I am looking ahead at the 2017 calander thinking about the best ways to deliver revenue in an un-seoable organic traffic marketplace. SEO in this context is for me about finding the right combinations of keywords for the pages of the website. It used to be that you could pretty much rank any page based on links, Now due to the way Google informs itelf on the destination page relevancy to the keyword it this type of optmization will pretty much de-index itself over the longer term unless you keep up the assualt on links.
What's more it's no like if you optmize a website with relevant keywords that you go from 10 visits to 100. What I see, and it's not really empirical but more of a sensation is that websites have a traffic value of 100, irresepective of the SEO that is performed on it (sure there will be some architectural changes an SEO can make which will give a lift, but this has more to do with increasing user satisfaction by serving mobile versions or pages quickly, which in the google ranking landscape will increase the search position where the keyword is properly relevant to the page), and that when you changes keyword focus your traffic stays the same but you get a different set of visitors, which should hopefully convert more.
Initially though the changes that you make to a website will result in a drop which, over the course of what I've seen between a couple of weeks and a month, will then stabilize in it's new position. I've been using SEM rush which I've found a nice too to bring information together in a clearly interesting way.
In my own area of the web, what I will be battling with is Attribution war - the thing where everyone wants to own the traffic. Whether this is by writing over cookies as view-through conversions or simply botched tracking by providers that then provide no customer support to help with any checking. Facebook launched a new product catalogue option for travel which basically works like a google merchant shopping experience which you can then assign to demographics in detail. This is interesting. This technology was not available as a self-serve option in 2015, but there's a company stateside that has been providing some similar type of tech to the Online Travel Agents.
Meanwhile I expect that Amazon will also begin offering something for the travel sectors considering the size of their market audience.
There has been quite a lot of talk of chat bots and some great fails. Lots of hotels have a lot of low-hanging fruit that they do not properly optimise, and sometimes people just need a little nudget with the right type of reminder to take action. With conversion optmization I've seen some hotels increase their loyalty programmes by over 200% and that isn't from 1 to 3 members. Equally you can transform 2ndary businesess areas like weddings in to revenue by automating follow ups. This is quite fun to do. I've always enjoyed using technology in this way.
I'm also looking forward to helping launch a new 5* hotel online with five and a half thousand miles between offices. This is something that frankly would have been much more difficult to do pre-internet.