Search engine optimization can be seen as a running battle between website design and search engine companies. Sites constantly seek edges to gain (or keep) their first-page rankings, while search engines want to refine what they promote, in order to improve results for searchers.
Below, 11Â Forbes Agency Council members talk about SEO trends are impacting their work this year, along with how they intend to handle them.
All photos courtesy of individual members.
Clockwise from left: Revecka Jallad, Nina Hale, Jennifer Hawkins, Ahmad Kareh, Korena Keys, Tom Shapiro, Andrew Miller, Douglas Karr, Goran Paunovic, T. Maxwell, Raffi Keuhnelian.
1. Mobile DesignsÂ
The past couple of months Google has been rolling out updates that will soon make mobile search the primary index, and the fact that nearly 60% of searches are now coming from mobile devices, the shift to a mobile-first approach has become a top priority when developing and executing SEO strategies.  - Revecka Jallad, Divisa
2. Topical Relevance ChangesÂ
As search engines increasingly push to serve content based on searcher intent and relevancy, we have both validated and evolved our approach to keyword research and topic development to better align groups of keywords with the same intent. Gone are the days of one-keyword, one-page SEO. Search engines now analyze and interpret each unique query, meaning topical relevance is key to a modern SEO strategy.  - Nina Hale, Nina Hale, Inc
3. Original ContentÂ
With Google trying to cut down on spammy, buzz-word SEO techniques, it’s important to shift focus and create meaningful original content. One effective method of doing this is by empowering employees to develop their personal brands. Identifying internal brand advocates to create white papers, bylines and blog content will help your business engage with different segments of your audience base.  - Jennifer Hawkins, HAWKINS International Public Relations Inc
4. Site CachingÂ
Search engines aim to showcase results that are not only relevant, but those that provide the best possible user experience. Caching will significantly improve your website’s load time, which in turn will result in better ranking and lower bounce rates. Basic browser caching is still effective, but it’s worth looking into AMP, which will deliver content from the Google-hosted cache reserve.  - Ahmad Kareh, Twistlab MarketingÂ
5. Natural LanguageÂ
Due to the increase in mobile searches and voice searches, having content that is conversational (a natural dialogue) is a big change for our clients in the coming year. This is changing the way we develop content, set up paid ads and define brands.  - Korena Keys, KeyMedia Solutions
Article source: http://www.forbes.com/sites/forbesagencycouncil/2017/04/28/11-recent-changes-impacting-seo/