{"id":707,"date":"2018-12-26T12:00:34","date_gmt":"2018-12-26T10:00:34","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=707"},"modified":"2018-12-26T12:00:34","modified_gmt":"2018-12-26T10:00:34","slug":"seo-year-in-review-2018-saw-google-updates-and-a-focus-on-mobile","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/seo-year-in-review-2018-saw-google-updates-and-a-focus-on-mobile\/","title":{"rendered":"SEO Year In Review: 2018 saw Google updates and a focus on mobile"},"content":{"rendered":"
<\/div>

Here is our recap of what happened in SEO in 2018 – with links and summaries of some of the bigger changes throughout the year in search and SEO.<\/h2>\n

So, 2018 was an exciting year in SEO, with a number of large Google search algorithm updates, big changes within Google\u2019s management team, mobile first indexing and all the changes with Google Search Console. In addition, Google local, Google My Business and maps related changes were very active this year.<\/p>\n

The reliance on structured data within Google search and the pullback on personalization features, shows signs of where Google is headed with rankings. Let\u2019s not forget the huge shifts in voice search with Google Assistant and other devices, including big Google user interface changes this year. And Bing wasn\u2019t quiet at all this year in search. Here is our recap:<\/p>\n

Google search ranking and algorithm updates<\/h2>\n

Google has made numerous search ranking algorithm updates this year, some were big, some were small, some were confirmed, some went unconfirmed \u2013 heck, some were even pre-announced.<\/p>\n

Speed Update.<\/strong>\u00a0For example, the\u00a0Speed Update<\/a>\u00a0was pre-announced in January of 2018 and released several months later in\u00a0June<\/a>. The update, according to Google, only impacted the slowest sites in terms of their ranking position in search. Google said it \u201conly affect a small percentage of queries.\u201d We posted a large\u00a0FAQs on the speed update<\/a>\u00a0so you can catch up on that quickly.<\/p>\n

Medic Update.<\/strong>\u00a0Probably the most substantial search ranking algorithm that was felt by the SEO community was the so-called \u201cMedic Update.\u201d It happened around\u00a0August 1<\/a>. Google confirmed it happened after the SEO community took notice. Google classified it as a \u201cbroad core algorithm update,\u201d something they do several times per year. This specific update was fully rolled out\u00a0about a week later<\/a>\u00a0and seemed to a wide range of sites around\u00a0health and YMYL categories<\/a>. Google told SEOs there is \u201cno fix\u201d to get your site to rank better overnight with this update. We have pretty deep coverage of this update\u00a0over here<\/a>.<\/p>\n

Other search algorithm updates.<\/strong>\u00a0Google also confirmed, after the fact, the\u00a0March core update<\/a>\u00a0and the\u00a0April core update<\/a>.<\/p>\n

Mobile-first indexing<\/h2>\n

In 2016, Google began its\u00a0mobile-first indexing experiment<\/a>. In short, Google wanted to start crawling and indexing the web from the view of a smartphone and not a desktop computer. And Google did that in a big way in 2018 by starting to\u00a0roll out<\/a>\u00a0the change to many many sites in 2018.<\/p>\n

Google also began sending out\u00a0notifications<\/a>\u00a0through Google Search Console when a site was moved to mobile-first indexing.<\/p>\n

Today, 3 years later, Google\u00a0said over 50 percent<\/a>\u00a0of search results are now indexed through mobile-first indexing.<\/p>\n

To learn more about this, see our\u00a0mobile-first indexing FAQs<\/a>, the\u00a0recent clarifications<\/a>\u00a0on this topic and Google\u2019s very own\u00a0developer docs<\/a>\u00a0on mobile-first indexing.<\/p>\n

SEO changes<\/h2>\n

Structured data.<\/strong>\u00a0The overall theme with SEO this year, specific to Google, was probably around how much emphasis Google has put towards structured data and schema. Enabling\u00a0speakable markup<\/a>\u00a0for voice search related queries, a new\u00a0indexing API<\/a>\u00a0for job posting schema,\u00a0image search changes<\/a>, various updates to\u00a0recipe markup<\/a>, new\u00a0job posting guidelines<\/a>, the new\u00a0Q&A schema<\/a>,\u00a0live stream<\/a>\u00a0support,\u00a0datasets<\/a>\u00a0schema,\u00a0how to, QA, FAQs<\/a>\u00a0schema and so much more. The list goes\u00a0on<\/a>and\u00a0on<\/a>.<\/p>\n

