Having good traffic for a website requires some knowledge of the current web. When creating a website, you must take into account some digital trends. If you do not want your website to end without visitors, you need to plan a strategy!
1. In terms of SEO
According to a study conducted by Stat Counter in 2016 the number of searches made from a computer would be lower than searches done on smartphone or tablet. A figure that implies an increase in voice searches that will not stop increasing!
Websites wishing to improve their SEO will therefore have to adapt their SEO strategy. Indeed, when we perform a voice search we make sentences while in a written search we type keywords. Google’s answers will not be the same. Google will look for a more accurate, more relevant answer directly displayed on the 0 position of your screen. It’s actually an answer to the specific question you asked.
In a more traditional search, Google gives you a list of sites that can answer your questions. The answers chosen by Google are more focused on keywords and not on the whole question.
On mobile, we forget the research and navigation on several sites to find his answer, Google gives you the answer you are looking for. Indexing is no longer done on pages but on paragraphs that answer your question.
The mobile first
The mobile first (site first thought for mobile then for tablets and computers) is a criterion of the algorithm of ranking in Google. Like a responsive design site, it allows the user to view the content of a website from his smartphone and tablet.
If your site is not “responsive”, you risk losing a significant number of potential readers. Not to mention the SEO of Google. In addition, Google’s algorithm will now use the content of the mobile version to rank and submit pages in its search results.
In other words, working on mobile content is important. Indeed, the content is sometimes less rich on the mobile version than on its desktop version which will be a negative point in your SEO. It is therefore a significant change in the indexing of content.
But do not worry, no date has been announced and the change will be gradual. Google wants to give webmasters time to prepare for this change and Google’s technical teams are in the process of testing the new classification that this change requires.
Note that if you do not have a website yet it is advisable to create your site directly in mobile first . It is more difficult to make an existing site responsive design than the opposite.
Go to HTTPS is required
Recall, the Hyper Text Transfer Protocol Secure (HTTPS) is a security protocol that aims to encrypt information exchanged between different websites to secure data transfers. Information exchanged between the website and the site visitor is then much more difficult to intercept or modify.
Since 2014, Google encourages sites to be in HTTPS. This requirement first affected e-commerce sites and is now mandatory for all types of sites since October 2017.
According to Google (source: Lemon press, figures 2017):
- 64% of Google Chrome traffic on Android is secure, compared to 42% a year ago
- Over 75% of Chrome’s Chrome and Mac traffic is protected, compared to 60% on Mac and 67% on Chrome OS a year ago
- On Windows, Chrome’s secure traffic went from 51% to 66% in one year
- On the other hand, according to Google, 71 of the 100 most popular websites are now using HTTPS, up from 37 a year ago.
- According to Let’s Encrypt almost 60% of the pages loaded on Firefox are in HTTPS.
Moreover for Google the transition time sites HTTPS has expired, so if you are not in HTTPS do it as soon as possible! In addition to security for you and your visitors, the HTTPS can be better referenced and positioned.
2. In terms of webdesign
A use of bright colors, flashy with strong saturations.
Be careful, however, to respect certain accessibility criteria , such as a sufficient level of contrast, in order to guarantee the good perception to all of your Internet users.
Animation to support your content
The Internet is a living and interactive medium and the animations and interactions on the websites ensure the understanding and attention of the user.
According a recent study, 63% of Internet users watch at least one video every day. 76% watch a video at least once or twice a week. The study first shows that the consumption of videos is anchored in the uses. 18-24 year olds are big consumers: 84% of them watch more than one video every day or so. (source: The moderator’s blog )
If this is not already the case, introduce video into your marketing strategy.
The video has many advantages and in addition the average conversion rate of a site using videos is 4.8% against only 2.9 for a site without video.
Why? Because the visitor has a better user experience and a better understanding of the products through this medium.
- reinforces the relevance of your message and creates a close relationship
- humanizes the relationship
- strengthens the assimilation of messages
- help to spread a message in a more fun way
- is part of emotional marketing, it arouses emotions in the user.
- The mixture of sound, image and dialogue makes this medium much more attractive.
And what’s more, it can only be a plus for your SEO . YouTube is the 2nd most used search engine in the world after Google!
Your videos will also be shared on social networks: more comments and therefore visibility.
Let’s not forget a point of vigilance…We must subtitle your videos! Essential in terms of digital accessibility, it will also allow you to reach a larger target. Especially when you know that 85% of videos are watched without sound…
You will be able to hit a new target in this way. A video requires less effort than reading. You can expand your target to users who have not read your content.
It’s up to you to create an attractive visual to captivate your visitors!
You can also boost your marketing strategy with live video. If you use it wisely you will be able to show your customers that you are accessible and transparent and will be able to interact with you live.
3. Influence marketing
The role of the influencers is and will remain an element to take into account. It has become a strategy in its own right for brands. One-off partnerships no longer have the edge: the user wants a sincere influencer and honest feedback.
An influencer who puts forward a brand that has nothing to do with what he usually publishes is not consistent and therefore irrelevant.
According to a report from 2017, celebrities in the launch phase would have more impact. The network effect of micro influencers would increase brand awareness and new consumer engagement. Indeed, micro influencers get a higher engagement rate compared to macro influencers.
For micro influencers with fewer than 5,000 subscribers, the engagement rate is around 8%. That of macro influencers of more than one million subscribers is 1.6%.
Brand tribalism is therefore at the heart of the marketing strategy and engaged consumers will be a real tribe.
These are consumers who naturally engage and therefore create more impact. There is a relationship between consumers which allows a stronger commitment.
This is the principle of word of mouth, if someone likes your brand it can be part of the tribe.
It’s up to you to satisfy your customers, to know them, to solve their problems, to interact with them. In itself, retain them and turn them into ambassadors.
If you can build trust, you will have a very active community.
4. Web Content
Putting your content at the heart of your communication is essential. The inbound marketing and content marketing will be critical strategies.
To illustrate our point, you must keep in mind that these two points are linked. In content marketing we create quality and targeted content to interest our potential customers. The goal is to turn prospects into customers.
You must therefore keep a link with your visitors and push them to come to you and to your product by themselves. For this, tools exist such as the registration to content marketing, an appearance in the search results thanks to SEO, email relaunch…
5. Social networks
On social networks, the stories become the new must-format. They mix photos and videos for a limited time. This new format involves a new reflection around your editorial and graphic strategy.
However, it goes without saying that your choices are made according to your target.
The chatbot is a computer program that reads messages sent to a website and offers an adapted response.
We can find these chatbots on a number of sites and this will intensify.
With Artificial Intelligence, chatbots will be able to answer more precisely and in a more relevant way. The chatbot will adapt to his interlocutor thanks to increasingly rich client databases.