What We Have Learned About SEO in 2016

As we wrap up 2016, let’s take a look at how the industry has grown and shifted over the past year, and then look ahead to 2017.

A Growing Industry

It was only a few years ago when the internet was pummeled with thousands of “SEO is Dead” posts. Well, here we are, and the industry is still as alive as ever. SEO’s reputation has grown over the past few years, due in great part to the awesome work of the real pros out there. Today, the industry is worth more than $65 billion. Companies large and small are seeing how a good search strategy has the power to change their business.
As search engines and users continue to evolve, SEO is no longer just an added service brought to you by freelance web designers. With the amount of data, knowledge, tools and experience out there, SEO has become a power industry all on its own.

Over the course of the year, my agency alone has earned a number of new contracts from other agencies that are no longer able to provide their own search efforts. A large divide between those that can deliver SEO and those that can’t is beginning to open up across the board.

The Rise of AI

Artificial intelligence (AI) is now prevalent in many of our lives. Google, IBM, Amazon and Apple are very active in developing and using Artificial Narrow Intelligence (ANI). ANI can be used to automate repetitive tasks, like looking up product details, shipping dates and order histories and performing countless other customer requests.
The consumer is becoming more and more comfortable with this technology and has even grown to trust its results. Sundar Pichai, Google CEO, announced during his Google I/O keynote that 20 percent of queries on its mobile app and on Android devices are voice searches.

RankBrain, Google’s machine-learning artificial intelligence system, is now among the top three ranking signals for Google’s search algorithm. Why? Google handles more than 3.5 billion searches per a day, and 16 to 20 percent of those are unique queries that have never been searched before. To handle this, the team at Google has harnessed the power of machine learning to help deliver better results.

While we can’t “control” RankBrain, what we can do is learn more about how Google is using it and then help the tool by creating good content that earns shares and links, building connections with others in our niche or related niches, and building trust in very targeted topics.

We are still in the beginning stages of this technology, but as more and more homes become equipped with smart tools like Amazon Echo and Google Home, we can be sure that these tech giants will use the knowledge they gain from voice search to power their AI technology.

The “Google Dance”

Every so often, Google likes to surprise us with a major algorithm update that has a significant impact on search results — some years we get one, and other years we get a little more.

While they do make nearly 500 tweaks to the algorithm each year, some are big enough to garner more attention. Let’s look back at four of 2016’s most memorable updates.

Mobile-friendly algorithm boost

A little under a year after “Mobilegeddon”, an event marked by the launch of Google’s mobile-friendly ranking algorithm, the search giant announced that it would soon be increasing the effects of this algorithm to further benefit mobile-friendly sites on mobile search. That boost rolled out on May 12, 2016, though the impact was not nearly as significant as when the mobile-friendly ranking algorithm initially launched.

Penguin 4.0

While this ended up being a two-phase rollout, Penguin 4.0 made its entrance on September 23, 2016. This has been considered the “gentler” Penguin algorithm, which devalues bad links instead of penalizing sites. The second phase of Penguin 4.0 was the recovery period, in which sites impacted by previous Penguin updates began to finally see a recovery — assuming steps were taken to help clean up their link profiles.

“Possum”

While this update was never confirmed by Google, the local SEO community noted a major shake-up in local pack and Google Maps results in early September 2016.

Fellow Search Engine Land columnist Joy Hawkins noted that this was quite possibly the largest update seen in in the local SEO world since Pigeon was released in 2014. Based on her findings, she believes the update’s goal was “to diversify the local results and also prevent spam from ranking as well.”

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