Five Digital Marketing Trends For Search

The search landscape is growing into an ever-complex, highly competitive environment. This makes it imperative for digital marketing professionals to keep ahead of the latest trends to ensure that their clients’ digital marketing strategies continue to work optimally.

Here are five search-related digital marketing trends to think about:

1. Search is for all verticals: It has now been proven that online searches strongly influence offline sales. While this is more prevalent for purchases that are given a lot of thought, like cars, furniture and educational courses; many other industrial sectors have also reported significant benefits from search.

2. Search means different platforms: While Google may be the most preferred option for PPC, it is also important for digital marketing professionals to diversify their paid search efforts over other online ad platforms like Yahoo, Bing and Facebook. The audiences using these platforms are quite different from Google users, and have targeting and response rates that vary from that of Google.

3. Growth of local and mobile search: As search results pages are increasingly showing results from local companies, it is vital that businesses register themselves locally to show up on maps, local search results and geo-location searches. Additionally, as more people begin using smartphones, digital marketing professionals should ensure that their website is accessible over mobile phone browsers.

4. Combination of SEO and paid search: Such integration is expected to increase the performance of search, for most digital marketing strategies. Leading digital marketing expert Vanessa Fox, who developed Google's Webmaster Central, has cited a few research studies during which it was discovered that revenue, conversion rates and click-through rates were higher when paid listings appeared alongside organic listings, for different search queries.

5. Social media integration: While it is not clear whether Google or Facebook will emerge winner in the race to become the most effective social media platform, it is obvious that companies need to integrate their social media campaign with their other digital marketing activities. In addition, marketers should use Facebook’s hyper-targeted ad opportunities to their advantage for tapping new audiences and improving the effectiveness of their strategy.

The main reason why search has become a leading marketing tactic is because it actually works. If you want to get your message in front of the right audience, before your competition, it is important to become familiar with the ever-changing complexity of the search landscape.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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