SEO promotion. Results of 2017 and expectations from 2018

04/06/2018

2017 can be characterized by new developments in business and separately in SEO. What are the only laws of FZ-54 on the application of CCP and FZ-152 on the protection of personal data. Some were delighted with such innovations, and someone was upset. We can draw a line to understand what has changed in the SEO space and what is being prepared in the upcoming 2018.

With current innovations that affect the work of marketers on the network, you can see in previous materials. There you can update your knowledge and memorize forgotten moments. Let’s proceed to the main part of the article – the trends of SEO promotion in 2018. For this, we asked the opinions of authoritative representatives of popular companies:

  1. The most important changes in this activity for 2017?
  2. Why prepare in 2018, what to do, for a confident sense of self in an SEO environment?

    Such interesting, and in some cases, useful comments followed:
      Dmitry Kudinov
     Head of Technical SEO

     Significant innovations in 2017?

    The first thing that should be noted in the global plan of search engines is the rate on the unique and practical use of sites by visitors. If we look in detail on the searches, then machine learning is gaining momentum. Artificial intelligence is given TK – information search, which most satisfies human expectation. This task is constantly being improved. Leaders in this race was Yandex. It all began with Palekh, which needed to be improved, and it built the correspondence according to the names and the limited number of similar elements. “Baden-Baden” did not appreciate seo-copywriters, it was replaced by the newest algorithm “Korolyov.”

    Now all conditions are created, so that resources for consumers bring maximum benefit and are unique. Another novelty, which entered and strengthened in the market, is actions aimed at the safety of users. In 2015, the problem of transition to HTTPS became acute, and currently less than 10% of consumers think about it, and the remaining 90% have already passed and no longer return to this issue. It is the security of the transmitted data that should be the primary concern of web professionals specializing in commerce. This was greatly facilitated by Google, giving a plus in the ranking of sites with secure protocols, marking the release of the updated Google Chrome 56 version.

    Another interesting detail, moving with us further – AMP page. This is all designed to reduce the search time even at the minimum network connection speed. From the most significant thing that lasts more than 5 years – the semantic markup, with which the bots understand the content of the page. And by default, the optimization of mobile search remains. In general, this is not news, but some have not put smartphone sites in order.innovations

    What are the trends expected in 2018?

    Internet marketing year after year increases its turnover, every day there are new technological solutions, tools for their implementation. Many are chasing after the advanced technologies, forgetting that it is important to comply with fashion, but at the same time to remain attractive and not lose their individuality. I really hope that specialists and site managers will think about the main thing – about their visitors and active users. Such a policy will lead to the creation and development of really convenient and useful resources with a + sign.

    As for the trends, they remain almost the same every year, only improvements are added. I recommend to highlight the main thing:

    • Adaptation of sites. Initially, this is a comfortable use. Especially acute is the issue of adaptability for smartphones.
    • High-speed (turbostrany) from Yandex. At the moment, this innovation is only gaining momentum, but in 2018 everything will remain stable, taking into account Google AMP.
    • Engine intelligence is improved every year, this can be traced to RankBrain Google and “Korolev” from Yandex. The next 12 months will focus on the quality of the search engine. It’s time to start improving the content of the resource.
       
        Artem Melikyan
       Team Lead of SEO Classifieds, Netpeak Internet Marketing Agency


       Significant innovations in 2017?

      Global changes are not observed. To all that was, the search engines are purposefully going recently. I lost the urgency of thinking about switching to https. Everyone decided to move. Mobile traffic rises to incredible peaks, in the AMP and PWA fashion. Yandex follows Google, developing and improving instructions for assessing the quality of the content. Appear “Baden-Baden” and “Queens”. A lot of resources got additional problems and tried to get out of the filtration.

      What are the trends expected in 2018?

      Increases quality search. Search engines are difficult to deceive and overstep. In priority will remain sites for people – “SOM”. Promotion in Yandex is no longer relevant, all emphasis is on creating high-quality, high-quality texts. Active users of Google will begin to accelerate their resources to frantic speed, trying to extract links from these untwisted websites. A little wish: carefully handle the filters. Automatic selection of a huge number of pages will no longer be possible. In such situations it is better to fully fold and gradually produce high quality.
       
        Andrey Efremov
       head of the SEO-promotion department, digital agency Webit

      trends expected in 2018

      Major innovations in 2017?

