Barely a week goes by without some kind of study into the world of Search Engine Optimisation; however, the latest research by the Boston Consulting Group does carry significant importance. This is because it has been commissioned by everyone’s favourite search engine, Google. The study into the future of the internet throws up some bold predictions as to how the World Wide Web will be used in 2016, including:
- No longer to be considered a luxury good with half of the G20 population having online access by 2016.
- Become more participatory as opposed to passive, i.e. considerably focussed on social media.
- Become more widely used in growing and emerging markets such as China.
- Transform into a predominantly mobile-based activity. The study predicts that by 2016, tablets and smart phones will account for around 80% of broadband connections in the G20 nations, moving away from the current PC dominance.
These statistics show that the future of e-commerce is bright and starting a business online can be a very fruitful venture; however, it is that final prediction that is likely to shake up the world of SEO. Us SEO geeks that like to ensure a website is fully optimised are experts when working with desktops, the majority of us are also very handy with laptops; however, mobiles devices may prove to be a bit of a curveball.
With the figure as high as 80%, web designers are sure to be rubbing their hands as businesses flock to have sites optimised for mobile browsing. Not being mobile-orientated will render your website and online business useless, and invisible to three quarters of all web users. Mobile devices being used on the move means that the internet will be used in a different way from static internet use and SEO must adapt to new search methods. The new Apple iPhone 4S is the perfect example of how mobile searches are changing.
Apple Siri technology
Those clever guys and girls at Apple have come up with a design that has thrown a spanner in the works of SEO marketers, a program simply known as “Siri”. This clever piece of technology (you may have seen the advertisements) allows users to ask questions, search for directions and give commands. It is the way Siri provides its search result which affects Search Engine Optimisation. Siri is focussed solely on local results, doing away with traditional organic searches. For instance, if the user says to the iPhone “I want a burger,” Siri will return the two nearest locations. This will mean local businesses fighting to be included in the search results; the ones that come out on top will be those that have the best, up-to-date local profiles and good, relevant content. Of course, websites that are mobile and tablet friendly will be favoured by Siri over those that are catered towards static browsing when results that are returned.
This leads us back to the importance of having a site that has been fully optimised for viewing on the move.
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