As one of the top providers of online marketing services Melbourne, we like to keep our ears to the ground when it comes to the big trends affecting online marketing performance. These days, it seems as though all roads are leading directly to voice-based search.
But let’s face it: voice search still has some ways to go before we rely on it the way we’ve come to rely on traditional search engines. Whilst Google may estimate that more than half of all search activity will be voice-based come 2020, the facts look a little different and many industries, such as travel, are struggling to adapt to voice search.
And yet it seems whenever there’s a discussion about the big trends to look out for in SEO and search, everyone’s talking about voice search. But if you ask us, there’s plenty of big changes happening in traditional keyboard-based search right now that SEOs and businesses need to be aware of but just aren’t talking about.
- Ad Proliferation
Google is one of if not the most sophisticated technology company in the world, with a complex org chart comprised of businesses that run the gamut of virtually every technology that will come to define life in the 21st century–AI, machine learning, virtual reality, 5G, wireless technology, automation, and driverless automotive technology.
But for such a sophisticated company, they make their money in a very unsophisticated way. In 2019, Google still make the vast majority of their revenue from their advertising networks and digital advertising this is unlikely to change anytime soon. Considering the impact Google’s adwords management networks can have on organic performance, it’s imperative SEOs and businesses alike stay on top of all the latest changes Google make to their ads platform.
- Changing Search Behaviour
Voice search is coming along, but one of the most fascinating yet least talked about trends in search is the way users are effectively preparing themselves for a search landscape in which they will interact with a search engine purely by speaking to it.
Just think about your own Google usage 10 years ago compared to now and the types of complicated queries you now let Google handle, queries that more resemble explicit, layered questions instead of short keyword phrases. The way users search is changing it’s going to significantly impact not only the types of keywords SEOs target, but the types of content needed to address these new, more sophisticated searcher intents.
- Non-Voice Personal Assistants
Much has been said and written about Google’s war on organic Click-Through Rate and even if you haven’t read up on it, you’ve no doubt seen all the ways in which Google have begun answering user queries without the need to actually click through to a landing page.
But whilst much of the discussion is focused on Google’s SERPs (Search Engine Results Pages), there’s another front to this particular war and it comes in the form of things like Google Now On Tap, part of Google’s Android mobile operating system that provides assistance and instant query results without a search even taking place.