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2017 is here! I get excited with the changing of each year because it always presents new opportunities and new ways to improve both in marketing and in life in general.
It also gives me motivation to make any adjustments I need to be a better marketer.
Of all the forms of online marketing, I think SEO is the most dynamic.
That’s simply because the state of SEO is ultimately in the hands of Google that’s perpetually tweaking and improving its algorithm for optimal user experience.
This means plenty of potential for those who stay on top of things and continually rethink their game plan.
And to me, success largely comes from planning ahead and always having a strategy in place for getting to where I need to go.
That’s why I brainstormed some key aspects of SEO that I feel are most important for 2017.
They’re elements you’ll definitely want to incorporate into your overall strategy to help you keep pace.
I also think they will take you much further than just 2017 and be instrumental in the success of your campaign for years to come.
With that being said, here’s how to create a killer SEO plan for 2017.
Google Possum is an algorithm update that occurred in early September 2016 that specifically impacted local search.
In particular, it affected how websites ranked in the 3-pack and Local Finder.
Although Google never actually admitted to making any changes, countless experts in the SEO community noticed big changes to local search results.
An article from Search Engine Land illustrates just how big of a wave this update created.
Here’s a screenshot that highlights how positioning changed in local search results:
And here’s a graph that illustrates this data:
When you break it all down, “64% of keywords saw some type of change.” That’s pretty dramatic.
This tells me that the Possum update was a significant one and something that marketers will want to be aware of.
It’s especially important if you’re a brick-and-mortar business with a demographic that’s strictly located in a single city or region. If this is the case, Possum demands your immediate attention.
The first thing I recommend you do is check out this other article from Search Engine Land. It’s one of the most comprehensive and will fill you in on most of the details.
I also recommend you put more attention on local search in 2017 by doing the following:
So, mobile is kind of a big deal these days.
But seriously, I think 2017 is officially the year marketers will put mobile first and desktop a distant second.
Here’s proof:
This is a graph from Moz.
It’s a little hard to read, but at the bottom, it explains that blue represents desktop search from 09 – 11/2016 and the orange represents mobile search from the same period.
As you can plainly see, mobile search is much more dominant.
Furthermore, Moz points out that, “20 industry niches out of 24 see mobile as their first source of traffic.”
Now, I’m not suggesting that you should abandon desktop completely. Of course, there’s going to be a sizable number of your visitors still coming through desktop.
But I truly believe that 2017 is the tipping point where SEOs should have a mobile-first mindset.
What exactly does mobile-first SEO entail?
This article from Search Engine Land offers more helpful tips.
Having a website that’s just fast isn’t fast enough anymore.
It needs to be warp speed, lightning quick—you get the idea.
While it was definitely important to have a fast site in 2016, I can’t stress enough how important it will be in 2017.
Research suggests that “40 % of online shoppers will abandon a website that takes more than three seconds to load.”
This is especially true with the emergence of mobile where users expect a fast and fluid experience.
If your site is behind the curb, it’s going to hurt your number of visitors, leads, and inevitably conversions.
Google even launched the Accelerated Mobile Pages or (AMP) project, which “is a stripped-down version of the mobile web which runs on a reinvented version of the language used to create web pages: HTML.”
Long story short, this is a tool that helps websites speed up their load time dramatically.
I recommend checking out the AMP project and learning more about it.
You can also get my take on it from this post I wrote.
I also suggest going over a previous post on Quick Sprout that discusses how to make your site insanely fast.
If you’ve ever seen the movie Her, starring Joaquin Phoenix, where his character falls in love with his AI virtual assistant Samantha, you’ll know just how big voice search has become.
In fact, “Google says that 20% of mobile queries are voice searches.”
Just look at how the popularity of voice commands has grown over the last year:
And this is a growing trend that’s only going to continue to grow. I know that I find myself using voice search more and more these days.
It’s just more practical and efficient than typed-in search. And if you’re driving, it’s simply a matter of safety.
That’s why I think voice search is most definitely something you’ll want to work into your SEO plan for 2017.
But how do you go about it?
Well, for one thing, you may need to rethink the way you approach keywords.
Here’s what I mean:
If someone was searching for a pet store in Albuquerque on their desktop, they might type in “pet store albuquerque.”
But if they were doing it through mobile voice search, they would probably say something like “Where is a pet store in Albuquerque?”
The point here is that focusing on longtail phrases involving questions is a logical strategy.
This graph provides a breakdown of the growth in question phrases year over year:
“Who,” “when,” “where,” and “how” are ideal question words to begin with.
I also suggest writing content using a conversational tone. It should flow naturally almost like you’re having a dialogue with your audience.
A plus is that this approach should help you come across as being more personable and will bring a sense of warmth to your content.
This is important for making those all-important connections and building equity for your brand.
