Six Digital Marketing Predictions for 2016

When it comes to the world of digital marketing, our team is always researching upcoming trends to stay ahead of the game and the competition. As we prepare to enter a new year, we have put together several digital marketing predictions to share with our readers.

Prediction #1: The Google knowledge Graph will continue to grow.

Translation: The Knowledge Graph is Google’s algorithmic ability to serve people the answers to their questions within the search results. The Knowledge Graph has gained incredible popularity, and research indicates it will continue to grow in 2016.

Implication: People won’t have to visit websites to get the answers they need like they used to. The concern for digital marketers is that this type of user behavior could result in extreme traffic drops for numerous websites.

Prediction #2: Voice search and micro-moments will be the foundation of SEO techniques.

Translation: With mobile devices expected to override desktop devices, it’s predicted that the foundation of SEO techniques will be based on the way people search for products or services using voice-search technologies like Siri. For example, a pizza restaurant should optimize its website for a phrase like “What’s the best pizza restaurant in Atlanta?” as opposed to just “Atlanta pizza restaurant.” In addition, SEO techniques will shift towards optimizing websites for “micro-moments,” a term coined by Google to emphasize the idea that people think, know, learn and do most things in short bursts of activity on their cell phones.

Implication: Back in the day, SEO was based on optimizing websites for one or two keywords. Now, SEO is all about catering to people searching for something specific during a particular moment on a handheld device. People are more inquisitive and ask questions such as, “How long does it take to get to the park?” and “Where can I get an oil change in my neighborhood?” Google’s algorithm is adapting to this type of consumer behavior, allowing people to get the refined results they want, making the SEO process more difficult than ever.

Prediction #3: Google will continue to dominate the search world.

Translation: For a while, there were speculations that Yahoo and Bing would become as popular (if not more popular) than Google. However, research shows that Google has remained the dominating search engine and will continue to grow in user experience in 2016. In addition, Google and Yahoo have formed a partnership, which will allow Google to place its search results and even pay-per-click ads in Yahoo’s search results.

Implication: If you haven’t been focusing on Google as your primary search engine when it comes to SEO and pay-per-click, you better start now, because it’s here to stay.

Prediction #4: Mobile apps will continue to rise.

Translation: It seems as though there’s an app for everything nowadays. There are gaming apps, food delivery apps, car service apps, and on and on. According to current research, apps will possibly start getting indexed in Google’s search engine in the new year, indicating they will be a part of the search results the way websites are now.

Implication: Apps getting indexed in Google’s search results means an opportunity for a competitor to take up real estate in Google’s search engine with something in addition to its website. So if your website does not have an app, it may be a good idea to create one.

Prediction #5: Streaming services like Netflix will dominate the TV networks.

Translation: The use of streaming services like Netflix will continue to rise.

Implication: There are many companies wondering if commercials on TV networks are as effective as they were in the past, especially with popular streaming services like Netflix. While the jury is still out on this one, it’s an interesting theory for digital marketers to consider, especially if their target demographic is millennials, who are notorious for utilizing services like Netflix.

Prediction #6: Consumers will increasingly rely on other sources of information, in addition to search results.

Translation: Nowadays, people are more prone to utilizing multiple sources of information prior to making an investment, such as reviews, social media, etc.

Implication: Don’t just optimize a website for Google’s search engine; ensure you’re easily found as a credible source on other platforms as well, such as directories and social media platforms. People who visit your website will investigate you further on other Internet platforms, especially if you’re in the medical industry.