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How the features of Google's algorithm are expected to change over the next 12 months

Amazingly, almost all of the factors that are expected to increase in influence revolved around user experience, including:

  • Mobile-friendliness
  • Perceived value
  • Readability ...and more

The experts predicted that more traditional ranking signals, such as those around links and URL structures, would largely remain the same, while the more manipulative aspects of SEO, like paid links and anchor text (which is subject to manipulation), would largely decrease in influence.

The survey also asks respondents to weight the importance of various factors within Google's current ranking algorithm (on a scale of 1-10). Understanding these areas of importance helps to inform webmasters and marketers where to invest time and energy in working to improve the search presence of their websites.

On-page keyword features

These features describe use of the keyword term/phrase in particular parts of the HTML code on the page (title element, H1s, alt attributes, etc).

Highest influence: Keyword present in title element, 8.34

Lowest influence: Keyword present in specific HTML elements (bold/italic/li/a/etc), 4.16

google in 2016

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