These 4 Helpful Tips for Successful Search & SEO in Future will enable you to search for information and how you can structure your website to be successful
The more things are changing, the more they are staying the same.
A period of unpredented flux has been observed in the search industry. But as we look deeper, there are still certain elements that are still holding true.
In the past, Google has been associated with search and it has been about text. However, this relationship has changed, as voice-based digital assistants such as Alexa from Amazon are gaining importance, and there is more variety in search results.
The way search has been approached has also changed. For most marketing teams, search is quite important and it calls to have different types of skill sets. An important role needs to be played by everyone from creative team to the CMO to the data analysis specialists.
This gives many things to think on for modern marketers. It can be compared to all one can eat thought buffet.
Some of the big trends in the year 2017 in this industry has been:
• Hyper local targeting
• Voice search
• Visual search
• Personalized content
• Multimedia results
• Mobile-first indexing
• Keyword-less search
• Personalized SERPs
Things used to be so simple in the beginning, right?
All of this can easily make anyone restless. So how can we stay at the front of this race with so many changes?
We are not required to react to every new change that takes place in this market. We should not be as fast in our decision making as the changes are happening in this industry. The decisions that we will make now will define as to how our next few years will be, so we should take some time in coming to a conclusion.
There are some things that do stay stationary within this ever changing environment.
The first thing is people still search for things and they are on the lookout for an accurate answer for their query. Search engines are becoming more intelligent to find out the exact and most relevant answer to the question, and we need to be thankful.
Still a lot of work needs to be done and we are making progress continuously. With an eye on the upcoming trend and on the present, we can prepare ourselves for success both in the short and long term.
Here are four tips that we need to keep in mind to prepare ourselves for the future:
1. Shape Strategy by using Technology and Psychology
Marketers will have to understand the psychology of their target market. A big known fact is that people don’t change their habit as quickly as technology changes.
As search become more sophisticated, these eternal principles of marketing will become important again. In order to thrive in this new ecosystem, we need to have understanding and interactions with our potential customers.
There may be a change in the hardware that provides this information, along with the search engine that are run on it. However, the requirement and impulses of the users who are sending the query will never change.
The way in which these queries are presented change with the advancement in technology. This can be observed as many queries are longer due to voice search. It can also be seen as visitors are posting icons in place of typing queries.
This is the reason why we should not chase shadows by targeting particular search queries. It is useful to know which keywords brought visitors to your website. It will always be. But, it is also important to know the intention of the visitor behind searching for a particular keyword. It is much more valuable from a strategic standpoint.
Both qualitative and quantitative resources are required to obtain this amount of comprehension into consumers. It is here we can take advantage of the technology. The CRM data of your company can prove to be a goldmine. Some sort of benefit can be had from humble survey too.
Ask the people directly to know what they are thinking. Use this information in combination with what is available on analytics and the CRO software to have a clear understanding of what has truly made a visitor to either completely disengage or engage in a brand.
Psychology will lay down the foundation stone for a successful search campaign. With the help of technology we can make this foundation stronger than ever before.
2. Defining the Structure of Your Website
With this approach you will have a rounded view of the preferences and requirements of your customer. When you think about the structure of your website it provides a fantastic resource.
A lot of discussion has been done on structuring website from quite some time. The logic here is:
Different sections of your website should be mapped to different services and products. Every part of the consumer journey should be covered in each of these sections with a different landing page. This will provide a URL structure that is good for users and search engines alike.
In case there is a better place for certain types of content, they can be extended to bring in your apps and social media profiles. A variety of content can be used to populate this perfect platform. Videos can benefit the informational pages, whereas clear structured answers to pressing questions are required for transitional pages.
Things can become more clear by taking the example of an insurance brand. As we apply this approach, for each type of insurance there will be separate sections. The lead product page in each section can be considered as the main content.
They are provided support by supplementary content, by adding further color main product page are supported and users are directed towards an informed decision. Often it is possible to move these supplementary pages from the blog, with some small changes. In the end, everything will be covered by your product.
Whatever changes takes place in the industry in the next five years, the approach towards website structure will remain effective.
3. There is a World Beyond Google
When you are searching, you are basically looking for an answer. The type of answer you will get will differ with the search engine or by channel or by media format. Search is just a means to get information.
The fact is, information that these search engines have is the one that is provided by us. They have not created the content, but they serve as a link between demand and supply. Google has played a major role in this arena, however, competition is changing the game as user behavior is changing. However, one thing still remains the same, and that people are still looking for information.
It is an important point to consider as we look at the rise of e-commerce search platform from Amazon, or the visual search technology from Pinterest. Without doubt, we should learn how to use the “similar items” feature on Pinterest and code Skills Echo from Amazon.
However, creativity should never be compromised here. The age of creating content that will enable to rank high on Google has long gone. In case we try to make our way through a wide variety of media formats and search engine in a single go, than we will lose track of what is important. Moreover, no time will be left to create anything worthy.
The new and coming era will give more importance to creating and research as compared to tactics that will provide quick win. From a strategic perspective, the future of search will be more unified. Meaning one cohesive plan will be required across all the touch points.
Things have not always been like these. Many times we had to think about the acquisition stage. And when you don’t go through the consideration or awareness phase, it is harder to deliver. There was a need to improve our skills in the area to make our content more discover-able. Whether it is by creating Actions for Google Home or through markup on Schema.org. The objective was to make things as simple and easy for search engine to discover and serve our content.
4. Create a Flexible Strategy for Measurement
All the above things need to be measured in a more nuanced way. It should be kept in mind that personalizing in an opportunity that is still untapped. A lot of advancement has been made to personalize things, however, a lot of work still needs to be done. Without doubt, this will be great for marketers.
However, it will be difficult to measure things when things are personalized. Search results will be varied. So how the ranking performance can be measured? Moreover, we should be aware on how to judge success of our content across social networks and media platforms.
The point to be considered here is to realize the importance of flexibility in measuring things. The expectations from an embedded video within an informational page will vary widely with those of product available on Amazon.
Content for getting links, social shares and converting customers will be different from each other, both in terms of type and volume. The component parts and the communication of the measuring strategy will be equally important.
We are moving away from being a pure, direct response channel and we need everyone to get accustomed to the fragmented nature of search. For businesses this can be a promising approach and and can turn out to be a quite satisfying for search marketers.
We need to understand our data clearly to get the desired success. We can have an analysis of the performance by taking a look at the data shared by different digital assistants. It is also expected that voice queries will be split between Search Console and AdWords. This will provide some transparency in the performance of voice search, also.
We can learn constantly and share our successes by using a unified reporting solution for different stakeholders with tailored dashboards. This industry is changing for the better. Rewards will go to the savviest communicators and marketers.