How an Artist Can Build a Sustainable Business Without a Record Company

Few would argue that back in the day, the record companies were the gatekeepers between the artists and their audience. Now it’s very easy and relatively inexpensive for an artist to record and produce a record independently, secure independent distribution channels or distribute their music electronically online. Concept artist is a key field of illustration that is relevant to a wide range of creative industries, including computer animation, games and film.

Before, even if you wanted your CD displayed in Record Stores, you had to have a record company. Sure, the company paid you a big advance. But then they would bill you for production, distribution, and marketing costs along with their sometimes questionable accounting methods. Then after all was said and done sometimes the CDs might not even be stocked in the stores.

But those days are gone, and here we are in 2010 and the Internet and its possibilities are ever expanding. Because of the internet, the distribution channel is closing. Today an independent artist can go direct to the fan to sell their CDs, DVD, T-shirts, and all other merchandise. This enables the Artist to continually market to that consumer, which is the opposite of traditional distribution lines, where the Artist never knew who purchased their music and could never follow up with them in the future.

Today with the right marketing system in place the artist can market directly to their buyers for the lifetime of that fan or the lifetime of that particular artist. So why is that few people have such a system in place. Even those that sell products directly from their website do not have systems set up for follow up and future marketing.

The concept of list building, auto-responders, giveaways, launch campaigns, squeeze pages, and content driven sales is a foreign language to most outside the Internet Marketing scene. But this is the model that has been around for a long time with other businesses, it is the standard for selling information products, and now we are just starting to see it emerge with Real Estate Agents, Writers, Photographers, and now with Musicians.

Providing there is talent and a good product, this is going to create a whole new model for launching a successful music career that is far from the traditions of the industry. Where the independent artist who embraces the internet with an open mind and determination will make a much better living than they could ever hope to make working for someone else, or by using an agent or distributing their music through traditional channels, and this includes iTunes.

So, what about continuing sources of income?

As with the release of any new product, CD sales peak around the release and then start to drop off. Then the artist does promotion and makes money on concerts and the selling of the merchandise at shows. But, what about expanding your business model to include a continual revenue stream, that is not based on CD sales or shows.

Welcome to the Members Area

Membership sites are becoming really popular for their continual income stream and can range from online fitness training, Yoga, instructional, and just about anything you could imagine.

Artists such as Kiss (the Kiss army) Green Day (Idiot club), Mathew Ebel, Terri Clark, and others have tied in “Membership Areas” into their websites, and they have been very successful. Why do they work? Because, the thing that fans want more of is… YOU!

Lets say for example you have 1,000 fans and they each pay only $120 yr. for access to your membership site or “Exclusive Fan Club”, that’s $120,000 yr. (1,000 fans x $120 = $120,000), or 500 fans at $100 yr is $50,000. You can adjust your price point depending on what you’re offering and how many fans you have, potentially making in the hundreds of thousands. You could make enough to fund your next record, pay back investors, or do music full-time so you do not have to work the day job anymore.

Imagine if you have more fans, you could charge less and still make a really good living. With low overhead the artist can really profit. You could also offer your new CD for free to those who purchase a membership; this is the model that Prince used years ago where every concert ticket purchased came with a free CD and they were counted as record sales. This applied the concept of the “giveaway” that I mentioned earlier.

The only catch with a membership site is it’s up to you to provide valuable content to engage the fans and give them something nobody else is getting that makes them feel special. You could have a behind the scenes blog, early access to discount tickets, never seen before footage, unreleased tracks, interviews, special merchandise, etc…you get the idea.

When utilized correctly this direct communication line allows you to: learn what your fans need or want, become more real to them as you give them a glimpse into your life, and develops a stronger more direct communication line, something every die-hard fan desires. And in exchange you make a really good living whether you’re releasing a CD or not. Now, here is where it really gets cool.

If you have other products like a clothing-line, make-up line, photography, guitar lessons, artwork, you can tie this in with the ability to cross-promote those other product lines directly to your fan base. And for those Musicians, who really have it together, they will form JV (Joint Venture) Partnerships and now the possibilities of having a booming sustainable business are endless.

