2018 is nearly over. We are in the last month of the year, and it has been an interesting but challenging year, to say the least. On the geopolitical front, Brexit, the US / China, and the influx of immigrants escaping from war-torn zones like Syria, Myanmar, and South America to first-world countries.
These global geopolitical events have had an impact on the socio-economic conditions across the globe. And this has directly or indirectly impacted on the available cash that people have to spend.
Therefore, it is realistic to conclude that brand marketers need to take a close look at how their marketing spend must be structured to derive maximum ROI in 2019.
SEO: A digital marketing channel
Before we look at the top Search Engine Optimisation (SEO) trends, let’s take a quick look at a comprehensive definition of SEO and what its role is within the broader digital media marketing model.
Moz.com defines SEO as “the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”
If we look at digital marketing’s definition, we can see that wikipedia.com defines digital marketing as “marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.“
The salient point here is that digital marketing’s core focus is the marketing of products on the Internet, amongst other electronic channels. And, SEO aims to drive traffic to a brand’s website which is part of the Internet.
2019 SEO Trends
Thus, the question that needs to be asked and answered is who do you contact to manage your SEO campaigns and strategies?
By way of answering this question, it is essential to determine who the top SEO agency is, and to partner with them. And, in this case, the data-driven guide to SEO agencies, Clutch named their top SEO agency in the digital marketing sector earlier this year.
Now, let’s look at a few of the foremost 2019 SEO trends:
Search Engine Algorithms
User behaviour and technological advances like machine learning, Artificial Intelligence, and Big Data have driven, and continue to effect, changes in search engine algorithms.
Google is known and accepted as the largest search engine both in volume and the number of users. Therefore, SEO experts pay the most attention to the changes they effect in their algorithms. Unfortunately, they do not publish the changes to these algorithms, so SEOs need to do extensive research to determine what these changes are.
Statistics show that circa 50% of the global population accesses the Internet via one or more mobile devices. It is reasonable to assume that this figure will grow in the future. Therefore, it is vital for the SEO to pay particular attention to ensuring that websites are optimised for mobile consumption. Simply stated, a mobile device’s screen is much smaller than a laptop or desktop screen. Therefore, if websites are not optimised for mobile devices, visitors to the site will move off the site, they will gravitate to the competition.