Trends in Search Engine Optimization Marketing
Search engine optimization (SEO) to grow their organic presence online is the top inbound marketing priority for 61% of marketers.
Do you belong to this group of marketers? Have you figured out exactly how you plan to improve your SEO and organic presence? By optimizing for specific types of consumer behavior, you will make your business more discoverable online.
1. Repurposing content across multiple channels.
In the coming year, marketers will be more focused on this trend. The companies that have already spent time and energy creating high-quality content should make it more accessible across different platforms, and more current.
Instead of coming up with new ideas, marketers are going to take what has worked in the past and optimize it for the present.
Keeping your content up to date and full of rich, engaging content is more important than older content that lacks keyword relevance or that relies on outdated statistics. Additionally, repurposing existing content into a podcast, webinar, or blog post can help keep it relevant in search engines.
2. Implement voice search strategies.
In the last few months, I assume you’ve used Siri, Alexa, Cortana, and Google Assistant. Is that correct?
Not only do these digital assistants answer short informational queries like “Who is the next James Bond actor? or “How is the weather in Huntington Beach today?, but they have also begun to process more local, conversational, and customized searches. Some examples may include, “Where is the nearest coffee shop that I can work from?”, “How late does it stay open? and “Is bulletproof coffee available there?”
Consequently, businesses must respond by changing how they present information. Make your content more search engine friendly by framing it around questions, rather than optimizing it to suit Google’s manual search algorithm.
As a result of implementing voice search tactics, you will help your users get the answers they seek. They can ask a question in that conversational tone we mentioned above, and they’ll receive an accurate and high-quality response in return. As well as receiving answers more quickly, they can multitask while they ask questions.
Look for featured snippet opportunities, which are the information previews displayed by Google when users search for definitions or questions. Voice assistants often pull responses directly from these boxes.
3. Design a mobile-friendly, responsive website.
Almost half of the consumers start mobile research with a search engine, and the first Google search result on mobile has a click-through rate of 31.35%.
Using a mobile device for research and searches is skyrocketing. As a result, businesses should ensure their websites are accessible and readable on mobile devices such as smartphones and tablets. Google prioritizes websites with better performance in their search engine results pages (SERPs).
Understand how to design and optimize your website for mobile use. Typically, this requires a responsive website design – meaning your website will “respond” and change its appearance and layout as users access it on their desktop or smartphone.
We recommend Groove.cm for many of our clients just for this reason as GroovePages is built with mobile-first technology and pages can be tweaked for both desktop and mobile viewing to look great on both platforms.
Marketing Technology Trends
As with marketing, technology is also constantly evolving – and it’s happening as rapidly as marketing. There are several ways to use technology to your advantage when it comes to marketing, especially since so many new opportunities arise every day.
4. Enhancing the content experience.
Landing pages with ads, slow pop-ups, and cluttered layouts are a sure way to lose readers. Your company’s product or service is the main focus, but the way you present it is equally important.
It will be more frustrating to dig through your website than to find content elsewhere if your website is difficult to navigate.
Your company will be able to attract prospects if you create clear web pages with visually appealing segments.
The implementation of interactive content and better UX and UI design for websites is a marketing trend that will never go out of style.
5. Add artificial intelligence (AI) to the process.
An example of artificial intelligence is when machines are taught to perform functions that require intelligence if done by humans. Learning, seeing, talking, socializing, reasoning, and problem-solving are just a few examples. These are all considered AI tasks when they’re completed by computers.
Artificial intelligence has become an integral part of our every day lives. When Spotify recommends a song, Facebook tags a friend, or you text a friend using Siri, you’re using artificial intelligence. As AI is used more and more (especially by consumers), businesses and marketers will need to adapt.
Human touch and AI don’t replace each other. Our goal is to better connect with our audience and help them solve their problems more quickly and thoroughly.
Consumers value authenticity in marketing more than ever. Making data-driven decisions is also made easier with AI. In order to better serve your consumers and to simplify your life, find ways to incorporate artificial intelligence into your marketing strategies.
6. Use virtual reality (VR) and augmented reality (AR).
In virtual reality, you see a lifelike scenario generated by a computer. In augmented reality, the real world is augmented with visual, haptic, olfactory, and/or tactile components. Virtual reality and augmented reality offer different experiences, but both are making waves in marketing today.
Their effects are felt by you, too. Have you ever watched a 360° video on Facebook? That’s virtual reality. How about IKEA PLACE, the most popular app helping you visualize furniture virtually in your home? That’s augmented reality.
Virtual reality and augmented reality are used to improve customer experiences online and at events. In general, marketers have been slow to adopt this trend due to pricey equipment and bulky headsets. But as VR glasses and AR apps become more accessible, businesses can expect to use this technology as part of their marketing strategies.
7. Include chatbots on your website.
More than half of consumers expect a response to any marketing, sales, or customer service inquiry within 10 minutes? What are the chances of that happening?
At least for humans, it isn’t. In comes the chatbot.
The bots are powered by a computer program that automates certain tasks, typically by chatting with a user through a conversational interface. Artificial intelligence enables bots to understand complex requests, personalize responses, and improve interactions.
A bot provides quick, easy solutions to problems of all levels of complexity. A one-on-one chat or live chat is no longer required. Bots can provide the perception and dedication of 1:1 service while dealing with hundreds of customers at once – something no customer service representative or team could ever accomplish.
There are 33% of consumers who dislike repeating themselves to multiple sales or service representatives, so listen up – chatbots are and will continue to make your lives much easier. As long as they are used correctly, they manage conversations at scale and aggregate data from multiple sources, including calendars, knowledge bases, blog posts, and videos.
Take advantage of marketing trends to grow your business
For now, you’re up to speed. Don’t worry if your current campaigns and advertising don’t align with these trends. Apply these changes to your marketing efforts and ensure all of your activities are legal and compliant.
Your business won’t be left behind as long as you remain in touch with marketing trends and remain flexible.
You may be interested in https://digitalpapercuts.com/2020/06/12/using-mobile-first-and-voice-search-for-better-rankings/