The key to success is setting it up, understanding your fans, and being creative about how you deliver value to them. Another key is the Musician getting out of the mind-set of how things traditionally have been done, embracing the internet, and being able to foresee where we are moving with technology, as a society, and the benefits this will bring to them as an artist.

Established busy Musicians that are not too internet savvy, with a large fan base, will also need to consider having a “fan manager” someone to manage the database, HTML Newsletters, and more. Keeping the fans engaged and that part of your business organized will become an important role as direct marketing to them becomes a powerful income stream.

Now, obviously I have not gone into the details of launching such a site or setting up the proper marketing system successfully, but its really not that difficult if you know what your doing and compared to the benefits its well worth it, but that’s a whole other post.

As marketing methods become more content based and industries continue to tighten, I think were going to see much more of this from musicians who want a real business that is not solely based on them “scoring the big deal” but based more on having a good business.

The future of the music industry is online and it is in the branding. Just having a website is no longer enough, it is now about building a community within your business. The Independent Artist will need to embrace internet marketing or they will struggle to survive. Communication lines are expanding and effective marketing methods are changing. What worked one or two years ago will not work well today.

The Music Industry is changing, our World is changing, and there will be those who watch things happen, those that make things happen, and those who wonder what happened. Which one will you be?

Craig De Borba is a Musician and a Jeff Walker Trained Product Launch Manager. For more Free independent music promotion information.

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Installation Art – The Artist As Leader in Large Art Projects

Installation Art: Adopting the Appropriate Leadership Style for the Artist

Introduction

During the course of installing many works both sculptural and painted, Michelangelo in the 1500s was involved in not only the painting and chipping away on his famous sculptures, but was involved in supervising and managing a team of workers to aid in his projects. Michaelangelo did not construct the scaffolding to paint the ceiling nor did he carry the tons of marble back to the Medici chapel. He enlisted the hands and bodies of other painters, and sculptors to work with him to complete his projects. In 2005, Christo and Jeanne-Claude installed the Gates in Central Park New York. There were 7503 gates, 16 feet tall of various widths up to 25 feet. New York’s Central Park was the site of a large art installation for 16 days in early 2005. The exhibit of installation art stretched out for miles and 100s of individuals worked under the direction of the artists. Usually freelance storyboard artist job is not easy because of tight deadlines required by each client, they need to finish each task on time.

Installation Art

There are many versions of installation art mostly focused on varying degrees of perceiving the landscape in different ways. Art as an installation is larger, and consists of the artist/s functioning as a designer and leader using others to implement the design. One might also suggest that the work of various architects exists in a tension between their role as architects and artists engaged in creating a work of art rather than a building. One point is clear conceptually and that is installation art requires that the artist/s function as leader rather than creator.

The Nature of Leadership

Definition of Leadership

Leadership is a concept describing a relationship between a given individual and a group of followers whereby the followers behave in accord to the wishes, demands, needs, or wants of the given individual. Theoretically, the followers move in the direction the leader wants them to move. To the extent that the followers depend on the leader for direction, to a similar extent the leader depends on the followers to carry out his commands (Badaracco ,1989)..
How Leadership Works

Andrew Fastow, the chief financial officer of Enron, told his underlings that they should perform certain acts, even though such acts were illegal. They performed these acts because he said they should perform them and he was their leader. Normally, people would refuse such a request, but due to the relationship being one of leader/followers, the norms, laws, and traditions typically in place were supplanted by the leadership dynamic (Eichenwald, 2004).
Activities That Leaders Perform

Leaders perform a variety of important activities within a company. In particular, they are change agents, initiators, and implementers. They see that certain things need to be changed, and as such, begin the change and get involved in the actual change making. They take control of the process when necessary, or when the process or organization is not performing effectively. They jump in and take the reins.

In addition, leaders solidify things when the structure is losing shape. They keep it together by focusing on the whole, rather than the parts. They do not look at the bolts of the building, but at the total building.

