Five ways that SEO has a strategic impact
It can lower digital media costs and defend market share since anytime you miss an acquisition opportunity in search (either paid or organic), the danger is that competition is taking the lead. It further has a branding impact since raising awareness increases the general visibility. SEO is not the only component of the impact puzzle but it surely has an influence in increasing the visibility of a campaign. Moreover, it can support product or service development since search (paid and organic) is actually a huge focus group with lots of data and if the analysis of it is going well, demand can be anticipated and new products/services can be designed to please customers.
SEO has been there for almost a decade, still not everyone has understood its huge potential and impact yet. It is gaining importance in the strategy of businesses and can be categorised in at least four different ways:
Raise the SEO impact on your company
Since SEO is not a major popular thing across an entire company yet, it is important to do an enterprise wide training on its importance with specific trainings tailored to each department.
Meetings have to be set to make sure that search visibility becomes a priority while marketing decisions are made. This is the only way to adopt SEO, which has major growth potential in the near future.
Prediction on the new trends
SEO is evolving very fast and many trends of 2016 are expected to continue to grow or take shape in 2017. Search engines are getting more powerful at identifying user content and provide results more efficiently since users know exactly what they are looking for. This is the reason why brands will need have to optimise their digital content in order to focus on the content rather than specific keywords.
Mobile is expected to grow more than ever. Mobile search is skyrocketing and is not showing any slow down since many websites are already getting the majority of their traffic from mobile devices. For instance, Google reported in May 2015 that mobile searches had surpassed desktop searches. Mobile search starts to be considered as the default user experience.
Voice search is still an ongoing project in the tech industry and has become one of the fastest growing search options: it’s hands-free, fast and futuristic, a perfect mix to appeal users. However, there is still some progress to be made since the error rate is still too high, according to Behshad Behzadi, Google’s director of conversational search. The objective is to go deeper than voice recognition, and evolve into voice understanding.
2017 is expected to be a big year for the digital industry since users have never been so connected. It is very important for SEO marketers to understand the factors that are changing the market to be prepared for the future.
Anna Lefèvre
Sébastien Fors
Sources:
http://searchengineland.com/good-seo-strategic-263607
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