Rank Brain


SEO is evolving rapidly, according to many criteria. It is highly important as a web marketer to stay updated with the latest SEO trends. The majority of these trends are dictated by Google's almighty. Now, Google wants to steer SEO through its RankBrain program, let's see how.

It was in 2015 that we saw the program RankBrain (RB) which was gradually integrated by Google on its search engine. Therefore, it was possible to predict that this new update of the algorithm was likely to influence the SEO. However, before trying to find out if RankBrain really has an impact on the type of SEO efforts, you need to know what your goal is.

RankBrain is simply a form of artificial intelligence to analyze a user's last search intentions. Obviously, it's not just about that, but is also one of the most important criteria in Google's algorithm. Since RankBrain is a form of artificial intelligence, it is no longer part of Google's old algorithms that had to be manually updated by programmers.

Thus, it presents a greater reactivity to the different queries that are made on the search engine.
It is in continuous improvement thanks to the terms of research that are submitted to it, but also thanks to the choice made by one user for one result rather than another.

 

RankBrain can weave links very representative of the research intentions of a user when the latter makes a request for a particular subject. It analyzes the queries and can, subsequently, predict combinations of words or related search terms. RankBrain selects the results available on the web surrounding the theme of research of the Internet user which seems to him the most relevant.

 

Voice search


This voice search phenomenon, already popular in 2017, will be even more so in 2018! You probably know the Google Home or Amazon Echo speaker? These are voice assistants. Today voice searches are also increasing. Users no longer want to bother writing extended keywords on their smartphone. So they usually use voice search to simplify their life.

For multitasking addicts, it's also a way to search online while cooking, watching TV, and more. Recent studies support these facts, they show that:

  • 20% of mobile requests are currently voice searches, according to Google CEO Sundar Pichai.

  • 50% of all searches will be voice searches by 2020, according to Comscore

  • 40% of adults now use voice search every day

  • Google's voice search can recognize 40 different languages. She also recognizes accents, including Australian, Indian, English, Irish, American …

 

You understand why it's essential to integrate voice search into your SEO strategy. Be interested in long tail keywords, terms and phrases used in everyday language! This will allow you to position the pages of your company's website more effectively in Google results!

 

Link building


Links are still essential in 2018. However, it is better to focus on quality links than to bet on quantity.

Long detailed content, and backlinks (inbound links) still play an important role at the moment. Without this, it is difficult to go back very high in Google's results pages.

Google's robots like to index new content, both unique and in-depth because they help users respond to queries or enlighten them on a topic. As part of a natural referencing strategy, we must focus on these long detailed content. The following points must also be taken into account:

  • Writing an enriched article on a subject means putting yourself in the shoes of the user. Ask what information he could look for and what does he need to know? You must include your user when writing content. In general, aim for 200 words or more.

  • Find synonyms whose meaning adds value to your keywords. This helps search engines and your potential readers.

 

Not to mention that a detailed article that responds perfectly to the queries of users will have more opportunities to be shared and therefore develop your backlinks! It's win-win!

 

Mobile first

 

The Mobile First index is the latest project developed by Google to make the web even more accessible to smartphones. This is a new way to scan websites by first crawling mobile sites and applying this index to the desktop version. A study by BrightEdge reveals that 57% of internet traffic comes from mobile devices, which means that nowadays users prefer more and more their smartphone to do their research.

To display the contents of a page, the current system was based on the computer version. Google presented the same content that we are on mobile or computer. This could be problematic in that the algorithms did not evaluate the relevance of the results for mobile users. Now Google is focusing on mobile with its Index Mobile-First to provide more relevant and navigation-friendly results, based on queries and the device used.

 

Accelerated mobile pages

 

Google is currently deploying AMP (Accelerated Mobile Page) pages in its mobile search results. But do you know what an AMP page is?

The AMP format is a structure designed to create mobile pages that load quickly. The AMP has three basic parts: AMP HTML, AMP JS and AMP CDN. If you want to create an AMP page, be careful with certain aspects:

  • There are some HTML tags that you can not use for your AMP

  • You must use a simplified version of CSS

  • Third Party Javascript is not allowed with AMP

  • Embed a canonical tag into your non-AMP page version

  • Google highlights AMP pages in its mobile search results. You can test your page with the AMP Test tool.

 

Video

 

2018 will see a huge growth in visual content. It is therefore necessary to create and highlight this type of content. For information, 1.37% of marketers say that visual marketing is the most important content for their business. 2.74% of social media marketers use it in their social media strategy.

Here are some examples of visual formats that you can use on your site and your social networks

  • Visual content that provides information, added value and can be easily integrated with other sites

  • Add infographics with relevant data

  • Put videos on your blog or site

  • Use screenshots

Here are the different trends for the year 2018 in SEO. If you want to change your site, update it or just have expert advice to answer your questions, do not hesitate to contact the consultants of our agency. Their expertise and their daily watch allows our SEO specialists to develop relevant and tailored strategies for your business to increase your turnover!

UX

In 2018, the user experience will gain importance in search rankings. As a reminder, here are some factors that affect the rankings:

  • The loading speed of the page

  • Responsive design

  • The quality of the content. The more content is detailed with relevant information, the better!

  • User behavior and interaction with content

  • The structuring of the markup

  • Navigation

  • The bounce rate

  • The security of your site

  • Optimization of text, images and internal links

 

Finally

 

To find your synonyms or keywords, you can:

  • Do a search on Google using your keywords. They will then be in bold. Also be interested in expressions around words in bold, they are important! It may be interesting to add them to your content. Then, if you scroll down the page, you will find the "associated searches". Here, the words in bold are also to be taken into account.

  • Use free tools to find your keywords like KeywordTool.io. You can also find questions that surfers ask about a tool like Answer the Public.

  • Improve the loading time of your pages: it is already an important factor for SEO but with the index Mobile First, it is even more! You can test your site with Google PageSpeed ​​Insights. It will give you results to improve the speed of your page.

  • Make sure your mobile is optimized for mobile (not just mobile-friendly). A mobile-optimized site resizes according to screens and resolutions.