Keeping Up with Technology; No Longer a Need for a Crystal Ball

Not so long ago marketeers would be looking towards the future and trying to predict the trends and technological advances which might affect the way…

…they had to attract the attention of and engage with target audiences.  Such ‘crystal ball gazing’ allowed them to plan and build strategies and identify what future actions they themselves would have to take to keep up with the changing times.

The speed with which technology is currently advancing means that we now speak less about long-term planning and instead simply ensure that our own evolution is as fast and constant as that of the tech.  Agility is the key to success, but in order to be agile we must still understand the obstacles we are preparing to encounter.

At RDZ PR we often speak about the importance of content (you may have noticed) and, whilst we will always favour quality over everything else, we know that we must understand the mechanics of the delivery medium and always ‘tweak’ to suit.  After all, what’s the point in writing something truly magnificent if no-one ever finds it to read in the first place?

Smartphones have perhaps seen the biggest technological development of the past decade, not only changing the way we communicate with other individuals but also entirely changing the way we obtain information.  Google searches are already more frequent on mobile devices and on desktops and, as we all know, there can often be frustrations involved in the layout of websites when presented on a hand-sized screen.

Mobile optimisation of websites is obviously already very much ‘a thing’.  Businesses and their Digital Marketing providers have been ensuring that their content is compatible with smartphones for some time now, understanding that if users stay longer the website will automatically rank higher (not to mention that the user experience will in itself be a far more pleasurable one).

The development of Google’s ‘Mobile First’ index may encourage even more rapid change.  Up until now the focus has always been to give desktop users the best and most relevant search results but now the tables have turned and the ranking of websites is based on their compatibility with mobile search.  How might this change things?  Well, SEO keywords will undoubtedly pivot more towards mobile and Google will detect cases where there is simply too much long-form content (which is generally poor for mobile search) and penalise the sites accordingly.  Understanding this will be key to hitting the right balance between informative content (which many potential customers and influencers will still want to be able to access) and mobile compatible, Google-friendly concise content.

Another big change already very much underway relates to the rapid growth of Voice search.  By 2020 the prediction is that Voice will account for 50% of the total number of searches and it is, therefore, not too difficult to see that it will easily surpass text searching in the very near future.  In a similar way to the mobile shift a re-adjustment of the way we think about keywords will no doubt be required.

Long-tail keywords will become the most valuable when it comes to Voice search optimisation.  That is to say that we need to think about conversational strings rather than stilted 2 or 3 word combinations.  For example, someone searching by Voice is more likely to say, ‘Which is the best Italian restaurant in Leicester?’, whereas someone on a regular text search may simply type ‘Italian Leicester’.  Another major difference is that the majority of Voice searches are knowledge questions; increasingly Who, Where, Why, When and How are the ways we request our information and successful optimisation of keywords will most definitely have to keep this is mind.

Do these technology advances mean that there is no longer a place for longer-form content anywhere?  We say an indefatigable ‘No!’.  Whilst the user may make the initial approach in a different way there will still be a need for high quality, accurate information from which an informed decision can be made (and let’s not forget the keyword benefits to rich text which will not simply disappear overnight).  The key to ensuring future success and maximising marketing efforts and spend is to be in the know and to ensure that you make yourself as easy as possible to engage with, regardless of how your audience choose to communicate.

Posted in

Rachel Hargrave

Rachel has over 30 years of local, regional, national and international communications experience and expertise across a wide variety of clients including FTSE 100 companies, SMEs, micro businesses and start-ups. She also has extensive charity, Not-For-Profit and Community Interest Company experience and happily offers clients working in these areas a 50% discount on all RDZ PR rates.

No risk with a FREE initial 45 minute consultation

To find out exactly how we can help you achieve your ambitious goals get in touch with us today. Our initial meeting is completely FREE and we promise you’ll leave with three brand new ideas that you can take away and implement immediately.

For your FREE consultation simply pick up the phone and call us today on:

What Our Clients Say...

