With every year seeing new technological developments that shift the boundaries of
business, working to take advantage of the new opportunities can be a challenge in digital marketing. One of these transformations in the market has been caused by the widespread adoption of Voice Search technology and its effects on internet usage.
As a consequence, this has had an impact on search engine optimization, where
the following SEO best practices are essential for most businesses in the current era. Internet voice search could be set to disrupt SEO conventions, so businesses would be well-advised to stay informed of the changes and plan accordingly.
In the majority of countries in the world, there is a huge emphasis on Google’s new instant search. That is, looking to Google for the latest changes in how to optimize websites and achieve better levels of organic search traffic.
- This, however, might not always be the best approach. There are many other search engines that can help our brands be surfaced to our target audience.
- Some of them don’t always spring to mind when we talk about SEO.
The same optimization principles will apply, however. When working in SEO, the people hone their skill set. We become great at understanding our audience. We know their content needs and how they search.
- These skills can easily translate to other platforms outside of the traditional web search engines.
Google might be the largest search engine in your region. It’s probably the most popular with your demographic but not might be the only.
Google’s Share of the Market Is slowly decreasing.
According to Statista, in April 2012 Google was reported as having a 91.7% share of the international search engine market, whereas in October 2019 that fell to 87.96%. During that time, Bing’s market share rose from 3.5% to 5.26%.
Ignoring Other Search Engines Could Lead Your Site to Rank Poorly in Them. Just because Google is a dominant player in most markets, it’s not the only one. Focusing purely on optimizing for Google’s algorithms could mean missed opportunities in other search engines.
Traditional Search Engines
When talking about search engines, most people can name at least a couple other than Google. Many of those are more traditional, direct competitors to the search giant. Bing. Microsoft owns Bing. It is not Microsoft’s first attempt at a search engine – Bing’s predecessors included MSN Search and Live Search.
According to Stat Counter, Bing held a 2.32% share of the world’s search engine market as of December 2019. Bing is the default search engine for Microsoft’s Edge browser and Internet Explorer.
Because of this, products produced by Microsoft and/or running a Microsoft OS will have Bing as the default search engine. Although Bing doesn’t have the same market share as Google, there are certain demographics where it is more popular. It has statistically higher usage in some countries than others too.
As of January 2020, brands can set up a brand page in Bing which, according to Bing,
“will display a beautiful search results page highlighting the official website, social media pages, and sometimes even the recent social media activities.
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Yahoo’s search engine started life as a way to search Yahoo’s directory. Yahoo soon began using other search engines to power its results going from Google to Bing in 2010.
Alongside results from Bing, Yahoo uses its own web crawler “Slurp”. Yahoo’s share of the global search market is 1.59% as of December 2019. It used to be a more prominent player in the search engine market, however, its popularity has dropped considerably over the years.
Even though the year is not over yet, there have been some big changes in Google
search in 2019 that have already impacted on the results and the user, along with all the SEO agencies and companies.
The future of search looks like it will have actually less search, as weird as that might
sound. Google performed lots of changes in SERP, lots of algorithms and features were added and updated, which make things even more complex.
While in some countries Google search lacks in optimization, other countries experience major fluctuations. Last year alone, Google performed 3,200 changes to its system, including features and regular updates meant to keep the results relevant. Moreover, they say evolution is the key to face the changes.
“Sometimes the web just evolved. Sometimes what users expect evolves and similarly, sometimes our algorithms are, the way that we try to determine relevance, they evolve as well.” John Mueller. Webmaster Trends Analyst at Google
THE EFFECT OF COVID 19 ON SEO SEARCH
It’s no longer news that coronavirus has upended the way we live our day-to-day lives. Unprecedented unemployment rates, emptied shelves were toilet paper and Lysol wipes used to sit, an innumerable amount of people working from home – this has become our new reality.
We know the ways it has impacted our lives personally, but how has consumer behavior and the way people search changed as a by-product? What we’ve seen across our clients at 3Q Digital and within the industry is two-fold:
Search behavior drastically changed as a result of the coronavirus, and it will continue to do so over the coming weeks and months with “at home” keyword modifiers seeing a material rise; Consumerism has also seen a large demand shift from desire-based purchases to people buying what they deem as essential for overall health and fitness.
As people are forced to stay home, how can you shift your SEO and content strategy to address your audience to maintain relevance?
- Every site should have a page about COVID-19
- This is especially important if your business is considered essential or is significantly impacted by COVD-19.
- Creating a dedicated page to capture all relevant coronavirus traffic can help sustain some traffic loss. You don’t have to update people on the ongoing of coronavirus but more so what your company is doing. For example, Foot Joy created a COVID-19-page detailing how a portion of their sales will go towards relief efforts.
You should always keep an eye on the Google Trend page. For creating content, Google trends should be the first place you look to understand the changes in search behavior. Given that there has been a seismic shift in search demand and trends in the last 30 days, some other keyword research tools like Keyword Planner may not have the latest data as those tools look at the monthly search volume.
Trends, which collects data in real-time, will put you at the forefront of determining trending topics to leverage for content creation. In order to identify emerging trends, you need to first think of your business and what keywords are essential to it. With that in mind, knowing that people are at home, think of modifiers to add to keywords. For example, if your platform is online learning, modifying that search query with “at home” creates a significant spike in demand.
Author bio: Mashum Mollah is an entrepreneur, founder and CEO at content rally a digital marketing agency that drives visibility, engagement, and proven results. He is a passionate blogger and blogs at follow the fashion.