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AMP expected to improve the user experience


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Accelerated Mobile Pages (AMP) are set to change the way that users access


Point Plan: SEO


Search Laboratory, discusses the issues shaping search marketing in 2016


Ian Harris, CEO and Founder at


information via a mobile device, and have been heavily pushed by Google. This open source initiative will dramatically improve the performance of mobile web, allowing a much faster browsing experience in which pages will load instantly. AMP will create a much more clinical experience by the use of image carousels, maps, social plug-ins and data visualisations. This will have a  particular.


Answer boxes will change content marketing


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You may have noticed within the SERPs that an information box is now


available with a short description of your search term. Google’s answer boxes have become a great opportunity for content to receive a  In order to be featured in the answer boxes, you must create content which has the user in mind, is relevant to the topic or theme, and is clearly presented in a ‘how-to’ method or by using bullet points. The feature’s rise in prominence has become one of the main talking points of 2016 so far.


 3


According to Gary Illyes from Google, real-time Penguin is just around the


corner and is expected to have an immediate roll-out. This means that Google will not have to manually refresh the algorithm, but will


continue to search for good and bad links in a real-time environment. Therefore it is important to regularly  potential bad links and update your  that if a link is removed or disavowed, the algorithm will recognise the fact quickly. However, this may mean that negative SEO could become more of a threat. Originally, Google stated that this update would arrive at the end of 2015. At the time of writing it still hasn’t arrived so be prepared for its implementation.


Links are still an important factor


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The latest study by Backlinko is the third correlation study in a row


which shows that links are still hugely important. The study highlighted that the number of domains linking to a page correlated with rankings more than any other factor. It also found that pages with the highest number of backlinks generally ranked the best in Google. We know that such a complex and multi-layered algorithm will never be reverse engineered with simple correlation studies, but they do give us some insight into how  time.


Always be looking to improve content


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While numerous search quality updates have been 


 which have been aptly named ‘phantom’ by the SEO community. The latest phantom update was released in November and research indicates that it seemed to be


62 annual sourc e guide 2016


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