2016 has been a busy year in the world of SEO and sometimes the best way to look forward is to look backwards. In this blog I’m looking back to last year’s SEO predictions to see how I got on!

Prediction 1: Accelerating the Mobile Web

Google confirmed in August that there are over 150 million AMP documents in their index. With retailers like eBAY creating AMP landing pages, it won’t be long before we see a full e-commerce AMP experience.

Prediction 2: App Indexing

Google’s recent announcement of mobile-first indexing and the increasing exposure of Progressive Web Apps all indicate a possible shift away from native apps.

App indexing poses a challenge for things like tracking and attribution. The good news is that webmasters with verified apps in Search Console for Apps can get useful data on search performance using the search analytics report. Webmasters should also remember to track deep link referrals too, without this in place search referrals will get tracked as direct in Google Analytics and Firebase.

Prediction 3: Your Money or Your Life Pages

Unfortunately we haven’t noticed an explosion in the use of this term, which is a bit of a shame. In April, Google updated their search quality rating guidelines and from what we can see there is more emphasis than ever on the role of YMYL (Your Money or Your Life) and E-A-T (Expertise, authoritativeness, Trustworthiness). A very good synopsis of these changes can be found at The SEM Post.

Prediction 4: User Intent and Quick Answer Boxes

New SERP features such as richcards and the removal of right hand side ads prove that Google is not afraid to develop user experience.

In 2017, I’d expect SEOs to continue to refine how mobile search has the ability to send both implicit and explicit signals back to the search engines and develop new features and concepts in preparation for the mobile first index.

Prediction 5: Conversion Rate Optimisation

In October I had an enjoyable two days away from the SEO crowd at Conversion Conference. As an SEO practitioner I found the whole experience rather enjoyable and it was an excellent opportunity to listen to conversion heavyweights Stephen Pavlovich and Dr. Karl Banks Speak. Personally I think there is a lot that SEOs can learn from these guys and I came away armed with a number of new ideas on how to measure SEO and mobile device testing services like the AWS Device Farm.

Well that’s it, hope you enjoyed the blog! Hope you all have an enjoyable 2017. Merry Christmas!

About Jonathan

Jonathan is SEO group head at equimedia and when he is not working on SEO he is normally working on Analytics. He spends his spare time playing hockey and cleaning.