One of the biggest disappointments for anyone who has written or said “SEO has died” is that it has not done so in so many years and probably never will. What it has done, however, is to transform itself, to evolve to adapt to the behavior of consumers and the advances and technological needs of search engines.
The adaptation of traditional search engines.
Only in recent years have we seen major changes in search engines such as:
- Universal search
- Custom search
- Instant search / real time
- Voice search
The search engines have done a good job and adapted to the trends of the people, and have even improved their algorithms to show results of higher quality and relevance. Google has given them certain characteristic names that every SEO professional should know, but in general all the search engines have made modifications of this style.
- Quality and frequency of content update -> Panda
- Quality of links received by a site -> Penguin
- Local search factors -> Pigeon
- Contextualization, semantic search and speed -> Hummingbird
Although most of them have not changed their interface too much, the algorithms continue to evolve and show not only text content, but real-time information, images, videos, products, maps, etc. Therefore SEO must adapt to these changes and offer optimization alternatives for websites and improve online presence and be found by potential customers or readers.
Just a few weeks ago, Google released an infographic on how people use voice search. This is just one example of how people are beginning to use new technologies to help find answers to their most frequent questions. Which brings us to the next point.
The fragmentation of searches
Throughout this process, the same users who have evolved have also changed their questions and these are increasingly specialized and specific. The consumers of products and information do not only make generic requests, they look for specific things like:
- Songs (Spotify, Shazam, Soundhoud, Deezer)
- Products (Amazon, Aliexpress)
- Movies (IMDB, Rotten tomatoes)
- Hotels and trips (Kayak, Rumbo, eDreams, Trivago)
- News in real time (Google news, Twitter)
- Addresses (Google maps, Yelp, Apple Maps, Nokia HERE)
- Tutorials, guides, recipes (Youtube, ehow)
- General information (Wikipedia)
- And a long etcetera.
Taking into account this, it is mandatory that from now on the work of an SEO is focused not only on Google (as it has been so far largely), but on all search engines. For something its acronym means “search engine optimization” and not “optimization for Google”.
The more information available, the easier it will be for people to find our product. Therefore, our job as marketing professionals, is to analyze and answer these questions and in this way know where to put the focus of our optimization:
- How does my audience seek answers?
Let’s investigate our market and monitor our target to know what your doubts are.
- How can my target audience find me online?
Let’s study when and how you make your purchase decisions
- How can I expand my message, my brand, and my position to reach more people?
Let’s investigate the channels that our target frequents.
- How can I spend less money on advertising and get people to find me naturally?
We offer all the content you need in our own channels, reducing the need to resort to payment channels.
- Who / what determines how and where I present myself in the search?
Let us know which are the most common search engines and their positioning factors.
- How can I measure the success of my search campaigns? Do I know how people found my product?
Let’s establish some objectives and KPIs to know if we approach the expected result.
There are probably more questions and, undoubtedly, many of them still without a clear answer. But it is what makes our daily work interesting: we have to experiment and adapt to the new times. For this reason, at Kanlli we offer a comprehensive, global and constantly evolving optimization. We only believe that as long as there is at least one search engine, SEO will still be alive.