In the past couple of months I’ve been involved in several different on page optimization projects with my clients and one thing is for sure – SEO is as important as ever. But it’s as ever-changing as always. What does SEO even mean? Not the abbreviation itself but its purpose for our business and for our users. The bottom line will always be this (borrowed from MOZ):
What we are trying to do is fulfill the searcher’s goal and satisfy their intent. So there’s an intent behind every search query. I’m seeking some information. I’m seeking to accomplish a task. Oftentimes, that initial intent is different from the final goal that someone might have.
How you get there is the challenge. But no worries – I’ve collected s short (but good) list to catch up on the changes of SEO in 2016 to get you back on track:
As I’ve written before, the buyer’s journey is not a linear process and customers’ expectations and demand are only getting higher. Our customers are constantly connected. If you’re a brand with an online business, you need to learn how to deliver and reaching out at just the right time whether they’re looking to learn, discover, find, or buy. Because thanks to the mobile availability: we want things right, and we want things right away. In other words, we now turn to our mobile devices to act out on a need.
We’ve all got an endless supply of information literally on our fingertips and it allows us to make well-informed buying decisions long before we even interact with the brand behind the product. And customers are not just getting information on their phones, they are making decisions: exactly what to buy, where and for how much money they’re willing to spend. This decision making process can be both extremely short and long; at home, on the go or even in stores, but it’s almost always there. 93% of people who use a mobile device for research go on to make a purchase. New numbers from Google says that 50% of consumers who makes a local search on their phones end up visiting a store within the day, and 18% of those searches leads to a purchase within the day. And when in stores, 82% of smartphone users turn to their devices to help them make a product decision – and nearly one in four change their mind while waiting in the checkout line after doing so.
What can we learn from this? Online brands need to be present in the exact right moment of the decision making process.You should start seeing this as an opportunity to connect with a potential buyer. What information do you need to provide to be able to answer these questions: ‘What’s the best choice? Can I afford to buy this? Is it worth it?’