How can companies take advantage of the accelerating digital trend? Below we list changes that will affect the market in 2017:
1. Featured snippets
Google offers a feature that enables a higher ranking than being first. This should be achieved by responding specifically to questions such as “what?”, “when?”, “how?”. Many companies are expected to turn to this feature in the coming year as the feature offers a simple method of climbing to the top.
2. Local search
About 40 percent of all Google searches today are local. In the previous year, Google has made tests with ads inside the local pack of search results, and in 2017 it is expected to expand globally. Local search results will be improved and it will provide better responses to more complex local searches. This will be a challenge for companies located in several locations or for those who want to be seen outside their own location.
3. Video in search results
As for video, Facebook and Google stand as competitors. Google is expected to show more video among the search results in order to take place as a major player on the web scene and to deliver larger value to advertisers.
4. Google will requite https
When Facebook introduced Instant Articles, Google was quick to respond with Accelerated Mobile Pages (AMP). With AMP, Google can focus on https again. The reason Google prefers the use of https is to have more control over data. Without https, Google’s information is threatening when other players can access this data from Google’s system. Google will try to impose https through posting a warning symbol that indicates that a site is unsafe.
5. Faster loading time
During 2016, Google’s focus has been on mobile phones and the load time has been a priority. With high demand, more and more companies are expected to start investing in better load time of their websites. This is especially true for mobile phones, since the use has never been bigger.
6. Increased focus on real-time
Real-time is one of the aspects where Google has fallen behind it’s competitor. However, this is about to change. Significantly, we see this through Google Penguin, which now works in real time. The more your content reflects real time, the more relevant your website will become.
RankBrain is a system that investigates what the user actually wants to achieve with the search. The system is created in order to make it easier for Google to better understand the intentions. This means that short texts and keywords will decrease in value; the focus will instead be on good and full content that shows context.
8. Structured schedule
Structured information that follow a so-called schedule can help companies achieve a higher ranking in search results. This schedule is aimed to show the content of the site directly on the search page. Let’s say that someone is looking for a recipe, then it is up to you to have a schedule with a few points as a summary of the recipe. Users love fast access to information.