The digital landscape witnessed significant shifts in 2017, particularly in the realm of search engine optimization (SEO). As Google continued to refine its algorithms and prioritize user experience, SEO professionals faced new challenges and opportunities. This comprehensive guide explores the key SEO best practices that emerged in 2017, offering insights into how these changes reshaped the way websites approached content creation, technical optimization, and user engagement.
Google’s RankBrain algorithm and machine learning impact
2017 marked a pivotal year for artificial intelligence in search, with Google’s RankBrain algorithm taking center stage. This machine learning system revolutionized the way search queries were interpreted and results were ranked. RankBrain’s ability to understand context and user intent forced SEO practitioners to rethink their keyword strategies and content creation approaches.
The impact of RankBrain was particularly evident in the handling of long-tail keywords and previously unseen search queries. The algorithm’s capacity to draw connections between related concepts meant that content relevance and depth became more crucial than ever. SEO professionals had to shift their focus from exact-match keywords to creating comprehensive content that addressed user needs holistically.
To adapt to RankBrain, websites began prioritizing topic clusters over individual keywords. This approach involved creating a pillar page that broadly covered a main topic, with multiple related content pieces linking back to it. This strategy not only improved topical relevance in the eyes of RankBrain but also enhanced the overall user experience by providing interconnected, valuable information.
Mobile-first indexing: adapting to Smartphone-Dominant search
Perhaps the most significant shift in SEO practices during 2017 was the move towards mobile-first indexing. With mobile searches surpassing desktop queries, Google announced its intention to primarily use the mobile version of a site’s content for ranking and indexing. This change necessitated a complete overhaul of how websites approached their mobile presence.
Accelerated mobile pages (AMP) implementation
One of the key strategies adopted by websites to improve mobile performance was the implementation of Accelerated Mobile Pages (AMP). This open-source initiative, backed by Google, aimed to create lightning-fast mobile pages. AMP utilized stripped-down HTML and streamlined CSS to significantly reduce load times on mobile devices.
Implementing AMP became a priority for news websites and blogs, as it offered the added benefit of appearing in the “Top Stories” carousel in mobile search results. However, the adoption of AMP extended beyond publishers, with e-commerce sites and other content-heavy platforms exploring its potential to enhance user experience and search visibility.
Responsive design vs. Mobile-Specific sites
The debate between responsive design and separate mobile sites reached a tipping point in 2017. With mobile-first indexing on the horizon, responsive design emerged as the preferred approach for most websites. This method ensured that content remained consistent across devices while adapting seamlessly to different screen sizes.
Responsive design offered several advantages in the context of mobile-first indexing:
- Simplified maintenance and updates
- Consistent URL structure across devices
- Improved crawling efficiency for search engines
- Enhanced user experience through adaptive layouts
While some large-scale websites continued to maintain separate mobile versions, the trend clearly favored responsive solutions as a more sustainable and SEO-friendly approach.
Mobile page speed optimization techniques
With mobile performance becoming a critical ranking factor, optimizing page speed for smartphones became a top priority. SEO professionals and web developers focused on several key techniques to enhance mobile loading times:
- Implementing browser caching
- Minifying CSS, JavaScript, and HTML
- Optimizing images for mobile devices
- Leveraging content delivery networks (CDNs)
- Reducing server response times
These optimizations not only improved search rankings but also significantly enhanced user engagement metrics, such as bounce rates and time on site, which indirectly influenced SEO performance.
Voice search optimization for mobile users
The rise of virtual assistants and smart speakers in 2017 brought voice search optimization to the forefront of SEO strategies. With an increasing number of users relying on voice commands for mobile searches, websites had to adapt their content to match natural language patterns and conversational queries.
Key strategies for voice search optimization included:
- Focusing on long-tail, question-based keywords
- Creating FAQ sections to address common voice queries
- Optimizing for local search with detailed business information
- Improving website loading speed to compete for voice search results
- Structuring content to provide concise, direct answers
Voice search optimization became particularly crucial for local businesses, as many voice queries were location-based and required immediate, actionable information.
Content quality signals: E-A-T and YMYL guidelines
In 2017, Google placed increased emphasis on content quality, particularly through the lens of Expertise, Authoritativeness, and Trustworthiness (E-A-T). This focus was especially pronounced for websites falling under the Your Money or Your Life (YMYL) category, which could potentially impact users’ financial stability, health, or safety.
Demonstrating expertise in niche topics
Websites had to showcase genuine expertise in their respective fields to rank well in search results. This meant moving beyond surface-level content and providing in-depth, valuable information that truly served the user’s needs. For many sites, this involved:
- Collaborating with subject matter experts
- Conducting original research or surveys
- Providing detailed case studies and examples
- Offering unique insights based on industry experience
The goal was to create content that not only answered user queries but also demonstrated a deep understanding of the topic at hand.
