On November 10th, the Search Conference took place in Munich, Germany.
At this event, experts presented and discussed current trends and topics regarding search engine marketing. An extremely relevant training workshop for companies striving to remain competitive.
SEO methods need to be up-to-dated from time to time – host and manager of jacobi&jacobi GmbH Astrid Jacobi can help out with this in Munich, Hamburg, and Frankfurt.
The existence of traditional SEO in times of paid AdWords advertising, which dominates in particular for mobile devices, was one of the topics of this seminar.
Ms. Jacobi also touched on the topic of voice search. According to a poll of 1400 users by Google in the USA, 55 percent of teenagers and 41 percent of adults already rely on voice search.
For Astrid Jacobi, machine learning is one of the most significant trends in the area of search engine optimization. According to Cisco, machine-to-machine traffic will grow to 71 percent by 2019 – 67 percent of IP traffic will be generated by non-PC usage. Google’s newest project, “RankBrain” (effektor blog entry – Google RankBrain), is essential for this. For some time now, this AI system has already been analyzing almost all Google search queries – note that users do not even submit 15 percent of the daily queries.
However, Google’s RankBrain can also have a negative affect for companies since Google answers questions entered into the search fields on its own more and more. A big consequence of this is that links pointing to company websites on occasion do not receive clicks anymore and thus lose precious reach.
As the number of AdWords ads increases, the organic results diminish, particularly for mobile devices.
Based on this, the question the question that now needs to be asked is if traditional SEO still even has a fighting chance.
According to Jacobi, this question can be answered with “yes” if the following points are observed:
1. Performance optimization
During the visit to a website, users should not be expected to go through any hurdles, such as long loading times. Users punish waiting times that are too long by clicking away from a page, thus causing the website owner to lose potential customers. As it is even now, websites that take longer than 0.1 seconds to load are no longer considered “instant”. Mobile users are even more impatient. For the optimization of your website performance, the following tools are among the options available to you:
• image compression
• set an expiration date for a file
• CSS and JS
• load „above the fold“ fields first
More on this: (effektor blog entry – Website Performance)
2. User experience
The term „user experience“ encompasses all aspects of the interaction of a user with a company, their services, or their products. It describes expectations, perceptions and reactions that take place before, during, and after the actual usage occurs.
Learn more about this here: User Experience.
For our work, how a website is perceived by the user is significant:
• appealing design
• meaningful content
• easy to use
• clear structure
The more positively the user perceives a product to be, the more successful the internet presence was. Ms. Jacobi also suggested implementing optimization for mobile devices as well as for Facebook in addition to your own usability testing tools.
3. Context marketing
Furthermore, relevant and high-quality content is still very important. It needs to be continually maintained and updated. One can differentiate between two types of content factors – information that serves to push content, and information that doubles as a content push.
Common relevant information entries such as:
• expert articles
• whitepaper and e-books
are considered to be content-pushing factors.
This type of content remains important but needs to be joined with situation-specific information in the future in order to attain a pull function.
Factors for a content pull are:
• location-specific content
• time-sensitive content
• personalized content
Only targeted context information will be able to produce a pull effect in the future, whereas general content marketing will receive a push character with decreasing effectiveness more and more.