Remember the good old days when businesses and marketers only had the one screen to worry about when it came to trying to reach their target audience and only had each other to compete with?
Now when the average family sits down to relax at night, they may not even be in the same room and once the TV comes on, numerous other screens usually start popping on as well as each family member has the option to watch his or her own favorite show, surf the internet, engage with social media, etc.
The point is, the landscape has changed and while that presents certain challenges to businesses and marketers, it also presents new opportunities for the ones that can adapt. So, our NY / NJ SEO experts decided to take a closer look at how the multi-screen experience has changed things and pass on some tips for keeping pace.
First off, whether viewers use multiple screens to consume related or unrelated content, it’s allowing them to better connect with one another and build enhanced experiences, but as far as SEO, the technology and anytime access to any kind of content that the multi-screen experience presents is altering the very way people search.
Think about it, if you wanted something in years past, you’d simply head to a search engine, enter one or two keywords, browse the results, and make a decision, often right then and there. Now, you may be inspired to start or end your path to purchase any time by any kind of content on a variety of devices.
And when you do head to a search engine, you may use different terms, especially if you’re voice searching on a phone, and you’ll probably check out additional content like blog articles and reviews, both brand websites and sites like Craigslist for used options, and sites like Amazon for better prices before making any decisions.
And what about the potential distractions? Your phone could ring, you could receive a text message, you may need to check your Facebook page, etc. The point is, the multi-screen experience has transformed the buyer’s journey from a one-lane road into an entire grid of roads and buyers can get on or off any one at any point, any time they want.
What can you do?
Like always, you need to plan carefully and be ready to adapt and, from there, it’s important to be mindful of the fact that consumers won’t likely remember your specific brand after consuming your content anymore. There’s too much else out there, but if you do a good enough job, they’ll remember the solution you offer.
So, take it from us as a longtime NY / NJ SEO company, ensuring your site ranks well in search for both branded and non-branded keywords is more important than ever, as are stacking content and timing.
If you release a TV commercial, for example, you can run online ads before and after it airs or companion content while it airs, or you may want to run online ads during your competitor’s TV spots to capitalize on any spikes in traffic.
When it comes to creating content for a multi-screen experience, you need to create exclusive content for each screen, and you also shouldn’t just use keywords for search engine optimization purposes anymore but across all arms of your marketing strategy to create more consistency. All channels need to be working together now.
Your different marketing arms need to go hand in hand.
The bottom line is, people aren’t just consuming content anymore, they’re constantly consuming it, and more and more of them are getting used to consuming content when and where they want, and multiple kinds at a time.
And while there’s no question that the competition and potential for distraction that the multi-screen experience presents requires some adapting to, if you fail to do so, you’ll just end up competing with yourself, and with all there is to compete with nowadays, adding yourself to the mix won’t help much.
About Us: Climb The Search, a leader in SEO in NY and NJ, offers the total search marketing package, including website design, inbound marketing, and search engine advertising. At CTS, we help businesses grow, every day.