Lori Meloche
Inbound Marketing

What Modern 2017 SEO Should Look Like for the 69% of Inbound Marketers Making Search a Top Priority This Year

Hubspot’s annual State of Inbound Marketing report revealed that a full 69 percent of inbound marketers are making search a top priority this year, aiming to expand their SEO efforts and their organic presence. The report surveys marketers from across the world to gain insight into the challenges and trends within the inbound marketing space. This is the second year in a row that growing SEO/organic presence stole the top slot in the report as inbound marketers’ number one priority, reinforcing the importance of proper search in succeeding in today’s hypercompetitive world.

The report clearly reveals that SEO remains a key priority for the majority of inbound marketers. The major takeaway from the report is that when it comes to SEO in 2017, consumers are increasingly looking beyond the traditional SERP when it comes to finding answers to their queries. Instead of typing a few words into Google, they are increasingly looking to social content and bots. Just consider this: 79% of people report using their Facebook feed to find relevant and interesting content. So, wondering what modern SEO will look like in 2017? Let’s take a look.

It Leverages the Power of High-Quality Video

Search is now so much more than just keywords. Consumers aren’t just looking to text to find answers to their queries; they also want to be able to extract valuable and relevant information from video. 45% of people watch more than an hour of Facebook or YouTube videos a week. In addition, the demand for more of this content is already here: 43% of people want to see more video content from marketers.

The good news here is that not only do consumers really like video content, but also that research actually suggests they pay better attention to it. While 43% of people admit to just skimming blog posts, over half of people consume video content thoroughly. The bottom line? If you’re not doing so already, 2017 is the year to invest in professional video production and other content production services. A professional marketing agency can help you take your video content to the next level, ensuring you drive more traffic to your site and better integrate video into SEO.

It’s Mobile Friendly

The importance of mobile has been growing. By 2017, SEO search absolutely must be able to accommodate mobile devices. Just 56% of customers report using either a desktop computer or laptop for the majority of their internet surfing, while 11% report using a tablet most frequently to access the internet and 33% report using a mobile device. According to Moz, 88 percent of search experts feel that mobile friendliness will have the most significant impact on Google’s algorithm over the next 12 months.

When it comes to SEO in 2017, when we say “mobile-friendly,” we don’t just mean ensuring that your on-page content is optimized for mobile devices (though this is key, and if you haven’t already invested in a mobile site or a responsive site, you should do so ASAP). Rather, modern SEO also needs to ensure that your content is friendly to new mobile technologies, such as voice search. Smartphone users are increasingly making use of voice assistants, like Siri, Cortana, and Alexa. This is something that hasn’t been lost on traditional search engine providers, and they are increasingly building conversational search into their own product plans. In addition, research indicates that voice search could be on the precipice of an explosion in popularity. According to MindMeld, roughly 4 out of 10 voice search users have just started using it within the last 6 months. Now is the time to get on top of the game when it comes to voice search.

It Recognizes the Importance of Social Content

Consumers’ appetite for social content is constantly growing, and it shows no signs of being satiated anytime soon. HubSpot Research reports that there has been a 57% increase in social content on Facebook in the past two years, a 25% increase on Twitter, and a 21% increase on LinkedIn. Now, more than ever, inbound marketers need to be sure that they are developing high-quality, relevant content that resonates with their target audience.

However, the takeaway here isn’t just that consumers are consuming more and more social content. It’s that they’re increasingly looking to social content to provide answers to specific questions that they have. In other words, social media and the content syndicated across social media networks are tied more closely than ever to SEO. For example, 76% of respondents in the Q1 2016 HubSpot Consumer Behavior Survey reported reading their Facebook feeds and clicking on interesting links and articles in order to stay on top of news, business, and lifestyle stories online, up from just 19% in 201436% reported reading their LinkedIn feed, and 41% reported reading their Twitter feeds, both up from just 16% in 2014.

According to Search Engine Land, Google still does roughly 3 million searches per day, which means that it is, without a doubt, the king of search. However, Facebook does an impressive 2 million searches per day, and it’s quickly gaining ground. The bottom line here is that when it comes to preparing SEO efforts for 2017, inbound marketers need to recognize that a search engine simply might not be the only place or the first place that their audience turns to when they’re searching for information on the internet.

Planning for SEO in 2017: The Sooner You Start, the Better

2017 is just around the corner, so when it comes to your 2017 SEO strategy, the time to start planning is now. It never hurts to contact a professional inbound marketing agency for help in arming yourself with the tools you need to succeed, whether it’s help with responsive web design or expert input on your social media strategy.

SEO Expert
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