8 game-changing SEO trends that will dominate 2018

With over 200 factors in Google’s algorithm, SEO is a complex science. But it’s not how much you need to know that makes it really challenging — it’s the ever-changing nature of the rules of the game.
As search engines strive to improve the quality of search results, some ranking factors shift shapes, others fall into oblivion, and completely new ones arise out of nowhere. To help you stay ahead of the game in 2018, here’s a list of the most prominent trends that are gaining momentum, with tips on how you can prepare for each.
1. The rise of SERP features
Are you assuming a #1 organic ranking is the way to get as much traffic as possible? Think again. Increasingly, SERP features (local packs, Knowledge panels, featured snippets and so on) are stealing searchers’ attention and clicks from organic listings.
And it’s only fair if you consider the evolution the Google SERP has been through. It has gone all

Search Engine Land Source

Google Updates User Ads Settings When Signed In Or Out

Google has updated the format of ads settings pages where users can exercise some control over how their data is used for ad targeting from Google ad systems. This is the place to go to find out what age and gender Google thinks you are and what kinds of things you’re interested in for ad targeting purposes. The last significant overhaul of the Ads Settings pages occurred in 2013. Google now shows separate pages depending on whether you’re signed in or out.
In effect, there are three places you’ll have to sign out, if desired: the signed-in page, the signed-out page, and finally, the display network page, because different information is used for ad targeting “depending on how you’re interacting with Google and whether you’re signed in with your Google account,” Google explains on the support page.
If you’re not signed into a Google account, these are the two options you’ll see:
Options for signed-out users.
The first choice is to opt in

Search Engine Land Source