It is no secret that search engine optimization (SEO) has undergone massive changes in the last few years. Most of the changes are reactions to modifications to Google’s algorithm and what experts believe that Google is looking for or adjusting against. The search engine company’s mission and vision are to provide users with the most relevant and reliable information.

They accomplish this task by constantly learning about how users look for and consume content. Ultimately, this is an exercise in consistent learning and adapting to changes in user behavior. Additionally, the company also looks to account for spammy tactics and methods that go against their vision of high-quality content. However, Google is not necessarily the only player that will be important. To be successful, one must understand where the industry is heading.

Voice Search

With the advent of services like Siri, Alexa, Google, and other voice-activated devices, search behavior and strategy must adapt. These will expand in use and adaptation in the coming years. Therefore, organizations looking to drive traffic using these types of services must also consider adjusting their tactics. When speaking to these devices, users use natural spoken language that varies from written language.

Additionally, the way that a person asks a question will also change. This means that targeting searches using speakers and creating an optimization strategy will differ from what companies currently use. Furthermore, the answers that Google looks for in a voice query differs from traditional web content. For example, an optimal answer to a voice search is about 29 words.

Therefore, companies that focus on a great user interface and experience will receive more attention from search engines as these services seek the best way to maintain a high level of user satisfaction.

Artificial Intelligence

One of the biggest changes in the last few years is the way that machine learning (ML) and artificial intelligence have been applied to searches. Google, for example, released RankBrain, which is an enhanced algorithm that incorporates ML. This helps the search engine understand meaning and semantics so that exact targeted keywords are no longer necessary. The algorithm translates what the user means and their intends so that the search engine results page (SERP) is more accurate without having to focus on specifics.

This aligns well with the voice searches of Amazon Echo and other similar services and will continue to expand as such devices become more common. As companies continue to improve in this sphere, predictive results and personalization will increase. Businesses looking to improve ranking will need to consider their content and how it can be optimized for new devices.

Branding and Combating Fake News

The issues related to Russian interference in the 2016 elections and the overall dissemination of fake news and false information has been at the forefront of the news cycle for years. This is especially true with the Congressional pressure placed on Facebook and other companies for problems relating to the use of data and the spread of misinformation.

Overall, the Internet is becoming a place where fake information excels. This has created a problem and an opportunity for many organizations looking to solve the misinformation issue. What this means is that page authority and the credibility of a brand will be an important element in determining search results in the future.

Companies that build a brand and focus on high quality and credible information will receive the bulk of the attention. Therefore, look for services like linklaboratory.com for assistance in developing content that builds a brand as a way to not only fight fake news and misinformation but as a search engine optimization strategy.