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One of the most difficult (and aggravating!) aspects of Search Engine Optimization (SEO) is the constant change. Because search engine algorithms are continually enhanced to deliver better results, techniques to get your website ranking high in the results also never stop evolving.

If you ignore the shifting trends, your website could well be hit by the latest Google update and fall into the uncharted depths of search engine results beyond the first page. In short, you should never stop adapting your SEO to exploit the latest trends.

1. Keyword Rankings Are Still Important (But Come With A Twist)
Keywords are still the foundation of SEO, but how they are used continues to evolve with available technology. In 2017, be sure to pay close attention to semantic and personalized search.

Since Google’s Pigeon algorithm update back in July of 2014, local search engine optimization has become even more important, especially on mobile devices. If Google explicitly stating the importance of local search with a significant update isn’t enough, take a look at your own search patterns; how often do you search for a local service (restaurant, bar, gym, doctor, retail shop, etc.)?

Unique Content
Below are some potential ideas around creating content at the local level, specifically for Home, About, News, and Contact pages:

Few industries are as competitive as ecommerce. Not only are online retailers competing with other online stores and brick-and-mortar locations, but also the overall noise that is the Internet. We live in a world where consumer attention span is getting shorter and shorter: 40 percent of people abandon a website that takes more than three seconds to load, and the average shopping cart is abandoned more than 68 percent of the time. I’m hard pressed to find an ecommerce site that is not constantly scrambling to engage more and drive more sales.
Technology is finally helping with those efforts in a big way. Artificial intelligence (AI), which has demonstrated its value in industries like marketing, healthcare and finance, is now making a splash in online commerce.

Here are three ways AI will impact ecommerce in the coming years:

Google announced on late Friday afternoon plans to use a website's mobile version as the primary content source for ranking sites for its search engine's results, in a move that its engineers have hinted at for the past year at several SEO conferences.

A few years back, in order to encourage webmasters to support mobile versions of their websites, Google started adding a "Mobile Friendly" tag next to certain search results and later started ranking these sites above desktop-only content.

Today, most websites are already mobile friendly, and earlier this year, Google removed the "Mobile Friendly" tag from search results, saying that over 85% of the sites it indexes include a mobile version, making the tag redundant.

Because webmasters chose to support mobile sites via various techniques, there are a few things that webmasters need to know, according to Google.