The Custard Blog

Words of wisdom from our team of online marketing experts

SEO Predictions For 2018 and How to Get Your Website Ready

Happy new year!

With another year over, we thought now would be a good time to review the ever-evolving SEO landscape. We’ve highlighted which trends we think will keep growing in 2018 and suggested how marketers can use them to their advantage.

Check out our three predictions below and let us know if you have any predictions of your own.

Voice search

Amazon Echo -Voice Search

So, Siri is still a bit rubbish and 2018 isn’t going to be the year we all abandon text-based search. But I’ll bet that someone you know got an Amazon Echo for Christmas.

At the start of last year, VoiceLabs released a report predicting that almost 25 million voice-first devices would be shipped.

Google has been preparing for this since they first launched their Hummingbird algorithm five years ago. The Hummingbird update focuses on the context of multiple words being used together to allow for a more natural, conversational search.

How to optimise for voice search

1. Include questions and answers in your content

2. Make sure content is marked up for schema

3. In 2016, 22% of voice searches were for local information. Claim your Google My Business listing and optimise to make sure you’re not missing out on any local terms

4. Use more longtail, conversational keywords


More rich snippets

What is a rich snippet
In a study of over 100 million search queries last May, AHREFs found that 12.29% had a featured snippet and as we see more of the voice search, it would make sense for Google to put more focus on creating answer boxes.

In fact, we wouldn’t be surprised to see a few new types of answer boxes, as Google recently dropped previously-used labels such as snippets and cards in favour of the catch-all term, ‘Rich Results’.

In the same release, Google also introduced a new testing tool to make sure your structured data is set up correctly.

How to claim rich snippets

1. Find search terms that already include a snippet

2. Determine the best format to display this data (Google currently uses paragraphs, lists and tables in rich results)

3. Include the questions you’re answering in your content

4. Keep it concise

Mobile-first ranking

Cropped shot of a group of colleagues using their smart phones in synchronicity

Last year, Google announced that they will be switching to a mobile-first index.

This means that Google’s crawling, indexing and ranking systems will view the mobile version of a website as the most important.

It makes sense that as more and more web traffic comes from mobile devices, Google is going to prioritise sites that offer these users the best online experience.

How to prepare your site for mobile-first ranking

1. Make sure all the important content is accessible to users and crawlers

2. Use responsive design

3. Optimise your content for readability

4. Optimise image file size

Google recently released a guide on how to get your site ready for the mobile-first index.


These are just three marketing opportunities you should investigate in 2018. There are still hundreds of other areas of SEO that we haven’t covered.

If you need advice on your strategy for 2018, we offer a number of different SEO services to make sure you get the most out of your website.


What is going to be the biggest change to your marketing plan this year? Let us know by leaving a comment below.


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