We have already seen a seismic shift in the way both agencies and individual organisations approach the search engine optimisation process in the last five years. The previous methods of ranking highly in search engines have been replaced by increasingly complex and multi-faceted practices.

In-house marketing teams and search engine marketing professionals alike have been forced to understand and master highly demanding challenges, set on a constantly shifting landscape, to remain on top in the face of incredibly evolved search engine algorithms. Search engines don’t stop though and search is constantly changing. What should we expect next?

The Rise of Mobile Search

Widely regarded as the first revolutionary wave of search engine change, the advent of mobile search altered the way we look at SEO forever. The growth of browsers using mobile search as standard – for everything from simple searches for information to more high-stakes browsing sessions resulting in a purchase – have led to vastly different ways of deploying an SEO strategy and measuring its impact.

With over 60% of searches now taking place on mobile devices, mobile search is no longer the technology of tomorrow, it’s here and changing the way we live, educate, inform and socialise.

The next stage of this evolution is voice search. The logical next step for mobile users, voice search is growing in popularity and looks set to change the way search is approached once more.

The Growth of Voice Search

Voice search is often associated with mobile search, as the two are frequently used in conjunction. It makes sense for users on mobile devices to rely more heavily on voice searches – allowing them to sound out their search queries – rather than those which require them to type out a query in the traditional way.

Voice search affects many areas of the search engine optimisation process, including the kinds of queries which yield results. This in turn has a knock on effect on tasks such as keyword research, search syntax, content optimisation and even link building.

Voice search queries tend to be conversational and longer than standard search terms. Geographical location also plays a far larger role than in previous searches, as voice search is widely connected to those hunting for nearby goods and services as they are on the move.

Understanding Audiences

Search is changing, and even within paid search, there is a growing dominance of never-before-seen queries, suggesting audiences are changing the way they search in more ways than one. Search strategies must no longer take account only of keyword-driven activities, but also target customers at each and every stage of the buying cycle in order to assure their continued success. Clear understanding of the target audience and well-defined campaign objectives help ensure success both now and tomorrow. Adrac can help brands tap into the changing face of search and its new possibilities across a range of marketing activities thanks to our understanding of audience behaviour.

The Future of Search

The search process will soon become even more complicated for those in the business of SEO, as Google Home, Echo and whole host of other platforms and devices begin to employ audience profiling. This looks set to offer a new channel for reaching customers with relevant messages and placements, adding another side to what we understand as ‘search’ today. Interestingly, these messages are often planted long before those targeted even realise they have a need for the items advertised.

Google has also continued its own experiments in the area of search, tracking behavioural changes via big data analysis, which suggest further changes and evolutions are to come. This is all very technologically intriguing, but also concerning for those involved in search engine optimisation and the businesses that rely on organic visibility for web traffic and sales. The changes essentially jump one step ahead of the buying cycle – meaning search practitioners must develop strong and scalable marketing expertise from day one in order to survive these new advancements.

How are changes in search incorporated into the way Adrac works with clients?

The changes in search are one reason we place so much importance on the customer on-boarding process. Regardless of your starting budget, should you qualify to work with Adrac, our first action will be to arrange a call between you and the Adrac team working on your campaign. We commit to providing you with a designated account manager, a primary contact within the delivery team, and an on boarding project manager to ensure this critical aspect of the relationship goes as smoothly as possible. We commit to our clients from day one and that commitment (on both sides) is part of why Adrac is able to guarantee marketing results and help you understand and navigate the constant changes in search. Want to find out more? Get in touch.