SEO 2016 has been eventful thus far for marketing professionals. SEOs need to keep up not only with the changing expectations of the users, but they also need to adapt to the algorithm and SERP adjustments made by the search engines themselves.

Brands need to pay attention to these changes. An estimated 93 percent of online experiences begin with a search engine, so understanding how to maximize the visibility of your site on the SERPs can result in a tremendous boost in traffic, engagement, and conversions.

At the beginning of the year, I explored some growing trends that we anticipated for SEO 2016. Now that we are half way through the year, I thought it would be a great opportunity to see how these predictions have been panning out.  

1) The growth of schema in SEO 2016

Schema has long been a recommended optimization strategy for website owners. The markups make it easier for the major search engines Google, Yahoo, Bing, and Yandex to interpret the different elements of your site so that your material can be appropriately displayed in the SERPs.

Developing changes, however, have made these markups even more significant. We noted in our predictions at the beginning of the year that schema would become more significant as artificial intelligence grows in importance, and in light of the ongoing major knowledge graph and SERP changes  the value of the markup has remained consistent with our expectations. Google schema provides structured data analysis for web sites.  

2) Quick Answers in SEO 2016

The Google Quick Answer-- a snippet answer that is offered at the top of the SERP in response to certain queries-- has been increasing in usage. According to studies conducted by Stone Temple Consulting, their usage grew from 22.6 percent of queries in December 2014 to over 40 percent by the beginning of 2016. For SEO 2016, brands should be optimizing their content to gain the attention needed for a Quick Answer box. Gaining this recognition can provide your site with a boost in click-throughs and qualified organic traffic.

Using schema is an important step in optimizing for the Google Quick Answer since it helps the search engine quickly scan your content and find the snippets that you are qualified to provide. Download our expert's guide How to Get into Quick Answers.  

3) RankBrain in SEO 2016

We started talking about RankBrain at the end of 2015 when Google announced that they were including this as a new factor in their algorithm. RankBrain was designed to use machine learning so that the algorithm would better understand what people wanted to see when they entered unique queries.

Schema is also a valuable part of optimizing for this artificial intelligence. Since RankBrain relies on machine learning, these types of markups make it easier for the algorithm to interpret and understand what is on the page. This helps it better match the material with users and provide a superior experience for the person searching.

 

4) The Introduction of Rich Cards in SEO 2016

In the summer of 2015, Google introduced a new carousel display for certain queries on mobile. For example, if you were looking for decorating ideas for your living room, you could now scroll through a series of pictures along the top of your screen.

In May 2016 Google took this even further and began using rich cards for certain queries within these carousels. Currently, these rich cards apply to recipes and movies, but there is a possibility of the change applying to other types of queries in the future. These rich cards help to make your site look more appealing while also supplying users with helpful information right on the SERP.

For your site to appear in an applicable rich card format, however, the page must be marked up. Using schema can help ensure that the algorithm properly interprets your site and that you are able to take advantage of any rich display options that become available.  

5) The Importance of Speed in SEO 2016

Most site owners already know that speed is an important part of creating a successful site. Site visitors quickly click off of pages that take too long to load-- just a 3 second delay will cause 40 percent to click off and a 1 second delay can cause a 7 percent drop in conversions. In SEO 2016, however, we have seen the importance of speed expand even further.

In late 2015, Google introduced the concept of AMP pages-- pages that are designed to load particularly fast on mobile devices, improving the user experience and boosting the brand's reputation. This format strips sites of nearly everything extra, creating a page that contains only the bare necessities and can load between 15 and 85 percent faster than it did before the optimization process.

While the AMP system was originally largely used by news sites, it has recently begun to expand beyond these initial parameters. Ebay officially announced that it had optimized as many as 8 million pages for AMP in an effort to provide people with a better buying experience. 

Brands that do not center around news articles or e commerce, however, should still be paying attention to the growing need for speed. As AMP continues to spread and its impact on consumers is measured, it is very likely that this new system will be employed by an increasing number of brands.

Even outside of AMP, these changes will be impacting the expectations of consumers. People will now have less tolerance for slow-loading sites as a growing number of brands cater to their expressed desire for speed. For brands to remain competitive with SEO 2016, they cannot overlook the importance of a fast load time.

