The year 2016 presented a dynamic landscape for search engine optimization (SEO). Data from multiple sources indicates a shift towards comprehensive topic targeting, improved user experience, mobile optimization, and strategic link building. Several factors, including website speed, schema markup implementation, and social media engagement, were identified as key areas for improvement. This article summarizes the actionable SEO strategies highlighted in available resources, focusing on techniques applicable to U.S. businesses.
Topic-Focused Content Strategy
A fundamental shift in content strategy was recommended: moving away from targeting singular keyword phrases and towards encompassing entire topics. Instead of focusing solely on “blue widgets,” businesses were advised to create content around the broader term “widgets,” incorporating “blue” as a subheading or specific detail within a more comprehensive resource. This approach aimed to establish greater authority in the eyes of search engines and increase rankings for a wider range of related keywords. The data suggests that Google favored websites demonstrating expertise across a topic, rather than those narrowly focused on individual terms.
The Importance of HTTPS Implementation
The source materials consistently emphasized the importance of implementing HTTPS. Google explicitly stated a preference for secure websites, and installing SSL was presented as a foundational SEO task. The data does not elaborate on the specific technical requirements of HTTPS implementation, but it clearly positions it as a necessary step for maintaining or improving search rankings.
Optimizing for Mobile Experiences
Mobile optimization emerged as a critical factor in SEO success during 2016. Resources highlighted that mobile device usage had surpassed desktop usage, and the number of searches originating from mobile devices exceeded those from desktop computers. Neglecting mobile optimization was described as potentially detrimental to a marketing strategy, even constituting “SEO suicide.” Responsive website design, ensuring a consistent user experience across all devices, was presented as a key solution.
Enhancing User Experience (UX)
Improving user experience (UX) was identified as a significant ranking factor. The data indicates that Google was becoming more adept at identifying websites that effectively addressed user search intent. A key metric mentioned was bounce rate; a high bounce rate—where users quickly leave a website after landing on a page—could negatively impact search rankings. Businesses were encouraged to focus on creating engaging, informative, and easy-to-navigate content to improve UX and reduce bounce rates.
Leveraging Schema.org Markup
Schema.org markup was presented as a valuable, though lesser-known, technique for improving search presence. By implementing structured data, businesses could provide Google with explicit information about the content on their website, such as identifying logos, reviews, and categories. While the data suggests Google might use markup to influence rankings in the future, even immediate benefits included helping search engines better understand website content.
Strategic Link Building
The sources consistently emphasized the continued importance of backlinks. However, a shift in strategy was recommended: moving away from low-quality links, such as those obtained through blog comments, and focusing on acquiring authoritative backlinks through guest posting. Mastering the process of reaching out to other website owners and securing guest post opportunities was presented as a sustainable link-building strategy.
Website Speed Optimization
Website speed was identified as a factor influencing search rankings, though not a massive determinant. Google announced that slow websites might receive a penalty. Businesses were advised to ensure their websites loaded quickly and to use tools like Pingdom to assess page load times. Addressing slow loading speeds, potentially caused by rogue JavaScript calls or other internal elements, was recommended.
Social Media’s Impact on SEO
The data indicates that Google was paying increasing attention to social media activity on platforms like Facebook, Twitter, and Pinterest. Posts on these platforms were increasingly appearing in search results, and engaging with social media was seen as a way to drive traffic to a website and improve SEO.
Addressing Broken Links
Maintaining a website free of broken links was presented as a sign of good website management. Broken links were considered detrimental to SEO, and tools like SiteImprove were recommended for identifying and resolving these issues.
Appealing to Instant Answers
The data suggests a growing trend towards Google providing “instant answers” directly in search results. The sources do not detail how to specifically optimize for this feature, but imply that providing concise, direct answers to common questions could increase visibility.
Multimedia Integration
Incorporating multimedia elements, such as images and videos, was recommended to enhance SEO. These elements could also appear in specialized searches. The data specifically advised using unique images, as stock photos were unlikely to rank highly in image searches.
Content Updates Based on Search Console Data
Updating existing content with data from Google Search Console (GSC) was presented as a method for content optimization. The data does not specify how to utilize GSC data, but implies that it provides insights into user search queries that can inform content revisions.
Targeting New and Trending Keywords
The sources recommend targeting new and trending keywords to improve SEO. The data does not provide specific methods for identifying these keywords.
Optimizing for Key UX Signals
Optimizing for key user experience (UX) signals was identified as a strategy for improving SEO. The data does not specify which UX signals are most important.
Shifting from Top-of-Funnel to Bottom-of-Funnel Keywords
The data suggests a strategy of shifting keyword targeting from top-of-funnel (ToFu) keywords to bottom-of-funnel (BoFu) keywords. The data does not define ToFu and BoFu keywords.
Utilizing Broken Link Building
Broken link building was presented as a link-building strategy. The data does not detail how to implement this strategy.
Building Visibility Beyond Traditional Search Results
The data suggests building visibility beyond traditional search results. The data does not specify how to achieve this.
Conclusion
The available data from 2016 highlights a multifaceted approach to SEO. Key strategies included prioritizing mobile optimization, enhancing user experience, implementing HTTPS, leveraging schema markup, and focusing on high-quality link building. A shift towards topic-focused content and utilizing data from tools like Google Search Console were also recommended. These strategies, while specific to the 2016 timeframe, underscore the importance of adapting to evolving search engine algorithms and prioritizing user needs.