2016 has – at last – come and gone. We can look forward to a continuation of Click Consult’s 2016 success without the general external awfulness and look to find out what lies ahead for search marketing over the next 12 months
A lot happened in 2016, each year (as you can see from the timeline in our guide to the Google algorithm) seems to be more hectic than the last, with Google’s improvements, additions, and changes to the way it calculates SERPs rankings and answers questions seeming to become increasingly regular.
The below word cloud shows how the year impacted our own output – with almost 65,000 words written the words ‘mobile’, ‘content’, ‘brand’ and ‘data’ joining ‘ad’, ‘search’ and ‘Google’ while more traditional words ‘link’, ‘SERPs’ and ‘SEO’ have been somewhat overshadowed – and this is reflective of the year in search marketing.
2016 was undoubtedly a year in which the full force of mobile’s presence was felt and when the industry really began to come to terms with the mobile future of search. It was also a year of multiple changes to ads and paid search – both in construction and in placement – and a year of increased drive toward personalisation.
So what, therefore, can we extrapolate from this? Well, the below infographic gives Click Consult’s initial opinions and predictions as to what we can expect to see from the coming year.
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As we can see, the year ahead should be an interesting one for those of us working in search marketing. We’re approaching a point at which marketing will, in the future, most likely be said to have entered a new era (or digital marketing to have reached maturity) and though it is difficult to say when a transitional period will be over and the new age to have begun (in any historical case), it is easy to say that 2017 will definitely be seen to be a turning point.