Where is Google Search Going? 4 Important Trends
Google's search engine is always a work in progress. Routinely, Google releases algorithm updates that change the way page rankings work and have marketers scrambling. But other influences are also affecting search engines this year, beyond algorithms and onto the way that customers are acting and new technologies are changing the ever-important browser search. These trends highlight the direction that Google's search functions (and, in many cases, other search engines as well) are taking.
1. Great Mobile Expectations
Google's algorithm updates are notorious for changing the way that SEO and page rankings work…but famous for generally increasing the overall quality and usability of sites, which is good news for customers. The latest update, planned for April 2015, is expected to be larger than previous Google updates and focus almost exclusively on mobile searches. Google has always tried to be at the forefront of quality mobile content, and this update could force a lot of businesses to adopt similar practices. Now mobile sites that are properly developed and formatted with get a big boost in page rankings, and many brands will finally have to face the fact that they need a strong mobile strategy and cannot trust poor ports and lazy optimization to represent their companies.
2. The Long Tail Gets Even More Important
You've heard about the long tail, right? The ability to reach many different niche markets that add up to a very powerful effect? It applies to SEO work too, and now more than ever before. The problem is that brands are struggling to understand this concept and the way it works to bring customers in. They want to hammer on a few choice phrases and get to the top of SERPs because they think their brand is defined by those few phrases. Actually, success is more assured by using a broader variety of SEO terms and reaching the long tail of people searching based on their own unique perspectives. If you want to take a second look at your SEO spread, visit Whitechalkroad.com for new ideas and tools.
3. Redefining Locality
Local SEO and searching remain important, but the way companies go about creating local SEO is slowly but surely shifting. Part of this is again due to changes in Google's algorithm that have placed more focus on address and location tagging, but part is also due simply to the way businesses have learned to communicate in their own cities or towns. The result is more social media and local business profile work than ever before, along with efforts to get good customer reviews front and center. Of course page rankings are still important, but the local picture has become more complete.
4. More (and Smarter) AI
As automation and exploratory artificial intelligence grow, people are less and less likely to do their own searches by hand. Instead, they let other services search for them. Siri, Cortana, and other voice-controlled assistants are now perusing databases and drawing in information on their own terms, which changes the dynamics of search functions in interesting ways. Also important: The ways that phrase interpretation and query analysis are developing to guess what a customer really wants. Efforts here could increase search accuracy…or throw new roadblocks down, depending on results.
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