SEO and PPC are evolving by the day. It is a continuous process. Those days are gone when you could rank your business website in a certain week or for that matter for a fortnight. Stuffing your content with keywords (KWs) and the use of spammy backlinks will not work now. That is because you have Google algorithms and the search engine technology has gotten smarter than ever. When it comes to PPC, predicting about tomorrow is never easy even if you have all your campaign data but you are unaware of the latest trends in PPC and SEO.
It is challenging to occupy the top spot in the SERPs, staying abreast of all updates of Google, and even more difficult to learn new concepts and ideas and adapting those into your marketing campaign.
According to an article published on https://www.forbes.com, search engines such as Google knows when a visitor is close to purchasing and would show more ads contained by the results offering paid advertisers an opportunity to gain more exposure for such searches. The same rule holds when you have quality content and relevant KWs in organic search. Today, you need to learn about the top SEO and PPC trends in 2020 and beyond that will help you garner traffic and boost conversions. Read this article to learn more.
User experience is the key to success
As far as Google’s algorithm is concerned, they have become more complicated to offer improved as well as relevant results. The algorithm also aims to eliminate poor quality content cropping up from old black hat SEO methods such as keyword stuffing or using spammy or irrelevant backlinks.
The search engines now rely on user experience as well as engagement levels amongst its key metrics to rank high in the SERPs. As far as user experience is concerned, it is one of the best pointers to measure the quality of your business website or web page content. For that reason, your website will rank high or low in the search pages.
When it comes to a high bounce rate, it shows Google that the outcome was not of use. It is not something what a visitor is looking for on your website. Therefore, if your website continues to have high bounce rates, Google would ultimately rank your site much lower in the SERPs. The key user experience metrics are average session duration, dwell time, page views, and things like that. All of these metrics convey to Google the quality and performance of your business website.
People are now shifting desktop to smartphones and tablets. The use of smart devices continues, and therefore, the users are more and more switching to voice search when at home, on the go, or when at work. The shift is because voice search is faster and convenient while you are busy at other tasks.
When it comes to voice search, marketers need to focus more on informal natural language as well as local searches. Again, your website should be mobile-friendly. If you would like to learn more about SEO, you can look up platforms such as Get House Deals or similar ones.
Segmentation of your audience
It’s based on considering a group of individuals who communicated with you on the web. These users are segmented depending on which URLs users visited on your site, how they interacted on your site, which content they viewed, which visuals they watched, and things like that. You need to create ads based on these aspects to serve the specific needs of your targeted audience.
The data will also help you to raise or lower bids to ensure that you are well-known to your niche audience depending on the value they have on your brand.
You can break data more and start breaking those up into precise buckets. It will help you to create ads and messages more tailored according to your audience preferences. The bidding approach to become more informed depending on varied data points such as:
- What sort of visitors are they?
- At, which point, did they leave your site?
- Did these visitors buy your products?
- What are your customers like?
- What are their age and gender?
- Which demographic cluster do these users belong to?
- Where are they looking for and searching for your business and its products?
- Which device do they use?
- Are these visitors coming to your site from other websites?
- What KWs are they entering to visit your website?
Today, a search is more and more visual than text-based. Today, you have the liberty to upload a photo to Google or Bing and let the search engine to deliver you related results depending on other visuals akin to the picture you uploaded.
Astonishingly, such progress first arrived in social media channels, especially when Pinterest released its original visual search tool in the year 2015. The social media platform has since developed its visual search tools with the inception of Pinterest Lens in the year 2017. Therefore, social media is changing and you need to stay updated with such developments.
As far as the other social channels are concerned like, Instagram followed the path shown by Pinterest. Thus, it let users perform search, using visuals. In 2018, Snapchat declared a visual search partnership with a shopping giant Amazon, which lets people look for products on the e-commerce platform right from the Snapchat camera. So you can understand the importance of visual search in 2020 and beyond. Then, what does it imply as far as PPC is concerned? Even search engines such as Bing have also come up with its individual visual search engine that lets visitors do a similar thing.
It means you need to think of images that tell about your products on your business website, ensure you use the right ALT text so that the search pages can easily pick up, and use high-definition photos.
Now that you know about some of the SEO and PPC trends, you can refine your search and paid campaign accordingly. It will help you drive quality traffic to your website and boost conversions.