Before turning the last page on the 2016 calendar and welcoming in 2017, I’d like to pause for a moment and look briefly at some important trends in organic search that will strongly impact search performance in 2017. These should not be mysterious hints of things to come, but rather strong signals — claxons, if you will.
Amanda G. Watlington PhD
If your organic search optimization plan does not include optimization for pertinent elements of both universal and extended search, you may be missing out on a surprising amount of traffic.
Those who heeded the warnings of Mobilegeddon and now have pages designated “mobile-friendly” have found that users strongly prefer the mobile-friendly pages and reward them with clicks. Google has just upped the ante with its announcement earlier this month that accelerated mobile pages (AMP) would soon be receiving a special notation in the search results.
The retail e-commerce calendar is so compressed and focused on the October-to-December selling season that summertime is site development time. Any site enhancements, redesigns and relaunches must be completed with adequate time for testing and rollout before the critical autumn selling season.
Google actually increased the space available for your title and description. This change should make it just a bit easier to obtain good results for relevant pages.
Many years ago when I was a pre-digital marketer, when we couldn’t or didn’t measure (shame on us!) the direct results of every marketing initiative, we readily used “brand exposure” as a catch-all for marketing goodness.