These quick ideas will help improve your loading speed:

• Do not use any unnecessary cookies
• Simplify images as much as possible and do not use oversized shots-- scale the images before you upload them
• Enable browser caching so that your site can store some data on your visitor’s computer, which then helps your site load faster the next time someone visits
• Consider compressing your website

At the beginning of the year, we touched upon the growing importance of micro-moments and how brands can remain relevant to these customers. AMP, and maintaining quick loading speeds, will be an important part of serving these desires of on-the-go consumers.

Specifically, currently those with the I-want-to-know moments can load news sites faster and those in the I-want-to-buy moments will experience benefits from the optimization of pages for e commerce. As AMP spreads and brands begin to pay attention to the importance of speed, sites will be able to better meet the needs of their visitors and take advantage of the micro-moment, bringing more customers into their funnels.

6) SERP Layout Changes in SEO 2016

So far for SEO 2016 we have also seen several changes in the layouts of the SERPs that impact how site owners can optimize their domain to maximize their appearance on the results page.

In February we saw a change in how Google displayed ads. Specifically, they eliminated the ads that once populated the space along the side of the results and increased the number of ad results along the top of the page. Some queries can see as many as four ad results before the organic results begin. This reduces the available real estate for organic results above the fold.

We have also seen Google experiment with increasing the space available for titles and meta descriptions. Although the increases have not been universal, many sites see more characters available in these spaces now, providing them with the opportunity to offer more detail about the value they have for visitors.

 

What these SEO 2016 layout changes mean for brands

Given that there are fewer spaces available above the fold for organic search results, brands must place an even stronger emphasis on earning the top organic spots offered. This means paying attention to optimization details such as:

• Writing content that is centered around a topic that matters to the target audience
• Creating material that offers obvious value for users
• Including your keywords in the title, a heading, and naturally in the body of the text
• Using images to make your content look appealing
• Creating a strong distribution system to attract attention to your content

Brands should also open themselves up to experimenting more with their titles and meta descriptions. Since these changes have not been universal and we have no way of knowing if they are permanent, you do not want to write your sections with the assumption that the extra space will always be there. Instead, you should use your target keyword in the beginning of your title and description and use the additional characters to elaborate on the value you offer the audience.

As any site owner knows, optimization best practices change at lightning speed as the search engines continue to adjust their algorithms to better account for user expectations and the pace of technology. SEO 2016 has proven to be no different as the first half of the year has already seen tremendous changes that impact how you should develop your site. Keep these changes in mind as you move forward and we will work to ensure that you have the latest information as the Google algorithm and customers evolve.  

We invite you to join the webinar to learn more about the Ultimate SEO Dashboard for CMOs on July 21 at 10am PST, 1pm EST. CMOs, do you want to know what SEO elements you should be keeping an eye on? SEO professionals, want to make your SEO program results command high-level interest and support? SEO requires time. It requires careful analytics and considerable number crunching to arrive at quantifiable results. This can be tedious and difficult for non-SEOs to follow and remain engaged.

This webinar is going to show you how to make this process easy. Learn how to create an SEO dashboard that will captivate and educate CMOs to reveal the true value and ROI of SEO. Join Jeff Selig, VP Media, Search, and Analytics at Overdrive Interactive for a webinar where he will share his proven BrightEdge SEO dashboard that dazzles CMOs and makes heroes out of SEO pros. The webinar will be co-hosted by Erik Newton, VP of Demand Generation at BrightEdge. By giving us just one hour of your time, we will teach you:

• What SEO metrics your leadership and management really care about so they understand your progress
• How to report on your campaigns so that your CMO begins to value SEO and what it can do for the brand
• How you can improve your fact-based storytelling so that you will keep your leadership engaged during presentations
• How you can use these reports to secure more resources for your SEO efforts.

If you are a CMO, you will learn:

• What metrics you and your SEOs need to be paying attention to in order to gauge success
• The impact that your team’s SEO efforts have on your brand’s revenue and growth
• How you can tell if your investment in modern marketing is paying off.

Those who attend the webinar will also have the opportunity to secure a copy of a dashboard template and white paper from Overdrive, helping you take your SEO presentation even further.  

Register Now

BrightEdge has great pleasure in announcing that the Share16 content and agenda is live! Recognized by Forbes and Inc.com as a must-attend conference – this year Share16 welcomes leading brand speakers from Google, YouTube, Microsoft, REI, Home Depot, Marriott, Oracle, Wiley, and many more. Whether you want to learn more about upcoming advanced SEO and content marketing sessions, discover new digital marketing best practices and elevate your personal and professional career then Share16 is the place to be.

