2016 SEO Recap: Trends, Strategies, and What to Expect in 2017
As the year comes to a close, digital marketers, SEO professionals, and business owners take a closer look at the strategies that worked well in 2016 and prepare for the emerging trends in 2017. The ever-changing landscape of search engine optimization (SEO) requires continuous adaptation to algorithm updates, advancements in technology, and shifting user behavior.
In this article, we will delve into the key trends, strategies, and insights that characterized 2016's SEO landscape, highlighting what succeeded, what failed, and what to expect in the year ahead.
Trends in 2016 SEO
The landscape of search engine optimization in 2016 was marked by several key trends that shaped the way businesses approached online marketing.
Mobile-Friendliness and Local SEO
Mobile-friendliness became an essential aspect of website design and SEO, as Google emphasized the importance of providing optimal user experiences across all devices. Local SEO also saw significant growth, with an increased focus on listings, citations, and review management. According to a survey by BrightLocal, 87% of consumers searched for local businesses on search engines, making local SEO a crucial component of online marketing strategies.
"It's crucial to have a solid mobile and local SEO strategy in place, considering the majority of consumers are searching for local businesses online," states Brian Polidoro, CEO of SEO on the Rise. "Businesses that fail to invest in mobile-friendly websites and local SEO are leaving valuable opportunities on the table."
Content Marketing and Voice Search
Content marketing continued to play a vital role in SEO strategies, with brands focusing on high-quality, engaging, and informative content to attract and retain audiences. The rise of voice search and conversational UI also led to a shift towards more natural and question-based content, allowing businesses to capitalize on the growing trend of voice-activated search.
"Content marketing is more about the quality and relevance of the content than the quantity," notes Amy Mason, Content Strategist at Content FOLIO. "As voice search becomes increasingly prevalent, businesses need to adapt their content marketing strategies to focus on providing answers to user queries."
Link Building and Social Signals
Link building strategies continued to evolve in 2016, with a focus on high-quality, relevant links, reviews, and mentions in authoritative publications. Social signals also saw a significant boost, with platforms like Facebook, Twitter, and Instagram becoming essential for brand awareness and engagement.
"While link building is still crucial for SEO, it's no longer about the quantity of links, but rather the quality and relevance of those links," emphasizes Paul Huddleston, SEO Director at Navitas Marketing. "Social signals also play a significant role in search engine rankings, and businesses need to focus on building a strong presence on social media platforms."
Embracing Ahrefs and Moz at horizon
Technical SEO and Website Performance
Technical SEO played a significant role in 2016, with a focus on website performance, page speed, mobile usability, and crawlability. Website maintenance, technical audits, and digital infrastructure improvements became essential to ensure sites remain scalable and accessible to search engines.
"Technical SEO is no longer a separate entity; it's an integrated part of the overall digital strategy," notes Jayson Tunjo, CTO of SEO Blueprint. "Businesses need to ensure their websites are optimized, fast, and mobile-friendly to provide an excellent user experience."
SEO Scorecards: Evaluating Success in 2016
Evaluating the success of an SEO strategy in 2016 requires looking at various key performance indicators (KPIs), such as organic traffic, ranking positions, conversion rates, and return on investment (ROI). A successful SEO strategy in 2016 demonstrated the following characteristics:
* Significant growth in organic traffic
* Improved ranking positions and visibility
* Relevant and engaging content that resonated with target audiences
* Increase in conversion rates and sales
* Positive ROI on investments in SEO strategies
The following example illustrates the importance of SEO scorecards in evaluating success in 2016:
Case Study: XYZ Fashion
* Organic traffic growth: 250%
* Ranking positions improved by 20%
* Conversion rates increased by 50%
* ROI on SEO investments: 200%
Reshaping SEO Strategies for 2017 and Beyond
As we look towards the future of SEO, several trends and strategies come to the forefront.
