In 2017, the SEO landscape continued to evolve with a stronger emphasis on content quality, mobile optimization, and the integration of artificial intelligence in search algorithms. Businesses and SEO professionals alike were tasked with adapting to these changes to maintain and improve their online visibility. The following insights, drawn from comprehensive surveys and expert analyses, highlight the most effective strategies and challenges faced by SEO practitioners during this period.
Enterprise SEO Challenges and Priorities
A 2017 survey conducted by North Star Inbound, in partnership with seoClarity and BuzzStream, revealed the priorities and challenges of enterprise SEO teams across the United States. The survey included 240 SEO specialists from both in-house and agency teams. According to the results, enterprise SEO teams were grappling with several key issues.
One of the primary challenges was resource allocation. The survey indicated that SEO specialists were often stretched thin, with many reporting that their teams lacked the necessary tools and personnel to execute their strategies effectively. This was particularly true for in-house teams, which frequently had to juggle multiple responsibilities beyond SEO. The lack of resources often led to suboptimal execution of SEO tactics, which in turn affected their ability to achieve measurable results.
Another significant challenge was the integration of SEO with broader business goals. Many SEO specialists noted that aligning their strategies with the overall objectives of their organizations was difficult. This was especially true for larger enterprises where SEO teams often had to navigate complex organizational structures and competing priorities. The survey highlighted that successful SEO strategies were those that were closely aligned with the business's overall marketing and sales objectives.
Despite these challenges, there were notable successes. The survey found that companies that invested in high-quality content marketing saw the most significant returns on their SEO efforts. These businesses were able to attract more organic traffic and generate higher conversion rates by focusing on creating valuable, user-centric content. Additionally, those that prioritized technical SEO, such as improving website speed and ensuring mobile-friendliness, also reported positive outcomes.
Strategic Shifts in SEO for 2017
As the SEO landscape continued to shift in 2017, several key strategic changes emerged that had a significant impact on how businesses approached their digital marketing efforts. According to the Whiteboard Friday post by Rand Fishkin, understanding the broader search trends was essential for developing an effective SEO strategy. This involved not just focusing on traditional SEO tactics but also considering the evolving nature of search engines and user behavior.
One of the most notable trends was the increasing importance of mobile optimization. With more users accessing the internet via mobile devices, businesses were urged to adopt a mobile-first approach. This meant ensuring that websites were not only mobile-friendly but also optimized for speed and user experience. The integration of Accelerated Mobile Pages (AMP) was highlighted as a crucial step in this direction, as it allowed for faster page load times, which is a key ranking factor.
Another significant trend was the rise of voice search. As voice-activated assistants like Siri, Alexa, and Cortana gained popularity, the way users searched for information began to change. This shift necessitated a change in how content was created and optimized. SEO specialists were advised to focus on natural language and long-tail keywords that reflected how people spoke rather than how they typed. This required a more conversational approach to content creation, with an emphasis on answering specific questions rather than just targeting keywords.
The importance of local SEO also became increasingly evident in 2017. With the growth of local search results and the increasing competition in the digital marketplace, businesses were encouraged to optimize their local presence. This involved ensuring that their business information was consistent across all directories and that their websites were optimized for local search queries. The use of local keywords and the creation of location-specific content were highlighted as effective strategies for improving local search visibility.
Content Marketing and User Experience
In the context of 2017 SEO strategies, the role of content marketing was pivotal. The survey results and expert analyses emphasized that high-quality, engaging content was essential for attracting and retaining users. Businesses that invested in content marketing reported higher engagement rates and better search engine rankings. The focus was on creating content that provided value to users, rather than merely optimizing for keywords.
The importance of user experience (UX) was also underscored. A website that was easy to navigate, visually appealing, and fast-loading was more likely to retain users and encourage them to explore further. This was particularly important for mobile users, who had higher expectations for speed and convenience. SEO specialists were advised to work closely with web designers and content developers to ensure that the user experience was optimized across all devices.
In addition to on-page content, the role of social media in SEO was also highlighted. The survey indicated that businesses needed to tailor their social media strategies to the unique characteristics of each platform. What worked on Facebook did not necessarily work on Instagram or Twitter. This required a more nuanced approach to social media marketing, with a focus on understanding the specific audience of each platform and creating content that resonated with them.
The Impact of Artificial Intelligence and Machine Learning
As 2017 progressed, the role of artificial intelligence (AI) and machine learning in SEO became increasingly significant. Experts like Alex Bar from Third Temple Digital noted that AI was transforming the way search engines understood and processed content. This shift meant that SEO specialists had to focus more on understanding their target audience and less on keyword stuffing. The emphasis was on creating content that addressed the needs and interests of users, rather than simply optimizing for search engines.
The use of AI in search algorithms also meant that the quality of content became more important than ever. With AI capable of understanding the context and intent behind user searches, businesses needed to create in-depth, detailed content that provided real value. This was a departure from the traditional approach of focusing solely on keyword density and backlink acquisition. The survey results indicated that businesses that focused on creating high-quality content saw the best results in terms of search engine rankings and user engagement.
The Future of SEO in 2017
Looking ahead, the SEO landscape in 2017 was characterized by a move towards more holistic digital marketing strategies. SEO was no longer seen as a standalone tactic but as a crucial component of a broader marketing approach. This meant that businesses needed to integrate SEO with other digital marketing efforts, such as social media marketing, email marketing, and paid advertising. The goal was to create a seamless customer journey that moved prospects from awareness to consideration to conversion.
The survey also highlighted the importance of understanding the customer's unique value proposition. Businesses that were able to clearly communicate their USP—whether it was the best price, fastest delivery, or superior customer service—were more likely to succeed in the competitive digital marketplace. This required a deep understanding of the target audience and a commitment to delivering on the promises made in marketing materials.
Conclusion
The insights gathered from the 2017 SEO landscape reveal a dynamic and evolving field that requires businesses to be adaptable and forward-thinking. The challenges faced by enterprise SEO teams, the strategic shifts in SEO tactics, and the importance of content marketing and user experience all point to the need for a comprehensive approach to digital marketing. As AI and machine learning continue to shape the future of search, businesses must focus on creating high-quality, user-centric content that aligns with their overall marketing objectives. By doing so, they can not only improve their search engine rankings but also enhance their overall online presence and customer satisfaction.