Every internet marketing company will agree that 2015 was an exciting year for online marketing, especially with the introduction of several updates and algorithms from Google, the biggest player in the search engine game, as well as the increasing significance of the mobile platform. If 2015 is anything to go by, then the Utah SEO industry should expect nothing less. The thing about SEO, though, is that it is as much about the ability to optimize one’s website as it is about being able to predict the trends and adopt them before the competition does. Those looking to get ahead of the competition might want to consider the following likely trends for 2016.

Video content

For most people, written content is a baseline, even for those who constantly insist that any good website must have varied content. Written content is baseline for many, which such formats as info graphics, pictures and video considered auxiliary. However, in the past few months video has gained a stronger foothold, with video even looking to outpace written content in the ability to engage customers effectively and provide a return on investment. The proliferation of such video apps as vine, Snapchat and periscope is partly responsible for this. They have set the expectations of users towards more visual content. Even Google is now reportedly experimenting with Video ads on its search engine results pages.

Mobile optimization

The past few years have been dominated by desktop in terms of standard forms of search, while numbers of mobile users have grown steadily. 2016 will perhaps be the tipping point in the balance between mobile and desktop. Signs such as Mobilegeddon, the Google announcement of mobile and desktop searches being on an equal footing, and indications of mobile searches surpassing desktop in coming months all point to the same thing. This shift is likely to continue, making mobile traffic even more important.

Digital assistants

The modern search engine is receiving more questions from digital assistants than ever before. These are adding onto the complexity of the search engine landscape. Spoken word is completely different from what many people type, meaning digital assistants like Cortana, Siri and Google Now will require q whole different set of longtail keywords that are close to spoken dialogue. This trend will end up rewarding companies whose websites contain conversational content.

Aggregated content

Already, the clever internet marketing company will have noticed a trend towards aggregated content slowly replacing the classic news and event coverage. Social media is at the center of this, with social media giants like Twitter and Facebook already experimenting with features that allow them to aggregate posts, images, videos and news stories into a single channel. As a result, the power of news content that is not sourced automatically will diminish, and this will reduce the content marketing options available.


Stephanie M. Clarke is a respected Utah SEO expert. She has extensive experience working with the industry’s leading companies and managing online marketing campaigns for successful startups. She also runs her own blog and offers advice to beginners.