Search engines are still an essential pillar for any online marketing strategy

In recent times, search engine marketing has undergone changes in the different scenarios where it had a presence, while new ones have emerged with force, giving rise to great opportunities in the field of Search. This analysis considers eight aspects related to the current situation and future changes in search engines, at the same time that it invites reflection thanks to the opinion of experts in the field. Although today any user is able to easily find what they are looking for, originally search engines acted as mere indexes of websites, where the user had to previously know the title of the site they wanted to access. Archie (1990), Excite (1993) or Altavista (1994) are some examples of these beginnings on the way to current search engines. Much has happened since then and, today Kuwait Mobile Database, search engines have been sophisticated and evolved to meet the demands of users, to the point that the process has become a conversation, with an understanding of language and of the semantics that continue to surprise us. Over time, specialized search engines have been created: Google Maps, YouTube, Google Shopping, etc.

and it has even evolved towards a search within e-commerce, increasing the importance of market places in the field of search engine marketing. Being able to occupy a visible space on Google has become the maxim of any brand, regardless of whether they sell online or not. The boundaries between on and off are increasingly blurred and we can no longer understand consumer behavior separately. Users look for information and compare before making a purchase, therefore, we can find comparators of almost any product or service. These places that unite brands and users have made it possible to simplify the search and be an exhibitor of market players, but they have also increased the fight in search engines for the traffic of potential clients. With this landscape, Search data management has become essential to develop successful marketing strategies. These and other related aspects have been reflected in a new study developed by kanlli, and for whose development different experts in interactive marketing and electronic commerce have been consulted in order to show a vision of current and future strategies in search engines .

Among the most important conclusions to highlight the fact that search engines have become an essential pillar of any online marketing strategy. The very evolution of search engines and user behavior have created multiple scenarios for positioning. The ability to reinvent and adapt to these scenarios will make or break Search strategies. The trend towards a greater weight of showrooming thanks to mobile-assisted shopping and the growing importance of brand mentions for organic positioning have been the topics with the greatest consensus. SEO POSITIONING IN MARKET PLACES Market places like Amazon are based on a business model that connects sellers and consumers. In recent years this type of site has given rise to a multitude of debates on how to position a product as a result of a relevant search Brother Cell Phone List. Optimizing non-traditional search engines allows us to stop depending almost exclusively on Google to receive visits to our products and improve our sales volume. In addition, we will be offering an additional channel to potential consumers to find us, not to mention that they are channels very focused on sales and we do not compete with other types of content (articles, social networks, videos, images, maps?) That make you lose visibility. .

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However, some SEO currents believe that enhancing the positioning in market places can displace our own results in the ranking, diverting traffic and reducing our visibility. But what if users were searching directly in the market place and not in Google? The search trend is aimed precisely at this, users with purchase intention are increasingly looking directly in the market place and not in Google. According to data from Forrester Research, 39% of North American online customers started their searches on Amazon while only 11% started from Google. Statement: Positioning in market places is essential and will be even more so in the coming years, when an increasingly mature user abandons their traditional search behavior to get what they want more quickly, be it information or purchase a product.

COMPARISONS AS A DISRUPTIVE ELEMENT More and more consumers, before deciding to buy a product or hiring a service, consult information about them online and, above all, compare prices between the companies that offer them, especially in recent years of crisis. . The growth of comparators in recent years has been unstoppable. Currently, we can find this type of website for almost any business or market: insurance, travel, credit, food, mobile phones and a long etcetera. Comparators have established themselves as an indispensable resource for saving and 9 out of 10 consumers compare prices before purchasing a product or service. According to Reiterator, one of the benchmark comparators in the Spanish market, since its inception more than 14 million people have entered its site to compare prices and, in addition, 90% of them repeated.

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How is the rise of comparators affecting search engine optimization? The amount of information and links that these types of websites contain facilitate a good organic positioning, but in addition large amounts of budget are usually invested in sponsored links, which makes the fight of brands to occupy a space on the first page of results. On many occasions, the comparators are seen as an opportunity to attract traffic and sales to the website through other channels, but in others it produces an increase in the cost of the leads or sales achieved by adding one more link to the purchase cycle of the product or service, since the comparators are still intermediaries between the brand and the final consumer. The comparator does not make the market grow, but rather invigorates and organizes it.

This competition also makes brands see their positions displaced in the rankings both in SEM and SEO, losing visibility and opportunities to achieve the objectives directly from their page. Claim: The way the user searches for and uses information is constantly evolving. With the arrival of comparators, a range of possibilities opens up to be present wherever our potential audience is. Having the comparators as allies is presented as a much more attractive option than competing against them. WEBROOMING VS. SHOWROOMING With the growing search for information prior to purchase, especially thanks to the rise of smartphones -which allow a search for a product even once the consumer is already in the physical store- the need to know the attributions of online sales to offline and vice versa is the difference between the success or failure of a marketing action.

Two trends are thus generated: webrooming or the search for products online to buy them later in the physical store, and the opposite, showrooming, which occurs when consumers buy online after having been in the establishment. According to Merchant Warehouse, webrooming far exceeds showrooming, especially among young people. Both 75% of men and 63% of women prefer to search for information online and then make the purchase offline. Furthermore, 90% of showroomers also practice webrooming, while in the opposite case the figure stands at 60%. One of the motivations for webrooming, according to the study, is saving shipping costs (47%) or delivery time (23%). Also noteworthy is the need for some consumers to touch and feel the product prior to purchase. Statement: In the coming years we will experience a change in trends to the point where showrooming will overtake webrooming thanks to the evolution of mobile use and mobile-assisted shopping. Users already use the mobile in store to compare prices, find information about the product and even to buy it directly and this trend will continue to grow, becoming a fundamental part of retail strategies.

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THE ONLINE NOTORIETY OF THE BRAND IS DETERMINING FOR SEO Search Engine Optimization (SEO) has historically been linked to all kinds of ingenious, increasingly sophisticated tactics to adapt or even fool Google’s dreaded algorithm. While the search engine has been evolving towards more relevant results, with original content, giving increasing importance to online notoriety, many brands still choose artificial strategies that allow them to gain some positions more quickly. However, the precision of Google’s algorithm continues to develop positively and everything indicates that by 2015 a large part of the authority of the domains will be determined by the implied links or brand mentions, since these are something difficult to manipulate, unlike link building strategies.

In the words of Simon Penson, Moz, “It stands to reason that a popular brand has more people talking about it online than one that is simply good at manipulating the algorithm and has invested heavily in link building to that end.” Naturalness is the main objective of Google in relation to references to a site, so SEO is increasingly linked to a communication and public relations strategy of a brand with a fundamental basis: content. Despite the sophistication of Google’s algorithm, link builders have managed in recent times to make references to the site more natural, developing complex schemes that take into account aspects such as domain authority, page rank, and ratio of inbound and outbound links, the neighborhood or neighborhood, etc. Everything indicates that even these new strategies will be insufficient in the medium term, since Google is completely changing the way it takes into account links. In the medium term, the risks of doing link building, even of the highest quality, far outweigh the benefits.