Delivering excellence in search
Digital Marketing Predictions for 2017

DIGITAL MARKETING IN 2017
Digital marketing has once again courted many column inches of publicity in 2016. Businesses have spent many
millions maximising their online presence to promote their services and products; this has then been advanced on
through various social media outlets and through paid and organic search. But what do we expect 2017 to deliver?
While it’s almost impossible to believe the internet will be able to gain any more prominence in our lives, this will
undoubtedly be the push for 2017. This year has seen many updates to search algorithms and 2017 is sure to follow
this trend. The big question remains, how will users and the search engine giants alike give preference to the huge
amount of data available on the internet?
The online marketing industry is large, complex, and volatile. The sooner you deliver a prominent message to an
internet user, the better you can stay ahead of your competitors. One thing is certain: smaller SME businesses will
increasingly find it harder to compete with the big boys and therefore they must get smart with their online
presence!
Over the pages that follow are 7 different areas that we believe will make a difference to your online marketing
campaign throughout 2017.
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DESKTOP WILL SLIP TO MOBILE
We all know that 2016 was a big year for mobile!
We have seen how Google’s many updates targeted websites that were not optimised
for mobile. The massive trend of smart phones, and the fact that mobile connectivity has
drastically increased in strength has meant desktop traffic has slipped.
Google has informed us that in January, for the first time, they intend to split their index
between mobile and desktop. This indicates that the ongoing trend of all things mobile,
will only continue through 2017.
Mobile-focused internet marketing should therefore be a top priority for digital
marketers throughout the year.
Delivering excellence in search
1

ALGORITHM CHANGE WILL CONTINUE
As we have already said, 2016 has seen massive change in search algorithms. No matter
what our personal views are on the subject, this trend will undoubtedly continue through
the year ahead.
With an enormous amount of information being added to the internet every second, the
search engine giants continuously update their algorithms to decide which content
should gain priority and rank higher in results listings.
Any optimisation strategy must be unique, on-theme, and informative to your audience.
We must also not forget that Google is not the only giant in the workplace! There’s also
Facebook and Bing to name but two.
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2

CONVERSIONS & SOCIAL
We all know how important social media has become. Businesses rely on this platform to
give their products and services reach, however, 2017 will see this reach begin to result in
conversions.
We have become used to e-commerce websites understanding how important
conversion rates are. Social media will work as our new conversion channel and will
therefore offer tools to convert prospects directly into buyers.
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3

CONTENT IS STILL THE KING!
Content has for some time been referred to as the ‘king’ in digital marketing terms. But
do not be fooled, unique quality content will make the difference between success and
invisibility.
Content marketing will only ever become more competitive, with many professional
writers and video now competing head to head. Content will therefore remain an
essential part of any online marketing campaign throughout 2017 and indeed for years
to come.
The key will be to write unique, quality content that readers can connect with. Also, there
will be a huge demand for niche-based writers who possess knowledge and expertise in
their subject matter.
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4

VIDEO AD’S ARE COMING TO SERPS!
We all know that YouTube and Facebook have forever utilised the strength of video’s in
advertising. Now that Google is entering this image rich world with in-SERP video
adverts be prepared for this form of advertising to change how everyone uses Google
search - this may well change the whole spectrum of online advertising!
As searchers get used to seeing video ads in Google then we may expect different types
of video ads popping up on our screens very soon. This is a definite area to keep an eye
on.
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5

DEDICATED APP’S WILL GROW!
A dedicated app offers all the features of a mobile-optimised website, however this is
delivered in a more accessible, convenient, and intuitive way.
Google now offers ‘app indexing’ which will certainly bring advantages to having a
dedicated app in the future. Although we are a long way from apps completely replacing
websites, business owners are realising their true potential.
2017 will therefore be an important year in mobile app development.
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6

QUALITY ADVERTISING WILL BE COSTLY!
The competition for online space and the success that dominating search for your
products and services brings, means that optimising your online presence will only ever
grow in its importance.
Of course we have witnessed tremendous growth in digital marketing over the last few
years however, ‘cheap’ practices and no win no fee services will fall in success and those
that implement these types of campaigns will slowly but surely fall behind those that take
this market serious.
As the demand rises for the top page in SERPs, then it is only unique quality that will
truly work, and this undoubtedly costs! While some marketers believe that PPC will fall in
importance and SEO will continue to support any overall strategy, there will only ever be
more alternatives to ruling the web.
Delivering excellence in search
7

Delivering excellence in search
• Quality is the word.
• Do not forget how important unique content
is.
• The importance of mobile must be utilised.
• You need a combined strategy.
• Do not forget your customers, how do they
search?
• Always look for the next opportunity.
• Get the visitors but make sure they convert!
WHAT DOES THIS ALL MEAN?

SO, HOW DO WE OPTIMISE?
Delivering excellence in search
CODE
SEO
CONTENT
PPC
SOCIALCRO
MOBILE
• A true strategy
understands all
elements.
• You may not use
them all.
• But they will all
inform each other.
= Maximum ROI

WHAT ELSE DO WE PROVIDE?
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SOFTWARE
Websites
MOBILE
App’s
Its easy really, if its on the
Internet then we can provide it;
• Website design & delivery.
• Mobile app design.
• Software for business.
If you have an idea then we can
deliver it!
* Don’t forget – the
design is only a small part
of your Internet use, its
our support that really
makes the difference!

ANY QUESTIONS THEN PLEASE SHOUT!
Thank you
Stephen Dart / s.dart@puredigitalinternet.com
07768 129442 / 0203 633 2733
Delivering excellence in search