Look Into These 3 Areas to Ensure Your 2017 SEO Strategies Remain Unmatched

The search engine optimization (SEO) industry is among the fastest changing industries online. Having stepped into the second half of 2017, you need to look into your digital marketing strategies and determine if they are as effective as they need to be.

Over the past year, there have been quite a number of developments in the SEO industry, with most of the trends that emerged in 2016 continuing to grow and gain footing. Like other online businesses, you need to stay on toes as Google continually updates their search algorithms. Make sure you keep up with the latest trends to maintain market visibility.

Below are some of the areas you need to keep an eye on.

Research user intent and optimize your content

There’s no doubt of the importance of keywords; however, a simple keyword search can will only produce equally simple results. Before typing words into the search box, most of your prospective customers know exactly what their looking for. Search engines have greatly evolved and can now effectively determine user content.

As a result, an increasing number of users are typing full phrases and queries into search boxes. These queries bring together data and activate algorithms that generate search engines results that are far more accurate than they were a few years ago.

It is therefore important for you as a business owner or brand manager to optimize your digital content in a way that captures users’ intent, in addition to simply catching specific keywords. To succeed at this, you need to do the following:

  • Investigate. In addition to the search terms that direct users to your page, find out user questions that your content provides answers to.

  • Optimize. After carrying out your analyses and determining what requires improvement, implement the new ideas for enhancing your ratings. Use your research to tailor your digital content to the user’s experience.

  • Adjust. Make this an ongoing process whereby you’re always learning better ways of matching your content with the user’s experience.

Answers with improved relevance

When you need an answer to something you Google search it. Typically, Google displays the information that answers queries directly in the SERPs, in addition to displaying addition helpful information, such as URL, videos, and reviews.

Schema markup, also known as structured data markup, helps webmasters to get improved rankings. Use of the markup by an SEO company makes it possible for the search engine to discern content on websites and display the information that is useful to users.

Research has shown that, in the period between 2014 and 2016, the volume of featured snippets and rich (direct) answers had almost doubled. You might see the numbers increase further if the trend continues. Including schema markup in your web pages will certainly increase your search engine rankings and the likelihood of being displayed as a rich answer.

Like all other users, your prospective customers love having quick access to relevant information. It is therefore advisable to make schema markup a part of your website structure in 2017, if you are yet to do so.

Cross-channel versus multichannel marketing

From the way they sound, it would be easy to mistakenly think that cross-channel or multi-channel marketing refer to the same concept. However, in reality, they are not the same. Multi-channel refers to having a presence on multiple platforms. Cross-channel, on the other hand, refers to the use of more than one channel to undertake one integrated marketing campaign.

For instance, if your customers browse through products on your mobile app but opt not to purchase them, you can use their browsing history on the app to send them targeted ads on social media sites or email.

Multi-channel marketing has been around for a long time, whereas cross-channel marketing can be seen to be a relatively new extension of it. The main purpose of cross-channel marketing is building consistent brand visibility across a number of channels to make it possible for your customers to switch seamlessly between platforms and devices to buy your products.

Research has demonstrated that cross-channel marketing plays a huge role in improvement of conversion rates. Nonetheless, it only works if you clearly understand who your target audience is and their buying habits. The main problems your business, along with many others, may run into during this process include selecting the right channel, getting the timing right, and putting across the right message

There are numerous helpful resources and tools. Even so, cross-channel marketing is still in the very early stages of development inasmuch as mobile devices have been widely adopted. Modern consumers are far more connected than those of the yesteryear, meaning cross-channel marketing will become increasingly necessary.


By taking into account the above trends, among others, and integrating them into your digital marketing strategy, you stand the chance of greatly improving your rankings on major search engines and maintain a good lead on your competitors.


Charles S. Reed has worked as a content creator in the digital marketing industry for 13 years. He has written numerous articles and blog posts on topics related to SEO, including identifying a suitable SEO company to help you attain enviable rankings.

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