Building author and website authority
Establishing strong author and website authority became crucial in 2017. Google’s algorithms began to pay more attention to the credentials and reputation of content creators, especially in YMYL sectors. Websites responded by implementing several strategies:
- Creating detailed author bio pages
- Highlighting relevant qualifications and experience
- Encouraging authors to build their personal brand
- Securing mentions and links from authoritative industry sources
These efforts aimed to build trust with both users and search engines, signaling the credibility of the information presented on the site.
Enhancing trustworthiness through credentials and citations
Trustworthiness became a key differentiator in search rankings, particularly for YMYL content. Websites focused on enhancing their credibility through various means:
- Displaying relevant certifications and awards
- Providing clear contact information and customer support options
- Implementing secure HTTPS protocols site-wide
- Including citations and references to reputable sources
- Showcasing customer testimonials and third-party reviews
These elements helped to build user confidence and signaled to search engines that the website was a reliable source of information.
YMYL content: meeting google’s highest standards
For websites dealing with YMYL topics, the stakes were higher than ever in 2017. Google’s quality raters guidelines placed stringent requirements on content that could affect users’ well-being or financial stability. To meet these standards, YMYL sites focused on:
- Providing comprehensive, factually accurate information
- Regularly updating content to reflect the latest developments
- Clearly distinguishing between factual statements and opinions
- Offering balanced perspectives on controversial topics
- Implementing rigorous fact-checking processes
These practices not only improved search rankings but also fostered user trust and loyalty.
Technical SEO advancements: schema markup and structured data
2017 saw significant advancements in technical SEO, with a particular focus on structured data and schema markup. These technologies allowed websites to communicate more effectively with search engines, providing context and meaning to their content.
The adoption of schema markup became increasingly important for several reasons:
- Enhanced search result appearance through rich snippets
- Improved chances of appearing in featured snippets
- Better understanding of content by search engines
- Increased click-through rates from search results
Websites began implementing schema markup for various content types, including articles, products, events, and local business information. This structured approach to data presentation helped search engines deliver more relevant and visually appealing results to users.
User experience metrics as ranking factors
In 2017, user experience (UX) metrics gained prominence as ranking factors, reflecting Google’s commitment to prioritizing sites that offered the best experience to visitors. This shift required SEO professionals to work closely with UX designers and web developers to optimize various aspects of website performance and interactivity.
Core web vitals: LCP, FID, and CLS optimization
While Core Web Vitals were not formally introduced until later, the groundwork for these metrics was laid in 2017. Websites began focusing on optimizing key performance indicators that would later become part of Core Web Vitals:
- Largest Contentful Paint (LCP): Improving the loading speed of the main content
- First Input Delay (FID): Enhancing interactivity and responsiveness
- Cumulative Layout Shift (CLS): Minimizing unexpected layout shifts
These optimizations not only improved search rankings but also significantly enhanced the overall user experience, leading to better engagement metrics.
Reducing bounce rates through engagement strategies
Bounce rate emerged as a critical metric in 2017, with Google paying close attention to how quickly users returned to the search results after visiting a page. To combat high bounce rates, websites implemented various engagement strategies:
- Creating compelling, above-the-fold content
- Improving site navigation and internal linking
- Implementing interactive elements like quizzes or calculators
- Optimizing page load times to retain impatient users
- Using clear calls-to-action to guide user journeys
These tactics aimed to keep users on the site longer, signaling to Google that the content was relevant and valuable.
Dwell time and its impact on SERP rankings
Dwell time, the duration between a user clicking on a search result and returning to the SERP, gained importance as a ranking factor in 2017. Websites focused on increasing dwell time through several methods:
- Creating long-form, comprehensive content
- Using multimedia elements to enhance engagement
- Implementing a clear content structure with subheadings
- Providing internal links to related content
- Ensuring mobile responsiveness for on-the-go users
By keeping users engaged for longer periods, websites could improve their perceived relevance and authority in the eyes of search engines.
Link building strategies: quality over quantity
The approach to link building underwent a significant transformation in 2017, with a clear shift towards quality over quantity. Google’s algorithms became increasingly sophisticated in identifying and penalizing manipulative link-building practices, forcing SEO professionals to adopt more organic, value-driven strategies.
Key link building trends in 2017 included:
- Creating linkable assets such as original research and infographics
- Focusing on earning links through high-quality, shareable content
- Building relationships with industry influencers and thought leaders
- Leveraging digital PR techniques to gain authoritative backlinks
- Implementing strategic internal linking to distribute link equity
The emphasis shifted towards earning links naturally through valuable content and genuine industry relationships, rather than resorting to artificial link-building tactics.
Quality link building is not just about increasing the number of inbound links; it’s about creating a network of relevant, authoritative connections that enhance your site’s credibility and user value.
As search engines continued to evolve, the SEO landscape of 2017 demanded a more holistic approach, blending technical expertise with a deep understanding of user needs and content quality. The best practices that emerged during this year laid the foundation for many of the SEO strategies that continue to be relevant today, emphasizing the importance of staying adaptable in the ever-changing world of search engine optimization.