The only thing constant is change itself. Right? Online ‘search’ habits are constantly evolving. We rely on our mobile phones and computers even for the most mundane acts these days. Think back to a couple of decades ago. Having a computer then, it was a big deal.
We were not constantly plugged in. Computers were used primarily for work or school projects.
Now, our mobile phones are an extension of our arms. Everyone is constantly holding their phones, and many of us feel naked and lost when we forget our phone at home or work.
Technology is moving fast and with it our habits and the way we search and gather information.
Initially, we had more time to search and explore the World Wide Web.
As information started bombarding us from all different directions, our time became more and more valuable. Now, speed is the driving force behind our changing search habits.
Why is it Important to Understand how the Search Landscape is Changing?
Understanding changes, adapting accordingly, and even being able to predict certain trends is important for the online survival of companies.
We are going to take a look at these changes in terms of content.
Content in 2020 will continue to change for appeal and accessibility.
What are Some of the Ways Content in 2020 and Search Will Continue to Change?
- Transparency and Authenticity
People are looking for new and original content, with transparency and clarity. Did you know that consumers report that 86% of consumers name authenticity as a key motivator for their buying decisions?
Also, let’s not ignore that 93% of consumers will remain loyal to a brand that shows transparency. Content is 2020 is your main tool to implement these two very powerful motivators.
The more you can use new tools to personalize your content the higher conversions you will see. Personalizing your content and approach to your clients can lead to a staggering 500% increase in consumer spending!
- Team Collaboration
Use analytics to identify what part of the content and design works best and have teams work together for optimal results.
- Collaboration with other Brands
Identify other brands that are non-competitive to you, and create partnerships to cross-promote your products and services.
This is still a hot channel for promoting. Provide authentic, relevant content to influencers in your industry. People are searching for reviews and suggestions on what to buy next.
- Organize your Content for Omnichannel Distribution
The more people see the same content across all channels, the more they will remember you. It takes over 8 impressions for a user to feel comfortable to explore a new product or service.
- Chatbots and AI are Leading the Way
Add Chatbots to your Social Media platforms and websites. Use smart content to create unique interactions between your Chatbots and your clients and move your customers through the marketing and sales funnels faster than ever before.
- Introduce Content Clusters
Using content clusters simply means focusing on a topic and not on keywords. People are searching using complete sentences. For example instead of using the word ‘cat’ as a keyword, use the small phrase ‘cat’s health news’
How can you Start Adjusting for the New Search Habits?
There are two areas of focus that we did not cover in the above points.
People are relying on video to get information. Consider creating any of the following for your products and brand:
- Video Tutorials
- Product and Services Explainers
- Vlogs (Video Blogs)
- Live Videos (introduce your company, the team members, connect with consumers)
With 81% of companies using video as a major marketing tool, it is clear that the demand from people is there. There is a prediction by Cisco that by 2022 online videos will make up 82% of all internet traffic.
Voice is now a major search method. Content in 2020 will adjust even more to have a more natural tone, so Voice Searches can pick it up easier. You can begin looking at your existing content and identifying areas that you can edit and fix, so it is more agreeable with Voice.
- By the middle of 2020 50% of the searches are expected to be Voice
- Globally voice search commerce is projected to worth $40B by 2022.
- Google’s Voice Assistant is available on more than 400 million devices
● People between ages 25-49 use Voice Search at least once every day
If you will remember just one thing as a general rule is that search is evolving to be more conversational, with natural tones.