Scannable or “snackable” content kills two birds with one stone.
First, it improves the user experience because readers can quickly move through a large volume of content and find the little nuggets of information they’re looking for.
In turn, you can improve engagement levels, increase shares, maximize your CTR, and so on.
Not to mention it’s easy on the eyes with plenty of white space breaking up a wall of text.
Second, it’s very helpful from an SEO standpoint.
By including plenty of sub-headers, bullet points, bold text, etc., you help search engine bots decipher your content and figure out what it’s all about.
This should ultimately have a positive impact on where your content ranks in SERPs.
I have written about the topic of scannable content in a few different places, but I really recommend checking out this post on Quick Sprout.
It will fill you in on the details.
I get the feeling 2017 is going to be an interesting year for SEO. I feel like the whole landscape is going to be shaken up like never before.
I also think that many of the formulas marketers have been following for years will be turned upside down and new approaches will be necessary for keeping up.
If you’re a mom-and-pop, brick-and-mortar type of business, I especially recommend revamping your local SEO strategy to account for the Possum update from earlier this year.
The good news is that if you’re located outside of your city’s physical limits (e.g., Hialeah rather than Miami, FL), you have a better chance of appearing in searches including the actual city.
I also suggest being a little obsessive about your site speed. Increasing the speed even by a second can yield big rewards.
You can use the Pingdom Website Speed Test for free to see what shape your site is in from a speed standpoint.
And as always, a successful SEO campaign requires perpetual maintenance, so be sure to keep up with trends as they unfold.
What do you think the most important elements of SEO will be in 2017?
Social Media Marketing – Another dominant component of digital marketing is social media which includes the likes of Facebook, LinkedIn, Instagram …
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Converting social media traffic into responsive leads and customers can be quite difficult. This is because ,when people go on social media, their …
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Sue Kirchner says we probably don’t need to rethink the social media we use – assuming, of course, the social media that are part of our individual …
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With $5.4 Billion spent on social media marketing in the U.S. alone last year, it’s clear that social media is being cemented as a marketing function in …
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In this edition, we are publishing more details related to brand management Even though social media has changed the tactics of marketing brands, …
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Social media news and developments making social media marketing easier. (Facebook Stories, Livestream Simultaneous Live Broadcasts, Snapchat …
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The Social Media Intern will play an active role in the growth of TAG’s membership. Under the supervision of TAG’s Membership and Marketing …
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LinkedIn links up with data wiz to give marketers increased targeting abilities. The Microsoft-owned social network for professionals and hub for B2B …
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While the reach of social media continues on a downward trajectory and ad blocking makes it harder than ever for messages to reach your target …
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Social media is the fastest growing way to communicate, market and serve customers and clients. Facebook, Twitter, blogging, YouTube and LinkedIn …
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… when, to use Facebook and Instagram for your business, Jessica Abo has some tips from the co-founder of a social media and marketing agency.
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It’s not that social media marketing is separate from regular marketing, it’s that in the modern world, marketing now requires social media to be effective …
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Entrepreneurs who do not utilize social media, or have their pages set to private are totally baffling. These seven reasons should illustrate to fellow …
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Non-celebrity driven brand messaging in social media has been on the rise and will likely continue to increase. This type of advertising brings …
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“Snapchat is ideal for real-time social media marketing because it can give the audience direct access to live events,” the infographic states.
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Digital marketing is essential for businesses, and it is crucial for marketers to have a grasp on the elements of digital marketing. Why? Consumers are …
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Prime Response Touts Next Gen Social Media Advertising Capabilities … These ads are fully managed campaigns that reach in-market shoppers in …
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Social Media Marketing Podcast 234. In this episode Marcus Sheridan explores how to use content to market and sell.
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Dawnelle Mock to direct social media for MSOA … A 2016 graduate of Youngstown State University, Mock earned a degree in Marketing Management.
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The more advancements in digital marketing we make and the more information on how to spy on competitors we share, the more those things are being adopted in various industries around the world.
That means you’re more likely to be the target of a spying competitor.
It’s all fun and games until they start using the same tactics to replicate the work you’ve been doing.
Sometimes, competitors will piggyback on your hard work to steal market share and customers.
When you’ve got a direct competitor shadowing your content marketing strategy, social engagement, and audience outreach, it’s enough to inspire vengeance and make you lose focus!
I speak from experience. This has happened to me several times.
It makes you question whether it’s something that should be promoted. Where’s the line between spying to replicate a competitor and just monitoring for awareness?
It’s enough to make you question the ethics of competitive intelligence.
I’m reluctant to put any kind of blame on influencers and marketers, but we should share some of it.
As an industry, we’re constantly creating content, teaching business owners:
Of course, none of that would be an issue if there weren’t people who wanted those shortcuts and resources in the first place.
