Recently, there has been a rapid development of marketing, including in the digital sphere. Trends are changing, and businesses have to adapt. The pandemic has also made adjustments, which has further accelerated the development of marketing. Without the application of digital technology, the development of almost any business has become impossible.
Audience trust.
Apple (Safari browser), followed by Google (Chrome browser) announced the abolition of cookies. So personalized advertising will become impossible and information about users will have to be collected in a different way: surveys, registration, creating your own customer base. In addition, experts are using artificial intelligence and end-to-end analytics on the site to collect and learn from data and to automate marketing-related processes.
Chatbots and artificial intelligence
As practice shows, most people use chatbots. According to Drift State of Conversational Marketing, companies are using chatbots 92% more than in 2019. It makes communication between users and the company more effective and helps attract potential customers, which boosts sales. Chatbots are evolving rapidly. By using artificial intelligence, chatbots can understand not only commands but also meaningful speech.
Interactive content
Interactive promises to remain one of the brightest trends in digital marketing. Quizzes, quizzes, contests, calculators, infographics, and podcasts are great ways to engage and retain users. Interactive content is one of the most viral and gets users to interact more with the site.
Voice Search
Increasingly, users are using voice search. It saves time and makes the process easier. During voice search, a query is often formed in the form of a question. The search engine searches for the appropriate answer offered by the sites. But with voice search, the user sets the query differently than with text search. As a result, to promote with voice search, use different types of keywords and consider the following points in website optimization:
Upload quality content to the site – write good text without water and keyword stuffing. Optimize the loading speed of the site. This will improve the reputation of the site, which in turn will affect the appearance of quick responses. As a rule, when answering the user’s request voice assistants will use this very block or the result, which is in the top 1. Note that the appearance of “quick answers” is also influenced by the correct micro-layout of relevant content on the site.
Refine the pages that appear in Google’s featured snippets. Featured snippets, or Google’s highlighted descriptions, are a block of “Q&A” type text that appears at the top of the search page as a result of a user’s query to the search engine.
Use Google My Business to increase the visibility of your business in Google searches. Register your business card and keep your data up to date.
Use tables, lists, and subheadings in the FAQ section. This will help the search engine properly index your content and add the site to the results of the output at the zero position.
Most of the voice queries people make from smartphones. So optimize the adaptive version of the site, work out the navigation, optimize the display of images and text content, optimize fonts and check that all text is easy to read, update the site for Mobile-first Index. All content should be displayed to the width of the smartphone screen and not extend beyond it.
Implement structured data markup on your site. Schema, Google’s structured data markup wizard, can help with this.
Alternatively, you can adjust the micro-partitioning in your HTML code manually. This involves working with individual elements, such as Contacts, including through a plugin.
To adapt content for voice search, you need to make sure that the data marked up with microarray is displayed correctly when searching. It will be easier for the search engine to process and retrieve it.
