You are not alone in thinking that industry trends are moving fast with light. And it’s not just specific to SEO or marketing; the current state of technology and SaaS is more volatile than ever. Predictions may come true or be out of date in a few days.
Does this mean that digital marketers should stop thinking strategically? Obviously not. It just means that today’s professionals need to be fully aware of industry trends while remaining flexible in anticipation of the unexpected.
Experts have the experience and data to get an idea of what affects SEO today. These are the four main trends that we are looking at.
Add localized research to traditional efforts
According to Kelly Cooper, Life Cycle Marketing Director, “The dichotomy between local SEO and traditional SEO is coming to an end. This is because Google wants to show more relevant results to users and location is increasingly dominated as a factor in search engine rankings. “As consumer search expectations evolve at the pace of Google’s innovation, SEO software companies and SEOs will have to embrace the site in its essence – if they haven’t already, they’re already lagging. ”
Develop your technical SEO skills
In the past, marketers could focus on events or content marketing, while colleagues did SEO. This is no longer how teams should work – everyone in marketing must be aware of how SEO plays a role in individual marketing efforts.
The product marketing director advises: “Every marketer should have at least a basic understanding of SEO principles. Making decisions about the online customer and in-store experience is critical. You can learn from SEO-based research and understanding of the tactics and best practices needed to influence organic results; customers in your target markets … It’s as important as knowing what your product will look like on the shelf, what customers think about it, and how easy it is to find it … For marketing professionals who focus on the principles of SEO, it will be a virtuous circle. ‘
Expect Google’s decisions to disrupt more and more sectors
SEOs and digital marketers are well aware of Google’s power to improve the status quo. And the research giant shows no signs of stopping. The lead researcher predicts that “we will see Google engage certain advertising sectors”. The most recent focus has been on debt collection services, although we have seen the same thing throughout Google’s life in the medical and adult sectors. When this ban occurs, it offers companies a short-term opportunity to direct advertising money towards organic products. Those who do so quickly and vigorously have the potential to gain significant market share in the long run.
The emergence of voting means that algorithms need to be optimized or rebuilt
How often do you research something with your voice? It depends on whom you ask, but younger generations are increasingly choosing not to use a keyboard and instead use their voice to get the results they want.
The marketing scientist thinks about how algorithms should respond: “As voice searches on smartphones and voice devices increase, people are more comfortable with longer natural language searches. This trend has not only led Google to completely redesign its search algorithm. (For all searches, not just speech), but to focus more resources specifically on answering questions. Although most brands don’t have to rush to create a specific voice or application speech content, they must understand how natural language changes research, [must] have the data needed to identify long-tailed phrases and questions, and [must] stop paying more attention to so-called ‘capital terms’. Change in keyword research, but Google’s ability to understand natural language and public relations processes like that will only increase the meaning.