DIGITAL MARKETING TRENDS IN 2019: WHAT WILL BE IMPORTANT?

DIGITAL MARKETING TRENDS IN 2019: WHAT WILL BE IMPORTANT?

A lot has happened again this year in the SEO and content marketing world. The online marketing agency artaxo reviews the most important developments and presents the 10 SEO and content marketing trends for 2019.

Many of the topics from last year will remain relevant in 2019. Among other things, user experience, voice search, mobile first index and the indexing of Javascript applications, which we explain here . Here are our SEO trends for 2019:

1. Mobile First

The Mobile First Index, which was rolled out this year, will also play a major role next year, as the transition will probably take some time. However, as a website operator, you should make sure as soon as possible that you can offer your users a mobile-optimized website. From an SEO perspective, the reason for this is not just the fact that Google now rates websites based on their mobile version. The users are much more important. Because more and more people are surfing on their mobile devices. With a mobile-optimized website, you therefore best meet the needs of your users.

Our tip: Create your website in a responsive web design. With the mobile -friendly test, you can check whether your website’s mobile presence can be displayed correctly and is usable. Also check your markup structure: Use at least one relevant markup per page and make sure that the markup is used the same for both the desktop version and the mobile version.

2. Website Speed

With the “Speed ​​Update” in July 2018, the loading times of a website have also become a ranking factor for mobile searches . For slow websites, even small improvements in loading time can have a positive impact on rankings. This means that performance is becoming increasingly important. Google made it clear that this factor is just one of many that influence the ranking. Nevertheless, site operators are recommended to optimize the loading time of their websites. Because users want answers to their search queries as quickly as possible, they often bounce off slow-loading websites and return to the search results page. This sends a negative user signal to the search engine regarding the website. Google even ships nowAlerts to particularly slow websites .

Our tip: To check website performance, we recommend Google’s newly designed PageSpeed ​​Insights tool.

3. User Signals

In 2018, user signals were a big topic. They will continue to occupy the online marketing industry in the coming year as well. User signals such as B. Duration of stay, bounce rate, CTR and the back-to-SERP rate have an influence on the ranking. The CTR (Click Through Rate) indicates how often users actually click through to a website from the search results page. The back-to-SERP rate, on the other hand, shows how often users return from a website to the search results page because they may not have received a satisfactory answer on the website.

This year, the importance of user signals is increasing for the following reasons :

  1. User signals provide a lot of data about user behavior and intention
  2. Search engines are increasingly relying on machine learning, i.e. artificial intelligence, to optimize their products
  3. Artificial intelligence is particularly good at recognizing patterns from extensive data sets and can thus draw conclusions about the intentions of users. These can in turn be used to optimize the rankings

The measures to improve user signals are recommended for every website. Regardless of whether they directly influence the rankings on search result pages or not.

Our tip: Check how accurately your tracking tools measure the user signals from your website. If these settings do not produce any meaningful data, it is better to create your own events to track the behavior of your users (here is an example of tracking optimization of the bounce rate ).

The big breakthrough of voice search is still a long way off, but reports show that sales of virtual language assistants such as Alexa, Google Assistant and Co. are increasing. In Germany, according to a representative survey by Next Media Hamburg in May, only 14 percent own a virtual language assistant. However, forecasts assume that the number of users will increase by almost 35 percent worldwide in the next year.Compared to written search queries, the spoken ones are usually longer and more complex. They are often formulated as a whole question. In addition, usually only one result from the hits on the search results page is read out. In addition, Google is currently testing the so-called Speakable Markup with selected news publishers. With this structured recording, text passages in articles are identified that can easily be read aloud by voice assistants. If the test is successful, every website will possibly be given the opportunity to use this markup to offer language assistants readable text passages.

Our tip: In order to be prepared for the future in digital marketing, you should therefore optimize your website with regard to voice search . Find out what questions your target group is asking and answer them briefly and concisely on your website. For example in the form of FAQ pages. Use tools like AnswerThePublic or Ubersuggest to research questions . Alternatively, you can ask your customer support to log the questions your customers ask.

5. OnSERP SEO

Ranking first on Google’s search results pages no longer means being displayed first there. Instead, Google is playing more and more selected content on the so-called position 0 and plans to do this even more in the future. This content includes featured snippets , direct answer boxes, and carousels for images and videos. In this way, the user can often find the answer to his question directly on Google’s search results page. Without having to call up the actual website that provides the information. This is good for users, but potentially bad for you as a website owner.

