Google considers more than 200 factors to decide the rank of a website on search. While these factors have remained constant over the years, their relevance and search value is regularly changed to deliver a better search experience to users. Going by current trends, it’s safe to assume that Google’s algorithm and search result page will continue to evolve in the future too.
Not many people know the exact changes that will be made in Google search algorithms but, certain trends call attention to what those changes could be. Here are a few trends that could reshape the way Google’s algorithm rank websites.
Rich snippets may get more attention
Over the years, the Google search engine result page (SERP) has evolved from just a listing of blue links and description to something more engaging. Today, the SERP carries an image, user reviews and a local pack along with the regular blue and green links. Although Google has never confirmed that rich snippets are among the 200 ranking factors, it helps you get better click-through rates (CTR) as users are more likely to click on them in the search listing. This structured data may only evolve in the recent future as there is stiff competition on the internet among businesses trying to get better CTRs.
Mobile-first websites may bring in more traffic
According to recent research, over 60% of searches on Google are now coming from mobile devices. This is the reason why several businesses aren’t simply optimizing their website for mobile but are creating mobile-first pages and then optimizing them for desktops. The growth in smartphone usage only highlights the importance of mobile-first pages. Google too may give priority to mobile-first websites for searches made on mobile phones and tablets.
Online reviews may become more important
User-generated content, especially user reviews, gained prominence in 2017 and it is estimated that presently they account for 13% of all ranking factors. With over 90% of consumers now reading online reviews before choosing a business, their value in search ranking factors is only going to increase. As a business owner, you have to ensure that the majority of your customers write reviews, which in turn let you win new customers. You can also share great reviews on social media to spread the word. However, if you have received some negative reviews, respond to them quickly and convert them into business opportunities.
Voice search is set to grow
Google has reported that over 55% of teenagers and 40% of adults are regularly using voice search. The trend is likely to grow, especially when devices such as Amazon’s Alexa and Google Home are expected to become mainstream shortly. With this growth of voice search, you’ll want to consider testing new keywords that match the conversational sentences searchers will use.
Social mentions may rank you higher
Google and other search engines relied on backlinks to determine the popularity and relevance of a page with regards to search text. Times have changed, and search engines have evolved. Now algorithms are smart enough to associate social mentions of brands with their websites. In the recent future, we may see Google determining the popularity of your website by what your customers are saying about your business on social media and blogs. This makes it important for you to listen to your customers and prospects on social channels and respond to their concerns to make sure that it positively portrays your brand.
How can BirdEye help you?
BirdEye’s robust online reputation management solution includes several tools to help you get reviews from your existing customers, share them on social media websites and even listen to your audience on social channels. These tools help you take control of your online presence and build a solid brand reputation. Sign up for a free BirdEye trial to boost your search popularity and get more customers.