SEO forecasts

By analyzing past trends and considering current trends, SEO experts predict that important changes in the future will affect areas such as user engagement, technology, local search, and site authority and reputation.

User engagement and interactivity

Content continues to be the most important ranking factor. A key aspect of successful content is user engagement. The longer a visitor stays on a site and the more often he returns, the higher the chances of a good ranking in search engines.

According to research, interactive content attracts significantly more attention than static pages. Users prefer sites that change based on their actions, making them more attractive.

Benefits of interactive content:

• Dynamic elements attract attention;
• Makes the site stand out from its competitors;
• Helps visitors be remembered;
• Helps improve user experience.

Examples of interactive elements:

• Configurators;
• Tests and quizzes;
• Interactive infographics;
• Surveys;
• Calculators;
• Elements of gamification.

Interactive elements are most widespread on the websites of online stores, automobile companies, real estate sales and other areas where users can create an order taking into account their preferences.

Don't forget that the main goal of interactive elements is conversion. Therefore, their creation should be based on thorough marketing analysis and accompanied by constant monitoring using web analytics tools.

Website interaction with various devices using PWA

Progressive Web Application (PWA) is a technology that allows the user to install a website as an application on a smartphone. This technology continues to evolve, and the capabilities of PWAs will only expand in the future.

Benefits of PWA:

• Push notifications;
• Development and support are cheaper than mobile applications;
• No need to re-attract the client;
• The application can be installed directly from the site;
• Works faster than a regular website;
• Works offline;
• Smaller size compared to mobile applications;
• Supports functions: geolocation, camera, microphone.

Local search

The modern pace of life forces people to look for goods and services nearby. We increasingly use maps to find the nearest cafes, fitness clubs or other services. Local search is of great importance for promoting small and medium-sized businesses on the Internet.

We are talking about services such as Google My Business and Yandex.Directory.

Key factors for successful setup:

• Correct choice of category;
• Using the same name, address and telephone information;
• Removing duplicate data;
• Regular analysis, adding current photos, active communication with clients;
• Using Schema.org microdata for “Local Business”;
• Adding a map to the site.

For some types of businesses, such as beauty salons, local promotion becomes the most important factor for successful SEO. For them, having a high-quality link profile and text relevance is of less value compared to adapting the site for local search.

Brand Reputation and EAT

EAT is an acronym that stands for Expertise, Authority and Trustworthiness. These factors are especially important for sites classified as YMYL (Your Money or Your Life), where the information may affect the health or financial well-being of users.

YMYL categories include:

• Financial and banking sites;
• Legal sites;
• Websites of government agencies;
• Medical Resources;
• News (business, science, politics, etc.);
• Online stores and sites with money transactions;
• Other sites whose information may affect the health and well-being of users.

To increase EAT, it is important to follow several principles when creating content and building links:

• Content update;
• Honesty and transparency;
• Involvement of experts;
• Publication of achievements and awards;
• Affirmation of brand values;
• Taking care of users.

EAT directly affects a brand's reputation, which in turn affects the site's ranking in search results.

Key elements of brand reputation:

• Reviews;
• Mentions in the media and blogs;
• Publications on Wikipedia;
• Comments on forums;
• Expert recommendations;
• Articles in news publications;
• User ratings;
• Awards received;
• Reliable information from real people.

No matter how well your website is set up, negative reviews and mentions on the Internet can seriously affect its position in search results. This is an important aspect to consider when working on your brand reputation.

So, the trends discussed will remain relevant in the near future and will have a significant impact on SEO. Specialists regularly update their knowledge and are ready to provide advice on any SEO issues.

If you have questions or need help, you can write to the SEO studio at info@seo.computer.

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