From a character perspective, they set a good example by leading a life of integrity because they want their followers to follow suit. Immoral followers set the stage for the leadership dynamic to fall apart.

Additionally, they are the point person in times of crisis. They propel movement forward even though things are not looking up. The leader does not accept problems to remain on his watch. Unresolved problems hold movement back. The leader organizes and delegates responsibilities with respect for the people assigned to tasks (Badaracco ,1989).

The Factors of Good Leadership

There are several factors that affect the quality of leadership. For one, leaders must be part of change implementation. Non- involvement is taken by the users of the change as a negative commentary on the particular change. Leaders also must respect their underlings and counterparts.

Leaders must always look for reality-driven initiatives rather than theoretical ones. Their control function must recognize all the parts that shape a given function, not just a few. Likewise, leaders must stress structure over flexibility. It is never acceptable to break the rules of the organization, or skate around them.

Leaders should present a crystal clear image of themselves without spin. Leaders must be doers, not talkers or thinkers. The northern advance under McClellan during the Civil War went nowhere because its leader thought about it too much instead of taking action (Badaracco ,1989).

Leadership Issues

There are a variety of leadership issues that can arise. For instance, although leadership is an interesting concept, it is not altogether clear that it is empirically verifiable. It is questionable whether the relationship of the leader and followers truly identifies followers, or merely people doing what they would do normally in the absence of the leadership dynamic – for instance, such as religious zealots.

So, is leadership more than what a designated role consists of? Is the president the president, or the president/leader? What is the role of egocentrism in a follower’s behavior? Does the follower do “x” because the leader wants him to, or because it is in the best interest of the follower to do so?

Some newspaper organizations promote individuals as exceptional leaders. Jack Welch a former leader of General Electric is cast as a great leader by the newspaper also publishing books by him and or his ghost writer. To what extent do mass media organizations promote as the result of talent or financial incentives?

Additionally, what is the best arena to identify where leadership dwells? Is it business, politics, or education?

Leadership Styles

Political Leadership

The fundamental driving force of any company is not that the corporate leader acts as a father figure in an ideal family, but that the leader acts politically to juggle, shape, and propel the various forces countermanding his goals and approaches. The forces serving as bulwarks to his activities and intentions are splintering and inertial. Splintering forces are identified as self-interest, limited resources, specialization and fragmentation of authority, and localitis. The forces of inertia are resistance to change, standard operating procedures, and satisficing.

Self-interest- Followers are always looking out for number one, themselves, and will resist goals that are not beneficial. The political leader must recognize this and work in ways to present goals that appear to be beneficial to an underling.
Limited resources- Realizing that within a company there is always competition for limited resources, political leaders must pave the way to have these resources available to actualize their goals. Accounting and financial management must be advised to release resources beforehand so that goals do not end up in the delete file.

Specialization and fragmentation of authority- In today’s corporate climate, specialization and authority are all over the place. To implement something new, many different people and departments must approve it. Political leaders recognize that to move an idea ahead, all specialists and departments must be informed and approve the new concept before it happens. The leader asks for feedback from all so everyone has a vested interest in the change.

Localitis- Departments, like commanders, believe that without them, the company would not be able to survive. The success of the company is really a function of each given department. Political leaders recognize that the company consists of small fiefdoms that must be approached and be part of new concepts. Political leaders will note to these fiefdoms that the company needs their help to continue operating successfully.

Satisficing- Followers will always work to provide results that are satisfactory, but not great or exemplary. Political leaders work to motivate followers to do the greatest job they can and not just an acceptable one.

Resistance to change- Employees don’t like change because change presents uncertainty. The word change is translated by employees to mean layoff. Political leadership finds it necessary to let employees know that change is going to make work life better and easier. Political leaders work with employees to demonstrate that the change is important, and leadership is behind it all the way.

Standard operating procedures (SAP)- An SAP is a structure that keeps the company running smoothly, but not always effectively or creatively. These procedures tend to work against new goals, systems, and activities because the new does not fit the old. Political leaders realize that the conveyors of the SAP must provide the framework to allow the new goals to emerge. Quoting an existing SAP to thwart a new directive is not permitted.

