Top Digital Marketing Trends for 2021

1. No-Click Searches also Known as Featured Snippet

business planGenerally, when you have a question, you type your question into Google, hit enter, and click on the article that best answers your question or gives you the information you need.

Sometimes though, the answer is suggested to you in a paragraph at the top of the result page. These boxes, called Position Zero in search engine results, often come with an image and all the information you were looking for displayed in an easy to distinguish box. You have the answer you need, so you don’t need to click on an article. This is what’s called a no-click search. Google and other search engines provide these to help people find answers quickly and keep people on their website (and off of yours).

Being the subject of a no-click search means you’re halfway there — people are interested in what you have to say. Your next step is to attract them to your site for more of what you have to offer.

2. Google Verified Listings for Local SEO

Local-SEO 2For businesses that operate on a local level, such as a plumbing company or a veterinary clinic, your Google My Business listing provides valuable information and helps establish your geographical location.

Having a geographically-defined service area with Google My Business listing aids in showing up for “near me” searches. It also lets customers learn more about your business within Google Search results. At a glance your potential customer can see your open hours, address, and star rating left by other users.

In order to make sure the information displayed is correct, you should verify your Google business listing and keep information up to date. The benefits of verifying your business are:

3. Voice Search

voice assistantsVoice-activated digital assistants continue to be huge sellers, and let’s be realistic – some households talk to Alexa, Siri, or Cortana more than they speak to family members. The popularity of voice search both at home and on our phones has led to one of the most significant shifts in using keywords.

4. Visual Search

Instead of typing a description into Google, users can now upload an image and get information about an item just from a picture. If they’re uploading a plant photo, the search returns species information, while a landmark image will return historical data. When a user searches a product, it returns similar products and where to buy them. Google Lens, Pinterest Lens, and related search tools turn a user’s camera into a search bar.

5. Online Reviews

Online reviews can make or break your business’s ability to attract new customers or clients. While any company can talk up their products or services, other consumers can provide real, unbiased reviews. Having many reviews from verified sources can make your business stand out from the competition and start building trust before they even click on your website.

6. Automated & Smart Bidding in Google Ads

To get the best possible results from a Google Ads campaign, Ads specialists analyze every piece of data and continuously tweak and adjust keywords, bids, and ad phrasing. While this obsessive attention to detail gets results, it’s exhausting. A business owner trying to run a campaign may become completely overwhelmed and end up failing.

Enter automated bidding strategies. These allow Google to use machine learning to analyze the tremendous amount of data it has on its users to adjust your bids in real-time. Ads specialists can embrace automated strategies while still being in complete control. Automated bidding isn’t anything new – Smart Bidding made its debut in 2016 – but most business owners aren’t aware of what it is or what it does.

It’s important to note that there are still plenty of human strategies involved in optimizing PPC performance.

7. Influencer Marketing

An influencer is someone that people trust in a specific field, such as professional athletes, scientists, and even successful dog trainers. These people have a following online to promote their business, services, or message, and influencer marketing is tapping into these communities that are often large, active, and very loyal to the influencer they follow. Some examples are paying a local chef to post about using produce from your organic, urban farm, or sending your new sneakers to a basketball player to wear in pictures they post.