The year 2018 marked a significant turning point in search engine optimization, largely driven by Google’s transition to mobile-first indexing. This shift, alongside evolving user behavior and technological advancements, necessitated a re-evaluation of established SEO practices. Data from the provided sources indicates a growing emphasis on mobile optimization, semantic search, voice search, and technical SEO elements like site speed and structured data. This article details these key trends and strategies, based solely on the information available from the provided sources.
The Rise of Mobile-First Indexing
Google’s announcement and subsequent implementation of mobile-first indexing represented a fundamental change in how websites were evaluated and ranked. Previously, Google primarily indexed the desktop versions of websites. With mobile-first indexing, the mobile version of a website became the primary version used for indexing and ranking. The sources emphasize that this was not merely a competitive advantage, but a necessity for maintaining or improving search visibility. Over 60% of search queries were already originating from mobile devices in 2018, and nearly 20% of those were voice searches, further solidifying the importance of a mobile-friendly online presence.
The sources indicate that if the mobile and desktop versions of a website differed significantly, the shift to mobile-indexing could have an immediate effect on site ranking. However, if the versions were largely consistent, the impact was expected to be minimal. The data stresses the importance of ensuring a site is mobile-friendly “from both a search engine’s and a user’s perspective.”
Adapting to Semantic Search
Alongside mobile-first indexing, the sources highlight the growing importance of semantic search. Semantic search, enabled by algorithms like Hummingbird, moved beyond simply matching keywords to understanding the intent behind a user’s query. This involved considering the entire search entry, not just individual keywords, and factoring in user-specific data such as search patterns, history, device type, time of day, and location.
The sources do not detail specific optimization techniques for semantic search beyond understanding the concept.
The Growing Influence of Voice Search
The data consistently points to the rapid growth of voice search in 2018. Statistics cited indicate that 55% of teens and 40% of adults were using voice search via smartphone virtual assistants like Siri or Bixby. The proliferation of voice-first devices, such as Alexa and Amazon Echo, saw a substantial increase, growing from 8 million in 2016 to 33 million in 2017.
This trend had implications for keyword research and content creation. The sources suggest that the way people speak their search queries differs significantly from how they type them, necessitating a focus on natural language queries and understanding user intent. Searches for “near me” were also noted as being on the rise, driven by the convenience of voice search while engaged in activities like driving.
Technical SEO Considerations
The sources emphasize several critical technical SEO elements for success in 2018. These include:
- Responsive Site Design: While responsive sites were already important, the shift to mobile-first indexing made them essential. Simply having a smartphone and tablet-friendly responsive site was no longer sufficient; a “mobile-first” approach was required.
- Page Load Time: Site speed was identified as a ranking factor, with Google’s Speed Update in June 2018 specifically targeting slower websites. The update was reported to have the biggest impact on the slowest sites.
- Image Compression: Compressing images was recommended to improve user experience and page load times.
- Structured Data Markup: Utilizing structured data markup was advised to help search engines understand and categorize content.
- 301 Redirects, Rel=”Canonical”, and Responsive URLs: These technical elements were mentioned in the context of ensuring a mobile-friendly site, though specific guidance on their implementation was limited.
Leveraging Featured Snippets
The sources highlight the value of securing featured snippets – the “position zero” result displayed by Google in response to direct questions. Providing the best possible answer to a searcher’s query, presented in a clear and concise format (lists, images, or video), was identified as a strategy for achieving this coveted placement.
The Role of Machine Learning
Google’s RankBrain system, a machine learning component of the search algorithm, was noted as the third most important ranking signal. While optimizing explicitly for machine learning was deemed difficult, the sources emphasize the importance of understanding its function – examining user patterns to provide the best possible search results.
A 10-Point SEO Strategy for 2018
One source outlines a 10-point strategy for improving SEO in 2018, encompassing the trends discussed above:
- Audit the mobile site to identify and fix problematic elements.
- Compress images for faster loading.
- Use structured data markup.
- Identify natural language queries.
The remaining six points are not detailed in the provided sources.
Google Algorithm Updates and Changes
The sources mention numerous Google search algorithm updates throughout 2018, some large, some small, some confirmed, and some unconfirmed. The Speed Update, released in June, is specifically highlighted as impacting site ranking based on page load speed. Changes within Google’s control crew, Google Neighborhood, Google My Business, and map-related modifications were also noted as significant developments. Additionally, the sources point to a reliance on structured data within Google and a pullback on personalization capabilities as indicators of Google’s future ranking direction.
Conclusion
The data from 2018 clearly demonstrates a pivotal shift towards mobile-first indexing and a more nuanced understanding of user intent. Optimizing for mobile devices, embracing semantic search principles, and leveraging the growing popularity of voice search were identified as critical strategies for success. Technical SEO elements, such as site speed, image compression, and structured data, also played a crucial role. The numerous Google algorithm updates throughout the year underscored the need for continuous monitoring and adaptation.