The power of Social Media increase a lot in 2016, new platforms, and software and consumer preferences brought about host of changes and endless opportunities for businesses. Social media networks are a major resource for both small and big businesses that are looking to promote their brands on the Internet.
Similarly search engine optimization (SEO) is less than 20 years old; it has evolved quite a number of times and still continues to do so. Today, SEO is a quality game. Quality of content, quality of back links, quality of traffic, etc. Google’s search algorithms are updated on a continual basis, bringing changes that brands of all sizes must adapt to, if they want to stay in business.
If you haven’t check out at your SEO and social media strategies lately, now’s a good time to take initiative and see where you fall, in relation to the latest trends and tactics in the industry. These seven trends are some of the most important to know about this year 2016.
1. Live Streaming Video and Real Time Engagement:
Popularity and significance for video content is continually rising. More than 100 Million Internet users watch online / live video each day and 90% of online shoppers said they find video helpful in making shopping and buying decisions. Visual information transmitted to our brain is processed 60,000X faster than text. So it is hardly surprising that 51.9% of marketing professionals’ worldwide state that video is the content with the best ROI.
One of the key strategies marketers need to implement in 2016 is faster response times. Live content is becoming more important in the social realm thanks to mobile automation tools experiences and social listening. These two trends together are facilitating the rise of live-streaming video, which is being promoted by most major social media profiles, and you can expect it to grow in both streaming and viewing figures
2. Digital assistants and voice searchToday’s digital assistants like Microsoft’s Cortana, Apple’s Siri and Google Now are voice-search enabled and growing smarter with every interaction. According to comScore, 50% of all searches will be voice searches by 2020. Amazon Alexa and Google Home is just two examples of how voice search is gradually gaining significance in our daily lives. What does this mean for search? It means an even lower focus on short, core keywords, and a higher focus on long-tail keywords and on conversational, colloquial types of searches. You will have to adapt your content accordingly.
3. The Rise of Social Media Content
Let’s get one thing clear: content is still king. The mediums might be changing—there is massive shift from text to media—but the competition for visibility has never been stronger. With an increasingly connected consumer and social B2B buying journey, the attention for social content marketing tactics and strategies is growing. However, the term isn’t only about social sharing or optimising content for social channels. It’s also about connecting social business, collaboration and newsroom techniques and principles to content marketing.Why is this important? Because 33% of traffic from Google’s organic search results go to the first item listed.
4. Social Commerce
Despite the continued hype around social media, users (retailers) are still figuring out how to best drive sustainable e-commerce purchases via social media. In 2015, we saw major developments including Pinterest’s launch of the “Buy it” button and Instagram’s expanded ad program. Twitter, Facebook, and YouTube also made their sites and apps more eCommerce-friendly with the addition of new buy buttons.
Thanks to the recognition of social commerce, additional social media brand are considering the model and tinkering with their own advertising strategies; expect to see a more fluid online experience for online shoppers in the near future, which may decrease the necessity for your own complete web site in AN SEO context.
In 2016, you’ll want to explore more ways how you can integrate these features into your social media and content strategies. For inspiration, keep an eye out this holiday season to see how businesses use them.
5. Mobile Apps Revolution
Adding to the complexity of these in-app experiences, both social media platforms and search engines like Google are favouring apps more and more in their new features. Google, for example, is developing features like app streaming to prioritise the visibility and usage of apps for mobile users. As this trend develops, apps will take on an even more important role in users’ online experiences, possibly pushing us ever closer to an eventual “death” of traditional websites.
6. Data-Driven Decisions
Social media analytics is the process of mining data from social media sites and reviewing that data to make strategic data-driven marketing decisions. If you are believe in visual marketing or you are visual brand, then Instagram and Pinterest are already on your way. You’re familiar with character limits and image specs. The basics are taken care of, and now you’re ready to refine your strategy so you can really hone in on quality connections.
Data is already a huge part of how you measure your social media strategy success, but it’ll play bigger game in your 2016 strategy. Social Marketers have clean access to information about consumer preferences and their interest before. This data can help you personalize your message /content and focus on building stronger loyalty and long-term engagement—rather than short-term procurement and individual sales.
7. Machine learning
Defination: Machine learning is a type of artificial intelligence (AI) that provides computers with the ability to learn without being explicitly programmed. Machine learning focuses on the development of computer programs that can teach themselves to grow and change when exposed to new data.
Machine learning in the context of SEO and social media marketing is still in its inception, but it’s already starting to make an impact. Google’s RankBrain algorithm has already had a huge impact, and it may be serving as a first program to evaluate the effectiveness of a machine-learning algorithm left on its own.
Facebook’s News Feed uses machine learning to personalize each member's feed. If a member frequently stops scrolling in order to read or "like" a particular friend's posts, the News Feed will start to show more of that friend's activity earlier in the feed.
Social media and SEO are here to stay -- and keeping up with changing trends is a must.
Whether you decide to accept those changes today or tomorrow, one thing is for sure. Proper strategy and plan gives you ideas on how to adjust your campaign for the near future. You may need to redefine your budget to favor more effective strategies or increase your budget, to experiment with new trends.
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