At Share16 (my 5^th year as the Content and Speaker Chair!) we are honored to host speakers, industry leaders, and brands from such diverse industries as retail, hospitality, software, and many more. With an unbelievable lineup of keynote presenters and sessions new and enhanced additions like our hands-on learning labs, BrightEdge University and a whole track dedicated to career development Share16 the biggest and best year yet. Below is an overview of the main tracks and session content at Share16. Further detail can be found over on the Share16 website and, over the coming month, we will be updating the agenda with speakers and speaker information.

Industry Keynotes

• Digital Centers of Excellence
• Marketing Technology Innovation
• Organization Culture and Design
• Marketing Leadership case studies from technology leaders

Search Advancement Track

While organic search drives 51% of website traffic, the rules are constantly changing, with Google making over 600 algorithm changes each year. In order to stay ahead, search professionals must stay on top of the latest technology trends and advanced search marketing techniques. The Search Advancement Track focuses on search strategies and technical tactics that enable you to maximize the impact of your largest digital channel. Industry experts will share their frameworks for success aimed at balancing technology acumen with strategic execution. Topics include advanced technical, global, mobile, and hybrid SEO and PPC methodologies to ensure you stay ahead in your competitive environment. Algorithmic Change and Response: SERP positioning and SEM alignment Advanced Mobile Optimization: Accelerated Mobile Performance Data Sources and Data Sets: Mastering Analytics and Integrations Technical Site Configuration: SEO Friendly Design, Build & Infrastructure Global, Local and Mobile Search: SEO, PPC and Social Synergy Insights from In-house experts: Technical Tactics & Conversion Strategies  

Content Optimization and Digital Integration Track

Nearly all marketers now consider digital marketing a core part of larger marketing operations. And content marketing is set to become a $300B+ industry by 2019. In today’s fast evolving digital marketing economy, it’s critical for marketers to master the paths to conversion that now span multiple digital marketing channels. The Content Optimization and Digital Marketing Track focuses on the strategies to design and measure the effectiveness of content, to drive conversion across digital channels and support desired business outcomes. Experts will discuss key creation, optimization and measurement strategies that are built for scale and foster greater cross-channel collaboration. Intelligent Content for the Customer Journey: Engagement & Experiences The Content Management Cycle: Optimizing Content for Scale & Efficiency Content Metrics That Matter: Traffic, Engagement, Conversion and Revenue Search, Social & Content Marketing Trifecta: Digital Branding & PR Managing Multiple Digital Channels: Finding The Perfect Mix Staying Ahead of Your Digital Competition: Share of Voice & Share of Market  

Business and Career Elevation Track

Gartner predicted that by 2017, CMOs will spend more on IT than CIOs. The success of digital marketing campaigns and the opportunity for marketers to obtain career advancement hinge on mastery of People, Process, and Technology. Developing skill sets and digital acumen across these three areas is critical for marketers who want to develop into leaders and drive overall business performance. The Business and Career Elevation Track focuses on case studies and real-world examples of business and professional transformation. Organizational leaders and departmental heads will share insights and tips on how you can transition from online practitioner to cross-functional, organizational leader. The Digital Marketing Maturity Model: People, Process & Technology Creative Storytelling & Evangelizing Success: Selling Ideas and Building Business Cases Digital Career Success Stories: From Practitioner to Organizational Leader The Digital Marketing Mind: The Psychology of Self Development Organizational Design: Building Digital Centers of Excellence Building an Extended Team: Working with Agencies and Contractors  

Additional Sessions 

The Share16 team will also be adding additional sessions (x3) based on demand over the coming months. Stay tuned for further speaker and session updates throughout July! Note: final session titles subject to change at the discretion of BrightEdge and the speakers. Partner hands-on labs feature practical experience using the partner’s technology to help solve your marketing challenges. Monday Evening: Welcome Reception Network with BrightEdge executives and strategic partners showcasing cutting edge solutions that assist you in elevating performance. Drinks and light appetizers will be served. Solutions Showcase Learn more about the latest products and services from BrightEdge and partners. Monday Night: Dine-Arounds Experience the vibrant San Francisco restaurant scene and start the dialogue with like-minded peers at Share16 dine-arounds.

