As anyone with even a basic understanding knows, the digital marketing landscape is multifaceted and continuously growing. Some days it can feel hard to keep up! If you want to “jump the line” on search engine result pages, then you have to be willing to put in the work managing pay per click Melbourne-wide and beyond. Using SEO to increase visibility and organic website traffic should be a top priority for every business, as well as putting time into developing your presence on social media in order to boost your brand. Marketing automation has also grown this year and is a handy way for your business to provide more personalised engagement for your audience. Not only that, but it can save you time that you can then invest elsewhere in your business.

With all the challenges that 2020 has presented us with, we have to do everything we can to stay on top of trends and adapt to an ever-evolving market. Here are our top 4 online search trends that we’re looking forward to seeing more of in 2021.

Visual Search

We’ve all been there – you’ve come across a photo of a product or location and just couldn’t quite think of the words to search for more information about it. That’s where visual search can come in – it’s a handy, easy way to get information about an item just from a picture in a matter of seconds. It basically turns a user’s camera into a search bar. Ways that you can leverage visual search for your business include; making sure that your images are tagged with descriptive keywords and tags, and using descriptive file names for your images when uploading them to your site.

Automated & Smart Bidding in Google Ads

Advertising has become incredibly smart and intuitive over the last few years, with many companies recognising the importance of online advertising for their brand and making sure to allocate funds to invest in it. But when it comes to advertising, the level of attention to detail that you have to pay to have any kind of success can become exhausting, and that’s where automated bidding comes in. Why do all the work when intelligent AI systems can do it for you instead? Machines are able to analyse and process huge amounts of data. So when it comes to ad space and getting your brand out there, it can adjust bids in real time to happen in a matter of seconds, without you even having to lift a finger.

Voice Search

2020 has seen a massive e-commerce boom, with movement towards online shopping happening en masse. There’s also been a surge in the purchase of smart speakers such as Google Home and Amazon’s Alexa, coinciding with a rise in the use of voice search at home and on mobile devices – 27% of the online global population is now using voice search on mobile. Many of us lead very busy lives, so being able to utilise more efficient ways of searching when we’re on the go means we can search for directions and order food hands-free.

Featured Snippet

You’ve probably noticed recently that when you search somewhere like Google for the answer to a question, you’re often presented with a paragraph at the top of a page that highlights potential answers. These boxes, known as Position Zero in search engine results, display the information that you want and negates the need for you to click into an article to get answers to a question. Referred to as a no-click search, this is a sneaky way for search engines like Google to provide people with quick answers, keeping them on their site and not yours. But it doesn’t have to be all bad news. You can use this to your advantage if you put the work in. As long as you’re the top hit for a search and you provide valuable information that draws a visitor in, this will encourage them to click through to your page and also help establish you as a credible source.

Tech and the digital marketing landscape are rapidly changing, which is as exciting as it is daunting. Make sure you’re paying attention to trends so that you can stay top of your game going into the new year.