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SEO Trends to Look For in 2019


SEO Trends To Look For In 2019

For being just a few months in, 2019 has seen its share of changes in the way we view and practice SEO. From SEO strategy to content marketing initiatives, marketing professionals are going to have to become more forward-thinking in their tactics, to stay ahead of the competition, as we move through the year.

With that in mind, we'll cover some of the more talked-about trends, and offer some industry advice on how you can upgrade your current SEO best practices.

Voice Search Meets and Exceeds SEO

Whether you're Team "Ok, Google?", "Hey, Siri?", or "Hey, Alexa?", voice command and search have grown by leaps and bounds over the last three years, and show no signs of stopping. Studies show that nearly one in five adults has used voice search on their mobile in the last month, and while traditional SEO and search engines are always evolving, voice search is starting to impact how we retrieve quality content in ways we couldn't imagine. It's because of this a completely different approach to search engine optimization needs to be considered in 2019:

  • Natural language will be king - the way people look for things in a search bar is different from the way they'd search using voice commands, so you'll have to be mindful of that when creating content. Using more natural language--including slang and regional colloquialisms--will spell the difference between good and great search results.
  • Shorter is better - with the average length forGoogle results of voice search hovering around 30 characters, it's best to create content that can be answered quickly and succinctly.
  • Get a fix on featured snippets - in the same vein, those short questions and answers that come up on the first page of a Google SERP will become prime real estate for voice search queries, and your content should be tailored to reflect that.

(Long-Form) Content is King

For many of the Google algorithm updates of the last year or so, quality content has been a reoccurring theme. Articles, blogs, and landing pages that feature 750-1000+ words have, and will continue to see major gains on traffic and rankings. This level of optimization can come in different forms, including multi-part series, global assets that you can continuously add new information to as it develops (i.e. e-books and white papers), and even video blogs. Regardless of what method you use, making sure your content is longer, well-written and thorough, and published less often will ensure more quality traffic is drawn to your site while providing information that's useful for the reader.

AI and Machine Learning to Augment Algorithms

What's still considered a point of contention for some SEO professionals, Google's near-constant algorithm changes are a necessary part of optimizing their search engine capabilities. What's new now is the incorporation of artificial intelligence to help enhance those algorithms. RankBrain, which was first introduced in 2018, uses Google's search and user data to better determine overall page rankings. For example, if the algorithm sees that one result's click-through rate is trending higher than another's, RankBrain will then suggest that higher-trending result is moved up the ranks. It's that simple.

eCommerce sites may see the biggest changes with the new AI, as it's designed to examine more than just the customer journey. The AI will also take into consideration an online store's pricing models, shipping options, and just about any other element that would be used to increase conversion rates.

Ultimately, we're in a time where both search engines, it users, and SEO professionals should be firing on all cylinders to ensure that only the best and brightest content shines through the fodder. With these tips, achieving that goal can become more obtainable than ever before.

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Vera Fischer

By Vera Fischer

The visionary of 97 Degrees West for more than thirteen years, Vera has served as the CEO and President since 2004. During Vera’s tenure, the agency has achieved steady growth while surviving both economic recessions in Austin, Texas. Vera began her advertising career at GSD&M where she worked on accounts: Krispy Kreme Doughnuts, Houston Rockets, Dollar Rent-A-Car, Pearl Vision, SeaWorld and DoubleTree Hotels. Her next stop was the nationally recognized T3 known as “The Think Tank.” While at T3, Vera spearheaded the Dell Computers launch of the Preferred Accounts Division and lead national projects for the ESL and Enterprise Divisions. Other notable accounts included Quintiles Oncology, Austin Lyric Opera and St. David’s Hospital. In 2001, Vera left the agency world to embark on the client side as Director of Marketing for Forgent Networks, the software spin-off of VTEL video conferencing. Vera managed an annual multi-million dollar marketing budget, developed online lead generation programs, managed the inside sales team and consistently delivered high-quality MQLs to the sales team. In 2004, after a company wide re-org, Vera was laid off while on maternity leave. Within the day, she founded her agency, 97 Degrees West. Vera’s weekly podcast entitled, “System Execution”, launched in mid-2016 with notable guests like Ari Weinzweig, Jeff Smith, Gary Bizzo, Dr. Alan Pitt, and other business and thought leaders. Vera is the first woman to host a podcast devoted to systems and processes of successful companies. She is quickly becoming one of the country’s leading authorities on the topic of execution Vera is a member of the Austin University Area Rotary Club, an advisory board member for the School of Journalism & Mass Communication at Texas State University and a Mentor at Capital Factory in Austin, Texas. Vera is completing her Master’s in Strategic Communications at Texas State University in May 2018.