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SEO As We Know It Is Changing – Part Two

SEO As We Know It Is Changing – Part Two

The Facts

Last week we covered the issue that in today’s hands-free digital world, consumers are making voice commands rather than text-based searches. We stated that today’s content is critically important, especially in a more conversational tone − the way people talk with friends.

Spiker Insights

The first thing we as marketers would recommend to you is to be mobile friendly. If your website is slow, doesn’t load, or isn’t optimized for mobile users, it’s likely consumers landing on your site will leave straight away. Just a fact of life.

The second thing we would recommend is that you put yourself in your customer’s shoes. You must start using mobile search yourself and then you can optimize your content accordingly based on your personal findings.

And finally for this short list, every little detail of your brand must be up-to-date and match on every single platform you are listed on. This is the type of information mobile and voice search users are often looking for. And if it’s wrong, Google would lower your ranking − and we all know what that means.

If you would like to know more recommendations, drop us a line or give us a call and we would be happy to talk with you further on SEO or any other marketing subject.

SEO As We Know It Is Changing – Part One

SEO As We Know It Is Changing – Part One

The Facts

As consumers, we’re switching toward a hands-free digital world. Most mobile devices now being released are equipped with the latest Artificial Intelligence technology allowing us to make searches with voice rather than typing them in.

But voice searches are undertaken differently to their text-based counter parts. When making a voice command, instead of using specific keywords, we use natural language, like we would when speaking to a friend. Because of this, SEO as we know it is changing.

Spiker Insights

Voice search is an easier, quicker way to search for things while at home, on-the-go, shopping, cooking or commuting from one place to another. It is therefore, no wonder that people are adopting this form of search more and more. This does not mean that text-based commands will disappear completely, but it does mean that digital marketing needs to adapt to this new consumer trend, and now.

Text-based searches are normally approximately three to four words long, while voice-activated ones can sometimes be longer than 10 words.

Content has never been more important, while you may be thinking you have great content already, it now needs to be written in a more conversational tone in order to answer specific customer questions and commands. We’ll cover this subject further next week, so stay tuned.

Whole Foods Lays Off Marketing Staff

Whole Foods Lays Off Marketing Staff

The Facts

Reports have surface that Whole Foods has terminated their in-house corporate marketing department and staffed up regional offices to be closer to the action at retail. This move comes as dozens of marketing executives have left this year already due to cultural differences with new owner Amazon.

Spiker Insights

This concerns us. Is the grocer is going to lose its strong and unique brand and nationwide identity, and how much that of identity matters to their customers and their future revenues? These let-go marketers set and maintained the Whole Foods brand nationwide, and they did a great job. No doubt their high operating costs needed to be reduced as they had the highest in the industry, and they are implementing new marketing fees with their larger suppliers − at the expense of their smaller providers we might add. But this is a very valuable brand and a risky strategy where a competitor, or competitors, could move into this slot once held by Whole Foods. Dangerous indeed. It does bear watching.

Dos Equis Goes Down in Flames

Dos Equis Goes Down in Flames

The Facts

Nothing has given most of us in the agency world greater pleasure this year than watching Dos Equis go down in flames. They had struck it rich with the “Most Interesting Man in the World” campaign − reports are that it tripled their sales during its initial run − but the incompetent marketing professionals, just like the ones at L.L. Bean that we talked about last week, destroyed it.

They replaced the brilliant cast star of the campaign because he was too old. Of course, today you can’t talk about people being too old to work or you’ll be sued out of business. So they came up with the marketing nonsense of, and I quote: “Our millennial drinker has changed quite dramatically. We just want to make sure that the story evolves.”

Results

It evolved all right. The new campaign with the younger character they spent months casting for around the world is an unmitigated disaster. Then they did what comes naturally to clients, they fired their long-time agency that came up with the original campaign, and who fought the client on replacing the original character. And now, Dos Equis announced they were dropping the whole “The Most Interesting Man in the World” campaign.

Spiker Insights

Great ad campaigns are precious and rare. They are fragile and easily destroyed by unwise marketing professionals who believe everything they read in the trades and hear from their so-called friends in the business. When a creative idea catches fire, keep everybody away from it, especially the marketing professionals and the people on the edge of the company who want their voices heard. All they can do is muck it up.