?

Auch wenn meine Arbeit nicht repräsentativ ist, so sollte sie dennoch einfühlsam, geradlinig und authentisch sein. Um diese Vorstellung zu erzielen, war die Gestaltung natürlich von großer Bedeutung. Sie ist sehr klar, reduziert, flächig, schonungslos und an einigen Stellen provokativ. Nur durch sie ist es gelungen, ein Buch zu schaffen, welches Fotografie und Text in ein interessantes Spannungsfeld setzt, welches zusammenfasst, darstellt, kommentiert und kritisiert.

Ist es möglich, deine Arbeit (digital) zu erwerben?

Da ich kein Fan von digitalen Büchern bin, liegt es mir am Herzen, das Buch in gedruckter Form zugänglich zu machen. Zurzeit bin ich auf der Suche nach entsprechender Unterstützung, um diese Idee hoffentlich zu realisieren. Infos darüber sollte man zu gegebenem Zeitpunkt auf meiner Website finden können.

Das Interview erschien in der Novum 10.17.

Source:: designmadeingermany.de

Seven SEO trends to watch in 2018

As we reach the fourth quarter of 2017, it’s time to start thinking about the year ahead and what to expect from SEO in 2018.

There are number of search industry trends that we’ve seen the very beginnings of this year and last, which will come into greater prominence in 2018.

Here are seven you should be keeping an eye on in order to stay ahead of the curve.

Voice search and digital assistants

Voice search technology presents a big opportunity for changing the way we communicate and process information. The rise of digital assistants has presented a growing market that can change the way search queries are performed. According to Google, 1 out of 5 searches already come from voice queries.

This changes the search market and we’re expecting to see an even bigger shift towards voice search in 2018. When it comes to setting up an SEO strategy, the rise of voice search brings out the need to focus on more long-tail search keywords and a natural language that matches the user’s conversational tone.

As accuracy improves in digital assistants, there will be more people using voice search from their mobile devices, seeking for quick and relevant answers. It becomes important to research the voice user intent will provide more accurate results, helping the algorithms provide the best answer.

Moreover, voice search is expected to grow even more with its integration in smart home hubs, helping companies access new data, while users enjoy a seamless experience through everyday devices. As digital assistants go beyond smartphone devices, there is a great opportunity both for SEO and content, taking advantage of a growing market that connects the brand with a user in a unique but still relevant and useful way.

Link building

Link building is not expected to disappear in 2018, but it will be more important than ever to create a strategy that seeks out quality links. There’s no need to aim for new links if they don’t add value and help you build an authority in your target niche.

This doesn’t always mean that the best backlinks come from the most popular sites, but it’s still crucial to seek coverage from sites that are relevant to your industry. Referral traffic can still contribute to your site’s organic search rankings, while it is also useful to start thinking of link building as a long-term process.

A successful SEO strategy in 2018 will move towards relationship building, helping a brand develop powerful contacts and links that will be beneficial in a longer term.

A challenge for 2018 will be dealing with guest blogs and how to involve them as an integral part of a link building strategy without hurting a brand’s reputation. Back in May Google warned publishers who rely too much on guest posting for link building that there will be a closer look at guest blogs in an attempt to control spammy and questionable links.

This brings out the need for a more diversified link building strategy, aiming for a complete backlink profile, rather than single links that can bring successful results.

User experience

User experience for SEO will become even more important in 2018. Google has made it clear that the focus is on the user and this should make more sites deliver a smooth UX for their visitors.

A good user experience increases the chances of people engaging with the pages that they visit. This helps search engines discover which pages are more useful for people, favoring them over others.

The first step is to monitor a site’s speed, its readability and its navigation structure to examine how these can be improved through the right changes. A closer look at your visitors‘ browsing habits can offer helpful insights. For example, if the visits coming directly from search last just 30 seconds, then this probably means that the content or the user experience is hurting your site’s conversions.

Moreover, as more people consume content from their mobile devices, there is a growing need to provide an excellent user experience across all devices.

As SEO heads towards more relevant and personalized experiences, UX will be key to maintaining search traffic by creating an engaged audience. It’s not enough anymore to see a rise in search traffic if it’s not converting or bringing the desired engagement to create a loyal audience.

Featured snippets and Quick Answers

The popularity of featured snippets has increased the competition among companies trying to appear in “position 0” in the SERP. Gaining a featured snippet in search requires catering to a specific combination of factors, which has opened up SEO beyond the traditional race to the top of Google.

According to Stone Temple Consulting, almost 30% of the test Google search queries show Featured Snippets. This brings out the need for a strategy on how to optimize a site’s content to meet Google’s standards for Featured Snippets.

