Sneak Peek to the Future of SEO: Productivity Hits Big in SEO for the Coming Years
SEO is a moving target but it appears that it becomes more and more elusive and less absolute with more devices and channels being added in the picture.
Technology is a game changer and it seems that it has taken SEO along in its trail. What does it mean for the industry? It takes more than a search box and a series of links to find what one is looking for. This applies to both the business people and regular users.
Now, internet users no longer content themselves with typing a few words in a search box in their computer screen. They now have the option to utilize different channels with the aid of different devices. Other important influences are voice search options that change the landscape of searching and user signals which generate personally relevant data.
This important change in the world of SEO is brought about by the continuing shift of people into the use of smart phones. According to IDC Mobile, smartphones are outselling personal computers in a 3:1 ratio. The same company tracks that by 2017, this number will even grow to 5:1.
It comes as no surprise then that smart mobile phones are now the number one option of consumers to do research online.
According to the Mobile Search Advertising Around the Globe, a 2014 annual report conducted by Marin Software, December 2013 marked 34.2% of paid search clicks coming from mobile devices. The research also predicted that by the end of 2015, paid search clicks by mobile devices will even increase up to 50% as smart phones sales do not show any sign of slowing down.
Experts emphasize that these change in SEO statistics do not mean that users are searching less. It only shows that they are finding more and more ways to hunt for information – whether through their phones, glasses, watches, and other means.
How the Scarcity of Time is Affecting Search
The introduction of new devices and services in the market has rendered many options for internet users. This is why SEO cannot use the same strategies to track results. The tasks and activities that internet users are doing are basically the same. However, the people just want to finish their tasks online in the most convenient way with the least time spent.
This is one of the advocacies of Bing. The search engine aims to hit long-term success that is why it continues to provide relevant information across different platforms. It reports that the aim of the company, as should be the goal of other search engines, is to help people do and achieve more.
Search: Steadily Evolving into a Platform
The explosion of different gadgets and the capacity to digitalize and track data has collected wider information for consumers to digest.
This move made it possible to for search engines to help connect people. Nowadays, searching means more than just finding the most appropriate websites. It now includes anticipatory search as demonstrated by Google Now and Cortana. This means possible or suggested results are being given before an actual search is even keyed in.
To remain relevant, search engines should now serve as an intelligent engine of information that enables completion of tasks regardless of the device being used. This concept goes beyond the simple task of crawling the World Wide Web for information.
Bing has delved into this shift by integrating its services with Office, Windows, Cortana, and Xbox. As for Google, it is using its own ecosystem to provide a more dynamic user experience.
What will this mean for advertisers?
More data, more platforms, and more services: these are the influences advertisers tend to keep up with. But instead of seeing these as contenders that will derail them from reaching their target markets, advertisers should turn the situation around. Marketers should bank on these changes and make use of them as leverage instead.
As in the case of Bing Ads which uses intent network, advertisers should provide the most value to customers through means or services that can reach across various types of devices and channels.