The year 2019 was marked by many changes at Google that directly impact the SEO business. The Internet user, or more precisely the user experience is more than ever the priority and must be the starting point of any reflection and design of a website, especially concerning its referencing.
Think Mobile First
Did you know that on a global scale, we spend much more time browsing on a mobile device than on a desktop? In any case, now you know it! And this information changes the situation for you, the owner of a website.
A user who opens a page on his mobile, expects a clean layout adapted to his screen. If it does not, it closes it right away. And of course, for your SEO it’s bad!
The solution is simple: check that your site is mobile friendly and, if not, go to responsive design. When we talk about responsive design, we are talking about sites whose design adapts to smaller screens, that is to mobile. There are plenty of things to consider, such as the size of the images, the size of the call-to-action buttons, the size of the font, etc. It seems complicated to you? There are tutorials on the internet that help you make your site responsive.
Warning: Do not neglect the content in terms of relevance in their mobile version.
For Google, web content and mobile content must be identical except for the layout that must absolutely adapt. This is even more important since Google has announced that it will prioritize the analysis of mobile versions to that of desktop versions. Because it means that it’s your content in its mobile version that will impact your SEO and therefore your position on the pages of Google search results.
Switch to AMP format
The rise of mobile users leads to the need to switch to AMP format. What is it? AMP stands for Accelerated Mobile Pages. In other words, switch to AMP format is accelerate the loading time of your mobile internet pages.
A user who will wait more than 3 seconds in front of his smartphone, will get impatient and close your page. And that’s not what you want, is it? It could be a question of WIFI network, but as on the phone it is mainly our mobile data that we use … This is not it.
An AMP page uses 10 times less mobile data.
Do not neglect the power of Social Networks
Who says smartphone says social networks. You will not deny it: we spend more and more time on social networks. So enjoy it, use social media to boost your SEO! Post, publish, tweet and snap!
In addition, new formats are becoming popular on networks such as Live Video and 360 ° Videos.
Speaking of social networks, Snapchat launched its Snap Map this summer, did you see it? What does this announce? The air of geolocation. No matter where you are, as long as your phone is in your pocket … you are geolocated. Is it scary huh?
Let’s see the good side of things. Geolocation has boosted the rate of local searches. Specifically, a third of the searches are local, so if you want to boost your visibility, improve your location by creating a Google My Business page.
With the rise of social networks, comes the rise of visual social media like Instagram, Pinterest, and Youtube. Result? More and more research is visual. So do not neglect your visual content. Fill in the structured data of your images to be referenced on Google Image. Choose striking, attractive and relevant visuals.
When we speak visually we speak of images but also videos. We notice that videos lead to a stronger commitment among Internet users. So do not hesitate to publish videos that illustrate your comments.
YouTube is still the second largest on the web after Google. It is not negligible.
Moreover, as we told you earlier, the phenomenon of 360 ° video may have to be taken into account. Indeed, we find more and more 360 ° videos on the networks. Why? Because they intrigue Internet users and create a suspense effect. The interaction impression for the user will be stronger than with normal video.
We do not forget the editorial content
Attention, the visual is good but it does not mean that you can skip the editorial content. No, quite the contrary … Google remains on the idea that relevant written content is content of a minimum length that contains keywords and lexical consistency. A length of 1200 words ensures the relevance of the article.
But beware, you do not need to add words just for the sake of reaching 1200 words. Google checks the consistency of the text.
As Bill Gates so well said “Content is King”
Speaking of keywords, did you notice that our new technologies encourage voice searches? No more typing, just talk to Siri or say “Ok Google”. According to a Google UK study, 42% of the 3,000 respondents use voice search on mobile every day, compared to 25% four years ago.
Except that a voice search is a search by sentence and not by a succession of generic keywords.
We must, therefore, think about this research and position ourselves on “long tail” expressions.