Expert, Authoritative, Trustworthy Content
It’s projected that Google will continue to promote quality content from secure sites, served quickly, especially for mobile users. Google considers content is quality content when it shows expertise, is authoritative, and is trustworthy1.
Google’s algorithm determines search placement on a wide variety of metrics, and getting quality backlinks helps demonstrate quality content. I say quality, because Google is continually trying to lower search placement for sites that keyword stuff and buy backlinks, for example. These were never good ideas for SEO, and now Google is doing a better job of reflecting that.
Increasing Number of Voice Searches and Local Searches
Thanks to a growing number of smart home devices, the number of natural language queries is projected to continue increasing2. This means that people are talking to the search engine just like it was another person, and that by considering the questions searchers would be asking at each stage of the sales funnel, you can use these questions like long-tail keywords and try to target them directly.
Consider these questions:
- What questions would a searcher ask when just beginning their search?
- How would a searcher ask if they were trying to find a solution to their specific problem?
- When would a searcher consider the best option to solve their problem?
- Where could a searcher find the solution to their problem?
Voice searches represent an immediate need for the searcher, and for many searchers, the focus is local. What’s open near me? Or, where can I buy X right now? For brick and mortar stores, getting local recommendations is key, and completing your online search listings can help you surface in these super local searches. Check out our upcoming workshop for more information about getting listed in searches.
Increased Personalization and Automation
Instead of sending the same email or ad campaign to everyone in your list, there are an increasing number of ways to better target your efforts. The better you target, the better your results will be.
You can surprise and delight customers in more personalized ways. Formats that were previously too costly, like personalized videos or customer email campaigns, are now just a swipe and click away, and you can use these tools to reach potential prospects at the right time with the right message.
Some personalization is expected (even the phishing emails I get say ‘Hi Carly’, just for perspective), and the more you know a client, the more you can personalize your communications. And repeat business is great business, accounting for a larger share of your sales than new customers7.
What does this mean for SEO in 2019?
Google and the other search engines are trying to give searchers what they want, and so are you. You want quality content (this hasn’t changed), served from a secure website (you have your SSL, right?), fast, and mobile-friendly.
Your website still needs new content, and you can use long-tail, natural language queries as a way to brainstorm and generate this new content.
And, when you’ve connected with someone, you can personalize the messages you send to try and increase conversions, increase repeat purchases, and build your business. The more you get to know your current customers personally, through surveys, and online, the better you can meet them where they are, with a message that connects and build your relationship.
Note: After finishing this article, I came across a great example of voice search integration that demonstrates some of this. This article from LinkedIn shows both the integration with a smart home device and the question phrasing used for search.
- Mangles, C. (2018, October 03). Search Engine Marketing (SEO and PPC) trends 2019. Retrieved December 10, 2018, from https://www.smartinsights.com/search-engine-optimisation-seo/seo-strategy/search-engine-marketing-seo-and-ppc-trends-2019/
- Shaw, B. 11 SEO Trends that will Dominate 2019. Retrieved December 10, 2018, from https://seoexpertbrad.com/seo-trends-2019/
- Organic Search Trends to Watch in 2019. Retrieved December 10, 2018, from https://www.yext.com/blog/2018/12/organic-search-trends-to-watch-in-2019/
- Dave, N. 11 Digital Marketing Trends You Can No Longer Ignore in 2019. Retrieved December 10, 2018, from https://www.singlegrain.com/digital-marketing/11-digital-marketing-trends-you-can-no-longer-ignore-in-2018/
- Olson, C. (2016, April 25). Just say it: The future of search is voice and personal digital assistants. Retrieved December 10, 2018, from https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459
- Hall, J. (2018, June 17). 5 Marketing Trends to Pay Attention to in 2019. Retrieved December 10, 2018, from https://www.forbes.com/sites/johnhall/2018/06/17/5-marketing-trends-to-pay-attention-to-in-2019/
- Mceachern, A. (2018, August 10). Repeat Customers are Profitable and We Can Prove It. Retrieved December 11, 2018, from https://blog.smile.io/repeat-customers-profitable-stats-to-prove
- ComScore & Neustar. (2015, October). 2015 Local Business Search Webinar. Retrieved November 27, 2018, from http://www.neustarlocaleze.biz/docs/comScoreNeustar-Localeze2015TrendsinLocalSearch.pdf