Search engine optimization in 2017 involved a continued focus on core principles alongside adaptation to evolving technologies like artificial intelligence and mobile-first indexing. The data indicates that optimizing for relevance, user experience, and technical performance remained critical, with increasing emphasis on mobile optimization and structured data implementation. Backlinks continued to be a significant ranking factor, though building them required a strategic approach focused on relationship building and providing value.
The Evolving Google Algorithm
Google’s algorithm, the core of search ranking, underwent significant changes in 2017 with the introduction of RankBrain, an artificial intelligence (AI) program. RankBrain’s function was to better interpret search queries, particularly semantic searches, and deliver more relevant results. This technology adapted search results to user intent and became increasingly valuable with the rise of voice search via devices like Google Home and Amazon Echo. The algorithm’s evolution underscored the importance of understanding how humans search for information.
On-Page Optimization Strategies
On-page optimization in 2017 centered on attracting, retaining, and converting visitors. Attracting traffic involved optimizing headlines, titles, meta descriptions, and content using long-tail keywords. Retaining and engaging visitors required creating compelling content, attractive design, and user-friendly navigation. Ultimately, the most important measure of SEO success was converting organic visitors into paying customers. Creating content that adds value and maintains relevance for the target audience was considered a quick tip to boost SEO. User experience was also critical, suggesting the importance of testing its impact on site traffic.
The Continued Importance of Backlinks
Backlinks, defined as external links pointing to a website, remained a dominant ranking factor, accounting for approximately 90% of SEO. Establishing credibility through backlinks required providing genuine value to other sites, as they are difficult to manipulate. The quality and relevance of the linking site were important considerations. Guidelines for building backlinks included building relationships within the industry, sponsoring local organizations, partnering with complementary businesses, and generating publicity.
Mobile-First Indexing and Responsive Design
Google began experimenting with mobile-first indexing in late 2016, a shift that prioritized the mobile version of a website for ranking purposes. This change stemmed from the increasing number of searches conducted on mobile devices. The data suggests that using different or watered-down content on mobile pages could negatively impact rankings. Concentrating on site loading speed and considering implementation of Accelerated Mobile Pages (AMP) were recommended to improve mobile performance. AMP, using alternative markup, created lightweight versions of pages and displayed a lightning symbol in mobile search results, potentially increasing click-through rates.
Technical SEO Considerations
Technical SEO in 2017 involved ensuring a website was easily crawlable and optimized for search engines. Implementing structured data correctly and keeping it up-to-date was recommended to take advantage of rich cards. Optimizing URLs was also suggested, with some research indicating shorter URLs may lead to higher rankings. While descriptive, keyword-relevant URLs were previously effective, Google indicated that content beyond the first five words of a URL may receive less weight.
Optimizing for Rich Answers
Rich answers, displayed for approximately 20% of all queries as of 2015, were projected to become more prevalent in 2017. Optimizing content for these answers involved explicitly asking questions within the content, providing direct answers followed by detailed explanations, using lists, and creating Q&A pages.
Local SEO in 2017
Local optimization was identified as a crucial strategy, particularly given the increasing emphasis on mobile search. The data does not provide specific tactics for local SEO beyond noting its importance.
URL Structure
The data suggests considering shorter URLs, incorporating primary keywords within the first few words, and aiming for a total URL length of around five words.
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Conclusion
In 2017, SEO best practices involved a blend of established principles and adaptation to new technologies. While core elements like content quality, backlinks, and user experience remained paramount, the rise of RankBrain, mobile-first indexing, and rich answers necessitated a more nuanced approach. Optimizing for mobile performance, implementing structured data, and focusing on relevance were key strategies for improving search rankings. The data emphasizes that SEO was not a “cheap alternative” to paid advertising but rather a time- and energy-intensive process.