SEO optimization of marketing trends you need to use in 2019

2019-09-07

By 2021, the US digital advertising expenditure is expected to exceed $ 300 billion. The popularity of online marketing also obtained a strong foothold overseas: a survey of British marketers found:

88%of people think that SEO is of great significance to marketing-60%of people think SEO is very important; 77%of respondents said that using SEO increased the number of potential customers and reduced customer acquisition costs; 77% The respondents said that the number of potential customers was added to the use of SEO and reduced customer acquisition costs; however, more than 30%of the respondents were still trying to obtain the funds they needed for the project they needed.

As the search engine optimization and digital marketing have reached an incredible height, the trend of real take -off in the first half of this year and the trend that may dominate next year's conversation may be valuable. It provides the idea of ​​building a strategy, and a place where marketing plans need mature to meet the needs of modern consumers.

Observe the six major marketing trends in the first half of 2019

1. Revival of storytelling

A few years ago, there were many discussions about the importance of creating a story for your potential customers. This idea has experienced recovery. The idea of ​​storytelling is far exceeding the scope of creating text content. With the increasing popularity of visual platforms such as Instagram, the brand now has the opportunity to create a new storytelling opportunity for its customers.

On social media and websites, brands need to consider the story they want to tell customers carefully. Communication brand stories to people, not just services and products provided by the brand. You want to create a brand image and narrative, attract people, contact them, and let them understand the brand more at the individual level. The company may use this narrative to contact people according to the buyer's role, or to establish a relationship based on the common values ​​of the customer.

2. The necessity of high -function mobile devices

With the help of mobile priority algorithms, the brand must adjust its website development instead of simply compatibility with mobile devices, but designed for those mobile users. Our research on BrightEdge shows that more than half of the visitors of most websites come from mobile devices and are still growing every month.

In order to better rank and attract users correctly, you need to ensure that your website is developed under the circumstances of mobile users.

First of all, consider the type of content you developed. Mobile users often consider a specific environment, such as contacting merchants during the journey. Consider the type of intentions that people may have when searching for your target keywords. If they want to find your address or other contact information, make sure your information is displayed.

When they choose to read articles and longer -type content, mobile users will be on a smaller screen, which should affect your pipeline of building data.

Your content should include: font and text size, which can be easily digested on mobile devices. Organize your interface with a pipeline that can easily navigate with mobile users. For example, allowing people to easily skip the button or return to the top of the page may help.

Make sure you also pay attention to the visual effects on the page. For example, images and videos may not always be compatible with the screen size or browser function of certain mobile devices. Make sure that any content you contain is carefully formatted in order to play on mobile devices. If possible, you should try to make QA on multiple devices to try any problems in response design. When creating a page, please pay attention to the page loading time. If the page has not been loaded, the mobile user will click on the page within 3 seconds.

3. Growth of vertical search

Vertical search has begun to involve multiple different pathways. Vertical search allows users to access more specific information. Many alternative search options have appeared, and it has been considered a considerable popularity. Consider Amazon, Yelp, SlideShare or Tripadvisor.

Even Google's SERP also reflects the importance of the increasing growth of vertical search. Brightedge Research found 95%Google Serp contains vertical elements. Google's understanding of user intentions has led to the development of customized vertical SERP that reflects these wishes. According to the possible intentions behind the search, different types of search will have different numbers of advertisements, visual content, text answers and fast answers.

Therefore, the forward brand needs to carefully consider the search of the vertical search engine and optimize it accordingly. For example, chain hotels want to verify and pay close attention to their appearance in Tripadvisor and Kayak. E -commerce companies need to consider the new advertising format launched by Amazon and Google to promote vertical search and keep users maintain their ecosystem.

4. Machine automation and AI

Machine learning will continue to become necessary technical investment. By 2025, the brand will spend about $ 60 billion for this technology because cross -industry organizations realize the value of using technologies to create high -quality content.

The data contained in the digital world exceeds the data that can be processed by the human brain. However, through machine learning, the organization can use this technology to explain the data and better understand what customers want to see. They can use this insight to improve their content.

In BrightEdge, we via BrightEdge Products such as Insights provide these features to partners. Customers can use this technology faster, more effectively understanding search data and identifying content themes. The brand will be able to identify market changes and trends in real time, so that they can generate the content required for the efficiency of these times, so as to obtain the benefits of preparation and publishing content in the industry.

5. Better personalized care

Customers also want to see more personalized attention and attention. Consider the trend of incorporating chat robots into the website. These robots enable the organization to meet customer needs in real time. They help customers complete the purchase or find other information they need, let them keep in touch with the organization and move forward, rather than clicking when they cannot find the answer they seek.

In the growth of video, you can also see more personal relationships with customers. By next year, it is estimated that 80%of online traffic will be video. Video allows customers to passively digest information and create high participation. They also allow brands to establish a more personalized connection with their audience. The video makes the audience feel like the theme on the screen speaks directly to them.

6. Voice and image search

If you do not include voice and visual search, we cannot discuss growth trends. With the growth of personalized assistants and voice search functions on mobile devices, voice search has become more and more popular. Google estimates that more than 20%of the queries performed on Android devices are now completed through voice search.

Similarly, Google has recently introduced the popularity of image search and introduced new potential advertising formats. This new advertising format allows users to specifically locate shopping users who browse the image results in order to gain creativity before deciding to shop.

Brands should focus on the development of development that can meet the needs of these users. The brand of high visualization industry should use GOOGLE's picture advertising and other opportunities, and at the same time create a strong brand experience through pictures.

For voice search, the organization should create well -aligned with verbal search. Consider how voice search affects keywords and the type of information they may want to find. For example, for personal assistant devices with only one SERP, you also need to focus on high -related queries to earn key quick answers or maximum results.

Searching and digital marketing is constantly developing and mature every year. When we look forward to the first six months of 2019, reviewing these trends and other new strategies at the end of this year may be very helpful. Look at the ideas we discuss here and see which can have the greatest impact on your brand online strategy.

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