Political leadership in action- It seems that the concept of political leadership casts the leader in a framework much like he is a lobbyist trying to get a bill approved. The political leader accepts that the corporation consists of many powerful parts that must be recognized and addressed so that his power can emerge. We see this leader as a negotiator, and one who accepts compromise and adjustment from his followers and underlings (Badaracco ,1989).

Critique

The concepts of splintering and inertial forces are important concepts in that they make it clear that implementation of any new ideas or goals are not easy. People do not like change and if it is not apparently beneficial, such change will face an uphill battle if it is not adjusted to reflect the aforementioned needs. That people work to only do what is acceptable is an overstatement. In today’s market, acceptable would be great since it implies that they are showing up for work. The concept of political leadership does have some problems. For instance, the set up of the corporate power relationship in which the leader’s power is matched against the power of the people and departments under him is not always accurate. That those under him have the power to thwart him is true; however, that they would want to given the fact that they could be fired for any reason (or no reason) makes it questionable. In point, the problems of political leadership are not power problems, but realities of corporate processing. These processes will slow the leader down, but since he is the leader he will conquer them because he has the power of hiring and firing. The attitude in this climate seems to be, “if you have a problem with change, you can leave”.

In addition, it seems that the political leader spends all his time being political, when he should be looking at costs and revenue as well. Focusing on negotiation, adjustment, and compromise leaves the company with very little structure or vision. How would employees know what to do if all activities are in a state of change or flux?

And finally, it seems that the assumption of political leadership is that since the leader and followers spend all their time negotiating and compromising, companies exist in a healthy framework. They have the time to solidify their wants and needs. I would argue that rather than the assumption of health, one should assume that most companies are unhealthy. They spend much of their time involved in fixing things – that is, chasing after money, trying to sell when no one wants to buy, looking for a few good employees, and so forth.

Directive Leadership

The directive leadership style recognizes that people work not only because of external benefits – such as better benefits and more pay – but because they want to achieve and be fulfilled. They want to feel that they are responsible for their work and feel their work is something meaningful and worth looking forward to and being proud of. The directive leader also recognizes that while the forces of splintering and inertia are negative processes or structures in an organization, these can be outmaneuvered by vigilant managers pushing for corporate coherence and non-acceptance of corporate politics. Such leaders also note that leadership does not succumb to what employees want, or what their motivations are. Directive leaders push their own vision, goals, and requirements.

The directive leader moves in opposition to the political leader in a variety of ways. These differences are found in company goals, communication, proactiveness, standard operating procedures, simplicity, resolving conflict, and satisficing.

Company goals- Political leaders establish goals as a result of employee consensus and input. They assume that if employees do not participate in the decision-making process, leader goals will be thwarted and weakened by vested interests and bureaucratic systems and structures. Political leaders look to the employees to provide a vision of what direction the corporation should be heading. Directive leaders do not ground their vision and goals on employee participation, but on what they believe the vision should entail. Corporations are not democracies, but autocracies. The leader announces and the followers obey. This is not to say that directive leaders are not listeners. They listen to people who provide sound information resting on objective data.

Communication- Political leaders want informal and flexible communications provided to their followers. This allows them to have room to negotiate and compromise on issues and functions. Directive leaders want clear, concise communications in words, actions, decisions, systems, and structures. They want their followers to be able to understand what is expected of them, and how they should perform. Informal communications breed confusion, anxiety, and uncertainty.

Proactiveness- Political leaders, dependent on employee wants and a flexible, informal system, tend to operate reactively. They are firemen putting out fires. Conversely, directive leaders are proactive, and they are involved. They dislike fires, so they make sure that fires don’t occur or are put out before they have to get involved. Directive leaders are also hands-on, get in your face, aggressive individuals. They don’t respond to happenings, they make the happenings.

