Like everything on the internet, search engines are constantly evolving. They're getting smarter, faster and more reliable with every update. Companies such as Google, Bing, Facebook and Yahoo are all fighting to be the place that you go for all your information and in order to get on top, they know that being the most user-friendly and providing the most relevant information is how they're going to win you over.
It's this fight to be on top that has led to a change in the very way we use search engines. We no longer need to be so specific (or vague) with our search terms to get the information we want. We don't even need to go the search engine's website anymore!
Because of these changes, it's important to change your website in response. When search terms change, so should your keywords. When people search for solutions to their problems, provide those answers. You should be constantly reacting to the updates that search engines make as they are one of your best ways to gain leads.
Here are some specific ways that search behaviour has been changed.
An Increase In Mobile Searches
Over the last five or so years, the number of mobile searches have rapidly overtaken those on a desktop. Thanks to smart phones, people can quickly find the information they need without the hassle of booting up a computer, loading up their preferred browser, navigating to a search engine and typing out a question. As soon as the need for information arises, all you have to do whip out your smart phone and search away. Modern phones remove the need to even load a browser by having a search bar located directly on your home screen. Even if that's too much effort you can just say the words 'Ok Google' and then simply ask the question out loud!
Smart phones make it so easy to search that there is a very high chance you'll be getting a lot of people visiting your website via their phone. In response to this, you need to make sure that your website is mobile responsive. If your website isn't mobile responsive, it isn't hard for those mobile users to search for one that is.
A Change In Our Search Terms
The desire to be the top search engine has made the big competitors race to be the most reliable and provide the most relevant information. This hasn't just changed the results though...it's changed the very way we search. People can be as specific as they want or as vague as they want and they'll still get the results they want.
Over the last few years, technology has also evolved and voice search has become more common in our everyday lives. We are now searching for questions instead of short term phrases more so than ever. Apps and devices that have propelled this technology include:
- Okay Google
- Siri
- Alexa
This is one of the reasons why blogging has now become a crucial part of any SEO strategy to ensure you are answering your potential customer's questions and giving yourself the very best possible chance of ranking.
Targeting specific keywords has become outdated as one article could rank for an abundance of related terms.
This means your keywords need to take on a similar range of words to try and cover these terms. When previously you could have used the keyword 'Chocolate Bunny' and been sure to receive the traffic of all those interested in such a product, now your keywords could be:
- Chocolate Bunny Suppliers in London
- Where Can I Buy Chocolate Rabbits
- Chocolate Suppliers Near Me
- Who Is the Best Supplier of Chocolate Animals?
- Chocolate Bunnies for Sale
- Are Chocolate Rabbits Okay for Children
All of these keywords are for the same product, but now even though you don't know the way in which people will choose to search for it, you have covered enough ground to show the search engine that your product is highly relevant.
The World’s Best Guide
Thanks to the advancements smart phones have made to search engines, they have become just as much a guide as an information platform. Programs such as Google Maps has made it perfectly normal to use a search engine to find your way around or find something to do. This gets enhanced even further by the introduction of location tracking, which allows users to simply put the words such and such 'Near Me' and they're greeted with a comprehensive list of the nearest results.
As a business, you should be making sure Google is aware of your location so that you can be part of the world's best guide.
Now you know a few ways in which search engines have evolved, you can start to update your website in reaction to that. You need a mobile-friendly website to deal with the increase in mobile searches, you need a good range of question-based keywords to deal with new search terms and you need a clear location to be easy to find. Remember these points and you should have no issue keeping your website relevant and useful.
If you need help making any of these changes, the JDR Group can help you keep your website up to date. Visit our website or call us on 01332 343281, today.
