How Has SEO Changed?
SEO or search engine optimization, is one of the most important tools that a marketer must use to bring traffic to their website or product. It was originally entirely focused on search engines, especially Google, and concentrated on figuring out the key words that would bring more traffic to your site. But now it has evolved from being merely on search engines, to including social media. In fact, mobile, social, and voice search are all major players in the marketing and SEO game.
Why do these changes matter to marketers? Why can’t you just continue doing things the way you’ve always done them? Well, the way people search for things is changing. Instead of specifically asking for things to do in a city, or searching for a nearby restaurant, people are now asking things like, “What movie should I see?”, “Where should I eat tonight?” and “Where can I find the best women’s clothes?”
As a marketer, it is vital that you keep up with these changes if you want as much traffic as possible to your site. Marketers know that change is good and they adapt easily, but SEO is changing a lot as well and you must stay on top it.
Where Is SEO in 2017?
SEO has changed a lot in 2017, so here are four areas that you need to keep an eye on and make sure that you use them to your advantage:
1. Mobile Search
Previously, marketers have always talked about desktop internet versus mobile internet. But today, more than 71 percent of United States internet use is via mobile. Therefore, as a marketer, you need to focus most of your marketing and research on mobile optimization. Don’t forget about the desktop, but realize that most of your potential customers are on their phones far more often and for longer periods of time than they are on a computer or laptop. In fact, many searches now occur within apps, outside of a traditional search engine. Keep that in mind when optimizing your content.
2. Social Search
Recently, all the major social media players have added features that make searching for content just as easy as searching for people and companies. But, social media doesn’t optimize the same way that search engines do. They consider the user’s behavior in the app with likes, tagged locations and accounts followed. It brings the user more content based on content they’ve previously enjoyed or have connected to in some way. Social networks used to optimize content so that it would click-through to your website. Now, however, they have decentralized content away from your websites, as they want to keep users on their app or site. Your optimization of your content will need to change as well if you want to use them effectively.
3. Voice Search and Personal Assistants
Amazon, Apple, Google and Microsoft all have voice-activated personal assistants within their products. Today, many people own one of these assistants and do a lot of their searching through them. How does this change how people search?
First, they use more natural language. For example, asking Alexa, “Alexa, what’s new?” will cause her to tell you the news, your local weather and anything else she thinks will interest you.
Second, use of expanded search windows. Because there are so many connected devices, it has changed the way that people search. Now, people can just activate the voice search and ask how to do something or where to find something. Because of this, we need to really think about the composition and volume of searches that we’re steering.
Finally, these virtual personal assistants use the searcher’s history and context to choose the results that it thinks the user will want the most. That means, for example, that if you have an appointment, the personal assistant will remind you, tell you about traffic and give you the best time to leave so you won’t be late.