Other changes.<\/strong>\u00a0Google dropped support for the\u00a0news meta tag<\/a>\u00a0and the\u00a0standout tag and Editors\u2019 pick<\/a>\u00a0in Google News was big for publishers. Google\u2019s various efforts around\u00a0dynamic rendering<\/a>\u00a0and\u00a0lazy loading content and photos<\/a>\u00a0is an effort you\u2019ve seen a lot around with JavaScript SEO in 2018 and will continue through 2019.<\/p>\n

Personalization is light.<\/strong>\u00a0With all the fallback on Facebook targeting, and using personal data for targeting over 2018 \u2013 Google made a point to say they don\u2019t use personalization that much. Google said at best,\u00a0personalization is light<\/a>\u00a0and used for things like knowing when to show local results, when to show American football versus European football and things like last query used. Although, DuckDuckGo\u00a0released a study<\/a>\u00a0saying Google does otherwise.<\/p>\n

Google Search Console and other tools<\/h2>\n

Google Search Console.<\/strong>\u00a0It was a very busy year for the Google Search Console team, with\u00a0giving access<\/a>\u00a0to the new Google Search Console to everyone, then removing the\u00a0beta label<\/a>\u00a0from the new version and redirecting some old Search Console reports to the new version on\u00a0December 13th<\/a>.<\/p>\n

Google also started showing\u00a0Search Console snapshots<\/a>\u00a0directly in the search results for site owners. Google removed the ability to use the\u00a0public URL submission tool<\/a>, and changed the limits and quotas on\u00a0crawling and indexing<\/a>\u00a0within Search Console. Google also made it easier to gain access to Search Console by\u00a0automatically verifying you<\/a>\u00a0if you have a Google Analytics account.<\/p>\n

New\u00a0slow site notices<\/a>\u00a0started going out via Search Console, Google tested a new form of\u00a0domain properties<\/a>\u00a0for cross site reporting, and added a bunch of reports for\u00a0event listings<\/a>,\u00a0AMP<\/a>,\u00a0links<\/a>,\u00a0mobile usability<\/a>\u00a0and so much more. Let\u2019s not forget the new awesome\u00a0URL inspection tool<\/a>\u00a0that gives you a snap shot of how Google sees your page at any point in time.<\/p>\n

The new Search Console came with 16 months of historical data, and Google added that to the\u00a0Search Console API<\/a>\u00a0as well. They also expanded the API to give you\u00a025,000 rows<\/a>\u00a0of data.<\/p>\n

Lighthouse.<\/strong>\u00a0Google updated the\u00a0PageSpeed Insights tool<\/a>\u00a0to bring in data for Lighthouse.\u00a0Version 3.0<\/a>\u00a0of Lighthouse was released this year and there is a new\u00a0SEO audit tool<\/a>\u00a0in Lighthouse.<\/p>\n

Google local<\/h2>\n

Google Posts.<\/strong>\u00a0Google Post<\/a>\u00a0was a feature that Google spent a lot of time fine-tuning this year. They\u00a0tested<\/a>\u00a0many user interfaces around Google Posts in desktop and mobile search. They updated the Google My Business console to enable Google Posts on the web or via the mobile app. But ultimately, at least towards the end of this year, Google Posts traffic and engagement levels\u00a0have declined<\/a>\u00a0according to many local SEO experts. You can follow all the changes to Google Posts this year\u00a0over here<\/a>.<\/p>\n

Google My Business.<\/strong>\u00a0Google My Business<\/a>\u00a0is the control panel for local SEOs and business owners to manage their local listings in Google Maps and Google search. Recently, Google vastly updated the\u00a0Google My Business mobile apps<\/a>\u00a0to let business owners update and manage their listings on the go. Google added more \u201cinsights\u201d data, analytics, to the portal including\u00a0branded searches<\/a>,\u00a0more query data<\/a>, and even created an\u00a0Agency dashboard<\/a>\u00a0for local SEO agencies.<\/p>\n

