While other marketers look for relevant content to suffice to their needs, smart marketers take advantage of myriad other traffic sources sans Google to deliver their content. These sources involve Instagram, Pinterest, and YouTube.
Undeniably, Google continues to dominate the traffic generation scene, thanks to its powerful search engine and artificial intelligence learning with Rank Brain. However, other potential traffic sources cannot be ignored completely, owing to their increasing popularity among the technology savvy generation. Content search sites such as YouTube, Skynet, Facebook, and Yelp are changing the game of traffic generation.
Rank Brain, Google’s proprietary artificial learning system technology helps the machines to process its search results efficiently and faster. Rather than human teaching process for machines, this technology enables machines to teach themselves how to do their job better. Machine learning and artificial intelligence, though involved in the same thing, are often used interchangeably. Now-a-days, searches are being performed several ways from several devices. This is changing the privacy, spam, and video viewing scene too.
Some of the most important issues that are driving online searches today are:
- Content has always played an important role in Google’s searches. Google has given preferable to searches more than marketers. Therefore, it is the responsibility of the marketers to understand their audience and site visitors and provide them with relevant content, thus satisfying their requirements. Google makes sure to reward marketers who consider customer experience as the prime important factor of their SEO efforts.
- Google has started ranking images too. This has made the inclusion of visuals in content a relevant factor to arrest customer attention and give them a superior experience. For example, e-commerce marketers should emphasize on sites such as eBay, Amazon, Etsy etc. while for videos they should look for YouTube or Facebook, to name but a few.
- Google has been increasingly making efforts to match the returns to their searches requirements. This makes it imperative for the marketers to use keywords that are not just fed in the content for the sake of it, but provide a competitive advantage to the content. Thus, the context of the content becomes crucial at this point of time.
- Google+ has not been instrumental enough as it had been thought of. In fact, Twitter has taken its place successfully as primary social result of Google. Google+ could not meet with much success which made Google name it as a social layer across all Googles services rather than naming it as a social network. Twitter has been able to exercise influence on keywords as well as the search results page, thus helping marketers to use to their advantage.
Therefore, it can be concluded that though Google has been a clear market leader in the search engine scene, its engineers admit that the users still do not have the full picture. It is important for marketers to pay attention to other traffic sources and concentrate on pages that are performing well, thereby ensuring that their sites perform better by hiding from Google the pages with high bounce rate.