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In July of 2018, Google rolled out its “PageSpeed” update. This is just one in a long line of search algorithm updates that have kept digital marketers on their toes. For example, Google now understands user intent better than ever before. Its algorithms can input the user’s context, such as the user’s location, search history, and other information, into the search equation. That’s why when you search, “Chinese restaurants” in New York, you don’t get a list of every Chinese restaurant in the United States. With the latest update, Google says it will prioritize fast-loading websites over slow-loading ones when ranking them in search results. Small businesses are particularly vulnerable to this change. They may host their websites in shared server environments that have limited resources. They don’t have the same web development resources that the big guys do, either. One 2016 survey found that only 21% of small businesses planned on improving their website’s performance that year. In addition to Google’s updated algorithms, the way people search has also changed. More people are using mobile phones to search than ever before. For many people, their smartphone is their most important tool for getting online. Local search and image search have also become important factors for marketers to consider. 30% of all mobile searches are related to location and 46% of all Google searches are local. Businesses that cater to a local customer base should focus extensively on their local SEO strategy in 2019. According to one 2017 report, 27% of all searches across the 10 major search sites were for images.
Since Google dominates the results that businesses get from search engine marketing our summary of the search trends here focuses on Google. Carolanne Mangles reported for us back in August on some of the biggest changes Google made in 2018, many of which will be deployed and evolve in 2019. The most obvious change is the launch of the Google Marketing Platform which saw AdWords renamed to Ads and the Doubleclick ad platform and analysis tools like Google Analytics, Data Studio, and AB testing through data studio more tightly integrated. For organic search the update to keep an eye on in 2019 is Google’s Speed Update which penalizes slower sites and was released after months of trials. While this will initially only affect the slowest sites, from past experience, we can expect Google will change the weighting on the algorithm to affect more sites that don’t improve their speed within time.
Voice Search & Smart Speakers: The increasing use of voice search has made it important for companies to rethink their digital marketing strategies in 2020. Consider these numbers: 50% of all searches will be via voice by 2020, 55% of all American homes will own a smart speaker by 2022, 72% of people who own voice-activated speakers say that their devices are used as part of their daily routines, Voice shopping is set to jump to $40 billion in 2022, up from $2 billion today, Global smart speaker shipments have almost trebled between Q1 2018 and Q2 2019, growing from 9.36 million units to 26.1 million units. Overall, people expect to be using voice search far more in the future: Voice search plays an important role in providing all the relevant information that people are searching for through audio content. AI is getting smarter and the number of errors made by voice assistants like Alexa, Siri and Google has reduced greatly. As Digital Marketing Institute puts it: “Adopting a voice search strategy isn’t just about remaining relevant – it’s also about creating a unique and optimized customer experience that will foster relationships and build brand loyalty.”
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