Lists, tables and graphs tend to be popular, while it’s also useful to create content in a Q&A format, making it easier for Google to extract the right content to show up as a featured snippet.

An interesting angle to focus on during the next year is the optimization of featured snippets for voice search. The combination of two growing trends in the search market can create a great opportunity for more companies to show up at the top of the SERPs. This will involve considering the changes in the search queries, focusing more on longer keywords and natural language.

A similar way to reach the top of the SERPs is to create content that serves as a Quick Answer. Google’s Answer Box is an enhanced type of featured snippet that aims to answer a question in a more appealing way.

It usually follows a “how” or “what” structure and is Google’s attempt to use search intent to organize the search results in a more useful way. It has been observed that the results that show up in an Answer Box can see a CTR of 32.3%.

This will bring out the need for more companies to learn more about search intent and how they can optimize their content to show up in an Answer Box. Thus, a carefully crafted Answer Box strategy can increase both a site’s authority, but also a brand’s conversion.

Mobile-first index

2018 is more than likely to be the year that brands realize the potential of putting mobile first, rather than catering to mobile as an afterthought. This is particularly true if Google decides to make 2018 the year it finally deploys its mobile-first index.

But even if it doesn’t, brands and businesses need to put mobile first anyway: a recent study by BrightEdge found that, 57% of web traffic comes from mobile devices. More than this, there is a significant difference between the way that keywords rank on mobile and the way they rank on desktop – so mobile-first content is needed in order to have the best chance of being visible in mobile search.

As mobile searches are all about context, brands should provide the best possible results for every question, while local SEO is going to become even more popular. Mobile users will seek for more content while they are on the go, which means that brands will face a big opportunity of marketing their business at a local context.

Mobile optimization for local users, along with the rise of voice search, can provide an excellent way to create a successful SEO strategy in 2018 by facilitating the search experience through personalized and relevant answers.

Site speed is critical for search engines and your page’s performance at the SERPs and Accelerated Mobile Pages can make a page load up to four times faster than a standard mobile page. According to Chartbeat, AMP load in a second and they also see a 35% improvement in engagement time.

Google’s focus on AMP makes more publishers consider their use, currently counting more than 2 billion Accelerated Mobile Pages.

The demand is expected to grow in 2018, helping companies improve their engagement and the overall user experience through fast and responsive mobile pages. Brands that want to keep up with the changes in mobile search has to keep up with the trend and experiment whether they need AMP or any other fixes to improve their site speed.

The rise of visual search

Visual search is an exciting area and the combination of technological innovation and user experience can take searching to the next level.

As the internet becomes more visually-focused, there is a great opportunity to explore the power of visual search. Major tech companies including Bing, Pinterest and Google have already invested in developing powerful visual search engines in a bid to capitalize on this new trend.

An SEO strategy in 2018 needs to consider the way we consume visual content and how search engines now go beyond text to explore the changing habits of search. Rich visuals now become more engaging and the use of neuroscience and innovation bring out an interesting and competitive market.

As the competition increases, more companies seem to acknowledge the potential of a successful visual search, while brands need to focus even more on optimizing their visual content for SEO purposes.

AI and machine learning

Artificial intelligence and machine learning are already changing the way that search results are ranked. Machine learning can also facilitate the way searches take place, helping users find contextualized results.

This will lead to a more personalized experience, while the rise of voice search and digital assistants can offer the ideal ground to develop artificial intelligence and reward successful SEO strategies that keep up with the trends.

Google’s RankBrain, or else Google’s deep learning algorithm, is also expected to affect the search landscape. Catering to RankBrain often seems like an intimidating prospect to SEOs, and the term “Artificial Intelligence Optimization” has been bandied about a fair amount.

But as Dan Taylor explained in a comprehensive look at RankBrain and SEO, there is no set way to optimize for RankBrain, although certain search practices are now more relevant than ever.

We can expect more changes to come in 2018 where AI and machine learning are concerned, and Google’s determination to develop in this area indicate that there are many more innovations on the horizon.

Improving SEO in 2018

As it seems, 2018 will be an interesting year for SEO. Traditional SEO techniques are still effective, but a number of trends are in the works that could significantly alter the practice of optimizing for search.

What is useful to understand while we proceed towards is 2018 is that SEO is already changing, and the ranking in the first organic spot is not the ultimate goal anymore. As search engines evolve, there are multiple opportunities to increase your search traffic without necessarily focusing on organic SERPs.

The rise of featured snippets, PPC, voice search and local SEO can often yield better results than an organic ranking. That’s why it’s useful to keep up with the latest trends and discover how your brand can maintain a successful SEO strategy for the year ahead by blending established and growing trends.

Source:: searchenginewatch.com