It is a new year again, and that means there are new trends in online marketing. Curious about these trends? This article describes exactly what these trends are, what you can do, and what you are better off avoiding.
Trends in search engine optimization
Google Panda
One of the biggest events is Google Panda. The Google Panda update is part of search engine optimization. Quite a bit has already been written about Google Panda, yet many people still do not know exactly what it is and what it entails. The update was officially launched in February 2011, but Panda is not yet widely known in the Netherlands. During SES 2011 in Amsterdam, Google indicated that Panda would soon start 'checking' Dutch websites as well. Many companies will therefore need to prepare their websites for this.
What exactly is the Google Panda?
Google Panda is named after Biswanath Panda, who, along with others, wrote for Google about the use of tree learning. Tree learning can be used in situations where you need to make a decision to visually and explicitly represent your decision. Below is an example.
Why is Google Panda a part of search engine optimization? Google Panda examines multiple aspects of a website. It does this to determine the position in the search engine. Google Panda primarily looks at user-friendliness and trustworthiness. Additionally, Panda considers factors such as the bounce rate, as well as whether there is (too much) advertising on your site. If your website is user-friendly and pleasant for visitors, you will rank higher in Google. Do you have many negative points? Then you will drop down quickly. Google Panda therefore sees the same things that you dislike when visiting a website. Think, for example, of text where keywords appear unnaturally, but excessive use of advertising and banners are also not viewed positively.
Black Hat SEO
In search engine optimization, besides Panda, a number of other trends will play an important role. Ultimately, 'Black Hat SEO' will disappear. What is Black Hat SEO? Black Hat SEO refers to companies or individuals who attempt to improve a website's ranking using methods disapproved of by search engines. For example, making text the same color as the background. Visitors do not notice this, but Google does. This allows you to rank higher in Google, even though there is no relevant information present. This is certainly not recommended, as there is a high chance of receiving a penalty or even a ban.
Search engine optimization through videos
Another trend is VSEO: search engine optimization through the use of videos. For instance, YouTube has become the second-largest search engine. VSEO will likely become even more important in 2012, as evidenced by the recent development of analytics for YouTube. Have you considered smartphones, tablets, and the like? Their use has increased significantly. Nowadays, anyone can watch a video on their mobile device. Place a video on various pages of your website with a search engine-friendly title and URL above it. This increases the likelihood of it being visited more frequently.
Link Building
Link building is also still an important point. If your links are of poor quality, your website will increasingly appear at the bottom of the search results. Reliable links are still very important for the future!
Social Media
Of course, social media remains a trend! Just think of Facebook 'likes' or Twitter tweets, for example. This was already important and is becoming even more so. Social media has become an almost indispensable part of the marketing mix for many companies. Facebook has already grown enormously and will continue to grow for some time. Furthermore, social media is perfectly suitable for business use! You can even advertise via Facebook and Twitter now. When using advertisements, you must, of course, be careful that it does not become too impersonal and/or that people disengage and leave your page. The most important aspect of social media is helping your customers when they have a question, contributing to the conversation, and, of course, listening to the customer. If you do this, your company can make a difference!
You have probably already heard something about Google+. Are you not using it yet? Then it would be a good idea to create an account. Google+ is bound to grow. It is part of Google, so Google will do everything it can to make it a success. So, in 2012, it can only grow.
Usability
“Is user-friendliness a new trend?” you’re probably thinking. Yes, it remains a trend! It is the future. More and more websites are appearing every day, the range is growing, and so the customer has more and more choice. You need to stand out! If you click on a website and it doesn’t work, you’re gone immediately. After all, it takes too long. Prevent such things! Is your website user-friendly? Can a visitor find everything they need on it? If so, you’ll make it through 2012 just fine. 😉
Mobile Internet
I briefly mentioned the increase in smartphones and tablets earlier. If you check your website's Analytics, you will likely see that the number of visits from mobile phones has increased significantly! So make sure your website is 'mobile-ready', because more and more people will likely be visiting your website via mobile internet.
Texts on your website
How often do you find yourself struggling to write good copy for your website? Language 'changes' by the year, you could say. You have to keep adapting your texts and always ensure that your writing style still suits your target audience. We’ve seen enough of standard sales pitches by now.
Some tips
- Be clear! Use clear sentences.
- Write creatively! If it isn't written in a fun way, the reader will quickly lose interest.
- Give the text a bit of humor! For example, come up with a fun, funny title for your text.
- Addressing the customer with 'you'? You might be wondering if this is possible. Pay attention to whether this suits your company and target audience. Increasingly, customers are addressed informally in texts, precisely because it is so personal.
An article full of tips and handy facts! What are your expectations and what do you think the trends are for 2012? I'm curious!