“The ADVANCED Digital Marketing Trends for”

1. No-Click Searches also Known as Featured Snippet

For business owners wanting to attract visitors to their website, it can be frustrating to see lower traffic because Google is handing your potential customers the answer. But, these snippets don’t always spell bad news. When search engines use your website to show information to searchers, it shows you’re providing valuable content. The trick is to make sure you add something to these snippets that will draw the reader in and entice them to click on your website for more information, and away from the search engine that has provided them with a quick answer.

There are many ways you can do this. Think about how you can update your page titles to indicate what searchers will get when visiting your site. Can you make your ‘how-to’ list a little longer while staying accurate, so that the snippet’s information is cut off and searchers have to click through to see the full list? You can also use schema to enhance your content and provide details about your website’s trustworthiness and authority, like ratings and reviews.

No-click searches may be beneficial to the reader and the search engine company, but you can also use them to your advantage. Being the subject of a no-click search means you’re halfway there — people are interested in what you have to say. Your next step is to attract them to your site for more of what you have to offer.

Google Verified Listings for Local SEO

For businesses that operate on a local level, such as a plumbing company or a veterinary clinic, your Google My Business listing provides valuable information and helps establish your geographical location.

Having a geographically-defined service area with Google My Business listing aids in showing up for “near me” searches. It also lets customers learn more about your business within Google Search results. At a glance your potential customer can see your open hours, address, and star rating left by other users.

In order to make sure the information displayed is correct, you should verify your Google business listing and keep information up to date. The benefits of verifying your business are: 

  1. You can manage your business information in Search, Maps, and other Google properties.
  2. Verified businesses are considered more trustworthy and reputable than unverified competitors. 
  3. When you verify your business, you’re preventing fraud in the event that someone else tries to act as the owner and claims your listing as theirs.

Visual Search

Instead of typing a description into Google, users can now upload an image and get information about an item just from a picture. If they’re uploading a plant photo, the search returns species information, while a landmark image will return historical data. When a user searches a product, it returns similar products and where to buy them. Google Lens, Pinterest Lens, and related search tools turn a user’s camera into a search bar.

How can your business leverage visual search? You can Add high-quality images tagged with descriptive keywords, introduce an image search into your online inventory, and (if your target market uses Pinterest), consider advertising on this platform. Brands that advertise with them get the benefit of boosted search results.

Additionally consider the following:

  • having an image sitemap will increase the likelihood of your images being discovered by search engines
      • use descriptive filenames for images before uploading them to your website
        • add alternative text to all image aka “Alt tags”
Digital Marketing Trends: Visual Search Statistics

Online Reviews

Online reviews can make or break your business’s ability to attract new customers or clients. While any company can talk up their products or services, other consumers can provide real, unbiased reviews. Having many reviews from verified sources can make your business stand out from the competition and start building trust before they even click on your website.

Google Reviews on Phones

The most useful review for a business to receive is through Google Business. These are the most trusted sources, they’re the most visible, and your Google Business listing lets people call or visit the website. Facebook is another excellent source of online reviews, and you can use them to build a testimonials page on your website, while Yelp is suitable for restaurants, hotel etc.