Home / Trends In E-Marketing & E-Business / The Future of Search Engine Optimization: Top SEO Predictions for 2017

The Future of Search Engine Optimization: Top SEO Predictions for 2017


In the past, the SEO battle was focused on either black hat, or white hat tactics. Black hat SEO was considered extremely aggressive and didn’t typically play by the rules of search engines. White hat SEO tactics on the other hand were typically closely aligned with search engine guidelines.

Today’s world of SEO looks much different (and it’s about time). Instead of hyper focusing only on keywords or search engine needs, smart marketers are concentrating first and foremost on the needs of users. User experience as it relates to mobile accessibility, content structure and user intent on search engines have become the new norm.

Content is the reason search began in the first place. – Lee Odden

As many of you know, TopRank Marketing’s history is deeply rooted in SEO. Over the years, we’ve continued to incorporate an optimized approach to digital marketing by implementing integrated digital marketing programs that always follow SEO best practices.

But what does the future of SEO hold, is there more? We tapped into the minds of some great marketers to provide their predictions of what SEO will look like in 2017.

Experts Share Their Top Predictions for 2017

Doug Walker


Senior Search Marketer, Dell


Companies will experience big wins by creating relevant and highly useful content. @dougwalkerseo
Click To Tweet

While I think it will be important to be up to speed with AMP and other important technologies, with continued content saturation, I think we’ll see even bigger wins by companies who can remain focused on the effort to:

1) Create stand-out content, completely relevant and highly useful to their target audience.

2) Successfully promote that content to drive consistent engagement in the form of links, social shares, news, and other buzz.

Troy Eaves


Senior Manager, Digital Media – Target Corp


In 2017, RankBrain will factor in more user intent signals than ever before. @Troyville
Click To Tweet

We’re already seeing RankBrain begin to ‘take over’ and factor in more user intent signals than ever before. I think that will continue to happen and increase in 2017 (specifically, time on site, bounce rates, etc.). I think CTR from SERPs will be a bigger factor in re-ranking URLs as people develop more affinity for the brands they like and click on them when they see them; regardless if they are in pos. #1 or #9.

I think people will try to optimize for voice searches because, well voice is here. I think links will still be important. I don’t care what article you read that says they are dying, they aren’t. I think social sentiment around brands, hashtags, keyword association (neighbors) across the web will help sort results.

If social platforms ever work together with Google, I could see platform specific searches influence rank on Google too.

Kevin Cotch


SEO Analyst, TopRank Marketing


SEO experts need to focus on the mobile user moving forward into 2017. @KCotch
Click To Tweet

The most significant change for SEO in 2017 will be the importance of the mobile-first index for Google. Many sites are ready for a mobile-first index but unfortunately many others are not. Google is continuing its focus on mobile, and it has been increasingly important to optimize for mobile users. SEO experts need to focus on the mobile user moving forward in 2017 in terms of metadata and user experience.

Danny Goodwin


News Writer, Search Engine Journal


In 2017, pay attention to how much engagement your brand or business is generating. @DannyNMIGoodwin
Click To Tweet

With the rise of Google RankBrain, AI and machine learning are becoming incredibly important to think about for marketers and SEOs who want to capture valuable search visibility and be found at key moments of the customer journey.

What do these types of algorithms reward? Engagement – how many searchers click on your result and how long they stick around on your website. While these aren’t the only signals Google looks at to determine the quality of its search results (and where your site should rank for specific queries), it is definitely important.

In 2017, pay attention to how much engagement your brand or business is generating. Specifically: organic search CTR and time on site.

Even if improving your organic CTR and time-on-site doesn’t directly impact your rankings, it will still bring in more traffic that sticks around longer (and is more likely to convert). Write great titles that make searchers click – and reward searchers for their click by providing awesome, relevant content to match.


Optimize for Humans in 2017

Each of these experts shared great advice about different tactics that they predict will rule 2017. You’ll notice that the core message behind each of these predictions is the same: put people first.

By focusing on creating a great user experience and understanding what it is that your users want, you’ll start 2017 off on the right foot!

Disclosure: Dell is a TopRank Marketing client.


Email Newsletter
Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2016. |
The Future of Search Engine Optimization: Top SEO Predictions for 2017 | http://www.toprankblog.com

The post The Future of Search Engine Optimization: Top SEO Predictions for 2017 appeared first on Online Marketing Blog – TopRank®.

Click Here For Original Source Of The Article

Check Also

Digital Marketing News: Better Text Ads, Lifestyle Templates & AMP for AdWords

Digital Marketing News: Better Text Ads, Lifestyle Templates & AMP for AdWords

Seven Tips for Writing Better-Performing Expanded Text Ads [Infographic]
Writing text ads is a challenge - how can you be compelling enough to drive a conversion with such limited space? There are several tricks of the trade explored in this new infographic. MarketingProfs

Google to Advertisers: Get Your Mobile Landing Pages Ready
Google recently announced that in two weeks, AdWords advertisers can use AMP pages as landing pages for their ads. This provides a seamless user experience when searching through Google and could have implications for page rank. Search Engine Journal

The print catalog era is over -- but Facebook wants to revive it on your iPhone
Do you miss the good old days of ordering from a catalog? Not many do. However, the lifestyle inspiration we all get from magazines is something that we haven't been able to replicate as well with our digital ads. Facebook is trying to close that gap with their new 'Lifestyle Templates'. Business Insider

Amazon Is Opening Up Its Ads Business, and Marketers See a Big Opportunity to Shake Up Search
According to AdWeek, "After testing search-based ads with agencies and brands, Kenshoo (a company that helps marketers manage search spend across platforms) is making Amazon ads readily available to all marketers through an API integration today." AdWeek

Instagram Expands Access to Branded Content Tools
After months of testing, Instagram has granted access to advertisers to its Branded Content tools. These will allow advertisers simplify the process for working with creators (and vice versa). Social Media Today

Google responds to Apple’s Intelligent Tracking Prevention with AdWords tracking update
The news of Apple's Intelligent Tracking Prevention in Safari has upset the advertising industry - but as usual, we have Google to the rescue. According to Search Engine Land, "Google has developed a new Google Analytics cookie that will be used to capture campaign and conversion data from Safari in a way that conforms with ITP." Search Engine Land

Amazon ‘1-Click’ patent expires today, get ready for faster web-wide checkout
Amazon's patent on '1-Click' checkout has expired - this means that eCommerce platforms can now duplicate this functionality on their own sites. This is expected to reduce cart abandonment for shopping sites and make a more convenient user experience. Marketing Land

73% Of Broadband Consumers Want To Tightly Control Their Personal Data
According to MediaPost: "A large majority (73%) of U.S. broadband consumers express a desire to keep tight control over access to their personal data, with nearly half being very concerned that someone will access the data without their permission, according to a new report by Parks Associates." MediaPost

What were your top digital marketing news stories this week?

We'll come back next week with more top digital marketing news. Have something to share? Email the newsroom or Tweet to @toprank.

The post Digital Marketing News: Better Text Ads, Lifestyle Templates & AMP for AdWords appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *