There is no doubt about the power of digital marketing.
They can benefit your business is massive proportions.
Where we are aware of the benefits of digital marketing, we also know that digital marketing changes each year. Simply put, there is one thing constant in digital marketing that is change.
Predictions show that in 2019, digital marketing is going to change drastically, but not all changes are good for all.
With each year, digital marketing gets more expensive. Thus, competition arises.
The graph above shows the revenue of Google, which has increased each year.
With the use of new technologies in line, digital marketing changes. There are almost 1,805,260,010 websites on the web.
No wonder that, why the competition is too high.
This is crazy!!
Let’s take a deep dive that how digital marketing with change this year.
Change #1: SEO will be different
Why I’m mentioning this first in the list, well because it is the most shocking one. Simply said SEO is moving to the voice search. Almost 2 out of every 5 adults use voice search in 2018. But we see 2020, 50% of the searches will be voice search, well it is a prediction.
This clearly indicates that more people will be searching through Google home and Alexa.
So, why don’t SEO’s like voice search, well with voice search being on page 1 doesn’t matter. Secondly, there are lower conversions through voice search as people will not be visiting your website.
Instead of looking at the voice search as a bad thing, you can think this way that when SEO’s don’t like it they would not be prepared for it, here you can take the edge.
Change #2: Complex Algorithm updates
There were 12 updates in 2018 according to Moz algorithm changelog. Yes, it seems a lot but trusts me it’s not. We consider that the updates in last year were a lot, but more complex updates are on the way.
On average Google, have 12 updates per year.
In the year 2014 Google released the Panda 4.2, well that created a lot of changes but if we see clearly Google only got rid of the spammy sites and low-quality content.
Google wanted to give a fair share, where they didn’t want to rank 300-word blogs with duplicate content.
With the Penguin 4.0 update, they didn’t only penalize you for the spammy links, they devalue the links.
If you create shady backlinks, which get caught, they devalue those links, which causes your website to get banned.
Google is creating complex algorithm updates, which are harder to beat.
Now Google has metrics other than content and backlink, some are:
1. Are the users spending more time on your site as compared to the other ranked websites on Google?
2. Are the brand queries increasing over time?
3. Do people find your website appealing?
4. Are people bouncing off your website?
5. Is your Click-through-rate higher?
To beat the complex algorithms, you have to change your mindset and for understanding Google, you have to understand the users.
Google just prioritizes one thing that is the user’s preferences. The ones who are loved by the users will get the top ranking.
If you understand the intent of the search, then you will be able to solve the problems.
Once you achieve that, then no one can stop you to get successful.
Change #3: Build a Company with multiple channels
Well, it is pretty clear that with high competition and digital explosion, you can build a company of 1 channel.
Unlike, Dropbox who grew when they gave more free space to the users who invited their connections to the Dropbox and facebook who practiced the same, you have to use popular multiple marketing channels that are profitable.
You have to go from content marketing and paid ads to social media marketing and SEO to email marketing.
It’s the only option you have in the long run.
One channel would not make it, but if you combine them all, then you will be able to grow your business.
Take in the positive side, that if something happens to one channel, your business won’t go down too much because you are diversified.
Adopt the omnichannel approach
Change #4: Focus on New Content Types
Let’s face it, the text-based content is saturated. If you would create one type of content, it will take ages to rank on Google.
What if I tell you that there is another form of SEO, which produces results faster than you think?
Well its YouTube, we all are aware of the power of YouTube.
So, understand it you can focus on less saturated forms of content like video and audio to be successful.
Change #5: Blogging will be tougher
If you are a writer, then this point would be highly shocking for you.
But it’s the time to face reality.
There are almost 1.8 billion sites, and roughly 1 billion of them are blogs. If we do the math then there is 1 blog for every 7 people.
In the past Google loved content, Google used to rank the high-quality articles because they lacked content in their index.
As time passed a lot, Google no longer had a shortage of content. There is too much content to choose from.
This made them pickier if they want to rank your website or not.
If you write dozens of articles each day and try its rank, you can, it’s possible but it takes a lot of time and it gets harder and harder.
If you see through the way content marketing is changing in 2019, as we saw it in 2018, you would realize that you have to create new content but with that, you have to update the older one as well.
This maintains your search traffic.
You must expect 2019 to be a crazy year. Technology is changing and so is digital marketing.
It is a roller coaster ride for marketers.
But remember, don’t be afraid. Where there is a will, there is a way.
Take new concepts, understand them and start working on them.
I assure you, that you will get a much smoother ride now.