Google has been by far the most popular search engine for many years now. The market share of Google on desktops worldwide was more than 90% last year. Google even scored 94.94% (!) on smartphones. I expect Google to hold this dominance in the coming years and if you have a website, you simply cannot ignore Google. Google is anything but quiet and the developments of the search engine giant follow each other in rapid succession. If you want to stay up-to-date with online developments, it is important that you are aware of Google’s plans. That is why I have listed the 5 Google trends for 2018 for you.

Mobile first

Since 2015, Google is processing more search queries on mobile devices than on desktops and laptops. Nevertheless, the desktop version of a web page is still the standard version for Google. However, Google is going to change this, because it wants to index the mobile version of a web page as the standard version in the near future. Google announced this at the end of 2016, but it seems to be implementing the mobile first index in 2018. What does this mean for your website? You must ensure that all important information, such as images and structured data, can also be found on the mobile version of your website. If you have a responsive website, then you are probably ok, but I advise you to check this and possibly ask your web administrator.

Mobile speed

That Google views mobile as important is also apparent from this blog post that the American company published last month. From July 2018, speed of your mobile web pages will be an official ranking factor for searches on mobile devices. A faster website will therefore have a positive impact on the visibility of the website in Google. Website speed has several other advantages as well. For example, several studies show that a faster website leads to a lower bounce rate and better conversion. Do you want to see how fast your web pages are? Then use Google’s own PageSpeed ​​Insights or WebPagetest.


Google thinks a secure internet is important and that is why Google encourages the use of an SSL certificate, identified by https preceding the website address. Google has in recent years taken steps to convince web administrators to install an SSL certificate. The last step is an announcement last month, in which the search engine giant wrote that the browser Chrome will mark all http web pages as unsafe from July 2018 onwards. At the moment, Chrome is already giving this warning on http webpages with fill-in fields, such as a contact form, but as of July 2018 the unsafe warning will appear on all http webpages. Does your website not yet have an SSL certificate? Then you should take action right away! An SSL certificate does not have to be expensive at all through a Let’s Encrypt certificate. This is even offered for free with many hosting packages. With this I do a prediction. Google’s next step is to label http web pages in the search results as insecure.

“Google’s next step is to label http web pages in the search results as insecure.”

Voice search

Google has sold several tens of millions of its smart speaker Google Home in the United States. This is not even the most popular smart speaker in the US, because the Amazon Echo has a market share of 76% on the smart speaker market in the fall of 2017. This makes the smart speaker a success and it appears to get a permanent place in the living room.

How can you profit from Google Home as a company? That is not really clear at the moment. Google seems to use featured snippets a lot for answers to voice search and optimizing for featured snippets can therefore also lead to greater online audibility on the Google Home. Furthermore, I foresee that in the future there will be opportunities to advertise via Google Home for, for example, plumbers and repairers. In addition, online orders through Google Home will probably be possible as well. This offers opportunities for companies that quickly make use of these new possibilities. I therefore recommend keeping an eye on the news about Google’s smart speaker.

Google My Business

Google has greatly expanded the possibilities of Google My Business over the past year. For example, you can now build a simple website via GMB, keep your audience up to date with Google Posts and it will be possible to put videos on GMB. Restaurants can even add their entire menu to Google My Business. Google seems to collect more and more information from your company in one place so that it can present this directly to Google users. As a company, this offers opportunities to make your website, and therefore company, more visible and to provide Google users with relevant information. My advice is therefore to regularly check your Google My Business Page for new possibilities.

Google and the internet are constantly evolving. If you are standing still, you will soon be behind. With the information from this post you are up to date again and hopefully it offers tools to improve your online visibility. Do you have questions or comments? Let us know below and we will gladly answer you.