Our tip: You can counteract this development in two ways. Try to optimize the content of your website so that it is shown in position 0 by Google. In many cases, you can increase your traffic or at least get attention for your brand. The structured markup of FAQs and instructions will probably also be important for this in the next year. Second, you should put a lot of effort into establishing your brand in the minds of your users. This will make you less dependent on Google as a traffic source.

6. Rich content

On the subject of OnSERP-SEO, Google has also announced that visual content such as videos and images (so-called rich content) should become more important in the search. For example, in the future, videos can increasingly be played out as featured snippets. In addition, this year Google has repeatedly tested upgrading snippets with small preview images. Search engines are also getting better at recognizing images and videos. The breakthrough of visual search, in which images can be uploaded as an alternative to search terms and search engines actually search for similar images based on the characteristics of the original, is also imminent. The Google Lens , for example, already shows the potential of this type of search.

Our tip: Say goodbye to stock photos and create your own meaningful images and videos for your websites. At the moment, however, the file name, the alt tag and the caption should definitely be optimized for relevant keywords if they describe the content of the image well.

7. JavaScript and SEO

JavaScript is becoming more and more popular these days and the number of websites based on JavaScript is increasing. For a long time, however, JavaScript and SEO didn’t really get along. Because Google and Co. could not crawl the JS code, which made this content unusable for the search engines. However, this has now changed due to improved technology and Google is able, for example, to crawl and render JavaScript. From an SEO point of view, it can no longer be said in general that JavaScript is not suitable for websites. In October 2018, Google’s John Mueller also announced that JavaScript would become more important for SEOs.

Our tip: Develop a basic understanding of JavaScript and learn what is important when it comes to search engine optimization of JavaScript applications. Explore the possibilities of dynamic rendering and use tools like prerender.io to optimize the rendering of JS pages.

In content marketing, you should definitely keep a few topics in mind in the new year. This includes:

1. Live streaming

How do you let your customers participate in major events directly, live, location-independent and in color these days? Of course via live streams. Streaming conference presentations or new product announcements is becoming increasingly popular. Many platforms currently offer the option of implementing live streams. These include, for example, YouTube, Facebook, IGTV and Twitch. However, the enormous potential for companies to get in direct contact with their target group has not yet been fully exploited. In addition to virtual participation in major events, live streaming can also be used to provide insights into the everyday life of companies or special employees.

Our tip: If you are looking for influencers for your next advertising campaign or are looking for a new distribution channel for short ads, then take a look at the Twitch streaming platform. Or try starting a live stream yourself.

2. Stories First

Customers want likeable companies to touch. Let customers look into your company and participate in activities with the help of stories. Because stories are no longer popular . Stories are now outstripping the feeds on their respective platforms. Snapchat started the story ruble, Instagram followed suit very successfully and Facebook, WhatsApp and other platforms also use the popular function. Facebook now wants to bring the stories to its platform ‘s groups, so that non-followers with a specific interest can also be addressed directly.

Our tip: The most popular stories are those that take place close to life. They don’t have to be professionally trained because the viewer wants to see what it’s really like. Show your customers interesting, funny or new things from your company.

3. Transparency

According to a study, every second person finds influencers unbelievable . Influencers, like marketers and sales reps, try to sell products. The result of the study shows above all that consumers are becoming more and more critical. Exaggerated promises can even be perceived as fraudulent. In addition, consumers can find a great deal of information and reviews on the Internet, including on products with defects. That is why many companies are now pursuing the strategy of acting as transparently as possible. If a product has an obvious defect, there is no point in trying to cover it up. It is better if they admit their weaknesses and address negative feedback directly. In the long term, transparent communication also binds the customer to the brand.

Our tip: Communicate transparently with your customers and be open to negative criticism. Also react promptly to the feedback so that there is no shitstorm.

Conclusion

In order to be successful in digital marketing in 2019, SEOs and content marketers should not be deterred by well-known statements that have also played a role in digital marketing in recent years: “SEO is dead!”, the competition is too high, Google itself is involved at position 0 as a competitor on the SERPs and the old tactics only have minimal effects. As the challenges for online marketers increase and complexity increases – then the rewards in case of success will be all the greater. Individual SEO and content measures may die out. However, optimizing websites for users and search engines will remain a relevant discipline in the new year. The type of optimizations are constantly changing. Strategies that, for example, voice search, visual search, Include OnSERP-SEO or live streaming in marketing planning. To find the best tactics for successful optimizations in these areas, you need to test what works and stay up to date. Knowledge is hard currency, especially in the SEO and online marketing industry. For this reason, training programs for employees and teams are essential. The fact is: companies will benefit from this investment in the future.

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