Standard operating procedures- Political leaders look at SOPs as possible threats and bulwarks to leadership goals being met. They argue that they prevent creativity and forward movement. Directive leaders look at SOPs as necessary processes and structures available to move their goals forward without impediments. They exist to allow users to make sound decisions. The directive leader looks at SOPs as mechanisms of efficiency and effectiveness.

Simplicity- The political leader, by focusing on adjustments, compromise, and negotiations, creates a complex corporate environment in which followers really do not understand the nature of the company, what it stands for, and what goals they should be attempting to achieve. Directive leaders look for simplicity in both the quantity and quality of expected outcomes. They set up only a few goals and present them as simplistically as possible. With these few goals, followers have very little leeway for politics, are focused, and are clear about what is expected from them.
Resolving conflict- Political leaders resolve conflicts by negotiation. Directive leaders resolve them by notifying the parties involved that it better be resolved quickly and in terms of what is best for the company. In point, the conflict better have something to do with making the bottom line more positive.

Satisficing- Political leaders assume that agents work only to provide an acceptable product. Directive leaders assume that employees work to provide the best possible product, not one that is merely satisfactory. Hence, directive leaders push for raising the standard of outcomes. They want the better of the best (Badaracco ,1989).

Critique

The concept of directive leadership is a salient concept for several reasons. First, it recognizes that a company is more than a political entity in which groups and people operate to control their own interests and departments. It notes that companies look to competition to drive their own operations. If you don’t watch how the competition is possibly going to influence your bottom line, you might be out of business. In sum, directive leadership says that the significant weaknesses of a company are not the political situations, but the external threat of the competition.
Additionally, directive leaders provide clear communications so that workers know how to work, and what to work toward. Informal communications only create confusion in the workplace and, as a result, lost efficiencies and monies.
And finally, directive leaders assume that employees want to perform at their best because if they aim for only satisficing, then satisficing is what they will get (Badaracco ,1989).

Values Leadership

The values leadership style promotes the concept that the overarching driving force of any leader is to instill in their workers the view that economics, finance, and making money take second place to the values of the company. Values establish corporate product and service quality. They make the company great and create great employees. Promoting values over the bottom line bonds the employees not to the leader, but to the company. As such, this bonding propels employees toward leadership, autonomy, and creativity. This philosophy looks toward delegation of authority, invisible leadership, and constant movement to make systems and structures better in sync with corporate values. SOPs no longer exist as bulwarks to prevent change, but help to promote change. The focus on values pushes the company and employees to greater performance and quality. So how does the values leadership style compare with the political and directive?

Corporate vision- Values leadership – like political leadership – looks to the employees for a consensus on what the vision should be for the company. Alternately, the directive style creates a vision via what the leader says the vision is. Employees exist to create profits.

Conflict- When it comes to conflict, political leaders look for compromises to conflict, while directive leaders look at conflict as problems to be resolved quickly, and values leaders look to resolve the conflict in favor of espoused company values.

Standard operating procedures- When dealing with standard operating procedures (SOPs), structures and systems, political leaders look at SOPs as mechanisms set up to prevent goal satisfaction. Conversely, directive leaders see them as the foundation for efficient and effective corporate processing, while values leaders look to them as devices capable of transmitting company values.

Informal vs. formal environment- Political leaders prefer an informal company environment to allow room for negotiation and compromise. Values leaders want informality also so that creativity and great performance will not be stifled by rigid structures, and values can be developed through SOPs. On the other hand, directive leaders want formal structures so that the company does not overreach its bounds, or fall prey to feel-good meanderings or wasted efforts.
Satisficing- And finally, when it comes to satisficing, political leaders believe employees work only toward acceptable levels. They produce what is good enough. Values leaders look at employees as wanting to do the best job possible, and see them as performing better than expected. In their eyes, the job of the leader is to help grow and funnel these energies toward the performance employees want. Directive leaders look at employees as profit mechanisms. They are hired to perform and they get paid for their performance (Badaracco ,1989).

