The Greek philosopher Heraclitus wrote “Change alone is unchanging” and this certainly applies to how we search for information. Our purpose here is to help you understand how new ways to search will affect your marketing.
Google search is now entirely mobile-first. We first explained this in “How Mobile-First Ranking Works.” Because the majority of searches now occur on mobile devices, new websites are automatically indexed using mobile-first instead of a desktop version.
Google My Business continues to evolve. Ads for your competition may now appear in your local profile and spam ads continue to be a nuisance. This appears to be a subtle campaign to encourage you to switch from organic search results to paid ads. Google My Business and Google Maps are working with businesses who find themselves temporarily closed or only offering take-out/delivery services to keep search results as up-to-date and as accurate as possible. If you find your business in this situation, let Tate Design help you update your listing.
Zero-click searches—searches that keep the viewer on Google and never result in a click to another website—accounted for over 50% of Google searches in 2019. This means many people were quickly skimming the information that immediately popped up. Tate Design has been successful in this area with Google My Business pages, original content, material for the “People Also Ask” box of related questions and answers, and websites that establish their clients’ expertise, authority, and trustworthiness. All of these appeal to how people quickly search without clicking.
Google has redesigned the look of its listings. It is now harder to distinguish between unpaid listings and paid ads. This may mean fewer clicks for you. If most of your target market uses a mobile phone to search, you might want to test results between organic SEO and a paid ad.
Visual search is on the rise. Viewers—both on smartphones and desktops—want to find what they see other people have. You can satisfy their need with high-quality images that are searchable with Pinterest, Bing, and Google.
Voice search is also increasing. Improved artificial intelligence (AI), including more natural speech patterns and better speech recognition, have enabled Alexa, Cortana, Google Assistant, and Siri to answer more questions. Let Tate Design help you create content that will answer questions about your business and your area of expertise.
Tate Design has a well-earned and award-winning expertise in digital marketing and advertising including search engine marketing, online advertising, content marketing, and search engine optimization. Let us give you an advantage in the ever-changing world of search. Call us at 610.725.0702 or e-mail firstname.lastname@example.org to get started.