Four important SEO trends for 2017

1. SEO becomes broaderSearch engine optimization is becoming increasingly fragmented. In addition to classic website optimization, optimization is already being carried out specifically for the second largest search engine after Google Search: YouTube. And anyone who wants to be found on Amazon should now also consider their own criteria, which are summarized under Amazon SEO. The same applies to rankings in app stores. Experts have been working on App Store Optimization (ASO) for some time now. This results in additional areas that companies need to focus their activities on.2. Search behavior is changingThere will be a further change in search behavior. Increased mobile Internet use means that voice search is being used more and more frequently. This means that people are not only searching with keywords, but often with whole sentences or questions. This should definitely be taken into account when optimizing content in the future, and site operators should also be prepared for this: Google is already trying to answer such "questions" directly on the search results page. This means that the search engine no longer has to be left at all in some cases. Google extracts the answers from websites whose content appears to be suitable. The website is simply linked under the answer. Despite the increased attention, the corresponding traffic for the respective page can decrease.3. structured data for rich snippetsGoogle has once again emphasized the importance of structured data for 2017. Structured data can be used to make content components easier for Google to understand. This also allows so-called rich snippets such as rating stars or product data to be displayed in the search results. In general, the more you can make clear to Google, the better the results will be displayed.4. machine learning and artificial intelligenceGoogle is now using machine learning in many areas, which will influence search results overall in ways that are not yet completely predictable, while at the same time Google is already using an artificial intelligence called RankBrain, which is primarily intended to understand search queries that have never been entered in this way before. According to Google, 15 percent of the millions of queries have never been entered before. RankBrain helps the search engine to categorize these queries in order to deliver suitable results.