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What can 2018 throw at us that can top the un-ending dystopian nightmare of 2017?

Read what Ben Davis @ Econsultancy has to say about where SEO is trending in 2018.

Local marketing

Andrew Girdwood, head of media technology, Signal:

I think we’ll see Google push again at local marketing. This will likely mean even more improvements to Google Local but I think we might also see expanded use and tests with coupons and codes in PPC.

Organic short-sightedness?

Will Critchlow, founder and CEO, Distilled:

There is a common opinion I’ve seen growing which I think is partly as a result of the market and regulatory changes that happened in 2017 (Google’s TAC – Traffic Acquisition Costs – increasing, and their loss in the EU dispute) and partly as a result of the incredible UI changes Google has rolled out as they’ve gone mobile-first, card-based, and ML-powered. The received wisdom is that it is getting harder and harder to get organic traffic from Google, and that more and more clicks go to either ads or Google’s own properties.

I predict that we will see some brands pull back from organic search investments as a result, and that it will hurt them in the long-run.

The reality (from clickstream data) is that it’s really easy to forget how long the long-tail is and how sparse search features and ads are on the extreme long-tail:

  1. Only 3-4% of all searches result in a click on an ad, for example. Google’s incredible (and still growing) business is based on a small subset of commercial searches.
  2. Google’s share of all outbound referral traffic across the web is growing (and Facebook’s is shrinking as they increasingly wall off their garden).

The opportunity is therefore there for smart brands to capitalise on a growing opportunity while their competitors sink time and money into a social space that is increasingly all about Facebook, and increasingly pay-to-play. I think that is going to be a trend through 2018.

‘Voice-A-Geddon’?

Sophie Moule, head of marketing, Pi Datametrics:

Recently some of the biggest brands are waking up and realising that as we begin to move towards voice, and move further away from the keyword game, the SERPs landscape and the content produced will change dramatically. Like with Mobile-Geddon, we will see a Voice-A-Geddon.

Are brands ready? How will Google (and Amazon) respond to this? Will position one be the new page one? And how will advertisers deal with this? Will organic be considered ever more important?

What will be the commercial impact for those who are prepared vs those who are not?

Continue reading the full article at https://www.econsultancy.com/blog/69644-seo-trends-in-2018-what-do-the-experts-predict/

Published originally by Ben Davis @ Econsultancy

Rence Winetrout

Rence Winetrout

Chief Digital Officer at AAXIS
Rence Winetrout brings nearly 20 years of experience leading Multi-Channel Commerce, Marketing, and e-Business initiatives for premium, global consumer brands in a wide variety of industries, including luxury goods, apparel, footwear, accessories, sporting goods, consumer electronics, and digital goods. Rence is the CMO and SVP of Commerce Strategy for AAXIS Commerce.
Rence Winetrout

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