To summarize
the end of this year in the search marketing industry, and to shed some light
on what’s in store for SEM in the coming year; this article from the Search
Engine Journal does a comprehensive overview.
As the
search marketing industry is tech based, there is no doubt that there will be
no shortage of updates and alterations in 2017. Before we ring in the new year,
let’s take a look at what happened throughout 2016.
Launch of
AMP for websites in February
Removal of
sidebar ads in SERPs
Cross-device
remarketing
Micro-moments
to connect with buyers at exactly the right time
Session
Quality Score Data
Now, moving on to what’s to come. One major
tread will be Accelerated Mobile Pages (AMP) will go into even further
development and become critical to search. AMP are delivered from Google hosted
cache in the cloud, and it loads up to 30 times faster than non-AMP pages. Google’s
Gary Illyes states that “there is a very strong push for AMP everywhere. And
you can expect more launches around that.” In reflecting just so, Google
announced in rennet month that AMP signals are ranking over a deep linked page
within an app for the same thing.
Next, we have the AL learning & Google
RankBrain. It has been the trend for companies to focus more and more on
machine learning, but Google claims that it will not take over the core
algorithm. Machine learning helps search become smarter, learning the user’s
intent lead to delivering the best results. Google’s RankBrain is the third most
important ranking factor, it is a technology that will advance into the future.
And as the technologies advance, different approaches surface. Google Assistant
and Allo, which is the new Google messaging app is described as “an evolution
of Google search. It’s a superset in some senses. If you said to Google search,
‘Get me a pizza,’ nothing happens. Our aspiration is that the assistant will go
and get you a pizza. We don’t today, but that’s our aspiration.” By John
Giannandrea, Google’s VP of search.
Also, as predicted, voice search will be
advancing as well in 2017. As search engines are getting smarter, the way we
interact with it can get smarter too. Speaking is easier than typing, especially
so when we need to be hands-free. Google is currently focusing on voice search
and natural language processing.
By: Rose Yin, Yauheni B.
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