In 2017, the SEO landscape was marked by the increasing importance of mobile optimization, the value of quality content, and the necessity of a well-structured backlink profile. Businesses aiming to improve their search engine rankings needed to adopt a multi-faceted approach that addressed both on-page and off-page elements, as well as technical aspects of their websites. This article explores the key SEO strategies recommended in 2017, focusing on how these approaches can be implemented to enhance visibility and drive traffic.
Understanding the Changing SEO Landscape
Search engines, particularly Google, have continuously evolved their algorithms to provide users with the most relevant and valuable information. In 2017, the shift toward mobile-first indexing was already in motion, with mobile traffic surpassing desktop traffic globally. This change necessitated a reevaluation of website design and user experience, as mobile users had different expectations and behaviors compared to desktop users.
To remain competitive, businesses needed to optimize their websites for mobile devices. Responsive design became the preferred approach, allowing websites to adapt to various screen sizes and devices. This not only improved user experience but also aligned with Google's preference for mobile-friendly sites.
The Role of Content in SEO
Content remains a cornerstone of any effective SEO strategy. High-quality, relevant content not only engages users but also signals to search engines that a website is a valuable resource. In 2017, the emphasis was on creating content that met the needs of the target audience and addressed their specific queries.
Keyword research was a critical component of content creation. Understanding the keywords and phrases that potential customers used when searching for products or services allowed businesses to tailor their content accordingly. Tools like Google's Keyword Planner and third-party platforms such as SEMrush and Ahrefs were essential for identifying high-traffic keywords and analyzing competitors' strategies.
Moreover, it was important to consider the intent behind these keywords. Search intent could be categorized into informational, navigational, transactional, and commercial investigation. By understanding the intent, businesses could create content that directly addressed the needs of users, thereby improving their chances of ranking higher in search results.
On-Page SEO Techniques
On-page SEO involves optimizing individual web pages to rank higher and earn more relevant traffic in search engines. This includes optimizing titles, headers, and meta descriptions to include relevant keywords while remaining appealing to users. The content itself should be well-structured, with clear headings and subheadings that make it easy for both users and search engines to navigate.
Internal linking was also a key aspect of on-page SEO. By linking to other relevant pages within the same website, businesses could help search engines understand the context and hierarchy of their content. This not only improved user experience but also distributed link equity throughout the site, potentially boosting the rankings of other pages.
Technical SEO Considerations
Technical SEO refers to the optimization of a website's infrastructure to improve its performance and accessibility. In 2017, the importance of technical SEO was underscored by the growing reliance on mobile devices and the need for fast-loading websites. Pages that loaded quickly were favored by both users and search engines, as they provided a better user experience.
Website speed could be improved through various means, including optimizing images, leveraging browser caching, and minimizing the use of heavy scripts. Tools like Google PageSpeed Insights provided actionable recommendations for improving site speed. Additionally, ensuring that a website was crawlable and indexable was essential, as search engines needed to be able to access and understand the content of each page.
Off-Page SEO Strategies
Off-page SEO involves activities that are performed outside of the website to improve its search engine rankings. The most significant of these activities in 2017 was the acquisition of high-quality backlinks. Backlinks from reputable and relevant websites acted as a vote of confidence for a site, signaling to search engines that the content was valuable and trustworthy.
To build a strong backlink profile, businesses could engage in various tactics, including guest blogging, outreach to industry influencers, and creating shareable content that naturally attracted links. Tools like Ahrefs and SEMrush were invaluable for analyzing competitors' backlink profiles and identifying opportunities for improvement.
However, not all backlinks were beneficial. Low-quality or spammy backlinks could harm a site's rankings. It was important to monitor backlinks regularly and disavow any that were harmful. Tools such as Majestic and Moz Open Site Explorer provided insights into backlink quality and helped businesses make informed decisions.
Local SEO for American Businesses
For local businesses, optimizing for local search was crucial. In 2017, local searches accounted for a significant portion of all searches, with features like Google's "near me" becoming increasingly popular. Local SEO involved optimizing a website to appear in local search results, which required a combination of on-page and off-page strategies.
Ensuring that a business's name, address, and phone number (NAP) were consistent across all online directories and listings was essential for local SEO. This consistency helped search engines verify the legitimacy of the business and improved the chances of appearing in the local pack, which displayed local businesses at the top of search results.
Additionally, local businesses could benefit from claiming their Google My Business listing. This allowed them to provide accurate information about their business, including hours of operation, customer reviews, and photos. Encouraging customers to leave positive reviews also helped improve visibility, as reviews played a role in local search rankings.
The Importance of Competitor Analysis
Competitor analysis was a vital component of any SEO strategy in 2017. By understanding what competitors were doing well and where they were falling short, businesses could identify opportunities to improve their own strategies. This involved analyzing competitors' websites, backlink profiles, and keyword strategies to gain insights into their SEO efforts.
Tools like SEMrush and Ahrefs provided detailed reports on competitors' SEO performance, allowing businesses to benchmark their own efforts and identify areas for improvement. By staying informed about competitors' strategies, businesses could adjust their own approaches to stay ahead in the search engine rankings.
Conclusion
In 2017, the SEO landscape was characterized by a focus on mobile optimization, high-quality content, and technical excellence. Businesses that adopted a comprehensive approach to SEO—addressing on-page, technical, and off-page elements—were better positioned to improve their search engine rankings and drive traffic. Additionally, local businesses that optimized for local search had a greater chance of attracting nearby customers.
By leveraging the right tools and strategies, businesses could navigate the complexities of SEO and achieve their marketing goals. As the digital landscape continued to evolve, staying informed and adaptable was essential for success in the competitive world of search engine optimization.