Fathom SEO Pulse #52: 2016 Predictions, Building the Right Dashboards & More

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Welcome to Fathom’s weekly SEO pulse, where our goal is to help you stay on top of any new strategies and changes in this integral part of your overall marketing strategy. Here’s the latest SEO news:

“7 SEO Trends That May Dominate the Web in 2016”

What SEO factors will remain important and which ones will become more important in 2016? http://bit.ly/1OoeFz7

“10 Predictions for 2016 in SEO & Web Marketing”

Moz’s Rand Fishkin makes his annual predictions for the next year in SEO. What does he think will be major SEO factors and how did he do with last year’s predictions? http://bit.ly/1Usm0xW

“The Future of SEO: AI, Personalization, and Machine Learning”

Search engines can now “understand” your content, rather than just matching a search query to what’s in your copy. It also has a big effect on mobile search and local business citations within the SERPs. SEO is about personalization and information now. http://bit.ly/1VFtw9U

“Related Questions Grow +500% in 5 Months”

In July, 2015, Google rolled out the Related Questions feature. Since then the number of queries for which Related Questions appeared increased from 1.3% to 8.1%. This means, that in less than 5 months, the appearance of Related Questions has increased 501%. http://bit.ly/22zOs70

Related Questions

“Giving Searchers a Reason to Prefer Your Brand – Whiteboard Friday”

Brand affinity (recognition), even if a small brand, can give that brad more preference in the search results. The recognition of a brand can affect the CTR, return visits, conversions and perception of value. http://bit.ly/1Po3siP

“Google: You Can Expedite Processing Of Your New Robots.txt File”

“John Mueller from Google said you can expedite the indexing and processing of your new robots.txt file by going to the Google Search Console, clicking on the robots.txt Tester under the Crawl section and submitting the new one via that interface.” http://bit.ly/1O6AI9O

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“Google: You Can Remove Mass Links From Your Disavow File”

Google’s John Mueller explained that you can safely remove mass numbers of links from your disavow file. However, if those links are spammy, removing them from the disavow file will hurt you. This would be more applicable if you accidentally disavowed links in the first place. http://bit.ly/1OO0wqS

“Google Search Adds “View on Twitter” To Tweets”

There is now a “View on Twitter” link included on the tweets that appear in the Google search results. It’s a small change, but means that there is now more opportunity for users to leave the search engine altogether. http://bit.ly/1R16FGP

View on Twitter

“Google: Links Activated By On Hover Action Are Invisible To GoogleBot”

If your site utilizes an “on-hover” event (turns text on your web page into links if someone hovers their mouse over it), rather than permanent hyperlinked text, Google will not see those as links. http://bit.ly/1n45BW1

“Google Localizing Desktop Search Based On Your Phone’s Location History”

Google is automatically localizing desktop searches based on the location history of that user’s phone. This only applies when a user is signed in to their Google account on both devices. http://bit.ly/1NVrzB8

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“Small Google Update Yesterday? Webmasters Reporting Positive Traffic Signals”

There may have been a core Google algorithm update around December 29. Webmasters are reporting rank fluctuations. http://bit.ly/1Ugn0VO

Key Takeaways

Here are our key takeaways that we’ll be sure to focus on moving forward:

  • It’s time for the annual predictions about which SEO factors will be important in the upcoming year. Many predict that the following will be big trends:
    • Optimization around intent and context. Make content a natural fit with voice search and user search intents.
    • Mobile optimization and usability will remain important, though it will not diminish the importance of desktop.
    • Focus on CRO and how well searchers can use your site once you get them there.
    • The more content, the better (and make it interactive while you’re at it)!
    • Plan for more competitive local SEO.
    • Link building will still be important, but you need to do it right.
  • Artificial intelligence (AI) in search algorithms marks the beginning of what could be a huge shift in SEO. Instead of worrying about keyword density, you need to focus on the quality and amount of information in your content.
  • Local businesses should focus on citations within Google SERPs and make sure each location is registered with Google Business.

That concludes your weekly pulse. Check back each week to stay on top of any new strategies and changes to make sure you’re constantly using the best on-site and off-site SEO methods. Thanks for connecting with us!

Jenna Hedman

About Jenna Hedman

Jenna is a proud Kent State University graduate with a degree in Public Relations. She is a Senior Marketing Specialist on Fathom’s Consumer Brands team and specializes in SEO, semantic search and internal linking with a solid background in social media, public relations and offsite SEO. She is devoted to pursuing SEO industry trends, identifying new strategies and implementing them to improve her clients' online presence. Outside the office, Jenna enjoys watching and adding movies to her extensive collection and exploring the Cleveland and Northeast Ohio area.

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