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 and this means more voice searches and more use of assistants. It has been said that Google's next challenge is to build the StarTrek computer, i.e. a computer that you instruct and command as if it were a person, or that even anticipates your needs as an average person would. Whether they will ever do this is unknown but it is certainly significant. In SEO this is called "non-search" and the future is leading us towards strategies that include approaches to AI 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 AI assistant. This could also include spending on the content of your SEO campaigns to make sure your content is updated on Google Now with a suggestion of "Popular in your area". 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 is increasingly encompassing new platforms and technologies, and this will only 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 keep in mind 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 used to seeing in 2016...are SERP interactivity as well as more answers within the results as Google continues to expand its knowledge vault. The interactivity and guidance built into what others have been searching for will be combined with a better understanding of intent, and acquired knowledge will see Google becoming more of an expert than sites that gather their knowledge from other sources. It's therefore likely that we'll see some changes to the home page with the use of snippets and more and more shaping of answers and knowledge. Page two onwards is unlikely to be affected. Paid search will be the big beneficiary.
Machine learning diversifies search
On desktop and mobile, both are expected to see more natural language, machine learning-driven search that will grow dramatically. As a result, marketers are expected to use more tools to test changes in SEO as the factors that affect ranking change.
Multimedia recognition to improve searches
Voice recognition and natural language processing will improve in 2016. We are also likely to start to see other multimedia elements evolve in this direction, things like more advanced image and video recognition. The next steps in the development of technology in this area are very interesting, and have a huge potential implication for users' searches, as well as the results they can get.
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 make it possible for this line to continue to blur in terms of 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 of users when carrying out their searches. At Línea Gráfica we work so that these SEO strategies can continue to advance and grow in line with the needs of users and make e-commerce work in accordance with adapting to new technologies. If you need SEO services, do not hesitate to contact
us.
