While search engines were once the only way for people to find information online, consumers are now turning to social platforms, especially the TikTok-loving Gen Z generation.
“People are behaving differently when they search any type of query on a search engine, but they’re also utilizing more platforms in their searches. Social search has become a big thing and people are utilizing TikTok, Instagram, and YouTube, for more of their searches,” says Luke O’Leary.
There’s also a rise in generative AI conversational searches which allow people to search the way they speak. For example, you could ask “where can I go with 2 kids and a dog for a walk in London on Sunday?” Instead of Google breaking that query up and displaying reams of information, an AI Overview will show key information to consider with links to dig deeper. Social search is getting bigger
Expert tip: Develop social SEO strategies business email list that enhance your content and presence on platforms by integrating keywords into your profile and posts and creating quality content people want to link to and visit.
Voice search keeps growing
With so many households owning voice-assisted devices like Alexa and Google Home, the way people are using them has evolved and that requires voice search optimization.
It’s no longer just about finding out why digital marketing is a great career in 2021 the time or requested music. Consumers (particularly younger consumers) are turning to voice search to find products and services and enter into conversations that drive transactions.
For example, the future of voice search could be that people can ask a voice assistant to create a meal plan for a family for five days. Instruct it to keep it simple, with preparation taking no more than 20 minutes per meal. Ask it to create recipe cards with visuals, order the ingredients, and have them arrive by 12 o’clock on Thursday.
“That’s really efficient. You’ve got all the recipe cards into your inbox as a busy mum. That’s exactly what you’d be looking for, convenience and it’s a way to shop in a zero-click fashion,” says Mischa McInerney, CMO of the Digital Marketing Institute.
Expert tip: For brands, it’s about finding ways global seo work to slip into voice search. Think about how a brand can be part of a conversation. Is it through local SEO, keywords, or developing conversational content?