A few days ago, I wrote about a new trend in SEO which is Zero-click searches. It’s interesting because it’s a direction that Google is taking. Google wants to make it easy for users, but not necessarily easy for marketers.
The second interesting trend is more about the focus on contextual search. Google has developed technology that tries to interpret the intent behind how people search. They call it “BERT = Bidirectional Encoder Representations from Transformers“. It is Google’s latest algorithm update. Its focus is to deliver results based on real search intent, considering context and natural language.
All marketers need to do is to publish high quality content that could actually answer customer’s questions. This will help with optimising for user intent and giving the most complete answer — which is what Google wants.
There have been a lot of changes in the world of Google search. Unfortunately most of the changes that Google made is to make things simpler for users. It means we, marketers, have to work harder and smarter.
One of the interesting trend in 2020 is “Zero-Cllick Searches”. It means most of the searches don’t end up getting clicked. This is because Google shows the answer to a search query directly on the SERP (search engine results page). It’s easier for users that they could get a quick snapshot of their answers without having to click to another (or other) websites. It of course makes marketers’ job more challenging.
Google plans to roll this out more and more to the search results.
Are they the same? Not really.
Online marketing focuses mostly on tactics. It’s a mix of direct marketing techniques e.g. SEO, SEM, social media advertising, etc. It’s easy to do and it’s easy to measure results. A lot of marketers do it (myself included) to drive short-term performances.
Marketing online, on the other hand, is an act of doing marketing – providing solutions to customers – in an electronic form. It starts with a good strategy – understanding the audience you serve and offering solutions to them. It’s harder. It’s time-consuming.
I get stuck in the ‘online marketing’ world now. It’s very hard to get out.
Don’t get me wrong. I believe SEO is important. I google almost everything that I don’t know or want more information. The point I want to make here is that we should write or create content for the benefits of customers. In other words, we create content with customers, not bots, in mind.
If you want to read about what need to be done, SEO wise, you can read this article. There is nothing new there but the first point is clear – good content is still king. I used to read a blog post which was written for an SEO purpose. It was weird because it followed all SEO recommendations to target the bots.
Write for your audience. Offer solutions to your customer’s problems. It may take a little bit longer for someone to notice. But it’s worth it. That’s my SEO recommendations for 2020.
Do you think SEO (Search Engine Optimisation) is important? I kind of do. At the end of the day, a lot of people use Google to search for things they want to buy, information they want to learn. It’s a part of our online marketing routine. We have to include an SEO plan in all of our websites. I am not sure why but my perspective about SEO has changed.
It started when I read a few blog posts that our SEO agency prepared for our new website. It did help our ranking with certain keywords. It did the job for us. However, I didn’t see the value of those blog posts to customers. Later on, I found a quote from one of the books I read. She said that – don’t write for the bot, write for humans. And, that changed my perspective. When you write for the SEO purpose, you create a framework in your head the keywords you have to include. It’s not natural.
Instead, you should think about your customer’s pain points and have those in your writing framework. Your content would add more value to customer’s life. Your solution would reach customers more directly and eventually it will help you with a good SEO ranking.
Remember: write for humans, not the bot.