With the new year comes the inevitable new trends, rules and guidance in the constantly changing digital world. So what will 2016 bring for search engine optimisation and what should people be looking out for?

Video Content. 

One important point to consider is that people predict that video content will overtake written content. With the overwhelming popularity of Vine and Persicope, to name just two, means that B2C sites without video content will start seeing themselves fall behind. Video content on your site is predicted to help build engagement, reach and provide a better OI than written content. Google has recently started experimenting with video ads in search results.

Social Media. 

Social media will also gain prominence is searches with some predicting that more social media content will be indexed on Google and other popular search engines. This means that 'social media' should be included in any SEO strategy. Although 75% of marketers use social media, it's time to employ a strategist that can ensure you gain maximum exposure from SEO.

Page Speed. 

Page speed is becoming increasingly more important. Google bot has always only stayed on a site for a certain amount of time so, in terms of SEO, site optimisation is incredibly important. That said, there is actually a bigger factor to consider here. Page speed increases goal conversions. Half of all users expect a load time of two seconds or less so it's really important to clean up your code and optimise as much as possible.

Voice Search. 

Voice search is a necessity. People on the go are increasingly using voice search thanks to virtual assistants such as Siri, Cortana and Google Now. Therefore page content needs to ensure it is easily searchable through voice searches. Search engine optimisation can no longer rely on keywords and meta data alone so perhaps your FAQs or 'Why us' questions need to be rephrased? The rise of semantic search just increases the need for detailed, informative content that is genuinely interesting and gives visitors the answers to their questions.

Mobile First. 

Perhaps the most important point to really take note of is that mobile optimisation will come above desktop. In 2015 Google announced Mobilegeddon. With more and more searches being conducted on mobile devices, the aim was to give mobile-friendly sites a more favourable ranking to searches made through mobile devices. The algorithms are tweaked on an almost daily basis but, with mobile searches expecting to exceed those from desktops, it's only sensible to assume that algorithms will change further in it's favour.

Up until fairly recently designers and developers were building desktop sites and then created the responsive mobile-friendly layouts second, but now really is the time for all UI, UX and project scopes to take the 'Mobile First' approach and work up from there.