The main issue is the individual who is your competitor. They are in business for the same reasons you are—to make money. They want to gain market share; they want the audience’s attention; and they’re willing to do whatever it takes to get it.
The problem is that many of them don’t have the resources to do what you’re doing.
When you create 10x content or find something that’s worth curating to provide value to your audience, your competitor grabs that same resource and shares it.
Then, they take your blog topics and spin them, maybe adding just a little more value to try to make them better than yours.
In my situation, many competitors have simply copied/pasted my articles onto their own blogs!
Why do people do this? It’s probably because they lack in one or more areas:
That’s likely one of the reasons why over 60% of marketers have trouble creating engaging content.
Some of them are playing “follow the leader” rather than generating anything unique for their audiences.
They may not have the skill to understand who their audience really is or the creativity to come up with something original. Perhaps they feel that they don’t have the time to source their own materials, so they ride your coattails.
Here’s how you can shake them off and stop it from happening.
Creating original content is not an easy task, especially packing in a lot of value. A long-form post can take hours to research and write. Some articles may even take days to produce. That’s a significant investment.
To prevent a competitor from spinning your hard work into a “new” piece by sprinkling in some extra value, make your content as comprehensive as possible.
This is the approach that helped Peep Laja build such a tremendous following when he first launched ConversionXL.
Rather than adding to the noise in the industry with shorter posts, he created comprehensive articles of great length around a specific industry gap, loaded with value for the reader.
Every data point, fact, and statement was backed by authoritative research and case studies. Peep’s posts were, and still are, exhaustive in nature.
If you take the same approach, you’ll make it virtually impossible for a competitor to spin your content into something with more value.
And because of the exhaustive nature of the content, they would need to commit considerable time to come up with a different angle—which is almost the same as researching and producing original content.
That’s something you know they’re not willing to do.
Competition aside, the biggest benefit is the value you’re providing to your audience. When you step up the quality of your content, your followers notice.
You will see not only stronger relationships develop with your brand but also a lot more shares and engagement around your content.
Finding great content to curate is like gold. It’s content you didn’t have to spend time producing, but your audience will still enjoy it and appreciate the information.
That’s why it’s all the more frustrating when your competitor keeps sharing the same things you post.
If you’ve got an influencer from whom you regularly curate content, make a connection with them.
Rather than simply sharing the content they produce, find some way to cooperate with them.
This could include:
If you co-produce something with them or guest-post, you can share that like curated content when it goes live. It’s branded to the influencer, so your audience will pay closer attention.
It looks like curated content but also carries your brand with it.
Do this on a regular basis with influencers and other businesses that share audience interests with you, and you’ll make it next to impossible for a competitor to swipe the content you’re “curating.”
That’s unless they want to share something that talks about your brand. If they’re not paying attention, that just might happen.
If it becomes a recurring problem, remember that it’s relatively easy to take written content and spin it into something else.
The web is full of derivative content, with business owners and marketers echoing each other nonstop.
Diversification in your content can make it a lot harder for this to happen. Creating derivative content from a blog is easy, but it’s not as easy when things have a little more production value.
Put your greatest effort into creating other types of content that are far more difficult to swipe. That would include:
Any kind of content that requires more resources and skill to convert into a derivative will stop competitors in their tracks.
Likewise, by diversifying your content, you’ll be distributing it through different channels, which improves your overall reach and visibility with new audience segments.
If you’ve had enough with competitors gaining from your hard work, sweat just a little harder and create something that makes it impossible for them to capitalize on unless they work just as hard.
From that point forward, no measure of spying or chasing will earn them the market share you’ll be conquering as a result of your efforts.
Have you had a competitor attempt to follow your content strategy? How did you handle it?
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Google is totally unpredictable.
SEO practitioners know full well that things can change in an instant, and search engine dominance today means nothing tomorrow.
Or as Babe Ruth put it,
Yesterday’s home runs don’t win today’s games.
One of the more significant updates Google made in 2016 was Possum.
In fact, it’s arguably the biggest change Google has made to local SEO since the Pigeon update back in 2014.
As you might imagine, it’s shaken things up quite a bit and has switched up the SEO landscape considerably.
I’d like to dive into this topic and explain how it may have impacted your local rankings as well as what you need to know moving forward.
The first thing you’re probably wondering about is why exactly the SEO community called it Possum. Google usually names their updates after animals, but a possum isn’t as cute as a penguin or as awe-inspiring as a panda. Possum? Really?
Well, the term was coined by Phil Rozek.
According to Search Engine Land, “Rozek suggested the name, pointing out that it is fitting since many business owners think their Google My Business listings are gone, when in fact they are not. They have just been filtered—they’re playing possum.”
Okay, so the possum name is supposed to make you think of something playing dead when really, it’s not dead.
It all went down on September 1, 2016.
