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The way that people are using the Internet is changing as people are using their mobile phones more to access the Internet, using voice searches more, and using Windows 10. In fact, according to the HubSpot State of Marketing Report, younger users favour mobile search over desktop, with 80% of Gen Z and 62% of millennials primarily using mobile search.
As the dust clears from these recent changes, businesses need to reconsider their search advertising techniques. As the dust clears from these recent changes, businesses need to reconsider their search advertising techniques.
While many of these techniques have been around for a while, they are becoming more sophisticated than ever before. Therefore, to stay ahead of the competition, business owners must learn the latest techniques.
“The beauty of SEO is that, instead of pushing a marketing message onto folks who don’t want to hear what you have to say, you can reverse-engineer the process to discover exactly what people are looking for, create the right content for it, and appear before them at exactly the moment they are looking for it. It’s pull vs. push.” — Cyrus Shepard
Until very recently, buying a targeted audience was based on board categories and was very difficult to achieve at best. Defining your target audience has become much more sophisticated. When analyzing data on your website, you can now find out more about why the customer came to your site.
For example, if the website sells dog food, it is now possible to identify if the customer is interested in dry food, wet food or dog treats. Using data from your website is called first-party data, but it is not the only data available.
Second-party data has also become much more sophisticated as it is now able to predict what the hottest items will be during each season months ahead of time. To accomplish this, Bing, Google, and other sellers study search engine trends and pay-per-view ad clicks and even determine why a viewer is following a particular path. The result is that businesses can use this information to target specific people as well as adjust their inventories to meet demands.
Third party data allows businesses to locate who has an interest in a particular product based on products that they already own. The amount of information that businesses can now learn is astonishing so businesses can deliver highly relevant advertising.
The result of using all these data streams is that targeted advertising is more precise than it has been at any point in time. Therefore, buyers can choose better keywords that reach these audiences more efficiently. Imagine being able to target people who own a specific car who are also parents or plus-size women who are currently enrolled in a weight loss program.
“One of the often-overlooked SEO opportunities has to do with images.” – Mindy Weinstein
While users often type or say vague search terms into feeds, these feeds are now able to help viewers sort through the choices before they ever click on a particular site. These feeds can even allow shoppers to find products when they just see a picture containing an object that they love.
Businesses need to concentrate on creating the right emotional connections through the visuals that they display. These feeds are even sophisticated enough that buyers can even snap a photo of a UPC code and find the item nearby or help users find an item that is out of stock by searching using the image.
Feeds help businesses stay more profitable than ever before by allowing them to organize, track and optimize inventories across multiple industries. Knowing where your customers are coming from and what they are searching for allows you to plan your advertising more effectively to reach your target goals.
“Almost anything can be improved in some way.” – Julie Joyce
One thing that will never change is that it is important to be found on the first page of the most popular search engines like Google, Bing and Yahoo. This is becoming even more important as these pages are changing to allow users to complete more actions without ever leaving the search engine results page.
For example, customers can now reserve an airplane seat to their favourite destination right from the search page. The end goal of these changes is to allow users to complete the buying task in the least amount of time without any hassles. Publishers are also publishing reviews right on the search engine page so businesses must concentrate on keeping these positive.
“If you don’t have a long-tail SEO strategy, you’re missing out.” – Aleh Barysevich
Since its launch on July 29, 2015, almost 30 percent of all Windows computers are operating on the Windows 10 operating system. That system offers users the personal assistant Cortana allowing them to complete voice searches easily. When an individual uses voice search, what they say is much longer than what they type into a traditional search engine. Therefore, businesses must eliminate exact-match strategies.
“Mobile is not the future, it is the now. Meet your customers in the environment of their choice, not where it’s convenient for you.” – Cyndie Shaffstall
After years of predicting that mobile searches would overtake desktop searches, it finally happened in 2015. Almost 80 percent of the time users are on mobile devices, they are interacting with a mobile app.
According to Statista, 58.67% of all website traffic globally originates from mobile phones. The end result is that businesses must find a way to make their search advertising more predictive, personal, and contextually relevant to stay ahead of the curve.
If you need help implementing these ideas for your business, then contact Local SEO Search at 1-877-689-5268.