Google added new attributed for\u00a0women led<\/a>\u00a0and\u00a0veteran-led<\/a>\u00a0businesses. Google also let business set\u00a0open dates before they open<\/a>\u00a0up for business. Google updated the Google My Business API\u00a0numerous times<\/a>\u00a0over the year.<\/p>\n

Mobile search and voice assistants<\/h2>\n

Voice assistants and the spread of the adoption of\u00a0Google Home<\/a>\u00a0and\u00a0Google Assistant<\/a>\u00a0devices was and still is of much interest to the SEO community. How Google responds to someone asking \u201cOkay Google, tell me about X,\u201d is something at the top of mind of many SEOs. Google\u2019s\u00a0featured snippets<\/a>play a big role here, and SEOs know that. Google Home devices are still considered\u00a0the smartest<\/a>out there, but there is\u00a0competition<\/a>\u00a0with Amazon Echo, Apple Home and Microsoft Cortana to name a few.<\/p>\n

Google released their\u00a0Google Home Hub<\/a>, the voice assistant with a display. We reviewed it in detail from\u00a0an SEO perspective<\/a>\u00a0and a\u00a0local perspective<\/a>. Google even let you trigger the Google Assistant\u00a0by asking Siri<\/a>.<\/p>\n

It is also important to read the\u00a0Google voice search quality raters<\/a>\u00a0guidelines.<\/p>\n

Google UI changes<\/h2>\n

One constant in the SEO and Google world is \u201cchange.\u201d And that is what Google did a lot this year between many\u00a0user interface<\/a>\u00a0tests and changes. Google rolled out a new design for\u00a0desktop search results<\/a>\u00a0with a rounded search box that sticks to the top of the page. Google officially now shows\u00a0zero results<\/a>\u00a0as it is being called for time, calculations, and conversions related queries on mobile. The Google mobile home page now shows a\u00a0discover feed<\/a>\u00a0and not just a simple search box. Google also rolled out the\u00a0more results button<\/a>\u00a0on mobile.<\/p>\n

Google increased and then\u00a0decreased their snippet length<\/a>\u00a0in a very noncommittal manner. Google\u00a0autocomplete predictions expanded<\/a>\u00a0this year, began showing famous people\u00a0cameos<\/a>\u00a0in search.<\/p>\n

AMP.<\/strong>\u00a0On the AMP end, Google released a\u00a0developer preview<\/a>\u00a0of showing the publisher URLs in search and not the Google AMP cache URL. Google launched\u00a0AMP stories in search<\/a>, and lots of other AMP related features\u00a0listed here<\/a>.<\/p>\n

Other big Google news<\/h2>\n

In addition to all of that, Ben Gomes\u00a0replaced<\/a>\u00a0John Giannandrea after he left Google as the head of search to work at Apple as the head of AI.<\/p>\n

Plus, Google+ is\u00a0closing down<\/a>\u00a0earlier than expected after several security incidents.<\/p>\n

Bing<\/h2>\n

Bing was very active this year as well \u2013 more so than in past years. Bing is taking efforts to\u00a0improve crawler efficiency<\/a>, fixed backlogs with\u00a0Webmaster Tools<\/a>, after shutting down their\u00a0public URL submission<\/a>\u00a0tool like Google did.<\/p>\n

Bing also did a lot of work around\u00a0intelligent answers<\/a>, their AI with\u00a0Bing spotlight<\/a>,\u00a0facts from multiple sources<\/a>, and big improvements to\u00a0visual search<\/a>\u00a0including\u00a0solving complex math<\/a>\u00a0problems and other areas.<\/p>\n

Bing now supports\u00a0JSON-LD<\/a>\u00a0for markup. Bing supports viewing\u00a0AMP content for news<\/a>\u00a0via mobile search. They also created a\u00a0Bing entity search API<\/a>\u00a0for public use.<\/p>\n

 <\/p>\n

Source:\u00a0https:\/\/searchengineland.com\/seo-year-in-review-the-2018-edition-309762<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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