Technologies are evolving before our eyes. Whether or not you are an SEO professional, your lifestyle is directly affected by Google’s technological advances, as is the way you use marketing. Some of the current Google trends influence: a) the use of mobile devices b) the use of voice search, c) the local search for information and the level of screen experience, d) functionality, minimalism and e) the humanization of the technology that surrounds us every day, almost hour after hour…
For example, if I find myself alone in the streets of Paris, my headphones on my ears, arms loaded, and at this moment I am looking for important information, I would use the voice search of Google Voice Search in 2018.
On the other hand, if I want to buy a product on a website that I am using for the first time, I prefer to go through a site that inspires a feeling of reliability and security by its information and its appearance, and which offers clear navigation. and simple.
To what extent do these changes in technology and user habits affect web marketers and SEO SEOs? What can be done to optimize the appearance of sites on search engines?
How are voice commands and mobile searches used?
What is a voice command?
Voice commands are requests made using a device. A voice-activated device is one that can be operated by human voice. It allows a consumer to operate a product while performing other tasks, without the use of buttons. One of the earliest examples of voice control is a mobile phone with voice activated dialing (Source: Wikipedia).
Voice search is used for tablets, smartphones, or for voice recognition devices such as Amazon Echo or Google Home (available since August 2017). In 2016, Google launched a smart personal assistant, Google Assistant, which is a new version of Google Now (Source: Wikipedia).
Why are voice commands important to your web strategy?
According to Search Engine Land, the rate of voice commands is increasing faster than that of commands made using a keyboard. This is the reason why it is important to choose keywords that take voice searches to contribute to the development of your web strategy.
How does a voice command work?
To start, users say “OK Google” and try different formulations like “search”, “show me”, “give a definition”, etc. For example, if a voice-activated device does not understand the words you have spoken, you can correct them by saying, “No, I said …” (Source: Greenbot). You can then see or hear the results on Google.
How to optimize your site for voice commands?
Unlike a command made using a keyboard, a voice command creates a way natural and human to interact with machines. Users talk like they do during a conversation to find the information they need (Source: Search Engine Land). A keyboard command would, for example, be “Japanese restaurant Paris” while a voice command would be expressed by a phrase such as “Where is the best Japanese restaurant in Paris”. In summary, optimizing voice commands requires new keyword research practices including a) conversational phrases and b) longer queries. You can :
- Answer questions that your potential customers may ask. For example, “which popcorn to buy…”. You can also use tools such as Rank Tracker or 1.fr;
- Adapt snippets for voice search.
2) How to adapt to the use of mobile devices and local searches?
How does local search work?
Normally, a smartphone knows where you are. And so, when looking for a restaurant, it will give you the results closest to you in order to find the closest local information and avoid you having to travel too long. In other words, Google seeks to give results guided by the search query of the moment (micro-moment).
Why adapt to local research?
Local searches are increasing. A third of the searches are local searches, 85% are done by mobile phone users, who do local searches using the keyboard (Source: Fevad). There is also an increase in searches for “things to do near me”, according to Google Trends.
The search radius of local users is therefore shrinking, which is why web marketers must study their strategy for local businesses taking into account their location and the distance between point A and point B. Local SEO means creating content that can be found through local searches. For example, content evoking the locality and which predicts the micro-moment questions that a user could ask.
How to optimize local search?
- Sign up for Google my Business;
- Check that your contact details are consistent across the entire site;
- Use geolocations for creating links;
- Predict micro-moment search queries.
So local and voice SEO includes not only optimization for conversation and long tail keywords, but also standardization of your contact details, adding your city and country in your metadata.
3) Screen and SEO experience: functional minimalism and digital humanization
What is functional minimalism?
In terms of website building, it’s the tendency to guide users to a desired result by creating minimalist structures and aspects. For this, you must remove all unnecessary elements from the site to create a clear navigation. The elements linked to a minimalist operation are (source: Adobe):
- A visual hierarchy;
- Spaces for content to be comfortable;
- A linear design, so as to offer the user action for each stage of their journey;
- A design that anticipates: anticipate the future needs of users to minimize difficulties.
Why is functional minimalism important for your website?
Because it gives your site focus. It helps users navigate your site and find the information they are looking for. For example, you can use the essentials for a given design, create an empty space around an object, use visual characteristics to enhance the information, use minimalist colors (Source: Uxplanet).
What emotions do we want the site to inspire?
During your process of optimizing your site, it would be useful to study how to take advantage of users’ emotions. By humanizing navigation on a site, we tend to create positive reactions to the digital environment, to a product, site or content. To do this, you can use the right choice of colors, faces, etc. The goal is to create digital interactions that meet basic human needs such as (Source: Adobe):
- Transparency ;
- Trust ;
How to humanize the aspect and the content?
Such aspects increase user activity, length of visit and investment (Source: SEO Hacker). For example, a human being forms an opinion in 3 to 5 seconds. This is why it is important for your site to deliver the message you are looking for in the most effective way possible. For site and content design, you can think about the use of colors and design, or create stories related to products rather than describing them. You can also inspire altruism through donation strategies, for example when a percentage of the price paid is donated to charities or ecological initiatives (Source: Invespcro).