Every day of the last eight years has been a thrilling experience in my career as an SEO professional. Regular case studies, keeping up with Google updates and the challenge of finding new strategies kept me motivated and made my work really exciting. There is no alternative to evolving with the algorithm updates for both beginners and veterans. Here, I’m going to explain the most important SEO Trend 2018 that will be the key to success in the Machine Learning Algorithm era.

SEO Trends 2018-Relevance Will Be the Key to Success

In 2018the Google machine learning algorithm will collect more data about relevance, i.e. being more focused on user experience. This will be the most important thing to consider for generating great and relevant content and links.

 

How and Why Relevance Will Be The Key to Success?

I’m offering these two relations will help you understand how google machine learning algorithm will rank a certain site.

  1. Quality Content + Low Bounce Rate + Faster Load Time + Longer Dwell Time—>>>Good UX
  2. UX + Backlinks+ CTR + Social Signal—–>>>SERPs

These relations are not based on any Google factors. All of those have influences directly or indirectly!

SEO Trends 2018
Peter Morville, a pioneer in the UX

There are seven factors that describe User Experience, according to Peter Morville, a pioneer in the UX field:

  • Useful
  • Usable
  • Findable
  • Credible
  • Desirable
  • Accessible
  • Valuable

 

Explanation:

To understand my equations, first you need to know about User Experience to make the connection between each part.

In Case Of Equation #1

Content, Load Time , Dwell Time, and Bounce Rate relate to each other.

How? 

To understand my relations , first you need to know about the user experience to make the connection between each part.

In the Case of Equation #1

Content, load lime, dwell time, and bounce rate relate to each other.

How? 

Quality Content- A piece of content that actually provides the information an user is looking for.
Low Bounce Rate- Let’s not assume that the user found the information he/she was looking for. What if that user couldn’t find the information? Certainly, he/she will bounce back to the search results or any other website.

Amelia Willson, Owner at AWCopywriting wrote an article titled Reasons Your Website Can Have a High Bounce Rate. That article will show you some reasons like low-quality content, slower load time, misleading meta title or description, and the list goes on..

Faster Load Time- Faster load time is very important. Starting in July 2018, Google will finally use mobile page speed as a ranking factor in their mobile search results. Back in 2010, Google said page speed was a ranking factor but it “was focused on desktop searches” only. What If your site takes a bit of extra time to load? Users will leave your site immediately and certainly increase the bounce rate.
Longer Dwell Time- Dwell time and bounce rate are interconnected! Why should we care about it anyway? Is dwell time a Google ranking factor?
Well, I don’t care if bounce rate or dwell time is a ranking factor or not. As an SEO professional, I strongly believe in the Google algorithm’s root purpose, and it’s none other than serving the users.

In late 2017, the head of Google Brain, Nick Frost, said this at a conference:

Google is now integrating machine learning into [the process of figuring out what the relationship between a search and the best page for that search is]. So then training models on when someone clicks on a page and stays on that page, when they go back or when they and trying to figure out exactly on that relationship.

Nick Frost, Head of Google Brain

Why do we have to wait for confirmation about anything like ranking factors? Come on SEOs, We’re living in the 21st century where AI is becoming popular day by day, so why not think of yourself as a giant program?

Top 6 Points to Remember About Google’s Machine Learning Algorithm

  • Google is trying to replicate the human brain.
  • The only difference is average human brain can’t retrieve all of its memory, but Google’s brain can.
  • Who made Google? Humans!!!
  • Think what you would do if you could remember everything like a hard drive.
  • How would you categories data?
  • How would you prioritize?
  • Now, connect those points as if you have quality user-friendly content, low bounce rate, faster load time, and longer dwell time, all of which means GOOD USER EXPERIENCE.

So, Quality Content + Low Bounce Rate + Faster Load Time + Longer Dwell Time—>>>Good UX. This relation perfectly explains the purpose of User Experience.

In Case Of Equation #2

In the Case of Equation #2

Backlinks

Backlinks are always an important ranking signal, but now relevance has become the most important thing every SEO must follow. The Google Search Quality Evaluators Guidelines clearly indicated that-

Use reputation research to find out what real users, as well as experts, think about a website. Look for reviews, references, recommendations by experts, news articles, and other credible information created/written by individuals about the website.

News articles, Wikipedia articles, blog posts, magazine articles, forum discussions, and ratings from independent organizations can all be sources of reputation information. Look for independent, credible sources of information.

It’s clearly indicated that “Reputation Research” means finding references from credible sources! Google actually does the reputation research,h and for what? Certainly for good user experience! 

 

How Can You Be Sure If a Link Is Relevant or Not?

According to a stellar SEO Article, a good link comes from a site with:

  • A thorough editorial review process
  • A healthy link profile of its own
  • A natural anchor text profile
  • Strong keyword rankings
  • A reasonable amount of organic traffic
  • Quality on-site content
  • A real purpose other than hosting links
In Addition, Ask Yourself Two Questions
  1. Is the content related to the page you are going to build the link for?
  2. Can that link bring value to the users?

I’m sure if you know those answers, then you don’t have to worry about the DA or DR. These are third-party metrics which can give you some idea, but learning from the root is always best.

