Google and other search engines understand search intent better, providing new opportunities for your business to rise to the top of the results. For paid SEO and SEM campaigns, take advantage of all search marketing avenues to get your brand in front of as many eyes as possible. Like this year, 2017 will see many expansions, including new challenges for marketers and SEOs. It's time to start planning for 2017, so you're ready as we ring in the new year. Advertising Continue reading below What we saw in 2016 It seemed like there was a major new feature, new beta test, or new update every few weeks. As the landscape changed and we continued to receive better and more relevant results, the opportunities for SEOs changed. Let's take a look at some of the updates we saw throughout 2016, which are linked to great articles if you want to read and learn more about these updates and releases.
Launching AMP for Websites in February Remove sidebar ads from SERPs Cross-device remarketing Micro-moments to hair masking service communicate with buyers at exactly the right time Session Quality Score data It's a good idea to study these trends and features to understand the future of search marketing and how to adjust your campaign. Strategic changes always need to be made to your campaigns, and 2017 will prove it. Here's what to expect when we change the schedule. Accelerated mobile pages will grow further and become essential for search As mobile search continues to grow, the importance of speed has become a focal point for users and Google. Accelerated Mobile Pages (AMP) have been at the heart of the industry since its launch in February 2016. Advertising Continue reading below Since speed is a primary need for brands and consumers, AMP loads quickly to deliver the best user experience.
AMP pages are served from the cache version hosted by Google in the cloud, loading up to 30x faster than non-AMP pages. You can see how this version of Anna Crowe's article is delivered by Google. Screenshot_20161120-200437 (1) At the SEJ Summit in New York on November 2, John Shehata of Condé Nast presented the importance of AMP. He said that while the majority of mobile search traffic comes from regular Google Search, AMP accounts for twice the traffic as newly published content. john-shehata-sej summit Source: SlideShare search engine journal It's important to keep in mind that not all content types are suitable for AMP. Although it's now a top search result on mobile, it's still only useful for news articles, blog posts, product listings, recipes, and other easily usable guides. Google's Gary Illyes told Search Engine Land that “there is a very strong push for AMP everywhere.