Tickets are limited – Book your place alongside the Worlds best brands now!

To avoid disappointment (tickets are limited), we highly recommend you register now and book your place in the Share community.

Register for Share16

Venue Details October 24 to 26, 2016 Westin St. Francis, Union Square, San Francisco

Thank you to our Share16 sponsors

Gold Sponsor: 97^th Floor is a digital marketing agency fueled by creativity and innovation. They truly believe that in a digital world companies are only limited by their imaginations. They thrive in ideation, creation, and execution. A full-service team that understands the connection between content and customers.

Silver Sponsors: Majestic – With a track record of trusted and reliable data, Majestic is the biggest and freshest backlink database which can help you bridge the gap to your competitors. Search Laboratory – A global customer acquisition agency, helping clients grow internationally through SEO, SEM, Online PR, Social Media and Programmatic Display in 20+ languages. BFO (Be Found Online) – An international team of digital marketing experts. We specialize in delivering results through Search, Display, Content Marketing, Social Media and Analytics. Revana Digital – Revolutionizing performance marketing through our ability to unite omni-channel audience data to create actionable insights and maximize results for enterprise clients. Noble Studios – An award-winning digital marketing agency specializing in web design and development, online marketing, social media, and analytics. Merkle – The nation’s largest and fastest-growing performance marketing agency. Employing data-driven strategies, Merkle combines marketing, technical, analytical and creative disciplines to offer integrated customer relationship management strategy and customer marketing solutions.

This is part two in the micro-moments series. Last time we talked, we focused on “I want to go,” and how it closely connected to the local three pack. Towards the end of the post I mentioned how to apply it to other micro-moments as well. Today, we'll shift focus to the "I want to know" micro-moment.

The "I Want To Know" Micro-Moment

This is one of the most common micro-moments that we see in the search landscape. In fact, “I want to know” spurred the original search intent since the days of ten blue links and even before. This micro-moment represents users who are looking for information on a topic without a specific business related intention. These users search to find content that answers their question clearly and accurately. Once they have this information they can progress from "I want to know" and to the next micro-moment where they can use the answer they got to decide what to do next. "I want to know" is a very strong mobile micro-moment as well as a traditional type of desktop search. Use of mobile phones to find answers to questions or to pull up additional information to support a conversation has become commonplace. The board room, the park bench, and the dinner table make up locations that see heavy use of mobile search and the "know" micro-moment in particular.

SERP Features

Google seeks to provide users with clear answers to their questions. It might seem that this micro-moment is the catch-all for keywords which don’t belong to another micro-moment. However, Google's strategy indicates otherwise. A number of distinct SERP features indicate that Google believes a given keyword belongs to the “I want to know” micro-moment. If Google provides distinct and different SERP features, they see different user intentions on those keywords. Here are some of the SERP features that Google uses to provide information in response to "know" search queries.

Quick Answers

Quick Answers is a very popular SERP feature that does what it says on the tin - answers a question with a short blurb of content. You have probably seen it before even if you weren't aware of it a the time. Here's what it looks like:

This is probably the most intuitive feature of all for this micro-moment. Google answers the user's question directly. It doesn’t carry any additional context besides the answer to the question and an attribution link to the page which provided the content. This shows that Google understands that users searching this keyword are looking for a piece of information.

Knowledge Graph

Knowledge Graphs help Google provide critical information about a specific object. They have become more common lately as Google has built out their understanding of different object. Here's what a Knowledge graph card looks like as a quick example. Knowledge Graphs are provided when the query identifies a specific object (usually a person or a place). This SERP feature differs as it doesn't always have such a clean mapping to the source website as this example does. The example pulls from Wikipedia, but Knowledge Graph cards focused on brands are often not sourced from the brand website directly and don't have a clear link to the site. Knowing this, Knowledge graph is a bit more difficult to deal with in the context of digital marketing. However, it does clearly serve the purpose of answering user questions and providing information aligned with the "know" micro-moment.

Conclusion

The "I want to know" micro-moment is a huge and very common micro-moment. Google does their best to identify these situations, and provide specific result types that will provide the best experience for their users. This helps simplify the marketer's job. Using the SERP features as a guide, it is possible to understand what micro-moments a keyword belongs to. Then you can create and execute a content strategy that allows you to build better content based on what users seek in any situation.