The data indicates that in 2016, search engine optimization (SEO) required adaptation to evolving technologies and user behaviors. A central theme was the increasing importance of mobile optimization, driven by the surpassing of mobile device usage over desktop. Content usefulness, alongside relevance, emerged as a key factor, alongside the continued importance of backlinks. Monitoring performance through tools like Google Search Console and Google Analytics was also highlighted as crucial for ongoing strategy adjustments.
The Shifting Landscape of SEO
SEO is described as a continually evolving field, where tactics effective in previous years may lose efficacy. The source materials emphasize the need for ongoing reevaluation of SEO strategies to ensure continued results. The year 2016 was presented as a period of refinement and acceleration of existing trends rather than dramatic shifts.
Mobile Optimization: A Critical Imperative
A key emerging trend identified was mobile optimization. The data indicates that mobile devices had surpassed desktop devices in user numbers, and searches on mobile devices exceeded those on desktops. Neglecting mobile optimization was described as potentially detrimental to a marketing reach, and even as “SEO suicide.” Websites were advised to be “responsive,” ensuring usability across various devices to avoid user frustration and potential loss of traffic to competitors. Optimizing for mobile screens, including adapting to different screen sizes, was also recommended.
On-Page SEO Fundamentals
The source materials outline several on-page SEO techniques. Creating unique title tags for each page, kept concise (50-60 characters) and descriptive, incorporating target keywords, is recommended. Similarly, unique meta descriptions (155 characters or fewer) summarizing page content and including relevant keywords were advised. The use of H3 tags within H2 sections to create a clear content hierarchy and incorporate keywords was also suggested. Internal linking, connecting pages within a website to demonstrate relevance to search engines and provide readers with more in-depth information, was also highlighted.
Website Foundation and Technical Considerations
Establishing a solid website foundation is presented as a crucial first step. Choosing a platform that aligns with technical skill and business needs is advised, with WordPress specifically mentioned as suitable for managing all aspects of a website, including SEO. Key elements for a website include a memorable and concise domain name (ideally under 15 characters), a unique brand identity reflected in the theme, logo, colors, and fonts, and prioritized security through an SSL certificate (HTTPS) to encrypt user data.
Content Strategy: Usefulness and Relevance
Content strategy in 2016 was characterized by a shift towards prioritizing usefulness alongside relevance. While backlinks and content remained core SEO components, the quality of content was emphasized. Tactical questions to ask regarding content included its goal, relevance to the end-user’s search query, and its overall usefulness beyond simply addressing the query. Good, unique, value-add content promoted by quality external links, rendering well across multiple devices, was identified as a foundational element of SEO efforts.
Measuring and Analyzing SEO Performance
Monitoring SEO results and adjusting strategy based on data analysis was presented as an ongoing process. The data suggests using tools like Google Search Console and Google Analytics to track performance without needing to log into multiple accounts. Key metrics to monitor included impressions (the number of times a website appears in search results) and clicks. A lack of impressions for desired keywords may indicate indexing issues or insufficient optimization, requiring content updates and keyword refinement.
Attribution and User Journey
Understanding how channels interact and fuel one another, as well as mapping the user’s journey across devices, was identified as a significant focus for 2016. The increasing number of devices and operating systems necessitates a brand experience that remains consistent across all platforms. Attribution solutions were recommended to facilitate a deeper understanding of user behavior and optimize efforts to achieve key performance indicators (KPIs).
Social Media’s Impact
The source materials briefly mention the impact of social media on SEO, but do not provide specific details on how to leverage it.
The Role of Backlinks
Backlinks were identified as one of the largest weighted metrics in SEO, alongside content. The data suggests that earning quality backlinks is essential for improving search rankings.
Conclusion
The data indicates that in 2016, successful SEO strategies centered on mobile optimization, creating useful and relevant content, building quality backlinks, and consistently monitoring performance through tools like Google Search Console and Google Analytics. The emphasis was on adapting to the evolving user experience across multiple devices and understanding the user journey to refine marketing efforts. The core principles of SEO – content and backlinks – remained vital, but required a more nuanced approach focused on user value and technical responsiveness.