Critique

There are certainly some interesting strengths and weaknesses associated with values leadership. Firstly, when it comes to employee spin, promoting the concept that employees are the most important aspect of a company is an interesting concept. This concept is unabashedly true. A company could not survive without employees. Promoting this concept is good in that it makes employees feel special. That employees really create success for a company is questionable, however. The hope or value of employees is not that they are creative or exemplary, but that they show up for work without an attitude, on time, and are willing to work beyond their eight hours for overtime pay without an excuse.

Like the issue of employee spin, the concept of a value is a nebulous term. Values are relative, subjective, changeable, and non-enduring. It is not convincing to assume that employees are either interested or fully understand company values. Likewise, believing that leaders really know what values they are pushing is sometimes far- fetched. Further, there are some questions about how values can be systemized and how to know that they are being carried out. Given that such issues are problems, it is questionable whether values really provide anything to the bottom line.

Regarding informality, it is accepted that there are times when informality is a necessity. Leaders do not want everyone to know what is taking place at a strategic junction or crisis in the life of a company, and the approach in order to do this is to keep things unstructured and loose. However, this should not be pushed as the operating norm. Flexible, informal structures breed misunderstandings, uncertainty, and anxiety. This promotes, as a consequence, an unfocused employee and a company whose activities are cyclical and lacking in continuity.

And finally, there is a myth in values leadership of the “exemplary employee”. It is, in fact, a rare occasion when one finds an employee whose real goal is to produce more than what is expected. For the most part, employees want a job that has few responsibilities, few hours of actual work, and good pay. To assume that the employees of a company want to be exemplary flies in the face of common sense, and is lacking in empirical verification (Badaracco , 1989).

The Preferred Leadership Style for the Artist

The preferred artist leadership style picks elements of all three of the above-mentioned styles, but probably leans most heavily toward directive leadership, with some inklings of political leadership. In point:

Directive style- Leaders exist so that followers follow. The leader as artist is not creating an installation based on compromise, negotiation or listening to their underlings. Employees are there to work, not to advise. The artist has the vision which necessitates the workers following. This is not to say that the artist should not listen on occasion but that the followers in general do not have his vision and as such should direct their activities to the assigned work at hand.

Confrontation-Take issues and problems by the horns and deal with them.

Clarity- Be clear in what you say, and expect exactitude in follower responses.
Decision making- Decide based on empirical data and logic; accept nothing on face value. All info should be based on research and hard data.

Structure- Structure is key, flexible standards leave the door open for more flexibility. All activities should be supported by standard operating procedures, which are inflexible.

Operations- Know your project. Know how your operation is processed.

Intangibles-Don’t focus on them.

Integrity- Have integrity and manifest it openly, otherwise your followers won’t follow you.

Top-down approach- Very little emerges from the bottom up except problems and issues. Top down makes these go away.

Substance- Focus on substance and let processes take care of the mundane.

Compromise- Offer very little of it. Compromise is unending. Offering up “A” will pave the way for offering up “B”, and so on.

Respect- Leaders should respect those working under them

Conclusion

Installation of large art projects places the artist in an unfamiliar realm. Usually working alone, installation art requires that the group replace the artist as the sole mover of a given work. The artist needs additional hands to complete his creation and must depend on others to do so. It is at this point that the artist must wear the hat of a leader,

-controlling, planning, scheduling, and organizing grand activities based on the talents of many others carrying out his vision or design. The artist does not need to negotiate, or compromise, nor is he pushing company values. The driving force is to create a work the artist envisions. The preferred leadership approach is directive, since it is the one style matching the needs of a large project absent of values and politics. The followers are there to be directed without value or compromise.

References
Badaracco, J.L., & Ellsworth, R.R. (1989). Leadership and the quest for

integrity. Cambridge, Ma: Harvard Business School Press

Eichenwald, K. (2005). Conspiracy of fools. New York: Broadway Books

Article Source: http://EzineArticles.com/expert/John_Daab/360252

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Seven SEO trends to watch in 2018

As we reach the fourth quarter of 2017, it’s time to start thinking about the year ahead and what to expect from SEO in 2018. SEO company Sydney involves finding out just how people are coming to your website – what terms they use, what questions they ask, etc.

