Trends 2018

If you're dealing with the web, you have to consider these trends for 2018

Like every January we are, compass in hand, trying to find inspirations for the route to follow. The question is: which are the trends that most likely the web will present in 2018?
In order to write this post, we came across so many rankings and classifications; in our opinion, these are the most important.

Vocal search

Pleonastic affirmation: speaking is faster and more immediate than writing.
"Ok Google"... or maybe we should say, now "Hey Google": in short, according with those from Mountain View, voice search will grow exponentially throughout 2018, especially since mobile is the most used device. (Today, 20% of Google mobile searches are vocal and it's estimated that by 2020 vocal search will reach about 50% of users.) When we look for something, however, we use forms different from the written ones; this obviusly also influences SEO, which now relies on more conversational forms, closer to idioms, to the ways in which a sentence is constructed. The web is now semantic, more than ever. Results?

  • queries are more different and longer.
  • the 5W (remember? Who, What, When, Where and Why) come back in vogue to understand the user and ...
  • the consideration of the intent will be central. What are they looking for, and why? This will allow us to create and refine contents offered.


Bot and chatbot

Connecting to the previous point, we can easily deduce that the use of chatbots will be more and more extensive. Chatbots right now are becoming the right arm of social media marketing. Assertive - at least to pre-empt user requests - chatbot can help human interlocutor at any time of the day. Basically this is the winning element that makes our interactions real, effective. Responses in real time are mandatory in any activity that involves customer loyalty strategies.


Featured snippets

According to Google Support: "when a user asks a question in Google Search, we might show a search result in a special featured snippet block at the top of the search results page. This featured snippet block includes a summary of the answer, extracted from a webpage, plus a link to the page, the page title and URL"; marketing and SEO experts like Bill Slawski, Eric Enge e Marcus Miller believe that their importance will grow significantly in 2018. If a featured snippet appears on the SERP, users are more likely predisposed to click on that link than on the results listed below. A snippet in the foreground will actually steal clicks from the first search result; optimization for rich snippets or  "People Also Ask" immediately attracts users' attention. This allows you to generate more traffic, save money from adv campaigns and get more visibility.

Progressive Web App

Small recap: progressive web app are app which promote offline browsing of content. Why will they be more widespread?

Advantages are different:

  • for offline browsing, indeed: all infos and content are loaded in cache upon first landing on one of the pages;
  • lead generation: about 12% of users who land for the first time on a website enhanced with progressive web app eventually decide to install the app.
  • performance: the use of the progressive web app greatly increases the performance of the website from the point of view of the loading speed.
  • SEO: the content of a website enhanced with progressive web app are normally indexed by the search engine.


The king of social media is the basis for any web activity, perhaps more than a website. Facebook is the destination for everything, offers a platform for reviews, live chat with customers, live streaming... How many of us do research on Facebook first and then, eventually, on Google?

Facebook does not stop its growing, strengthening especially among the over 35, with a slower increase among the youngest who prefer another product branded by Mark Zuckerberg, Instagram  (unfortunately, perhaps).  In Italy, monthly active users are 30 million or 97% of all monthly Internet users in Italy. In the world, Facebook users are 2 billion. We do not dwell on the average time spent by users on this social.
Anything else?


We've deliberately omitted from the post artificial intelligence and machine learning (we've talked before) and videos, which were very widespread in 2017.

In your opinion, what are the other trends for the year started a few weeks ago?



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