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Digital Marketing Trends for 2020

Digital Specialist Paul Edge offers a fresh approach to driving website traffic and encourages experimentation with new channels.

In 2020, Voice Search is going to reduce your site’s traffic numbers

In 2018, voice searches were tipped to be 50 per cent of all search in 2020. Today about a third of the 3.5 billion searches performed on Google every day are voice, so there’s some way to go yet, but we’re not far off. 

We’re also not far away from Google changing the search algorithm to start prioritising sites that incorporate voice technology. This will have a huge impact on a site’s traffic, because when people use voice search on mobile, Google will deliver only one top result known as ‘position zero’, ‘featured snippet’ or ‘answer box’.

So if your site is not at position one in the search results, you’re going to get fewer visitors.

What can you do?

A good place to start would be to optimise your current FAQ webpage for voice search. This will make your content eligible to show questions and answers directly on Google search results pages and via the Google Assistant.

Example of a featured snippet

Snippets typically appear in question-based search queries such as: “how to,” “who is,” “why is,” and “where is”.

This is where you can capitalise by formatting your FAQ pages to concisely answer common “how to,” “who is,” “why is,” and “where is” questions.

What’s that coming over the hill, is it a podcast?

Old hat? Not yet. This year is when big tech and Hollywood will get involved in podcasts. And with a predicted advertising revenue of over $864 million in 2020, who can blame them?

Spotify has invested about $400 million dollars purchasing podcast creative and production studios in 2019 and are set to rival Apple’s dominance of the podcast market.

It’s all go, with more professionally-scripted and produced pods being developed. It’s time to get involved in podcasts.

Here’s some podcast recommendations to get you thinking about how your brand could get started:

https://medium.com/the-mission/30-best-health-and-fitness-podcasts-7cd28146f476

https://www.nytimes.com/2019/01/28/smarter-living/podcast-recommendations-apps.html

If you are looking for help auditing your website in light of these changes, or for help with podcasts, then just drop me an email.

References:

OMG! Mobile voice survey reveals teens love to talk
October 14, 2014
https://googleblog.blogspot.com/2014/10/omg-mobile-voice-survey-reveals-teens.html

Why (and How) You Should Optimize Your Website for Voice Search
December 5, 2019
https://www.entrepreneur.com/article/343036

Podcasts boomed in 2019, BUT 2020 will be even bigger
December 5, 2019 
https://www.thewrap.com/author/ben-reeves/

is a Digital Account Director with over six years experience making engaging digital content convert.