The year 2017 presented a landscape of evolving SEO priorities, marked by advancements in machine learning, the increasing importance of mobile optimization, and a renewed focus on user experience. Data from industry professionals indicates a shift away from solely keyword-focused content creation toward a more nuanced understanding of user intent and the delivery of valuable, engaging content. Several trends emerged, including the rise of voice search, the growing prominence of structured data, and the need for a mobile-only, rather than mobile-first, strategy. These changes demanded a proactive approach to digital marketing, accounting for the evolving ways people search for information across various platforms.
The Rise of Semantic Search and Natural Language Processing
In 2017, significant developments in machine learning and natural language processing (NLP) were anticipated to reshape SEO. Experts predicted that search engines would move beyond simply recognizing keywords to understanding the meaning behind queries. Alex Bar, Owner of Third Temple Digital, noted that major companies were investing in software capable of comprehending language, potentially rendering traditional keyword-stuffing techniques obsolete. This shift necessitated a focus on understanding customer motivations and the reasons behind their searches, rather than solely targeting the most frequently searched words and phrases. The data suggests a move toward creating content that directly answers user questions.
Mobile Optimization: From Mobile-First to Mobile-Only
The importance of mobile optimization continued to escalate in 2017. The source materials indicate a transition from a “mobile-first” strategy to a “mobile-only” strategy. Previously, having a mobile-friendly website was considered advantageous; by 2017, it was deemed essential for maintaining organic traffic. The Accelerated Mobile Pages (AMP) project was highlighted as a crucial component of this shift, designed to improve page load times for mobile users. Engagement on mobile devices was also identified as a key metric, suggesting that brands needed to consciously consider mobile user experience during website and content development.
Content Strategy: Value, Depth, and User Engagement
The quality and value of content were increasingly emphasized as critical ranking factors. Several sources pointed to a potential decrease in the influence of external variables like backlinks and social shares, as search engines became better at evaluating content directly through machine learning. The recommendation was to prioritize creating “awesome blog posts” and “in-depth, detailed content” that provides genuine value to visitors. This involved moving beyond simply attracting users to a site and focusing on keeping them engaged and fostering trust. Condensed content, optimized for quick viewing on mobile devices, was also deemed important, requiring collaboration between web designers and content developers.
Voice Search and the Optimization for Answers
The growing popularity of voice search, driven by devices like Amazon Echo, Siri, Alexa, and Cortana, presented a new challenge for SEOs. The data suggests a parallel to featured snippets: optimizing for voice search required optimizing for answers rather than pages. Content marketers were advised to write in a natural language and develop content around more verbose and specific searches, anticipating the types of questions users would ask verbally. This represented a departure from traditional keyword strategies.
The Evolving Role of Social Media in SEO
The source materials suggest a nuanced relationship between social media and SEO in 2017. It was noted that each social media platform possessed its own unique voice and user-generated content style, requiring tailored approaches for each. What worked on Facebook might not be as effective on Instagram, YouTube, Twitter, or Pinterest. The data does not indicate a direct ranking correlation, but rather the need for platform-specific strategies.
Technical SEO Considerations: HTTPS and Structured Data
Technical SEO elements also gained prominence. HTTPS was increasingly pushed for enhanced security and was likely to be given more weight as a ranking factor. Furthermore, the use of structured data (schema markup) was highlighted as a means of enabling search engines to deliver more personalized search results. Proper formatting, including the use of H2 tags, and good linking strategies remained important, but were considered secondary to the overall quality and value of the content.
The Competitive Landscape and International SEO
The digital marketplace was described as increasingly competitive in 2017, with a growing number of businesses establishing an online presence. This heightened competition extended to both organic search and paid advertising. In the realm of international SEO, the focus shifted toward creating “cultural content” tailored to specific customer journey segments and psychographic behaviors. This involved developing content that resonated with specific personas, considering their motivations and behaviors, and delivering concise, proactive messaging.
The Potential of RankBrain and Holistic SEO
One expert speculated that seemingly “failed” SEO tests might eventually yield positive results as RankBrain, Google’s machine learning algorithm, recalibrated its understanding of a website’s overall value. This suggested that a holistic approach to SEO, considering the interplay of various factors, could be more effective than focusing on isolated tactics.
E-commerce SEO: Beyond the Homepage
The data emphasizes the importance of optimizing product and category pages, not just the homepage, for e-commerce businesses. The majority of value, according to the source, would come from non-brand terms on these pages. This highlights the need for a comprehensive SEO strategy that extends beyond the primary domain.
Conclusion
The SEO landscape in 2017 was characterized by a significant shift toward user-centricity, driven by advancements in machine learning and the evolving ways people accessed information. Mobile optimization was no longer optional, and content quality and relevance were paramount. Technical SEO elements like HTTPS and structured data played an increasingly important role, and a holistic approach to SEO, considering the interplay of various factors, was recommended. The data indicates that success in SEO required a proactive and adaptable strategy, focused on delivering value to users and understanding their intent.