Hot to keep up with search engines, especially with Google seems to have been the most important question for a while now in SEO world. World of search is changing every year and, as SEO, you must always keep up with the latest updates and algorhythm changes.
Position zero
For some of you, “position zero” has become a main target for those of you keen to improve the brand awareness. Not only you will have to keep optimizing your website indexing or content, but you will also have to markup your content so that search engines better understand the context.
Instant answers, cards and Knowledge Panel has become part of search experience as Google will provide more and more answers to the query without being forced to click on a website anymore. This thing can help some websites, while others may lose important SEO traffic.
Search intent
Search intent has also become a very important factor for search engines as they better and better understand the behavior behind each search experience. Reason for which, Google doesn’t show volume number for plenty of general queries so that advertisers don’t spend too much on them. Yes, conversion rate that follows each search experience has become more important than ever for search engines.
Search intent will also improve searchers experience as – say – looking for “music apps” may represent a special thing for a user and something else for another one. One may look for reviews or a full list of music apps, while others may look for the company that produces it, app experience or to buy one.
Voice search
Very few people type the way they speak, especially when it comes to search queries. When you type, you adopt a sort of stilted shorthand, so you enter something like “weather London” into your search bar. When you speak, you’re more likely to ask the complete question, “What’s the weather like in London?” This pattern holds true with voice search queries as well. Learn more about voice search here.
Use Schema Markup
Help search engines understand the context of your content. This means that you may rank better in normal searches, and you’ll be more relevant in specific queries made through voice search. Use as many schema markup elements as possible and you will dominate the search.