What do experts predict?

What will 2016 bring us in terms of SEO? Experts have already left 2015 behind and are revealing to us through a crystal ball the trends in this sector for the coming year.

On the road to the future of "non-search"

Mobile will overtake desktop in 2016, which means more voice searches and increased use of assistants. It has been said that Google's next challenge is to build the Star Trek computer, that is, a computer that you instruct and command as if it were a person, or that even anticipates your needs as an ordinary person would. It is not known whether they will succeed in doing so, but it is certainly something significant. In SEO this is called “non-search”, the future leads us towards strategies that include approaches to artificial intelligence assistants. How does this affect you? For example, you should make sure that your Facebook content is on Facebook M (Facebook's virtual assistant) as this is the platform that guides the smart assistant. This could also include spending money on your SEO campaign content to ensure your content is up to date on Google Now with a “Popular in your area” suggestion. All signs point to voice search on mobile devices leading the way in the future of non-search.

Integrated SEO, more important than ever

The influence of the SEO sphere increasingly includes new platforms and technologies, this will increase in importance as new technologies advance with SEO as an integrated tool, and not just towards a single channel. SEO will not be replaced by storytelling, content marketing or any other fad, brands will always have goals to achieve in search engines. These experts will have to take into account that while SEO makes great use of Big Data, the best SEO is also, in part, instinctive, like a good writer or artist.

A page that transforms everything

Two things we'll be more accustomed to seeing in 2016...are SERP interactivity as well as more answers within the results as Google continues to expand its vault of knowledge. The interactivity and guidance built into what others have been searching for will be combined with a better understanding of intent, and the knowledge gained will see Google becoming more of an expert than sites that gather their knowledge from other sources. It is therefore likely that we will see some changes on the home page with the use of snippets and increasingly giving shape to answers and knowledge. From page two onwards, they are unlikely to be affected. Paid searches will be the big beneficiaries.

Machine learning diversifies search

On desktop and mobile, both are expected to see more natural language, influenced by machine learning and driven by continuous searches, which will grow sharply. As a result, marketers are expected to use more tools to test changes in SEO as the factors that affect ranking will change.

Multimedia recognition to improve searches

Voice recognition and natural language processing will improve in 2016. We're also likely to start to see other multimedia elements evolving along these lines, things like more advanced imaging and video recognition. The steps that will be taken in the development of technology in this regard are very interesting, and have a great potential implication for user searches, as well as the results that they can obtain.

Fine line between websites and apps

App searches will continue to grow in both influence and complexity. The introduction of Google App Streaming blurs the line between mobile web and app and will continue to blur the line when it comes to search results.

Clear ideas

Google and search tools are undoubtedly becoming more and more complex, which means that when it comes to SEO optimization we must evolve according to what the market requires. New technologies will always be advancing and our strategies must go hand in hand to carry out SEO planning that meets the needs that users have when carrying out their searches. At Línea Gráfica we work to ensure that these SEO strategies can continue to advance and grow in line with the needs of users and ensure that e-commerce works accordingly by adapting to new technologies. If you need SEO services, please feel free to contact us.