Google is always changing. It is necessary to stay competitive and to continue meeting consumers' needs.
When it comes to SEO, Google is continually changing to stay ahead of black hat SEO tactics and on top of cutting edge technology and consumer trends.
Even when you think you've done enough to optimize your online presence, Google changes the rules yet again. And as you may know, you have to stay up to date on these changes to stay visible online.
However, you may not have time to keep up with all future changes to SEO. For those people, this blog is for you.
Here are some major ways Google plans on shaking up SEO in 2016.
Google's Webmaster Trends Analyst Gary Illyes says structured data will be big in 2016. If your insurance agency website does not implement structured data, expect less engagement. Structured data is a standard way to annotate your content for machines to understand it. There is no better way to stand out in the search results than with structured data.
Ratings and reviews are essential to success with local SEO. Make sure you give every client the best experience possible. Monitor your reputation online, and reply to every Google My Business and Yelp review. Even the bad reviews. Showcase your events by adding them to your insurance website. You can also promote them on social media. Don't let events or any marketing opportunities go to waste.
More Social Content in Search Results
Google already shows news articles from Facebook and Twitter in their search results. Social content in search results helps improve the user experience of searchers. Expect to see more tweets indexed on Google in 2016.
Google uses a machine learning artificial intelligence system called RankBrain. This system helps process Google's search results. It learns on its own versus being taught by humans or following programming directives. The RankBrain algorithm is rumored to be the third most important factor in rankings. In 2016, expect to say 'I can't find what I'm looking for' less and 'Thanks, Google' more.
Written content is still important. But, other mediums, like infographics, and videos, are gaining popularity. Video apps - like Snapchat, Periscope and Vine - will surpass the reach, engagement, effectiveness and overall ROI of written content. Google is also testing video ads in search results. Implementing videos into your insurance agency marketing strategy is a must for 2016.
Google has transformed the way we search online. As the Internet giant continues to set standards, it's important you stay up to date so you can adapt as needed.
What SEO strategies are you looking to apply in 2016? Let us know in the comments below.
About the Author
John Dessommes manages search engine optimization and pay-per-click advertising campaigns for multiple independent insurance agencies nationwide. He also handles SEO for GetITC.com and ITC’s other web properties. John stays on the cutting edge of industry best practices to ensure that visibility is maximized and opportunities are not missed. He has considerable knowledge about on- and off-site optimization, AdWords, business listings and social media.More Content by John Dessommes