As search engines become more and more intelligent it can be hard to keep up to date with the latest updates and trends in SEO. Google – and other search engines too – very rarely slow down. They’re constantly evolving based on current climates, and as such, there are always new trends to keep an eye on.
In this blog post, we cover our top SEO and local search trends of 2019 that you should know about. They include…
- User Intent
- Voice Search
- Mobile Optimisation
- Local Search Geo-Targeting
- Even Better Content
“Search engine optimization (SEO) is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site’s user experience and performance in organic search results”.
Our Top Search Trends Of 2019
1. User Intent
Gone are the days of keyword stuffing. Google has cleverly developed not just this year but over the past few years to ensure that simply using a focus keyword over and over again is not a strong ranking factor anymore.
2019 is about giving the consumer what they want and as such, integrating keywords that are relevant and accurate to the brand or product you are optimising for.
Google is as about UX as the rest of us, and it wants to ensure that those who use it (you know, just those 1.17 billion people or so) are getting what they want and need.
When a user does find your website, Google wants more practical result will give the user a good indication of whom they can trust and purchase from, this keeps the user happy with both Google and the website they landed on.
It’s a mutually beneficial agreement.
Plus, with voice search on the rise (see our second trend in a moment) intent optimisation is even more critical. Consumers are now able to voice state precisely what they are searching for rather than typing truncated versions.
2. Voice Search
The prominence of voice search is increasing at a rapid rate.
The Amazon Effect has raised a lazy generation. Technology has advanced so much in recent times that individuals no longer even have to type to get the answers they seek.
Voice recognition is now built into the majority of modern devices, making voice search a more practical option when on the move.
As we know, the lifestyles of consumers are ever-changing, and voice search, too many, is simply seen too many as a more efficient way in which to search.
Just to illustrate that it’s predicted that by 2020 50% of all searches will be by voice.
3. Mobile Optimisation
We now live in a word where the majority of consumers expect and need a constant internet connection.
Tecmark recently conducted a ”˜screentime study‘ that found that the average, user spends 29 hours and 8 minutes on their mobile phones every week.
A separate smartphone usage study found that using a mobile for phone calls is only considered a necessity by 75% of smartphone users, compared to 92% who believe web browsing to be more critical.
Additionally, 2019 is the year Google has started indexing and prioritising mobile over desktop when deciding where content will be placed on Search Engine results pages.
4. Local Search Geo-Targeting
As stated by Think by Google “67% of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location”.
What more, according to Hubspot, 87% of smartphone users conduct a local search at least once a day.
Local search is now a huge trend for Google, solidified with the talks of its plans to monetize Google My Business. In the words of Coca Cola, to think global – you must act local, and this absolutely rings true in search too.
Interested in learning more about GMB? Our swipe file of Google My Business posts to give you inspiration for your own campaigns is available for a limited time only for free. Download it by clicking the image below.
Re-emphasising the importance of local search as a search trend worth focusing on in 2019, “Near me” searches have risen dramatically over the past few years. And ultimately, the closer a local business can get to the consumer, the more likely that a financial transaction will occur, so this kind of optimisation is of high importance to retailers and servicers who don’t rely on e-commerce.
5. eVEN BETTER CONTENT
“No one cares about buying more stuff, but if there’s an interesting story behind the item or service or it connects with their tribe or their community and is more homegrown and relevant to their interests and their passions, then I think the brand preference will come from that,” – Alison Lancaster”.
-Marketing Director at House of Fraser
We already know that ”˜content is king‘, and that engaging and inspiring content will continue to be a significant influence in search engine rankings for 2019.
So, it’s important, now more than ever, to produce outstanding content. And as it’s 2019, that doesn’t just refer to written copy either.
Audio and visual is now a huge trend both on-page and on social media. According to Biteable, mobile video consumption rises by 100% every single year finding the best of videographers, animators and top-tier copywriters is a foolproof way to produce content that works, and that’ll benefit your SEO campaigns as a result.
And that’s not the only been fit either, great content can lead to more organic links and shares – because who can argue with that?
The graph above shows how content on the correct platforms can lead to product discovery as well as lead to purchase.
In conclusion, search engines are ever-changing and it’s hard to pin them down. As our tactics evolve – so do they. And as such, there are always new trends to track. We’re only halfway through 2019, and there’s nothing to say that by the end of the year – the game may have changed course entirely once again, and we might be rounding up a set of different trends for 2019’s year-end. But for now, knowing what we know and seeing what we can see, it’s safe to say that trends such as user intent, voice search, mobile optimisation, local search geo-targeting & better content are the ones worth watching.