Digital trends change so quickly, and big online players like Google and Facebook are constantly making changes to their platforms that can affect your website traffic. If you haven’t had time to catch up on the latest changes, here are 5 developments you really should pay attention to!
SEO Relies on Content Marketing
Years ago, good search engine optimization basically meant filling your website with keywords and having more backlinks than your competitors, no matter where those links came from. Today, if you follow that same strategy, you are likely to be penalized by Google for implementing SEO practices that attempt to unnaturally manipulate search rankings. If you haven’t updated your strategy, now is the time. A modern SEO strategy concentrates on providing the best possible user experience on your website combined with helpful website content that answers questions your audience is searching for in search engines and social media.
Mobile Traffic is on the Rise
A mobile friendly website is crucial to the website traffic of any business. People are spending more time on their mobile devices than ever before, and with the line between smartphones and tablets beginning to blur, this number will only increase. The modern consumer is making their purchasing decisions on-the-go. Meaning that if your business’ website is not optimized for mobile devices, you will be missing out on customers that your competition would be more than happy to help. If you need more convincing, take a look at the number of mobile web browsing devices that were available 5-7 years ago. Back then the market was basically made up of the first smart phones and iPods. Less than a decade later, increased data availability, wireless internet, and mobile hot spots have enabled us to browse the web across multiple platforms. Today iPods, lap tops, tablets, and even select “wearable” devices flood the web browsing market. Furthermore, the number of worldwide mobile users is expected to reach 5.13 billion in 2017, up from 4.08 in 2012 (eMarketer).
Facebook’s Organic Reach is Declining
It is becoming increasingly difficult for companies to reach their followers. Yes, that’s right, an average of 16% of a given business’ followers are seeing posted content! Facebook claims that due to the growth of the social media platform, there had to be a way for the content to be sorted and prioritized. Facebook’s algorithm chooses to only show posts that are deemed “relevant” to each individual. Don’t panic, there are ways to combat this and still reach your followers! Enhance your websites’ content and use social media as a way to communicate with your followers. Social media should be a 2-way conversation where businesses are able to have an engaging relationship with the consumer.
Customers Consult the Internet More Every Year
Purchasing decisions have been based on research since the beginning of time. Consumers have always asked friends and family about their opinions on certain products and services. While consumers are still relying on second opinions regarding purchasing decisions, they are depending more and more on the internet. Discussion boards, blogs, and company websites are now what drive consumers to their ultimate decision to purchase. ZMOT or the Zero Moment of Truth, as it is referred to, is the moment a consumer decides to consult the internet regarding a purchasing decision. Basically, your brand is competing with the rest of the market to win that ZMOT. To win the Zero Moment of Truth, your business must provide web content that answers a consumer’s questions.
Gmail Promotions Tab
If you think that your business’ emails are headed right to a consumer’s primary inbox, you may need to think again. In May of last year Google began to automatically sort their Gmail user’s inboxes into a variety of categories. Emails are now broken down into “Primary”, “Social”, “Promotions”, “Updates”, and “Forums”. So instead of your potential consumer’s primary inbox, where your emails used to go, they now go to the promotions inbox. This means that consumers are now required to have the desire to check their promotions tab if they are ready to be bombarded with advertisements, something many consumers might not have the time or energy to do. As a business, being tossed into the promotions tab is a bit like being tossed into a ring with the rest of the online marketing world. It is not all bad though. Now, when someone clicks on the promotions tab, they are ready to be marketed to. Create loveable emails that are truly worth the consumer’s time to capitalize on the promotions tab. If marketers use the tab correctly it could become their biggest ally instead of their greatest enemy.
The factors which affect the amount of traffic achieved by your company’s website are constantly evolving. Keep your digital marketing efforts up to date and make sure your business’ services are reaching your consumer base!