As marketers, we understand that what worked in 2020 and 2021 may not work in 2022. In order to deliver the best results possible, we need to stay on top of the latest trends.
In this article, we’ll describe a few of the top digital marketing trends to look out for in 2022. These should help you make better decisions about using digital technology for your business or personal use.
Trend 1: No-Click Searches (or Featured Snippets)
Zero-Click Searches refers to a search engine results page (SERP) which answers the query right at the top so that the user doesn’t need any further clicks to complete the search. These are provided by Google and other search engines to help people find answers quickly and keep them on their website (and off of yours).
Seeing a lower number of visitors to your website because Google is giving your potential customers the answer can be frustrating. However, these snippets aren’t always bad news. It demonstrates that you’re providing valuable content when search engines show information from your site to searchers.
It’s your job to add content to these snippets that will pique the reader’s interest. This will make them click on your website for more information instead of the search engine.
Trend 2: Google Verified listings
A Google Business listing can have several benefits, including local SEO and answering comments or complaints.
Growing your business with this app is easy, free, and effective.
Other benefits include:
1. Boosting Your Local SEO
2. Providing a map for your customers to find your business
3. Allowing users to leave reviews in Google My Business
4. Communicating With Your Customers
5. It’s a Free SEO Tool
Additionally, local searches are an excellent source of high-quality leads. Since your customers were already looking for a company like yours to buy from, they’re more likely to make a purchase from you.
With Google My Business, you can improve your overall marketing strategy as well as your SEO.
Trend 3: Voice Search
We have experienced one of the biggest shifts in the way we use keywords as a result of the popularity of voice search both at home and on our phones.
Some of the advantages include:
- In many businesses, such as in the healthcare industry, it can help to enhance productivity.
- Speech can be captured much faster than typing.
- Text-to-speech can be used in real-time.
- As with any other writing tool, the software can spell.
- Provides assistance to those with speech or sight problems.
In our opinion, voice-activated digital assistants have and will continue to be huge sellers. Because let’s face it, some people prefer to talk with Alexa or Siri more than they do with their own families!
Trend 4: Visual Search
Searches using visual stimuli (screenshots, Internet images, or photographs) are known as visual search.
In modern visual search technology, artificial intelligence (AI) is used to analyse the content and context of these images and return relevant results.
For example, a search returns species information if users are uploading an animal photo, while historical data is returned if they are uploading a landmark image.
Why should your business use visual search? Add high-quality images containing descriptive keywords to your online inventory, add image searches to your online listing, and (if your target market uses Pinterest), consider advertising on the site. They receive boosted search engine results when brands advertise with them.
Consider the following as well:
- Your images will be more likely to be discovered by search engines if you have an image sitemap
- Before uploading images to your website, give them descriptive filenames
- All images should have alternative text aka “Alt tags”
Trend 5: Online Reviews
Reviews can make or break your business’s ability to attract new customers or clients.
Regardless of how impressive a company’s product or service is, real, unbiased reviews can only come from consumers. Reviews from verified sources can set your business apart from the competition and help build trust before visitors even click on your website.
For a business, the best place to get reviews is Google Business. The most prominent listing is on Google, so it’s highly visible. Your Google Business listing allows people to call or visit your website. Facebook is also an excellent source of reviews and can be used to build a testimonials page on your website.
Make it easy for your customers to leave reviews by providing them with a link to your Google Business listing. Even if they all have 5-star ratings, businesses with only a handful of reviews get fewer conversions than businesses with hundreds of reviews, even if some of them aren’t great.
Trend 6: Automated & Smart Bidding in Google Ads
Ads specialists continuously optimise the keywords, bids, and wording of ads to get the best possible results from Google Ads campaigns. In spite of getting results, this attention to detail is exhausting. Business owners who attempt to run a campaign may become overwhelmed and fail.
Introducing automated bidding strategies. By analysing the vast amounts of data that Google has on its users, Google is able to adjust the bids you make using machine learning in real-time. Advertisers can use automated strategies while still remaining in control of their campaigns. Intelligent bidding is nothing new, but most business owners are unaware of what it does or what it is able to do.
The optimisation of PPC performance still involves many human strategies. Putting an automated bid strategy in place and leaving it there will not lead to results – you should still test it against other automated bid strategies.
The digital marketing world is constantly evolving.
A marketer or small business that wants to stay up-to-date with the latest trends in SEO, Social Media and PPC will always encounter new changes that could affect their digital marketing strategy.
Do you need help staying up to date with and implementing these digital marketing trends into your strategy?
Get in touch and let’s talk about what trends are coming up so you can prepare for them now and stay ahead of the competition.
Image purchased on Canva.