The way people search for a business has changed. Gone are the days when you’d find loads of businesses named ‘AAA Plumbing’ or ‘A* Electrical’ on the opening pages of the telephone directory, in fact, you might struggle to find a telephone directory!
Search engines have become the go-to resource for people seeking information, products, and services. Over the years, the way people search and the factors that influence search engine rankings have evolved significantly. To ensure success and stay ahead of the competition, you must understand how search has changed and adapt accordingly.
We’re here to help you explore the key changes in search and provide insights into what every business needs to know.
1 | Make sure your website is geared up for every type of search
One of the biggest shifts in online search behaviour is the rise of mobile devices and voice assistants. With the widespread adoption of smartphones, people are increasingly conducting searches on the go. Voice search, powered by voice assistants like Siri, Alexa, and Google Assistant, has also gained popularity due to its convenience.
To optimise your website for mobile and voice search, businesses need to ensure it is mobile-friendly, responsive, and loads quickly. You should also optimise your content for voice queries is essential by focusing on conversational language and providing direct, concise answers to common questions.
2 | Stay up to date with search engine algorithms
Search engine algorithms, on sites such as Google, are constantly evolving to deliver more relevant and accurate search results.
To adapt to these changes, you need to prioritise valuable content that meets the needs of your target audience. Keyword-stuffed content is no longer effective and may even harm search rankings. Instead, focus on creating comprehensive, well-researched content that answers users’ queries and provides a positive user experience.
3 | Make sure your business listings are up to date
Local search has become increasingly important to businesses. When people search for products or services near them, search engines aim to provide localised results. Make sure your Google listing is up to date; this includes providing accurate and up-to-date information about the business, such as address, phone number, and business hours. Encouraging customers to leave reviews on Google can also boost visibility and reputation.
If your business is listed on other sites online, make sure all the information is correct and matches the information on your Google listing.
How to improve your online presence
Looking for further advice on on-site and off-site SEO? Our free downloadable guide reveals everything you need to know, including:
Benefits of on-site and off-site SEO
Steps to fix on-site and off-site SEO issues
Tips to manage your online reviews and ratings
Plus loads more
Written by the experts at Reach, this guide will help you discover tips and tricks you need to get found online.
4 | Optimise your images
Advances in technology allow people to search for information using images instead of text.
To take advantage of visual search, consider optimising the images you use on your site by using descriptive file names, alt tags, and captions that accurately represent the content. It’s important to make sure the images aren’t too big as this will impact how quickly your site loads – which in turn impacts where your site appears on search engine results. You should also make sure your images are mobile-friendly.
5 | Work on your featured snippets and introduce schema markup
Featured snippets are brief, highlighted snippets of information displayed at the top of search results. These snippets aim to provide users with quick answers to their queries without having to click through to a website. Search engines such as Google have automated systems that determine whether a page would make a good featured snippet to highlight for a specific search request.
Schema markup, also known as structured data, refers to the code used by search engines to read and understand your content. It is a really useful tool and something many websites do not take advantage of. Implementing schema markup can enhance the chances of appearing in search results and featured snippets, driving more visibility and traffic to your site.
Need a hand?
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