With the new year nearly upon us, it is time to look forward to the next 12 months and consider what major trends are likely to impact search engine optimisation (SEO) in 2016.
2015 has been a year of major SEO manoeuvring in its own right, with the introduction of mobile-friendliness as a ranking signal by Google and Bing having the most significant impact on web design strategies. And with more upheaval lurking around the corner, now is the time to take stock and prepare for what is to come.
RankBrain Rises
Google has only recently revealed one of the biggest algorithmic changes initiated this year, confirming that a machine learning-based signal known as RankBrain is now in effect. And SEOs are going to spend the next year working out its true impact and how to leverage it to improve sites.
RankBrain is essentially aimed at helping Google to deal with very vague queries, guessing at what users are looking for with increasing accuracy as it learns and evolves. And because it is capable of developing on its own without human input, it may be a challenging part of SEO, as well as presenting opportunities for true innovators.
Getting in touch with specialists such as Digi-Tel who offer Gloucester SEO services (and, indeed services in other locations) is likely to be important for businesses which do not have the in-house expertise to adapt to RankBrain and other search engine algorithm updates.
App Streaming
Mobile search is becoming the focal point for activity within Google and it is rolling out an update that will allow in-app content to be accessed natively without requiring users to download and install the apps in question.
This should reshuffle the search results significantly and will mean that businesses which run both a website and dedicated app will need to pay more attention as to how SEO impacts both of these properties, and how one might complement the other.
Google has been indexing apps for some time, but the idea that app-exclusive content will now be viewable in its mobile search results will change the game yet again. Coupled with the fact that the search giant is introducing Accelerated Mobile Pages in order to improve site performance on portable devices with wireless internet connections, it should be clear that no business can afford to ignore smartphone and tablet users in 2016.
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