Here are 3 important digital marketing things that you need to be preparing for in 2021
1. Optimize for voice search. The rise of devices like Google Home and Alexa has led to a significant increase in voice search usage. Nearly half of the world’s population uses it now, and that number is expected to grow in 2021. Just because you are optimizing for text or typing searches doesn’t mean you’re ready for voice search. The optimization for voice search differs from that of text. (Consider how you type in Google versus how you speak to Alexa.) For example, when searching on your mobile phone for a good Indian restaurant, you might type “Indian restaurant near me.” However, when asking Alexa, you would say, “Alexa, what is the closest Indian restaurant to me right now?” Do you see the difference? Voice search is more conversational, reflecting how we naturally speak, compared to just typing a few words into Google. Keeping your Google My Business profile updated and detailed is the best way to prepare for voice search.
2. Use Video Advertising. As more streaming services open up their ad platforms, and as more people cut the cable cords, there will be a continuing opportunity for video ads to target your customers/clients/supporters. Studies show that 76% of adults in the US, UK and Australia have purchased a product after viewing a video. That number will go up in 2021 as platforms like Youtube and TikTok further refine their advertising algorithms. Hulu is already opening up its ad platform to the public. Look for it to explode in ’21.
3. Watching Google Core updates and specifically how it influences your organic rankings. Web Vitals will go into effect in March. Here is an article I wrote that covers the latest one in detail, and will give you some ideas on how to maximize your reach and see if your website is ready. Google Just Changed the Rules. Again. Is Your Website Ready?
As always, reach out to me if you need any assistance or have questions.
Originally published here.