Everyone Wants to Be #1

Yes, everyone wants to be the top result for a Google search, but that takes some work… and quite a bit of time.

seo

SEO analysts must constantly struggle to explain that there is no magic password to use to rank at the top of the SERPs (search engine results pages). For years, keywords have been at the core of SEO. Entire books have been dedicated to keyword research, and websites have been peppered with keywords on the visible pages and behind the scenes.

Just as SEO experts were getting comfortable with keyword optimization, however, Google changed the game. Instead of such a heavy focus on keywords/phrases, Google is now looking at the content and implications of the search itself. In a sense, Google is getting smarter, and it’s a win for consumers. Companies will no longer consume themselves with keyword stuffing — the overuse of keywords in content just to climb the rankings of Google and other search engines. Companies will now start focusing on content and meaning within their websites. Imagine that!

seo joke

As you can see in the “joke” above, the joke itself is completely lost to the focus on keywords!

Who/what is responsible for this consumer-friendly shift? The key player in this change is the smartphone. Voice search has altered the way people search. Because the smartphone is a tool for conversation, people naturally search on it in a more conversational tone. According to a study done by Search Engine Watch, the rise in question words in the last couple years is astounding:

question words

People are lengthening their searches into full questions and expecting their computers and phones to understand them, not just pick up on important words. Content is about to overtake the keyword throne and become King of SEO. Don’t get too comfortable, though. This is an ever-changing world, and tomorrow holds new innovations that may turn search on its head yet again.

Mobile + Video = Consumer Attention

Mobile marketing has been on the rise for the past few years, and it will continue to grow in the next few years. This is not a surprise to any of us. The following graphic speaks for itself on the importance of this marketing vehicle:

infographic

Video marketing has also been on the rise, and these facts may be even more staggering:

infographic 2

With so much power in a marketing vehicle and a marketing tool, the two together are an unstoppable pair. The greatest advantage a marketer can gain from putting video on mobile is a stronger and less-distracted consumer attention-span. Research reveals that when users watched a video on TV, the video was the only activity going on for 28% of the time. When watching on a mobile phone, consumers gave the video their sole attention for 53% of the time. In addition:

mill

Does this mean marketers should put all of their efforts into mobile video marketing? Absolutely not! It does mean, however, that this can be an impactful aspect of an integrated marketing campaign.

How would you best integrate mobile video as a supplement in a greater campaign?