Christmas is widely recognised as an opportunity for us to put our mobile phones down for more than 15 minutes and feel truly at ease in the offline world. To explain why that would be a bad mistake, here’s December’s edition of SEO News.
Left out in the cold
This column has often spoken about Google’s vision of an omnipresent machine that provides information, solutions, and comfort. Measuring the world in entities, to provide the basis for a real-time classification of all individual sensibilities, is a project whose scope could hardly be larger. In order to be able to know and serve the needs of each and every individual, however, as a company you have to get pretty close to people.
As humankind’s entirely natural digital partner, the Search channel is virtually predestined for such a venture. A large number of us think nothing of trusting the input field of a search engine with our most intimate secrets, greatest fears, and most hidden passions. For companies, webmasters, and SEOs, though, the challenge of generating genuine value from this social potential is growing ever greater. Paid ads, answer boxes as featured snippets, and the beloved “People Also Ask” questions – each of these is displacing the classic, organic click result from the top spots on the search results page. This is the other side of Google’s metamorphosis from a gateway to a portal for all of life’s questions and situations.
The prospects of local search
A golden exception to these current developments is local search. Freshly fortified with an algorithm update for better recognition of local queries, and thanks to its prominent display featuring area maps, a route planner, and user reviews, the so-called “Local Pack” is evolving into the most important piece of inventory that the search engine from Mountain View has to offer stationary trading so far. As an electronic business card, however, the Local Pack has much more to offer besides. Branch operators have the option of chatting directly with potential customers, submitting individual questions and answers, and publishing upcoming events and company news as so-called “posts”. The “Mybusiness” service continues to provide the interface for this. As time goes on, however, local interactions with real people are set to become more important for rankings, as even in local searches, spam isn’t uncommon.
A recent patent shows that, in addition to online check-ins and reviews, Google also wants to incorporate offline user behaviour into its quality evaluation of local companies. According to the document, movement patterns of individual users or EXIF data from uploaded photos are to allow conclusions to be drawn about the quality and relevance of local listings. This leaves a lot of room for imagination as to how conventional SEO work at the computer may also shift into the real world in years to come. In addition to optimising website technology, structure, and content, clever strategies for obtaining good signals from offline searches are now set to be in demand as well. Before long, the free cup of coffee offered in exchange for a longer stay at the corner shop may very likely count among the modern search engine optimiser’s trusted tools.
A special look
To be sure of ending the year with one more compelling overview, let’s round off the last SEO News of 2019 with a detailed look at the newest mobile phone camera to hit the market. Here we encounter a cold, electronic eye; behind it, no didactic supercomputer like the HAL 9000 of Stanley Kubrick’s “2001: A Space Odyssey”, but instead the new addition of a search engine. Already integrated into the current generation of Android mobile phones and driven by such enterprises as Microsoft, Google, Amazon, and Pinterest, in the coming year we’ll see that the fastest connection between the user’s brain and their wallet isn’t the ear or mouth, but the eye.
The proliferation of technologies that enable open searching with the help of visual information is now also underway in Europe and North America, several years after Chinese search machines like Alibaba and Baidu first made important pioneering achievements in this area. Through advancement in the development of artificial intelligence and the gathering of ever more extensive volumes of data, it’s becoming increasingly easy for users to perform search queries that would be difficult to express assisted only by text or even speech.
The most important driver for visual search, however, will turn out to be that optimal searching is the ideal partner to e-commerce. With the launch of its visual search tool, US fashion chain Forever 21 has succeeded in increasing its average shopping cart value by approximately 20%. Inspiration portal Pinterest recently announced that around 80% of its users begin their shopping session with a visual search. The shortening of the customer journey in the young target group of 18 to 34 years is a powerful factor in the battle for online sales. Soon enough, the path from “I want” to “I have” will be just a camera click away.
From the point of view of search engine optimisation, this means it would be advisable to extend content strategies by a visual dimension, and to optimise technical deployment of picture and video files within digital assets. 2020 will not only see us experience the proliferation of visual searches, however, but also witness the first steps on the road to a multimodal search matrix consisting of text, speech, camera input, and (offline) context. That’s why we advise you to stay on the ball, keep reading our little column, and, most importantly, have an excellent start to the new year.