FIGARODIGITAL.CO.UK
MARTIN DINHAM, DIRECTOR AT
BARRACUDA DIGITAL
COMING FROM MOBILE
40%
desktop might be researching; someone performing the same search on a mobile is more likely to want to eat in one, local to their location, right now. Ensuring that businesses have their local search presence aligned for this type of search is crucial. And it goes without saying that websites need to be fully responsive, fast-loading and generally optimised for mobile. However, from a
CHANGING user BEHAVIOUR
Martin Dinham, Director at Barracuda Digital, considers the impact on search marketing of the constantly-connected digital consumer
here’s no doubt that user behaviour online is changing more rapidly than ever. This is mainly driven by the proliferation of different devices
and our usage patterns around these. We all know about the increase in
traffic being driven by mobile devices. At Barracuda Digital, we have clients in all sectors, from high street retailers through to specialist B2B organisations. One thing that unites
them is that we’re regularly seeing 40 per cent of traffic coming from mobile, regardless of sector. As search engine marketers, this has a significant impact – users searching on mobile devices have smaller screens showing fewer results, which means that a number 10 organic listing is of even less value than on the desktop. Users are more interested in
geo-located results: a person searching for ‘Indian restaurants’ on a
search perspective, I think user behaviour is about to change even more with the upcoming proliferation of devices. Primarily, we’re going to see an acceleration in the move from keyboard- entered, keyword- based searches to long-tail, natural language searches conducted via voice. The rise of ‘assistants’ such as Siri and Cortana is the first step on this road and wearable tech is going to accelerate this. It will coincide with a shift to search being far more predictive than user-driven - it knows that you’re leaving work and will suggest restaurants in your locality before you search for them.
barracuda-digital.co.uk
SEARCH
WILL SHIFT TO BECOME FAR MORE PREDICTIVE
THAN HALF (48%) OF CUSTOMER SERVICE QUESTIONS ASKED VIA EMAIL, TWITTER
UK BRANDS ANSWER LESS
AND WEB CHANNELS. Source: Eptica Multichannel Customer Experience Study
55
% OF UK EMPLOYEES
ADEQUATE ACCESS TO THE TECHNOLOGY NEEDED TO DO
NOT PROVIDED WITH
THEIR JOB PROPERLY. Source: Fujitsu - Digital Inside Out
10 issue 24 may 2015
FEEL THEY ARE
47%
OF AMERICANS SAY FACEBOOK IS THEIR #1 INFLUENCER OF
PURCHASES. Source:
dotrising.com
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