Similar to other areas in the tech industry, SEO trends are constantly changing. The once fail-proof method of consistently landing atop SERPs (search engine results pages) became irrelevant within a few months. SEO practices that once dominated the industry quickly fell out of favor. The Google algorithm itself changes constantly, sometimes with multiple changes happening within months. On top of that, the technology available to SEO professionals also constantly evolves, allowing us to stay abreast oft he seemingly daily changes of what it takes to dominate search.

Google always focused to content. There is an unchanging cult which says “Content is King”. Google updated many changes to save and safe web world. There are standards and great web results by that updates. So Google focused to web rules and white workouts until today. They try to focus User Behaviors so updates keep user satisfaction.

Mobile-first index

In 2018 Google promises to introduce a mobile-first index into active use. About a third of people between 18 and 49 years old use smartphones for online purchases and 57% of all Internet traffic occurs on mobile devices. Adapting your site for mobile devices can increase conversions by 1.5 times. And the stable popularity of purchases via Internet indicates that the number of users who buy using a mobile phone will also grow. Therefore, responsiveness of a website is essential if you want your website to be displayed in SERP’s for mobile devices. And as soon as Google launches its mobile-first index, this will even more true. The main rule of adaptation for mobile is simplicity and speed. The site should load quickly and offer a smaller number of options for purchase. Also, the website should be convenient for use: text must be read without scaling, and hyperlinks should be comfortable to spot and easily clickable.

Rich Snippets

There are rich snippets and regular snippets. Both include a clickable title, a URL, and a meta description. Rich snippets have more condensed titles that include “|” instead of a dash (-), reviews and an image. How you structure the data, however is important in how search engines will display the information. While the difference may seem insignificant, it has been shown that search results with properly formatted rich snippets receive more clicks and have a higher click through rate, which in turn increases potential sales. If you’re not sure what properly structured rich snippet structure looks like, you can check out which features a step-by-step data structure guide.

Page Relevance

When it comes to ranking, Page relevance will never become outdated as a ranking factor. Google continues in its quest to provide the best web browsing experience to users. Besides offering users websites that are safe, Google searches for sites that best match the user’s search intent – even if that’s a little different from their actual query. Search engines want to give users the best experience possible on the web. That means showing relevant results. “When dealing with search engines, the term ‘relevance’ describes the extent to which the content of a website corresponds to the search term used”. Search Metrics. Search engines place great value on relevance when it comes to query results. For example, when searching for pie recipes, pizza recipes will not be included in the search results. Even if the pizza recipe tops in other ranking factors, because that page is not relevant to the search query, it will not appear. In short, page relevance is decided by your content. If your page is not relevant to the categories you want to rank for, your efforts of publishing content will go in vein.

‘Linkless’ mentions

Many search engines such as Bing has confirmed that they track unlinked brand mentions and use them as a ranking signal — and a patent by Google (along with observations from many SEO experts) indicates that Google may be doing this as well. As AI begins to play a bigger part in rankings, it’s not unreasonable to expect “linkless” mentions of this type to start playing a bigger role in search rankings. The tactics used to earn brand mentions are, of course, not much different from the tactics used to earn links, but since the number of people who mention brands is much higher than the number of people who link to them, this could provide a good boost for smaller brands that fall below the threshold of earning press. This highlights the importance of being involved in conversations on the web, and the importance of inciting those conversations yourself.