Sangeeta Patel, Joint CEO, Reaching People

Rachel provided us with a day of free support in association with the LLEP programme. Despite it being ‘free’ Rachels support was professional and dedicated. We received a full day of practical support including a discussion to fully understand our organisation, an assessment of our need, the production of a communications and marketing plan that was realistic, manageable and practical aimed at helping us move ahead on the communications front and, ultimately, with our organisational objectives. Rachel achieved so much in the time she had including writing and issuing a press release that appeared in the Leicester Mercury, wording for our website homepage and a letter to go with our membership pack. She also shared her hints and tips about social media, her press contacts and she connected me with a potential Reaching People member! In all it was an invaluable experience. Thank you, Rachel for giving up your time to help us.

Heather Johnson, Botanical Artist & Stationery Designer

I went on one of Rachel’s introduction to PR workshops and it was fantastic. She covered absolutely everything, explained it all in an understandable way and didn’t try to sell anything. She gave as much information as possible, answered all questions and she was just lovely. I would highly recommend Rachel for anything to do with PR and won’t hesitate to use her services in the future.

Ravi Summan

I was introduced to Rachel by an executive coach. My requirements were to provide quality, simple to understand content to engage with my target market and generate new customer enquiries in health and wellbeing. From my first discussion with Rachel, it was clear that she had the skills and empathy to provide a service to support the growth of my business. Rachel’s content writing and editing is very effective and her diligence ensures the right message is articulated. It is no surprise to me she has a strong track record of helping entrepreneurs and businesses of all sizes support their growth. Aside from her professional competencies, Rachel genuinely cares about people and working with her allows you to focus on your core business. For those who are new to building their own business or employed by a large corporate, you will get value and authenticity from Rachel’s content and PR services.

Jayne McIntosh, Director, Air Aesthetics Health & Wellness Clinics

I met with Rachel and was instantly impressed with her warmth, enthusiasm and ability to understand the key issues being faced. She took time to clarity objectives and the key tasks required. A quick study she was able to pinpoint the brand tone of voice accurately. Rachel’s’ copy writing skills have been excellent. She has written for my business website, advertorial pages in lifestyle magazine and has also written first class responses to awards entries which are curtailed in length. Rachel is just really, really good!

Victoria Curtis, Company Secretary, Mono Roofing Ltd

Rachel came to provide our company with an appraisal for the company PR, and we learnt an awful lot! Rachel taught us how to make the most of our marketing and advertising and how to make it work for us, to get the client’s we really want. Rachel has provided our company with a plan to follow, and we are gradually implementing these procedures, and we know that in doing so, it will really raise the profile of our company and get us the work we want. I would definitely recommend Rachel to manage your company’s PR.

Trusha Lakhani, MD, Great Business Matters t/a Trusha Lakhani

Rachel Hargrave is one of the best PR experts that I have met. She not only understands the best awards for her clients but also how to make the most of the opportunity for the client’s personality. Put simply Rachel gets people. She understands her clients and their goals and is with you all the way. I highly recommend Rachel Hargrave and The Awards people and RDZ PR.

Paul Gerrard, MD, Gerrard Cranes

Rachel and I met yesterday to discuss my existing marketing and options for how we can improve and develop the strategy for my business. It’s very clear that Rachel has vast amounts of experience, knowledge, ability and some great contacts to achieve some amazing results. If you need some professional guidance with PR/awards/marketing then I’d highly recommend you get in touch with Rachel and see how she can help you out.

Victoria Beale, CEO, Business Live Global

I’ve worked with Rachel for the past ten years on a variety of client projects and for my business also and the service we have received has been second to none, consistent and most importantly delivers RESULTS. I would have no hesitation recommending RDZ PR to my customers and Business Live Network. Thanks Rach! Here’s to another ten years and more!

Mark Esho MBE, Easy Internet Services, Easy Internet Solutions, Dreme, Access Rating CIC

Thanks for all the hard work you put into the PR work for our companies and subsequently the business award submissions. You made the whole process stress-free, and the quality of the submissions have resulted in the receipt of multiple business awards. Great work, Rachel.