There's no question that the Internet has changed dramatically over the years, and that's true for how companies market their online business as well. Any business owner needs only to look at the number of changes Google has made to its search algorithm to gain a basic understanding of how Internet marketing techniques have changed over time.
Firms that do business on the Internet need to pivot their marketing strategies every time there's a shift in the search algorithms, or they could be left behind to the point where their sales suffer. Bob Holtzman of Mainebiz.com a dice piuttostu francamente:
"L'Internet evolve cusì rapidamente chì ciò chì hà travagliatu un annu fà puderia esse digià anticu - è chì puderia discrive u marketing in ligna di l'ultimu decenniu. Ghjustu quandu alcune cumpagnie anu finalmente custruitu i so primi siti web, i media suciali anu cuminciatu à piglià i globi oculari è à fà chì i siti daretu à a curva parenu antiquati o irrilevanti.
"I ritardati in Facebook si sò ritruvati tardi ancu in a festa di Twitter. À u mumentu di qualchì situ web hà iniziatu à integrà e social media, i dispositivi mobili furzavanu cambiamenti più impurtanti in a cuncezzione, l'architettura è u cuntenutu di u situ ".
Currently, online businesses are reacting to the changes that occurred as a result of Google's latest update, called Hummingbird. The purpose of this algorithm change was to shift some of the weight from keyword searches to conversational searches that seek answers to direct questions.
Google has stated that it wants to promote content (websites) that are most able to answer the users' questions, so your content can't be just about promoting a product line or brand. It has to be something that is shown as valuable first. Once this foundation has been built, marketing techniques can be applied to round out your site without being too overt.
Un esempiu utile
Pigliate sta pagina da Persiane di Cleveland for example. The headline of the page reads: Got bay windows? Need a solution that works? Right off the bat, the company shows that it's addressing an issue that viewers might have.
Now what makes this page unique is that the company didn't go for a large wall of text to describe what a person can do with a bay window; it showed the visitor a series of images that highlight solutions to a problem. The person who might come looking for an answer not only can find one, but he or she can see how Cleveland Shutters' products are a solution without being hit by traditional advertising.
L'influenza crescente di u telefuninu
Experts also say the growing number of mobile will surely have a huge influence on marketing in the future. “The tipping point at which more searches take place on mobile devices than stationary computers is coming faster than many think,” said Google's Search Engineer Matt Cutts. “I wouldn't be surprised if we soon take mobile page speed into account for SEO.”
Di conseguenza, i bilanci destinati à iniziative di marketing mobile have increased 142 percent between 2011 and 2013. Much of this starts with a mobile-friendly version of the company's website, which is often overlooked by online businesses.
“Mobile Web surfers are a demanding bunch. If they visit your website and it's not optimized for both the device they're using and the different ways mobile users behave, they will get frustrated and leave,” says Ken Barber, vice president of marketing at mShopper.com.
Mentre e tendenze cambieranu sicuramente, una cosa da chì Google ùn hà mai alluntanatu hè l'importanza di una sperienza d'usu di qualità cum'è u fattore più impurtante in u ranking di e pagine per i risultati di ricerca. Fornisce un cuntenutu preziosu è dà à i visitatori, sia via desktop sia mobile, una sperienza ricca è impegnativa sò tramindui strategie chì ùn anderanu mai in moda.