By Jessica Bubenheim, on 28 March 2018
Capitalizing on Google’s features plays an integral role in a successful marketing strategy. We’ve compiled the 5 areas of Google that top marketers have been capitalizing on so far in 2018.
1) Users demand speed and fluidity with Google snippets and Google’s answer boxes
Snippets are increasingly integrated into our google search experiences. This increase in space occupation has sparked a rise in SEO competition among brands to achieve the holy grail of positions on SERPs; a spotlight feature in a snippet or answer box. Nearly 30% of Google searches display highlighted snippets. Content selected for display includes lists, tables, or other graphics. Question and answer formats also have a better ‘snippet success rate’, as they easily allow Google to extract the exact content for a carefully curated highlighted snippet. A similar approach to achieve to achieve a spotlight feature in Google’s answer box in SERPs is creating quick and easy answer content. Google’s answer box, similarly to a Snippet, helps users answer their most pressing queries with fluidity and speed. Test’s show that Google’s answer box results experience a CTR of 32 %.
2) RankBrain knows your users best
Currently, RankBrain is considered the third most important factor for Google’s algorithm. RankBrain is Google’s machine learning system helping Google to organize SERPs. Rank Brain uses data from user interactions with search results to effectively rank and organize SERPs. RankBrain places emphasis on two main aspects:
Dwell time: the amount of time a user spend on site
Click-through-rate (CTR): the percentage of people that click on a result
3) Quality content is worth it, for users and for marketers
Until recently Google had been analysing sites 100% on basis of content, examining how often certain keywords are used. Google searched the sites content looking specifically at title, URL, ALT text of images, description tag and H1. Just recently Google has picked up on quality control, and is now assessing pages not only on content but also context.
4) The mobile trend goes on
Already in 2016, 43,6% (nearly half) of web traffic was generated via mobile, and the number has been rising since. Accompanying this trend, responsive sites (designed and optimized for mobile use) have gained prominence in recent years. Next year Google is launching their new Mobile-First Index, making mobile optimization a must. On the other hand, the Accelerated Mobile Pages (AMP) Project is gaining prominence. The AMP Project is an “open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.”
5) Users are no longer glued to their screens
As the Internet of Things (IoT) expands, the physical world is becoming one big information system. Screenless technology Google Home is bridging the gaps for users between physical and digital. What does this mean for marketing professionals? Content marketing needs a revamp, we need to change things up and take on a fresh approach. Voice searches with Google’s digital assistants are increasing. To stay competitive, it’s worth considering how to incorporate these into your marketing plan. Given these technologies are already scaling, it’s worth consulting experts now to establish a competitive edge.