There are number of search industry trends that we’ve seen the very beginnings of this year and last, which will come into greater prominence in 2018.

Here are seven you should be keeping an eye on in order to stay ahead of the curve.
Voice search and digital assistants

Voice search technology presents a big opportunity for changing the way we communicate and process information. The rise of digital assistants has presented a growing market that can change the way search queries are performed. According to Google, 1 out of 5 searches already come from voice queries.

This changes the search market and we’re expecting to see an even bigger shift towards voice search in 2018. When it comes to setting up an SEO strategy, the rise of voice search brings out the need to focus on more long-tail search keywords and a natural language that matches the user’s conversational tone.

As accuracy improves in digital assistants, there will be more people using voice search from their mobile devices, seeking for quick and relevant answers. It becomes important to research the voice user intent will provide more accurate results, helping the algorithms provide the best answer.

Moreover, voice search is expected to grow even more with its integration in smart home hubs, helping companies access new data, while users enjoy a seamless experience through everyday devices. As digital assistants go beyond smartphone devices, there is a great opportunity both for SEO and content, taking advantage of a growing market that connects the brand with a user in a unique but still relevant and useful way.
Link building

Link building is not expected to disappear in 2018, but it will be more important than ever to create a strategy that seeks out quality links. There’s no need to aim for new links if they don’t add value and help you build an authority in your target niche.

This doesn’t always mean that the best backlinks come from the most popular sites, but it’s still crucial to seek coverage from sites that are relevant to your industry. Referral traffic can still contribute to your site’s organic search rankings, while it is also useful to start thinking of link building as a long-term process.

A successful SEO strategy in 2018 will move towards relationship building, helping a brand develop powerful contacts and links that will be beneficial in a longer term.

A challenge for 2018 will be dealing with guest blogs and how to involve them as an integral part of a link building strategy without hurting a brand’s reputation. Back in May Google warned publishers who rely too much on guest posting for link building that there will be a closer look at guest blogs in an attempt to control spammy and questionable links.

This brings out the need for a more diversified link building strategy, aiming for a complete backlink profile, rather than single links that can bring successful results.
User experience

User experience for SEO will become even more important in 2018. Google has made it clear that the focus is on the user and this should make more sites deliver a smooth UX for their visitors.

A good user experience increases the chances of people engaging with the pages that they visit. This helps search engines discover which pages are more useful for people, favoring them over others.

The first step is to monitor a site’s speed, its readability and its navigation structure to examine how these can be improved through the right changes. A closer look at your visitors’ browsing habits can offer helpful insights. For example, if the visits coming directly from search last just 30 seconds, then this probably means that the content or the user experience is hurting your site’s conversions.

Moreover, as more people consume content from their mobile devices, there is a growing need to provide an excellent user experience across all devices.

As SEO heads towards more relevant and personalized experiences, UX will be key to maintaining search traffic by creating an engaged audience. It’s not enough anymore to see a rise in search traffic if it’s not converting or bringing the desired engagement to create a loyal audience.

The popularity of featured snippets has increased the competition among companies trying to appear in “position 0” in the SERP. Gaining a featured snippet in search requires catering to a specific combination of factors, which has opened up SEO beyond the traditional race to the top of Google.

According to Stone Temple Consulting, almost 30% of the test Google search queries show Featured Snippets. This brings out the need for a strategy on how to optimize a site’s content to meet Google’s standards for Featured Snippets.

Lists, tables and graphs tend to be popular, while it’s also useful to create content in a Q&A format, making it easier for Google to extract the right content to show up as a featured snippet.

An interesting angle to focus on during the next year is the optimization of featured snippets for voice search. The combination of two growing trends in the search market can create a great opportunity for more companies to show up at the top of the SERPs. This will involve considering the changes in the search queries, focusing more on longer keywords and natural language.

A similar way to reach the top of the SERPs is to create content that serves as a Quick Answer. Google’s Answer Box is an enhanced type of featured snippet that aims to answer a question in a more appealing way.

