The Dominating Search Trends in 2019
The way advertise, the way we create content, and the way we communicate with our customers needs to change fast. Search engine marketing is a much more sophisticated skill than it once was. And with the Internet of Things (IoT) increasing customer connectivity across multiple devices and platforms, search strategies will have to work harder to nurture the customer journey. Here are some of the trends that are dominating search engine marketing right now.
AI and Automation
With automation in paid search comes a shift in the human workforce. But rather than a bots vs. humans mindset, AI should be harnessed to develop careers, refocus time in creative development, and to provide even better services to brands.
Google’s Smart Campaigns can automatically manage and optimise ads, without the need for manual interference. This means that ad quality will dramatically improve, and the Customer Experience (CX) with search will get better and better moving forward.
Mobile in the Lead
It’s the safest prediction, as mobile growth has not stopped or slowed for more than a decade. We know this already. But what we need to draw from the inevitable shift from desktop to mobile is the way that users consume their information.
More mobiles will mean more voice search, more video content and more communication apps. Mobile-first indexing is also something that many website owners should look into. Google started rolling this out in March 2018, so now there really is no excuse to make your site mobile-friendly.
As mentioned above, voice search is set to grow. Not only due to the increasing number of mobile users, but also because of the many smart devices that are creeping into our homes and forging themselves into our everyday lives. Yes, we’re talking about Amazon Alexa and Google Home. But that’s not all. Many household appliances such as fridges, microwaves and even toasters now have smart features.
We’re slowly moving towards a keyboard-free, voice-activated future of clever machinery. This means that text ads and Google Shopping campaigns needs to be optimised for voice.
User Intent Holds the Key
If there’s one thing to take away from the search trends of 2019, it should be the important of user intent. This is important in understanding what your audience wants when they search for something online.
Knowing whether your audience prefers text, images or videos will be more important than ever. High-ranking sites of the future are all about audience, and enhancing the customer journey by providing the right content for their queries is the way to succeed. This is particularly important because there’s been a lot of focus on search semantics.
There are lots of stats to backup the undeniable takeover of video. According to some reports, video marketers get 66% more qualified leads per year, and 81% of businesses have seen an increase in sales.
Information is much more easily retained when watching something visual compared to reading text. So video can be a very effective way to advertise. But marketers should remember that text ads will always prevail, and focus shouldn’t shift too far from traditional methods.