Google’s recent Hummingbird algorithm and the arrival of KitKat are forcing agencies and brands to stretch their search marketing minds and strategies even further – for the better.
More focus on meaningful content and mobile engagement with content translates into a need for longer-term SEO and content marketing commitments. Clearly the days of quick wins and overnight successes in SEO are indeed an era that is well behind us.
In “Time for a New Definition of SEO“, many readers commented with their own insights and opinions about the requirement for a new definition of SEO. The following concept seems to be prevalent:
SEO is the long-term process of enhancing a brand’s opportunity for discoverability in search and social, throughout the prospect’s buying cycle and across any device.
Understanding searcher behavior by channel, intent by geography, and engagement by content asset throughout the buying cycle is key to a brand’s web presence reputation.
Mobile Usage is Forcing a Shift of Search Strategies
It is projected that the number of mobile devices on this planet will surpass the population of the world in the near future. As it stands, according to data available on Wikipedia, there are 6.8 billion mobile devices used by 7 billion people.
Emerging economies such as the Philippines, Thailand and Malaysia already have more mobile devices than people. Other countries that exceed the 100 percent threshold include the United States, the UK, France, and Italy.
Marketers and brand leaders need to consider how their brand content is discovered and engaged with by searchers on a mobile device compared to a desktop. For example, on a mobile device geography is more likely taken into consideration.
Additionally, a conversational or voice search is a more likely occurrence on a mobile device versus a desktop. Think about the behavior difference between the two searches. On your desktop you may type “flower shops in New York”, while on your mobile device you’d likely speak into your phone and say, “I’m looking for a flower shop in New York.”
This behavioral change indicates that consideration needs to be given to:
- The keywords used.
- How the content is consumed.
- Who is searching for and