It usually follows a “how” or “what” structure and is Google’s attempt to use search intent to organize the search results in a more useful way. It has been observed that the results that show up in an Answer Box can see a CTR of 32.3%.

This will bring out the need for more companies to learn more about search intent and how they can optimize their content to show up in an Answer Box. Thus, a carefully crafted Answer Box strategy can increase both a site’s authority, but also a brand’s conversion.

Mobile-first index

2018 is more than likely to be the year that brands realize the potential of putting mobile first, rather than catering to mobile as an afterthought. This is particularly true if Google decides to make 2018 the year it finally deploys its mobile-first index.

But even if it doesn’t, brands and businesses need to put mobile first anyway: a recent study by BrightEdge found that, 57% of web traffic comes from mobile devices. More than this, there is a significant difference between the way that keywords rank on mobile and the way they rank on desktop – so mobile-first content is needed in order to have the best chance of being visible in mobile search.

As mobile searches are all about context, brands should provide the best possible results for every question, while local SEO is going to become even more popular. Mobile users will seek for more content while they are on the go, which means that brands will face a big opportunity of marketing their business at a local context.

Mobile optimization for local users, along with the rise of voice search, can provide an excellent way to create a successful SEO strategy in 2018 by facilitating the search experience through personalized and relevant answers.

Site speed is critical for search engines and your page’s performance at the SERPs and Accelerated Mobile Pages can make a page load up to four times faster than a standard mobile page. According to Chartbeat, AMP load in a second and they also see a 35% improvement in engagement time.

Google’s focus on AMP has made more publishers consider their use, currently counting more than 2 billion Accelerated Mobile Pages.

The demand is expected to grow in 2018, helping companies improve their engagement and the overall user experience through fast and responsive mobile pages. Brands that want to keep up with the changes in mobile search has to keep up with the trend and experiment whether they need AMP or any other fixes to improve their site speed.

Visual search is an exciting area and the combination of technological innovation and user experience can take searching to the next level.

As the internet becomes more visually-focused, there is a great opportunity to explore the power of visual search. Major tech companies including Bing, Pinterest and Google have already invested in developing powerful visual search engines in a bid to capitalize on this new trend.

An SEO strategy in 2018 needs to consider the way we consume visual content and how search engines now go beyond text to explore the changing habits of search. Rich visuals now become more engaging and the use of neuroscience and innovation bring out an interesting and competitive market.

As the competition increases, more companies seem to acknowledge the potential of a successful visual search, while brands need to focus even more on optimizing their visual content for SEO purposes.
AI and machine learning

Artificial intelligence and machine learning are already changing the way that search results are ranked. Machine learning can also facilitate the way searches take place, helping users find contextualized results.

This will lead to a more personalized experience, while the rise of voice search and digital assistants can offer the ideal ground to develop artificial intelligence and reward successful SEO strategies that keep up with the trends.

Google’s RankBrain, or else Google’s deep learning algorithm, is also expected to affect the search landscape. Catering to RankBrain often seems like an intimidating prospect to SEOs, and the term “Artificial Intelligence Optimization” has been bandied about a fair amount.

But as Dan Taylor explained in a comprehensive look at RankBrain and SEO, there is no set way to optimize for RankBrain, although certain search practices are now more relevant than ever.

We can expect more changes to come in 2018 where AI and machine learning are concerned, and Google’s determination to develop in this area indicate that there are many more innovations on the horizon.
Improving SEO in 2018

As it seems, 2018 will be an interesting year for SEO. Traditional SEO techniques are still effective, but a number of trends are in the works that could significantly alter the practice of optimizing for search.

What is useful to understand while we proceed towards is 2018 is that SEO is already changing, and the ranking in the first organic spot is not the ultimate goal anymore. As search engines evolve, there are multiple opportunities to increase your search traffic without necessarily focusing on organic SERPs.

The rise of featured snippets, PPC, voice search and local SEO can often yield better results than an organic ranking. That’s why it’s useful to keep up with the latest trends and discover how your brand can maintain a successful SEO strategy for the year ahead by blending established and growing trends.