      I made my own list of new products in SEO-space for 2017:

      • Yandex’s specialization on increasing the visibility of flexible advertising, the corresponding page. Yandex has brought out several major amendments relating specifically to this, the fourth special placement and extended quick links. Innovations remain in the test version and relate to a small percentage of requests. It is possible that soon it will become the standard. The fourth placement lowered the CTR of organic results by an average of 20%. This is already palpable, and if in the future Yandex allows for general commercial requests to issue detailed descriptions for high-speed references in the background environment, the downward movement will increase.
      • Successful implementation of the Baden-Baden calculation. The announcement took place in the spring of 2017. If you look at it, it’s a logical follow-up to the filter of re-optimization, which existed several years ago. Use it must be dosed – exceeding permitted boundaries is severely punished and sites can get damaged. This is a direct action of Baden-Baden. However, some people now do not know that the pages of their resources are in an understated state because of over-optimization.
      • Development and introduction of Yandex algorithm “Korolyov.” The presentation of the algorithm was unusual and large-scale, the announcement came in the autumn of 2017. The impact on commercial searches is low. Maybe in the process of exploitation it will manifest itself more strongly.

          What are the trends expected in 2018?

        As mentioned earlier, Yandex with new force notes that sometimes contextual advertising brings real benefits than promotion through search. In a variety of subjects it is necessary to combine ways of attracting the attention of the consumer. Part of Google in RuNet is moving inexorably upward, pushing to think about raising the visibility of the search engine by connecting Google Adwords.

        Smooth approach to the fact that starting and even developing business on the expanses of the network is obliged to understand and have an idea about the advertising streams that bring the highest benefit and effect. Using this, you should correctly distribute resources between them. In other words, to conduct a deep analytical analysis. However, in order to achieve the maximum efficiency in search engine promotion, the procurement of links and the placement of text is not enough. It is necessary to know the points of maximum growth of a particular site, skilfully prioritize tasks between them, understand and recognize competitors, appreciating their work.
         
          Andrei Sanin
         SEO-optimizer, Altera-Media company
         mentioned earlier

        Major innovations in 2017?

        The most revealing innovations in SEO in 2017, in terms of Yandex, concerned the pessimization of sites, which is designed to improve the search space, but is not meant to help the guest with the choice of necessary information. The launch of “Baden-Baden” made a real sensation among professionals, stirred up the minds of agencies providing SEO services. Those who are actively versed in the current changing realities managed to fix the working moments without problems, so as not to fall under Yandex’s sanction.

        Those exposed to risk are those whose knowledge is sharpened for optimization and has lost the “human” focus. After the above-mentioned algorithm, the case was continued by “Korolyov”. This is really a serious breakthrough for the system itself and its active users. There was a real war with a low-quality rewriter, copyright, cheap water articles, where one thought in different interpretations roams about different resources. As a result, it is necessary to obtain a unique semantic entry. In quality copywriting requires a huge amount of resources.

        In addition to all the clear benefits, in Yandex, the concrete monetary policy of the search result is increasingly visible. This is indicated by an increase in the number of positions in the Direction for issuance, an increase in the number of search responses on page 1, and other experiments on the location of cells with paid issuance. Not so long ago there was a presentation of the possibility of launching campaigns in the Direction for issuing “without key phrases.” Here we can see a specific hint of expanding Direct’s consumer base and reducing the cost of entry there, so as not to resort to the services of target organizations. Similar innovations were observed in Google. It is important that organic production does not fall out of sight. Otherwise, this will result in the fact that visitors stop watching it. The situation has already occurred.

        In 2017, the heyday of fashion on HTTPS occurred. In its promotion, Google actively participates. The number of sites on this trend is inexorably growing. Two global systems try to experiment with instant playback of content on smartphones. There is a high probability that major news resources will be required to be developed under AMP and Turbo. Commercial sites will consider new types of site submission in the search. If all this does not find a broad response in the near future, improvements will be rolled up.

          What are the trends expected in 2018?

        Providing a full cycle of marketing at that stage of development, when a quick clear reaction to new items is simply necessary. If you adhere to the old options, without taking into account modern search engines, keys, functions, you can quickly get off the competitive distance. At the top of the success will be those who can adapt to new trends, not copy colleagues, and create their own attempts to develop resources. In 2018, the fashion will include end-to-end analytics. Such services will be in demand, there will be wide opportunities for new players. The minds of marketers will try to link together offline and online. All changes begin with internal systems of the companies, and to this many are not ready. Naturally, Yandex is waging a war on spam.
          Afterword

        The calculations are made, the risks are thought out, the concept is built. It remains to wait. We are the first to know what changes will affect SEO in 2018. I want to give one main advice – systematically monitor your resource, keep abreast of the current information, do not allow competitors to bypass you in this race.
         
          P.S. We sincerely want to see you at the end of next year and, looking back, assess the relevance of the advice that the experts gave. If you need help, write to us and we will help with great pleasure to understand all the exciting issues.

The author of the article: rSEO
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