Good SEO practice is constantly changing, and what worked even a couple of years ago isn’t necessarily the same strategy that will be successful over the coming year. While the importance of content is a constant you can rely on, what has changed is what constitutes good content—the kind of content that Google loves and ranks highly.

Go Long Form

Just a few years ago, short and snappy worked best for written content, but these days you’re more likely to find that longer articles, blog posts, and web pages are getting much better results. Long form content is in, and is overall ranking more highly than short form, for the simple reason that the longer a piece of content is, the more opportunities it has to make an impact on Google’s search algorithms. As well as this, longer articles tend to get more shares and mentions on social media.

But note, of course, that the preference for long form content is in addition to, and not instead of, all of Google’s other preferences. It’s still crucial to create good quality content that uses keywords organically, and that provides readers with genuine value.

Use Unique Images

Having unique images isn’t as important as unique text, but it still makes a difference. Instead of choosing stock images that might be used on dozens or even hundreds of other websites, go for unique visual content that better represents your brand.

Create and Curate

Creating your own original content is great for SEO, but it’s also useful to curate content created by others. The key is to strike the right balance between the two, and to create content in which you can combine them. For example, when you read an industry-relevant article that resonates with you, create a new post that provides a link and an excerpt or two, and then add your own commentary.

Make Sure Your Site is Optimised for Mobile

This increasingly important concept is only going to become more so, and like most things digital, early adopters will get the most benefit. If your site isn’t currently optimised for mobile users, make the leap in 2016, and opt for a responsive site redesign. Responsive websites aren’t only more user-friendly for mobile device users, they also rank better in searches made on mobile devices—an important consideration, now that the majority of people access the internet in this way.