You could argue that SEO evolves at a faster rate than any other digital marketing medium. Not only do you have to use the right techniques to have success, you must perpetually tweak them to maintain your search engine dominance. 2017 should prove to be an interesting year, and experts are predicting several major trends that your law firm will want to be aware of. Here’s a rundown on what you can expect for SEO in 2017.
The Need for Speed
Googles loves websites that load quickly. But being just “fast” isn’t going to cut it anymore. Your site needs to be lightning quick. In fact, “40% of people abandon a website that takes more than three seconds to load.”
To address the need for speed, Google even created an initiative called the Accelerated Mobile Pages (AMP) project. It utilizes a simplified form of HTML coding to make mobile pages load quicker (the median load time is only 0.7 seconds).
If load time has been an issue for your legal site and it takes longer than three seconds to load, it’s definitely something you’ll want to fix in 2017. Not only will it be important this year, it’s going to be essential as we keep moving deeper into the 21st century.
Here are a couple of resources you can check out:
- The Pingdom Website Speed Test – This will let you know just how fast your site is
- The AMP Project Website
Voice Search Will Become a Bigger Factor
Have you ever seen the movie, Her starring Joaquin Phoenix and his lovable AI virtual assistant Samantha played by Scarlett Johannson? If you have, you’ll know how big of a role virtual assistants and speech recognition technology are having on us. In fact, Google says that 20 percent of mobile queries are voice searches. And that number is only going to grow.
But what exactly does this mean for SEO in 2017?
It’s simple. You need to keep the voice search element in mind when approaching your overall campaign. More specifically, it helps when you write your content in a natural, conversational tone like you’re having a conversation with your audience. It’s also smart to diversify your keyword targeting strategy and include longtail, question phrases.
Here’s an example:
Notice that the title for this post is, “What Can I Expect for SEO in 2017?”
While a desktop user might simply enter “SEO 2017,” a person using voice search might phrase it exactly (or very similarly) to the actual title. The trick is to begin some of your content with question phrases like “who,” “what,” “why” and so on.
Mobile Over Desktop
I think we can all agree that having a mobile-friendly site is important. But from what experts are saying, 2017 will officially be the year where mobile will take precedence over desktop. An article from Small Business Trends says it perfectly.
“Now Google will crawl the mobile version of your site or responsive mobile version first, before the desktop version, and use that content to place you in the search results.” Keep this in mind if your site isn’t where it should be from a mobile standpoint.
2017 is shaping up to be a groundbreaking year for SEO. Because organic traffic through search engines is one of the most effective ways to generate leads, it’s essential that you stay current with the times. Keeping your eye on a few key elements should give you an SEO edge over the competition.
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