What is going to mark your referencing in 2017

To reference the website, it is to develop a SEO strategy  with the grip of good habits as the creation of quality contents, the use of relevant keywords, etc. But it also aims to understand and interpret the complex algorithm of Google search engine.

On a daily basis, referrers learn, watch, discover and practice the natural referencing according to the interpretation of the algorithm by SEO community. Regularly, the search engine is updated and sites have to adapt themselves. The year 2017 should not escape the updates of Google’s algorithms and the competition for positioning keywords will continue even more.

 Here are some SEO important elements in 2017 gleaned by the community of French referrers to help you.

Rank Brain

Google develops its technologies at a remarkable speed. Rank Brain, it is probably the beginning of numerous projects for Moutain View firm. But what are we talking about? Artificial intelligence.

Since the late year 2015, the search engine spread its new algorithm which responded very quickly the need of the Internet user. 50 % of the requests are made on mobile, 15 % of daily searches are new requests and there are more and more vocal requests. The artificial intelligence allows Google to understand these new requests and answer it correctly.

Widely spread, Rank Brain algorithm has a key role in Google results today. SEO and the artificial intelligence have a common future, which makes not many doubts. We will hear about it quite fast.

Indexation Mobile-First

To estimate the quality and the relevance of a page for the user, Google is built historically on the version "desktop " of this page. It means that the robot is mainly going to base its analysis and establish a classification according to the pages which you consult with your computer. Nevertheless, at the international level, the searches on mobile (smart-phone) has been taken on desktop. These new tendencies are in the heart of Google’s interests. Gradually, you make your searches on mobile and this format tends to even develop!

Mountain View firm has reacted. Why to continue estimating the relevance of a page based on the version desktop if the Internet user navigates mainly with his smart-phone? The big change has begun. In the following months, Google plans to base algorithms of indexation and thus the classification of pages on the mobile version of pages. This change is both major and historic for the search engine. It is also at your risks if your site is not adapted to a posting on mobile, or if the mobile version offers a version of the contents "reduced" in comparison with the desktop version.

You will have understood it, a site has to be a responsive design today, it is optimal for the user experience and the site itself. If we follow Google’s logic , your working habits also risk to be changed. Today, the mobile version of a site has to be a priority. Improving the user experience of this support can bring you good things.

Http or Http?

2017 is also the year of http. Http means the data reassurance, and it became a relevance criterion for Google. A quality site has to be sure, and it is well included. Migrating a http site becomes important in SEO, but why? A site in http is more qualitative, and we notice that it tends to position better on the pages of Google results.

MozCast tool which analyzes SERP (pages of results) plans the same rate - 50 % of results in http on the front page of Google in the coming months. A warning message could be even shown when the Internet user reaches a http site to indicate that the site is not secured. The message of Moutain View firm is clear, it's time to plan a migration of your site in http (prévoir une migration de votre site en https) as Olivier Andrieu explains on his Abundance site.

Google Phantom 5

The algorithm " Phantom " is the term used by SEO community to describe the updates made by the search engine in quality terms, which he did not communicate with. On February 7^th, certain fluctuations in traffic were noticed by numerous SEO, which seemed to penalize the bad quality of pages.

The algorithm Phantom judges URL with URL and does not normally impact on a site in its entirety. To assure a good quality, it is necessary to respect the quality criteria known in SEO. If your traffic fell on certain pages, the estimation of its optimization will help you probably solve the problem. But why does the search engine make this update? Frequently improving the user experience and this final term is more and more mentioned in SEO.

SXO

It is a variant of SEO which particularly talks about these latest time. Why? Exactly because it allies the natural referencing to the user experience. SXO (Search Experience Optimization) includes the  study of the narrative use, the search of the Internet user. It is the experience of the individual once he opens the browser for a potential conversion.

The interaction between the Internet user and the search engine interests particularly Google because it can analyze the behavior. Thus SXO consists of optimizing the user experience in its entirety to win in the quality, traffic and conversion.

AMP

AMP pages (Accelerated Mobile Pages) allows to load a very high-speed page on mobile. Initially adopted by numerous sites of news, Google tries to spread the use of AMP format to other sites, in particular the e-storekeepers. Becoming a relevance criterion on mobile, pages in AMP are more and more visible in the search engine because they improve the user experience. Moreover, they should take 50 % of presence on Google Actus.

Obstacles faced by AMP format: when an Internet user reaches an AMP page on Google, the page displays thanks to the search engine. The problem is that the URL of AMP page puts forward the domain name Google.fr (l’URL de la page AMP met en avant le nom de domaine Google.fr) and the second plan of publisher’s site. The latter do not appreciate because Mediametry does not recognize this audience type. Google suggests remedying partially the problem by adding a button allowing to visualize, copy and share the original url on the various channels like social networks.

These few novelties will mark the referencing world in 2017. If we have to hold something, it is because the safety, the quality of the user experience and the mobile has to appear at the top of your objectives this year if you are not in the point! Jalis and its team of referrers experienced suggest you should accompany your natural referencing (vous accompagner dans votre référencement naturel)!

Article written by Stéphane Petit