These top 3 digital marketing disruptions will challenge content marketers in 2018.
A new year presents an unparalleled opportunity to do some crystal ball gazing. We are no exception! Although a month late, here are our predictions on top three digital marketing disruptions to expect in the next few months.
As a rapidly shifting practice, Digital Marketing is all set to be an even more sophisticated outreach tool. Dramatic changes will impact how we use search and marketing by the end of this year. Top disruptions that come to my mind are:
1. Voice Search
While keywords are still hugely important in SEO, voice search is becoming a game changer. Google CEO Sundar Pichai revealed in his keynote speech at I/O that 1 in every 5 searches made with the Google Android app in the US is a voice query. The trend is sure to grow further. “50% of all searches will be voice searches by 2020” according to comscore
As a marketer you should start optimizing your content for voice search. But, how do you go about it? Two immediate ways to start are:
Use natural sounding keyterms:
As content marketers we have been optmising keywords and search terms to create meaningful content that can drive users to our sites. These may have been strategic keywords or long-tail key phrases that the customer may potentially look for.
With increase in voice searches, content writing will have to be more conversational. This is because people use drastically different language when speaking to, than when typing a question into a search engine. The end result is content that is written in an informal tone with more natural sounding keywords.
2. Use structured data patterns on your websites:
As we move to a world of ‘semantic web’ search engines will look to answer questions in a coherent way. The semantic web is more than optimisng keywords and backlinks, it’s about relationships between concepts (or things).
Google uses structured data that it finds on the web to understand the content of the page, as well as to gather information about the web and the world in general. When your website has a structured content, it makes it easier to be found and be relevant to search queries.
2. Mobile-First Indexing:
In 2016, it was reported that 58 percent of all searches now begin from a mobile device. With this major shift from desktop searches, search engines have begun to prioritize mobile-friendly websites for better UX.
While traditional versions will still be displayed if a mobile-friendly version does not exist, it is wise to ensure your website is designed with mobile searchers in mind.
So, if you haven’t done so, it is time to optimise the mobile version of your website for keywords and run a check on its performance. A well desgined responsive website, would go a long way in your site’s performance in search results.
3. Hyperlocal SEO
For a number of brick and mortar business, local SEO has played a large role in online marketing strategies for several years. Moving forward, however, hyperlocal SEO will begin to take over. Google Trends clearly show a dramatic increase in “near me” queries, particularly since mid-2015.
This means that a keyword including a city and state may not be enough. Instead, keywords in local SEO will become laser focused to include small towns or specific neighborhoods where their target audience is found.
Experts advice “adopting a mobile-first mindset, which includes using mobile-friendly site design, keeping contact information prominently featured and including click-to-call buttons.”
Happy planning your digital strategies to be ready for the changes!
By preparing for the top five SEO trends of 2018, SEO experts and novices alike can ensure that they are getting the most out of their online marketing campaigns.