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How to Build an Outstanding SEO Strategy in 2017

Introduction

Hello, Deimos fans! Welcome to this special New Year’s edition of Weisbord Friday. I hope you had a wonderful holiday season and are looking forward to an amazing New Year. As we step into 2017, it’s the perfect time to discuss how you can craft an exceptional SEO strategy for the year ahead. Instead of focusing only on broad strategic concepts, we will explore key search trends shaping SEO and how to integrate them into your tactical approach.

Key SEO Trends for 2017

1. The Rise of SERP Features

Google has significantly expanded the variety of search result features, such as featured snippets, knowledge panels, and rich cards. This means that ranking on page one is no longer enough—you must optimize for these SERP features to maximize visibility.

2. The Growth of Instant Answers

Google is increasingly providing direct answers to queries, especially on mobile. While this can reduce organic traffic, it also presents an opportunity for your content to appear in these answer boxes.

3. Search Intent Over Keywords

The importance of searcher intent continues to grow, thanks to Google’s RankBrain. While keywords still matter, understanding user intent behind search queries is critical for content optimization.

4. Comprehensive Content Is Winning

High-quality, in-depth content that fully addresses search queries is becoming a major ranking factor. Research shows that longer, well-structured articles tend to rank higher.

5. Mobile-First Indexing and Page Speed

Google prioritizes mobile-friendly sites and fast-loading pages. Slow sites with intrusive pop-ups and poor user experience are being penalized. Ensuring a seamless mobile experience is now essential.

6. Unreliable Google Data

Search volume, keyword data, and ranking information in Google Search Console and AdWords have become less reliable. SEO professionals should cross-reference data from multiple sources to get accurate insights.

7. The Rise of Voice Search

Voice search adoption is increasing with virtual assistants like Google Assistant, Siri, and Alexa. Optimizing for conversational queries and question-based search terms will be key in the coming years.

8. Machine Learning in Search

Google’s shift toward AI-driven search is changing how rankings are determined. Factors like user engagement, click-through rates, and contextual relevance are gaining more importance.

9. Multi-Visit Buyer Journeys

Users rarely convert on their first visit. Mapping content to different stages of the buyer journey and implementing retargeting strategies will improve engagement and conversion rates.

10. Brand Bias in Rankings

Google continues to favor well-known brands, even when their backlink profiles are weaker than smaller competitors. Building brand authority through consistent content marketing and digital PR is crucial.

Crafting a Winning SEO Strategy

Step 1: Align SEO Goals with Business Objectives

Your SEO efforts should directly support your company’s top-level goals. For example:

  • If your goal is to increase revenue from enterprise customers, optimize for high-value B2B search queries.
  • If profitability is the focus, prioritize organic traffic to reduce dependency on paid ads.
  • If you aim to improve customer retention, optimize content for returning visitors and post-sale queries.

Step 2: Build a Keyword-to-Content Map

Create a structured list of target keywords and match them to corresponding content pieces. Consider:

  • Current Rankings: Where does your site currently rank for key terms?
  • Existing Content: Which URLs target these keywords, and do they need updates?
  • New Content Needs: Are there gaps that require fresh content creation?

Step 3: Prioritize SEO Tasks by ROI

Not all SEO initiatives offer equal returns. Break tasks into projects and prioritize them based on:

  • Estimated impact on rankings and traffic
  • Expected increase in conversions
  • Resource requirements and completion timeline

Step 4: Implement a Robust Reporting System

Track your SEO progress with clear metrics linked to business goals:

  • Rankings for key search queries
  • Organic Traffic growth
  • Conversion Rates from organic visits
  • User Engagement metrics like bounce rate and time on page
  • Retention Rates for returning visitors

Conclusion

By understanding these key search trends and implementing a structured strategy, you can build a successful SEO plan for 2017. We’d love to hear about your SEO strategies for the year ahead! Feel free to share your thoughts and questions, and I’ll be here to engage with you. Wishing you a fantastic year of SEO success!

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