In marketing, SEO is one of the most important tactics to rely on. In most cases, leads that come in through search engine optimization efforts are the most eligible. That’s why keeping an eye out for the newest and great trends in the industry should be a top priority for your business. Let’s take a look at what’s predictable to be prevalent in the SEO and marketing world this year.
It’s been several years since Siri and related automated voice search tools started to pop up in the marketplace, mainly in phones, tablets, and computers. People love shortcuts, and being able to search for incredible by speaking rather than using your hands can be extremely convenient for a lot of people. We expect online voice searching through Google, Safari, etc. to only continue to grow in use, especially with the emergence of products such as Alexa and Google Home. If there’s a way to make someone’s life a little easier, they’ll usually take it hands-free voice searching is one of those ways.
In terms of your ongoing SEO strategy, consider adapting your targeting questions and phrases that you think people are asking through voice search. Since most people utilizing voice search are seeking an answer to a question they’re promoting, you’ll likely come up higher in results if you’re including question words.
Customer experience management is a term that’s been around for a long time but is beginning to see the resurgence. In the world of marketing, managing the customer experience is the main concern. While it often starts out with SEO, a major influence is actually customer relationship management (CRM) software. In 2017, expect to see businesses, and especially CRM software providers, to reckon with the idea of implementing programs and features to enhance the overall customer experience. This effort touches on all aspects of marketing, from social media and websites to email, SEO, PPC, and more.
Mobile has established itself as the go-to for online searchers, and that’s not going to change in 2017. In fact, mobile will only continue to grow. People are constantly out and about, searching for things while they’re already at a store or asking questions while on the go. Businesses need to stay on top of the growth of mobile. If your website isn’t mobile-friendly (adapts to an any-size device) then you’re already way behind the crowd. When creating content, think about your prospects and how they’re typically not sitting at home behind a desktop. They’re actively doing things. In addition to voice search and Google’s quick answers (which I’ll get to next), mobile fits in with the theme of accessibility and ease-of-use.
In addition, Google has actually began rolling out a mobile-first index of search results. This means that Google is using the mobile version of the web page when ranking which pages are at the top, rather than a desktop version of a web page. At this point in the game, mobile is a top priority for marketing departments and their SEO strategy.
If you’ve used Google at all in the past couple of years, you’ve probably received a quick answer before. This feature is designed to provide the most accurate and valuable information to users so they don’t have to worry about wading through search results. Google decides what they believe is the most accurate, most valid result, and shows that at the top in its own designated space. This can be seen as a big challenge in terms of SEO, but also a huge opportunity. If you’re creating content that’s designed to answer questions, especially questions that warrant a quick answer from Google, you might get picked up at the top. This means that content needs to be easy-to-read, purposeful, accurate, and easy to digest, both by searchers and by Google.
We expect that this feature will only continue to grow in its use by Google, and businesses need to consider strategies toward capitalizing on it.
YouTube stars are everywhere on social media, and not just on their personal pages. Brands have begun to take advantage of the influence of personal brand ambassadors such as Pewdiepie, Manny Gutierrez, and more. These individuals have cultivated a strong, dedicated following on YouTube and social media channels, and can use these resources to captivate audiences and potential prospects online. Depending on the industry that you’re in, there’s likely an individual who has a major online following that could utilize their resources for your business’s benefit. Personal branding will continue to grow in 2017 and beyond as social influence remains a key factor in purchasing decisions.