In the first BrightonSEO event of 2017, digital experts from across the globe gathered once again at the Brighton Centre to discuss the latest trends in search. The event opened with a message from Kelvin Newman, the founder of BrightonSEO, with a comedic take on Voice Search – something at the core of many of the talks and led nicely into the first talk in the main auditorium “The Future of Search”.
Below are some of our team’s mind-blowing takeaways from the day and what to expect moving forward into 2017 and beyond in the world of search.
How would you react if someone said “No Keyword, no problem”? To digital marketers keywords are at the heart of what we do. However, we now know that “consumers are 80% more likely to engage with the content that includes relevant images”. So, what if image searches allowed for searches where we can’t find the words to describe something.
Purna Virji wasn’t saying that Keywords will be eliminated completely, but for industries such as Retail and Travel image search and virtual reality will have the power to re-shape the market because it solves a problem, it’s easy to use and better than alternatives.
Social platforms such as Pinterest are offering this already by suggesting similar image results and where to buy products in photos. See an outfit on Pinterest and instantly find where you can buy those same jeans or how to book a holiday to that island resort you’ve had pinned to your dream board.
But what if we could take that to the next level? The Microsoft HoloLens, the first self-contained, holographic computer will enable you to engage with your digital content and interact with holograms in the world around you. What if you could see the sofa you’re looking to buy in your own living room, this will make purchase decisions quicker and easier. “Pivot” circa Ross 1999 will be a thing of the past.
A huge 81% of consumers carry out research before making a purchase decision. Therefore, you need to consider your audience and find out what they are asking, using:
Currently in the “answer box” 82% of answers are paragraphs, 11% are lists (numbers and bulleted) and 7% are tables. To actually rank in the answer box, answer the question in the first 100 words. Answers need to be short, concise and answer the question clearly. Below is a breakdown of what you need to do to be featured.
In this presentation, Raj discusses the coming future trend of voice search (vocal search) and how to best to capitalise on it from a local search engine optimisation point of view.
With the influx of new digital personal assistants like Siri, Cortana, Amazon Echo and Google Assistant which are now changing how consumers now conduct search queries it is now important more than ever for businesses to stay on top of this very competitive landscape.
The more positive reviews you have the greater the chance you will appear higher up the local pack SERPS for search terms such as “Best restaurant in London”
There was a 140% increase in Y/Y on household voice devices sales, this really highlights the future of search and particularly voice search, as marketers we need to prepare for this.
Tom shared his GTM tips for tying your content back to business KPIs: “Everyone is producing content, but few understand how their content is affecting business KPIs”. GTM can allow you to demonstrate the value of your work and make informed decisions based on what’s working.
Great article for further reading ‘100+ Google Tag Manager Learnings’
This is an automated spam link locator. You should audit all backlinks. You still need to disavow when necessary and you must do it often. 45% of SEOs have never uploaded a disavow file to the Google Disavow Tool.
If you sell anything in the wrong way, you will fail. Marketing is not a little extra.