We talk a lot around here about how internet marketing and search engine optimization are constantly evolving to keep up with the search engines, but today’s post is all about why the search engines themselves change, which is to keep pace with evolving consumer expectations.
Because as NY / NJ SEO specialists who’ve been at it for a while, we can tell you that if you just wait around for the search engines to change, you may find yourself facing a longer climb up the rankings. It’s often better to go straight to the source.
They expect a more predictive search process.
In the beginning, search engines weren’t all that complicated. They simply indexed content as best they could and left a lot of room for manipulation, hence the black-hatters.
But as the search engines have gotten better at collecting data on consumers—whether it be their interests, search history, location, Gmail or Google+ info, etc.—they’ve also been able to get better at providing answers before the question even needs to be asked.
That’s really their whole mission, so it makes sense, but it’s led to higher expectations. People want a smarter search process now, and while they may still be somewhat surprised now when a search engine provides them with information they didn’t even know they needed yet, soon, they’ll fully expect it.
For more on that, check out this great post from Search Engine Land, With iOS 9, Apple’s Siri & Spotlight Search Get Smarter.
They expect a more natural flow.
We’ve been in SEO in NY and NJ for years and once, not too long ago really, consumers were completely fine with the search process requiring them to type certain words into their device to find what they need.
Now, they expect their interactions with their devices to be much more natural. With all the new digital assistants out there and voice search possibilities, consumers expect a more intuitive search process, so the way to go about connecting your content or website with these people must change.
Voice search has led to a lot more long-tail search queries, which means you need to optimize for those longer queries and take on a more conversational tone in your content marketing. For more on that, check out this post, Tips for Using Long-Tail Searches to Your Advantage.
They expect more.
The bottom line is, we’ve entered an age in which consumers don’t just have higher expectations than ever, but more. They continue to expect to be able to find and do more on their various devices, apps, services, etc., and that doesn’t look to be changing any time soon.
That’s why it’s more critical than ever that you build up a strong web presence. People expect to be able to find out about you and access your site and content from any and everywhere now. So, don’t get in your own way. Make sure that’s possible.
About Us: Climb The Search, a leading SEO company in NJ and NY, offers the total search marketing package, including search engine advertising, website design, and inbound marketing. At CTS, we help businesses grow, each and every day.