Click-Through Rate (CTR)

A SERP (search engine results page) click–through rate (CTR) is the ratio of the number of times a search listing was clicked to the number of times it was displayed to searchers.

In short, If you are using a user-oriented, attractive meta title and meta description, and the listing is ranked on the first page of Google SERPs, then it will definitely help to improve CTR. But any misleading meta title or description for SEO purposes can backfire. For example, misleading meta tags can increase the bounce rate, and you know what happens then. Since CTR is a Google ranking factor, as SEO we must optimize our content with user experience in mind.

Social Signal

Look at Danny Sullivan’s Search Engine Watch Article for which Sullivan had spoken directly with Bing and Google in order to learn how two search engines look at social signals as a ranking factor. This shows, social signals have indirect effects on SERPs.

Are Facebook and Twitter Signals Part of the Google Ranking Algorithms?

Here’s a YouTube video by Matt Cutts:

I’ve seen many businesses or websites rank on the first page of Google without any social presence. But it’s obvious that AI collects data from user activity on different social sites and implements the machine learning algorithm to provide the best results (the purpose of machine learning algorithm).

Let’s connect each of those points—UX, Backlinks, CTR, and Social Signal.

Now, does that second equation (UX + Backlinks+ CTR + Social Signal—–>>>SERPs) make sense? I think the answer is yes. 

Final Words
We already saw the SEMrush Recent Case Study About the Ranking Factors 2017
SEMrush Ranking Factors Study 2017
SEMrush Recent Case Study About the Ranking Factors 2017

When SEMrush published that study, there was a little argument about the #1 ranking factor “Direct Website Visits.”

Best thing is, I was certain that SEMrush study was telling the hard truth. My point is that the Google machine learning algorithm is learning new things every day by collecting and analyzing different sets of data on user behaviors.

As I always say, “Everything is connected.”  Now it’s your turn to connect the dots and work your way to getting better SERPs.
Let me know your opinion or question in the comment below. Please share my article if you think it’s worth enough to share!

When you start a Local SEO campaign the first and foremost thing to consider is finding the right keywords. If you don’t know what you are doing then it will be a nightmare. In this article I’m going to share my personal strategy of finding the perfect local seo keywords. It’s super easy and efficient. Keep reading!

Major Things to Focus

  • Target Long-Tail Keywords
  • Use LSI Keywords
  • Steal Your Competitor Keywords

When you search online about keyword research tools you will find many free or paid tools. I  personally prefer SEMrush and Google Adwords Keyword Planner.

Best Trick to Steal Your Competitors’ Keywords

Well, If you can’t steal your competitors’ keyword then what’s the meaning of doing keyword research? To beat any competition, you need to first find out what they are doing and how. How they are growing by Local SEO?

I highly recommend you to use SEMrush. With the free Version you can find some keywords but it’s not enough. The good news is SEMrush offers 7-day money back guarantee! So, use this option if you can’t afford to have the full paid version. 7 days is more than enough to get ready for your online marketing campaign.

How to Use SEMrush for Stealing Your Competitors’ Keyword?

  • Find the Top 5 Competitors
  • Go to SEMrush
  • In the Tools you will find Domain Overview Option
  • Now Search and Check

You will see something like this-

How to check domain status in SEMrushThese are the keywords Pure Movers getting their traffics from.  When you click on “View Full Report” you will find the rest of the potential keywords. Pick out the branded keywords of the competitor like “pure movers” and the rest is yours to take.

Top Organic Keyword Search volumeNow, I think you’ve the complete idea about using SEMrush for stealing your competitors keyword.

How to Use Google Adwords Keyword Planner for Local SEO Keywords?

Google Adwords tool is free and you can easily personalize your search. It is the best local search volume tool to find the perfect location based keywords. Simply follow this process-

  • Go to Google Adwords Keyword Planner
  • Fill Up the First Form “Find new keywords using website, category, phrase and targeted cities ”Google Adwords Keyword Planner
  • Then Click on Get Ideas.
  • After that you will see something like this which is only for the targeted city.Keywords Idea

If you follow those steps, I’m sure you will have a list of keywords in your hand. Now, It’s time to find the LSI keywords. This is one of the most important things that you must do.

What are LSI Keywords?

The full meaning of LSI is Latent Semantic Indexing. LSI keywords are related to your main keywords which helps to connect your content and give it more context for both the search engines and users.

For example, let’s assume “movers” is the main term you want to rank locally (let’s say los angeles). What I do is use Google Location Changer tool to find the most related LSI keywords locally.

Google Search Location ChangerIn the location field you can use your targeted city then search.

LSI Keywords for Local SEOSee that related searches to “Movers”? Those related terms are highly valuable LSI keywords for optimizing your content.

Every local business owners should take Local SEO very seriously to grow their business locally. Read this article about why local seo is important .

Now, I’m sure you have a handy list of potential keywords and ready to roll. Don’t be too specific when choosing the keywords. Use wide variety of keywords ranging from branded and non branded small keywords to long tail and various LSI keywords. It will be effective in the long run.

If you have any questions let me know in the comment below.