Although it was never actually confirmed by Google, it was clear that a major change had occurred that specifically impacted the 3-pack and Local Finder, which you probably know better as the local results or Google Map results.
Here’s a screenshot from Moz’s Google Algorithm Change History:
All of a sudden, many of the websites that had ranked so well for so long had lost traction and saw a dip in their rankings.
However, other sites that once had difficulty ranking saw a noticeable spike in their rankings.
To get a better idea of the implications, it’s helpful to take a look at some data from an article published on Search Engine Land.
In an attempt to determine precisely how big of an impact Possum had on local search, Search Engine Land reached out to Bright Local to conduct a study.
In this study, Bright Local “took a look at the ranking trackers for 1,307 different businesses, which were tracking 14,242 keywords. Then they compared the difference between September 7 and August 31 (the date before Possum).”
Here’s what they found:
Here’s a graph to illustrate how this all breaks down:
The bottom line is that “64% of keywords saw some type of change.”
This is obviously significant, and it’s easy to see why so many people freaked out over Possum, especially those whose rankings were adversely affected.
Perhaps the most noticeable change was that businesses that aren’t located directly within the city limits now have a much better chance of ranking well.
Here’s an example:
And this makes sense when you think about it.
Why should businesses very close to the city suffer just because they’re not exactly within the city limits?
Odds are, many of those businesses would be just as relevant to the searchers as others located directly within a city.
This recent update basically levels the playing field between businesses located right within a city and businesses located in the suburbs and other surrounding areas.
As long as a business is within a close proximity to a city, it has the chance to rank when that city’s name is used in a search query.
In my opinion, this is a logical move that will be beneficial in the long run. This spreads the wealth and ensures that search engine users find exactly what they’re looking for.
In the past, what popped up in search results was primarily based on the entered keywords.
But with Possum, Google will now take a search engine user’s IP address into account when generating search results.
This is Google’s way of ensuring users get the most accurate results when performing a search.
The main reason for this change is the massive volume of people using mobile devices.
Google is continually looking for new ways to accommodate mobile search users.
Because people are often on the go, this ensures they’re always getting the best results based on their current location.
This is something you’ll want to keep in mind and use to guide your local SEO approach.
I think that Inc.com offers a smart suggestion:
“Your QA team should test your work as a user within the region of the business and not simply test it by Googling the business name and location.”
Doing so should definitely give you an edge over competitors still basing their strategy primarily on keywords (an outdated strategy as this point).
Before the Possum update, users could enter similar keyword phrases and get virtually the same results.
For instance, entering “Italian restaurant Miami,” “Miami Italian restaurant,” or “Italian restaurant Miami FL” would generate pretty similar results.
But that’s no longer the case.
In fact, there could be a considerable variance depending upon the specific keywords a user enters.
Let’s look at an example.
Here are the results I got when I used “Italian restaurant Miami” as a keyword phrase:
And here’s what happened when I used “Italian restaurant Miami FL” as a keyword:
Notice by simply adding “FL” at the end, I got completely different results. Pretty interesting.
This just goes to show that Google is “spreading the wealth,” and even a small keyword nuance can produce entirely different results.
Because Google has been quite secretive about this update, it’s hard to say what their logic was.
We’re definitely not getting anything out of Matt Cutts for the time being.
But with a little deductive reasoning, I came up with four probable reasons:
At least, that’s my take on things.
Unlike most other major updates, Possum only affected local search results.
That’s why I think it hasn’t received the same level of attention of past updates such as Penguin, Panda, Hummingbird, and so on.
If you’re trying to reach a nationwide or even global audience, the Possum update shouldn’t affect you all that much. It’s just business as usual.
But if you’re a mom-and-pop, brick-and-mortar type of business with a much more finite demographic in a specific region, it can have a tremendous impact on your approach to SEO.
In this case, you may need to restructure many elements of your local SEO campaign.
Google is always reinventing itself.
That’s been a major contributor to its success and longevity.
Possum is just one of many updates that influences the way SEO practitioners approach things, and I would imagine this particular update has received a mixed reaction.
It probably didn’t go over so well with many businesses located within city limits because their rankings took a collective blow.
However, it has leveled the playing field for those that aren’t within city limits but are located within a close proximity.
I’m sure these businesses are quite happy about the updates.
When it comes to search engine users, I think Possum should improve their experience.
I know I want to have the most accurate results possible when I’m searching for a business wherever I happen to be. Considering I’m a heavy mobile user, this should be beneficial to me.
And there’s one last thing I’d like to point out.
Since Google never formally “fessed up” to this update, it’s likely incomplete.
After doing a substantial amount of research on the subject, I get the idea that there are still more changes to be unrolled.
We’ll see what happens in 2017.
Have you noticed any major changes to your local search results since the implementation of Possum?
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